#TourismMonth | SAT - Red Bull collaborationWhat We Know uses stories to showcase SA

Launched during Tourism Month, What We Know is four-part documentary series from Red Bull, presented in collaboration with South African Tourism, that shows audiences a more human view of the country.

28 Sep 2026

South African Tourism and Red Bull have partnered to take South African stories to the world through What We Know during Tourism Month(Image supplied)

The collaboration brings together Red Bull's global strength in sport, culture, and storytelling with South African Tourism's mandate to showcase the country as a destination through authentic, compelling stories.

“For South African Tourism, the value of the collaboration is using stories that already have the power to engage audiences to create a deeper connection with the destination,” says Sithembile Ndaba, chief marketing officer at South African Tourism.

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Telling a destination story authentically

Hosted by comedian, actor, presenter, producer and storyteller Eugene Khoza, What We Know follows Eugene on a road trip across South Africa to understand what makes South Africans world-class.

Across four 24-minute episodes, Eugene connects with athletes, gamers, musicians, influencers, fans and everyday South Africans.

Along the way, audiences are taken through the diverse landscapes, cultures and communities that make up the country.

This connection between people and place makes the series particularly relevant to South African Tourism.

“The opportunity for us is to tell the destination story in a way that feels authentic,” explains Ndaba.

“South Africa has always been known for its incredible landscapes and wildlife, but our greatest asset is also our people.

"This series is the perfect opportunity for us to tell their stories, their resilience, their creativity and their ability to achieve against the odds, and tell us something about the country itself."

Ndaba adds, ““What We Know allows us to explore that story through people who have achieved on the world stage, while also taking audiences into the communities and places that shaped them. That is a powerful way to build curiosity about South Africa and ultimately encourage people to experience the country for themselves.”