<> Viral of Today <>
Home » SOUTH AFRICA TRAVEL NEWS » South Africa’s Innovative “Live South Africa” Campaign Triumphs at ITFFA, Boosting Tourism from North Europe Monday, June 9, 2025South African Tourism has celebrated an exceptional triumph at the renowned International Tourism Film Festival Africa (ITFFA), winning two gold awards for its innovative “Live South Africa” campaign. This innovative marketing effort, tailored specifically to engage travelers from the Netherlands, Belgium, and Sweden, has brought South Africa to life through the eyes of locals. Designed to highlight the country’s rich cultural, safari, and community experiences, the campaign has not only captured international attention but has also played a pivotal role in attracting a record number of travelers from North Europe.Between January and April 2025, South Africa recorded a significant 5.8% increase in arrivals from North Europe, with 80,787 travelers arriving from the region. The Netherlands, responsible for 65% of the total arrivals, has demonstrated notable growth, achieving a 7% increase in visitors compared to 2019. With current arrivals surpassing 100% of the 2019 numbers, the Netherlands has become one of South Africa’s most engaged international markets. Notably, Dutch tourists were among those who ventured to all nine provinces of South Africa in 2024, an impressive accomplishment shared only with the USA.The International Tourism Film Festival Africa (ITFFA), hosted in Sandton, Johannesburg, is widely recognized for its dedication to outstanding tourism storytelling through film. This year, the North Europe Hub of South African Tourism was awarded two gold prizes in the Tourism Services category. These esteemed awards celebrated two remarkable films that were central to the success of the “Live South Africa” campaign. The first award, for Best Advertising Campaign, showcased the Madikwe Safari Lodge in the Northwest Province, which exemplifies the campaign’s emphasis on promoting destinations beyond the renowned Kruger National Park. The second award, for Best Tourism Video for a City in Africa, featured “Aah Aah Travel and Tours,” a female-owned small and medium-sized enterprise (SMME) offering insightful tours of Soweto and sharing authentic local stories.The 2025 edition of the ITFFA received 448 film submissions from 60 countries, with only 90 films awarded across a range of categories. The two gold awards demonstrate the impact and success of South Africa’s marketing initiatives in attracting global attention and fostering deeper cultural understanding through compelling visual storytelling.The central theme of the “Live South Africa” campaign was authentic storytelling, which placed South African tourism entrepreneurs and locals at the forefront of the narrative. This approach allowed international audiences to experience South Africa through the eyes of the very people who call it home, fostering trust and connection. The campaign’s focal point was the innovative “South Africam,” a unique camera created from recycled South African materials. This symbolic device captured the country’s diverse offerings and allowed viewers to literally see South Africa from the perspective of locals.This innovative initiative was not just about showcasing South Africa’s incredible landscapes and cultural heritage; it was also about promoting sustainability and responsible tourism. By highlighting local businesses, the campaign underlined the importance of sustainable travel and its positive economic impact on local communities. The South Africam, constructed from recycled materials, became an important symbol of the country’s commitment to sustainability and its role in fostering a more responsible tourism industry.The campaign’s success also aligned with key insights about North European travelers. Research revealed that Dutch, Belgian, and Swedish tourists seek more than just sightseeing—they desire to immerse themselves in the local culture and community. This desire to experience South Africa like a local, combined with the growing interest in sustainable travel, proved to be powerful motivators for the region’s increased visitation. By emphasizing local tourism entrepreneurs and offering firsthand perspectives of the country, the “Live South Africa” campaign resonated deeply with this audience.“We are excited to have been awarded these two accolades as part of the “Live South Africa” campaign. Getting recognition from our industry stakeholders is a testament to the collaborative spirit and passion that fueled this project from start to finish. We wanted to create a campaign that not only showcased the beauty of South Africa as destination but also tell a story that could resonate with audiences from North Europe on a deeper level. We’re so proud of the arrival impact it’s having, and we hope it inspires more travellers from different parts of Europe to visit our country and immerse themselves in unforgettable travel experiences while surrounded by the warm South African people”, say Abby Jacobs, Acting Hub Head: North Europe, South African Tourism.The award-winning entries showcased two key elements of South Africa’s tourism offerings:Culture: “Aah Aah Travel and Tours,” led by Zandile Dlamini, offered a vibrant and heartfelt exploration of Soweto’s rich history and local stories, presented by a female entrepreneur who embodies the spirit of South Africa’s grassroots tourism movement.Safari: Madikwe Safari Lodge’s breathtaking depiction of safari beyond Kruger National Park captured the allure of South Africa’s diverse provincial offerings, inviting travelers to experience wildlife in a new and unique context.These themes not only highlighted South Africa’s diverse tourism portfolio but also reflected the campaign’s broader objectives of promoting geographic spread, community engagement, and sustainability. The accolades at the ITFFA reinforce South Africa’s commitment to supporting local enterprises and crafting genuine, immersive experiences for visitors from around the globe.The success of the “Live South Africa” campaign marks a promising future for the nation’s tourism sector as South African Tourism broadens its marketing efforts. With an ever-growing interest in responsible and immersive travel experiences, South Africa is poised to remain a top destination for North European travelers, offering them the chance to “live” the country in ways that go beyond traditional sightseeing. Through innovative storytelling, sustainable practices, and the heartfelt contributions of local entrepreneurs, South Africa is redefining what it means to experience a destination and is inspiring travelers worldwide to see the country from a new, local perspective.
This information will surprise you!
See also
- Read until the end to discover everything.
- Important information you need to know.
- Interesting facts and helpful tips.
Conclusion
Did you enjoy the news? Keep following us daily!