[imagesource: Joe Public United]

Finally, there’s tourism content that goes beyond just Cape Town’s Atlantic Seaboard.

The V&A Waterfront and Camps Bay are delightful, but the publications that stick almost exclusively to those areas are remiss for not mentioning the smorgasbord of options that our country actually offers.

Leave it up to South African Tourism (SAT) in collaboration with agency Joe Public United and we have a video that will leave the locals a little teary with pride and the internationals aching to visit.

The new global campaign is called ‘Live Again’ and aims to reposition South Africa, putting us smack bang in the hearts and minds of travellers near and far. But mostly far.

That is according to Xolisa Deyshana, the chief creative officer at Joe Public United, announcing that South Africa is officially open for leisure and business travellers.

Take a look:

While showcasing many of our bucket-list destinations, adventures, and experiences, as well as our various landscapes, cultures, and creative assets, the stunning project also captures the South African spirit of endurance, optimism, and ubuntu.

*Wipes tears* – it is certainly all there.

The collaboration also wants to mention the “strong science-based approach” to managing COVID-19 in the country:

“It taps into this country’s renowned optimism and resilience that has stood this nation in good stead at every turn. Through it all, we have never lost our spirit to overcome, and we are inviting the world to experience our country and recover from the Covid-19 situation in the same way. We are saying it’s time to ‘Live Again’’,” [SA Tourism acting chief executive officer Mzilikazi Themba Khumalo] says.

After being shunned by the international community for so long, which placed a major strain on our economy and tourism industry, it is high time we do indeed, Live Again.

[source:mediaupdate]