South African Tourism is the tourism agency responsible for marketing South Africa as a destination internationally, aiming to make tourism the leading economic sector in South Africa, and so promoting the sustainable economic and social empowerment of all South Africans.SA Tourism endeavours to market South Africa as an integral part of Africa and particularly of the subcontinent of Southern Africa.

To accomplish these goal , SA Tourism is committed to contributing to the Government ‘s objectives of increased GDP growth , sustainable job creation redistribution, and transformation through: Increasing tourist volumes
Increasing the geographic spread, length of stay and tourist spend of all visitors.

Improving seasonality arrival patterns. Working to transform the industry so that historically disadvantaged South Africans may benefit from the sector. SA Tourism’s overall marketing strategy promotes South Africa’s scenic beauty, diverse wildlife, ecotourism and diverse cultures and heritage. The agency also works to engender a travel culture among South Africans and to South Africa’s potential as a big-event destination.

SA Tourism’s international marketing strategy is focused, cost effective and customer driven.