South African Tourism South Europe hub unveils global campaign to its market

Launched on 8 September 2025, on the South European markets (France, Italy and Spain), South African Tourism‘s new campaign is more than just a simple tourism promotion tool. In a world that moves too fast, “Come Find Your Joy!” invites us to reconnect with our childlike spirit.

Through authentic encounters, breathtaking landscapes, extraordinary wildlife and a rich cultural scene, every experience awakens the senses. One feels truly alive! Venturing into the bush, exploring marine biodiversity or experiencing the warmth of the people, these are all moments that stir emotions long buried, waiting to be rediscovered: joy, freedom, wonder…

The campaign is more than just an invitation to visit, but a reaffirmation of South Africa’s position as a leading global destination for leisure, culture and adventure.

Developed in collaboration with South African creative agency, Avatar, the campaign is anchored by a commercial film showcasing local talents such as the Grammy award-winning musician Zakes Bantwini and top chef Wandile Mabaso, with a soundtrack by the legendary artist Vusi Mahlasela. The film illustrates the country’s diversity and invites viewers to rediscover South Africa “through the eyes of a child.” Fascination, reconnection and newfound joy are at the heart of the journey.

Major events to support the campaign

This new campaign will be showcased to the French travel trade at the Selectour Congress, which will bring together more than 500 travel agency directors for its 50th edition. Selectour is the leading network of independent travel agencies in France, with over 1000 member agencies throughout the country.

The Selectour group is a travel distributor in both the tourism and business travel sectors that is part of the wider Havas Group. To be held in Cape Town from 25-30 November 2025, the congress will showcase South Africa’s assets, including through dedicated educational tours.

In addition, South Africa continues to expand its hospitality and tourism offering. In July 2026, Club Med will open a brand-new property: the Club Med South Africa Beach & Safari Resort in KwaZulu-Natal. Today, the Club Med brand, a world leader in all-inclusive holidays, has nearly 70 worldwide resorts and 80% of its clientele is French. It expects 7000 travellers to visit their South African product during its first year of operation. The resort will offer travellers a luxurious seaside setting, safaris and activities tailored to all types of visitors, perfectly aligned with the philosophy of the new campaign: “South Africa Awaits. Come Find Your Joy!”