Minister of Tourism Marthinus van Schalkwayk

Ladysmith Black Mambazo

South African Tourism CEO Thandiwe January-McLean

South African Tourism (SAT) has launched the second phase of its global marketing campaign “20 Experiences in 10 Days”, featuring a series of advertisements showcasing the country’s people and diverse attractions.

The campaign, which presents the experiences in South Africa of couples and friends from key emerging markets China, Brazil, Angola and Germany, was unveiled at the opening ceremony of INDABA 2011.

“We believe that the best way to describe our country is that nothing about South Africa and her people is ordinary and that it is through our people that the destination experience is enhanced for visitors,” SAT chief executive Thandiwe January-McLean said.

Echoing these sentiments was South African Tourism Minister Marthinus van Schalkwyk, who told attendees of the opening ceremony that tourism was about more than “policies, statistics and objectives”, before pointing out visitor arrivals to the country had grown by 15.1% in 2010.

“Tourism is about people,” the minister said.

600 million households are set to be bombarded by the new campaign over the next financial year, with the advertising blitz to feature on television commercials, in print media and online.

“Our key marketing strategy will continue to entrench our work in our core tourism markets, while also paying particular attention to emerging markets which have shown considerable potential, in the Americas, Asia and Africa in particular,” Ms January-McLean said.

The continuation of the National Geographic Adventurers Wanted campaign, aimed at promoting South Africa as a leading adventure destination in seven key markets (Australia, France, Germany, Italy, Netherlands and the UK) will also feature in SAT’s marketing strategy.

The opening ceremony of INDABA 2011, Africa’s largest travel and tourism show, featured multi-Grammy award winners Ladysmith Black Mambazo and acclaimed actor John Kani, with Durban mayor Obed Mlaba and Kwazulu-Natal Premier Zweli Mkhize also present.

INDABA 2011 is being held in Durban from 7-10 May.

To view the photo gallery from day one of INDABA 2011, please click here.