Johannesburg – South African Tourism has announced the appointments of Sithembile Ndaba as Chief Marketing Officer (CMO) and Ismail Dockrat as Chief Operating Officer (COO).
In a statement made available to The Bulrushes on Wednesday, 25 March 2026, South African Tourism stated that these appointments “further strengthen its leadership and governance as the organisation continues to market South Africa as a globally competitive and inspiring tourism destination”.
South African Tourism said the appointments also complete the organisation’s full executive leadership team, following the recent appointments of the Chief Financial Officer (CFO) and Chief Audit Executive (CAE) in January 2026, as well as the Chief Convention Bureau Officer (CCBO) in December 2025.
South African Tourism said the appointments enhance its capacity to deliver on its mandate.
Sithembile Ndaba, CM(SA) MCOM, is a highly accomplished marketing and communications executive with more than 25 years of experience spanning brand strategy, global positioning, integrated marketing, and reputation management.
She has worked across both the public and private sectors, including multinational FMCG organisations such as Pioneer Foods, Tiger Brands, and Unilever.
Sithembile joins South African Tourism from Brand South Africa, where she served as General Manager: Marketing and held leadership roles including Acting Chief Executive Officer and Acting Chief Marketing Officer.
During her tenure, she played a pivotal role in advancing South Africa’s nation brand identity and global reputation, spearheading domestic programmes and representing the organisation on international platforms such as the World Economic Forum and BRICS.
She also contributes to global marketing thought leadership as an advisory board member of the CMO Council Sub-Saharan Africa chapter and City Nation Place (UK), a leading platform for place branding and destination marketing.
Commenting on her appointment as South African Tourism CMO, which is effective from 1 April 2026, Sithembile said: “Every new role is an opportunity to reimagine what’s possible.
“I step into this role with gratitude, clarity of purpose, and a deep commitment to building with others, because the best journeys are never walked alone.”
Ismail Dockrat, whose appointment as South African Tourism CO is effective from 1 May 2026, is a highly experienced executive with over 25 years of leadership in sectors including aviation, aerospace manufacturing, logistics and distribution, trade, investment and tourism promotion, and go-to-market execution.
Dockrat has held senior roles at leading South African institutions, including CSIR, ARMSCOR, Trade and Investment South Africa (TISA), WESGRO, DENEL, and Glodina.
An engineer by training with an MBA from the University of Cape Town, Ismail combines technical expertise with strong strategic and commercial acumen.
He has led organisational turnarounds, strengthened governance, and driven digital transformation initiatives that have enhanced operational efficiency and supported sustainable growth.
Recognised for his leadership with accolades such as South Africa’s Boss of the Year (2005), he is a Sainsbury Management Fellow, a Fellow of the Africa Leadership Initiative, and a visiting scholar at the University of Cambridge.
Dockrat said: “Serving my beautiful country fills me with pride, and I believe South Africa shines as one of the world’s top destinations, offering unparalleled adventures and cultural richness.
“I look forward to driving operational excellence and innovation, working closely with our teams and partners, to showcase our nation’s unmatched beauty and spirit, inspiring travellers from every corner of the globe.”
Commenting on the appointments, Acting CEO, Dr Shamilla Chettiar said:
“With the appointments of Sithembile and Ismail, South African Tourism now has a full executive leadership team.
“This formidable executive team is well-positioned to drive organisational excellence, transformation within South African Tourism, and global elevation of South Africa’s tourism brand.
“I have every confidence that the combined expertise and leadership of this team will drive tourism to new heights and create meaningful impact for all our stakeholders.”
