South Africa trough South African Tourism Europe has released a series of four creative films highlighting strategic achievements across its regional hubs, UK/Ireland, Central Europe, North Europe and South Europe, for the 2024/2025 financial year.
The films created as a promotional initiative spotlight how each hub brought the “Live South Africa” campaign, an ongoing global initiative driving travel demand and to promote the country to their local markets as a long - haul travel destination by showcasing its authentic experiences and vibrant local culture through the stories of its people and unique landscapes, emphasizing themes of wonder, joy, community immersion and sustainability, aiming to inspire travellers to choose South Africa for immersive and unforgettable experiences.
Europe remains a critical source market, with international arrivals from the region up 6% between January and July 2025, and notable July growth from key markets such as the United Kingdom with and increase of 32% and Sweden recording a growth of 19.8%.
Each regional hub tailored its approach to tackle local market dynamics from trade partnerships and digital outreach in the British market, to emotive storytelling and sustainability messaging in Central and South Europe, and travellers familiarity initiatives in North Europe.
The Netherlands, consolidated itself as thet third largest European source market, and it was among the few to send visitors to all nine South African provinces.
The films, now available to media and trade, reinforce the value of localised marketing in bolstering demand and positioning the African country as a diverse, welcoming and value – rich destination for European travellers.
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Thanks a lot to read and note.