VML Birdwatching at the Loeries | The Loeries a great stage for SAT

"This is the cultural and creative hub of our industry, and it is where the stories are told. To sell our destination, we need to tell its stories, so it is a seamless transaction for us."

The SAT panel discussion focused on culture being the new gold and how SAT can use culture to promote South Africa.

"We also showcased the various partnerships that we use to market our destination... from music to film production to comedians, to show how it is that we tell the story of South Africa."

This, she says, is what makes the Loeries such a great stage for them.

Listen to Mathibela explain how SAT has positioned itself slightly differently with its campaign, South Africa Awaits — Come Find Your Joy! and how humour is used, with the Trevor Noah campaign from the Tourism Business Council of South Africa.

South Africa Awaits — Come Find Your Joy!

Danette Breitenbach  1 Apr 2025

TBCSA and TOMSA roll out new Trevor Noah campaign for international tourism

22 Jul 2026

(Production: Lesley Svenson and Ruth Cooper @Bizcommunity, Gawd Squad)