Johannesburg – South African Tourism has announced a new partnership with Springbok Captain Siya Kolisi, who becomes its new global advocate.
In promoting the best of South Africa, South African Tourism on Thursday night released a moving 90-second video entitled “The Best Of Us“, in which South Africa’s rugby captain, Siya Kolisi, is the marketing entity’s new global brand advocate.
The world-acclaimed Springbok captain is the first of the advocates, who form part of the new
South African Tourism global campaign.
The campaign looks to celebrate the country’s excellence by profiling and partnering with South Africans who are making waves on the global stage in their various fields including sports, arts and culture, and academia.
“With the Rugby World Cup starting in September in France, and as the Springboks prepare for the upcoming tournament, Siya is the perfect person to partner with South African Tourism in our marketing and promotional efforts as we seek to attract more travellers to come to visit our country,” said Acting Chief Executive Officer at South African Tourism, Nomasonto Ndlovu.
“He is an exceptional South African whose story and journey inspire people from various parts of the globe.
“He is a true South African icon.”
The partnership between Kolisi and South African Tourism is in collaboration with Roc Nation Sports International, the world-renowned agency that represents Kolisi locally and internationally.
Hailing from Zwide, a Township in Gqeberha in the Eastern Cape province, Kolisi has captured the hearts of South Africans and the world as captain of the South African rugby team, the Springboks.
He captained the South African team at the 2019 International Rugby World Cup in Yokohama, Japan, defeating England 322-12 in the final to lift the Webb Ellis Cup.
This was South Africa’s third World Cup win, tying with New Zealand, and with that Kolisi became the first black captain of a World Cup-winning side in the history of the sport.
“I’m super excited about this partnership because as a proud advocate for our country, I’ve always spoken about how much I love South Africa, and what a special place it is,” Kolisi said.
“I see this partnership as an opportunity to promote the entire tourism sector in South Africa, and I want to be a leading voice in encouraging everyone to come and see the best of what the country, and we as South Africans, have to offer.”
Kolisi’s authentic leadership and worldwide appeal is the compelling reason why South African Tourism has come to walk this journey with him towards inspiring the nation, inspiring the tourism sector, and inspiring travellers.
The year-long collaboration will see Kolisi represent the country in different capacities as we aim to reposition South Africa locally and in our key source markets internationally.
“With the global tourism industry well on its recovery following the Covid-19 pandemic, various destinations are showcasing their tourism offerings to attract travellers,” said Ndlovu.
“For South Africa, we know where our best comes from.
“It comes from our unique places, our exceptional people, and our authentic and rich cultures and way of life.”
The tourism industry and media stakeholders gathered at a star-studded event, which kicked off with a nostalgic performance by South African Jazz legend Vusi Mahlasela, who also curated a song especially for “The Best Of Us”.
In keeping with the “Best Of Us” spirit, the event also featured Grammy award-winning South African musician, Zakes Bantwini, as well as some members of the Springbok team.
Before Covid-19, the South African Tourism sector welcomed about 10 million arrivals and contributed 3,7% to GDP.
The sector is showing great signs of recovery and this campaign will go a long way in inspiring travellers to choose South Africa.
