South African Tourism’s new brand film puts the people of South Africa at its heart

South African Tourism’s new brand film puts the people of South Africa at its heart

South African Tourism has unveiled a new 10-minute brand film which places the people of South Africa and the country’s many varied cultures at the heart of the story. Designed to give members of the travel trade valuable insight into this inspiring, colourful and warm country, the film is available alongside a rich image bank for agents to peruse and use.

Drawing on the tradition of South African heritage story-telling, the film was shot across South Africa and was directed by well-known South African filmmaker, Teboho Mahlatsi. It tells the story of Bheki, a young Mbhaco (a traditional Xhosa wedding gown) maker from the rural Eastern Cape, who traverses the country in search of inspiration for an Mbhaco with a modern twist.

During his travels, Bheki witnesses a country teeming with a wealth of places to visit, unforgettable experiences and warm, culturally rooted people who leave an indelible impression on him as he samples all that South Africa’s vast array of cultures have to offer.

And that, South African Tourism Hub Head: UK & Ireland Tolene Van der Merwe says, is the message that the tourism body wants to convey to the UK travel trade.


“We are delighted to launch our new brand film in the UK market. We believe it perfectly encapsulates the true spirit of South Africa and, through the eyes of Bheki, uncovers the many amazing experiences that our beautiful country has to offer to holidaymakers. We hope that our film will aid members of the UK travel trade to gain a deeper knowledge of South Africa and therefore to inspire holidaymakers to want to visit. South African Tourism has a commitment to attracting five million more tourists to the destination in the next five years and we know that, by working closely with the UK travel trade, we’ll be able to effectively communicate the abundance of heritage, art and culture which makes our beautiful country hard for holidaymakers to resist.”

The new brand film has been released on South African Tourism’s YouTube channel, digital and social media platforms as well as selected international television platforms. It has also been packaged into a 60 second trailer and five further 30 second trailers and, to support the film elements, short and long form content pieces will be placed on the website to correlate with the film’s storyline.

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