Indaba 2024: Losing out on memory, South Africa Tourism hands its fate to children
![Indaba 2024: Losing out on memory, South Africa Tourism hands its fate to children](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Thembisile Sehloho was appointed as the new chief marketing officer (CMO) South Africa Tourism in early April, so she’s literally had her feet under the desk for just longer than a month. At Africa’s Travel Indaba, David Hovenden sat down with for her only Australian interview and discussed the work being done on South Africa Tourism’s new upcoming global campaign.
Thembisile brings more than two decades of experience in strategic brand and marketing to her new role, further strengthening the organisation’s marketing capabilities.
Thembisile joins South African Tourism from Tiger Brands, where she served as the marketing director and played a pivotal role in shaping and redefining some of South Africa’s most beloved household brands.
She also worked on AVI’s Bakers and Willards brands. With a proven track record of driving market share and growth through innovative brand strategies, Thembisile’s expertise will be instrumental in elevating South African Tourism’s marketing initiatives.
Prior to her tenure at Tiger Brands, Thembisile began her career at Unilever in finance before joining Tiger Brands in the early stages of her career from where she moved to AVI before returning to Tiger Brands.
![](https://www.travelweekly.com.au/wp-content/uploads/2024/05/Thembisile-Sehloho-5-e1715812767681.jpg)
Thembisile Sehloho (left) was appointed chief marketing officer of South Africa Tourism in April.
She holds an impressive academic background, including an MBA in Leadership and Innovation from the University of Edinburgh and a BCom in Accounting from the University of Johannesburg.
Thembisile said when she looked at South Africa as a brand, the data showed that one of the key gaps for driving conversion was memorability.
“We went on a journey with our advertising agency [independent South African agency Joe Public] to try and find how can we drive memorability for the brand. As a marketer, you drive memory through an emotive ad, but with that said, a brand ad can be very emotive, however, it needs to be underlined by proper functional, deliverables.
“We sell a dream as marketers, but obviously the tourism products within the country have got to deliver on the actual reality that we have.”
That meant South Africa Tourism has had to consult extensively with its private sector partners to help it form the campaign.
“Because [tour operators] also have to believe that it’s going to help them in terms of conversion for their establishments.”
Where they arrived as a collective is centred around the children.
“How we want people to experience our country is through the eyes of a child. In that, it’s really about the purity of a child, the joy that children have. When a child sees waves for the first time, it’s pure unadulterated joy. We want that to be the memory that people get from this campaign, and that’s what we are building,” Thembisile said.
“That’s really the big idea: We want you to come and experience our country through the eyes of a child, with no pre-misconception of anything, with that purity, and really be exhilarated when you’re here and go away with the memories that we want you to experience.”
South Africa Tourism showcased a short film as part of ATI, which was more of a mood board than a finished product, but she said the final output would be a 360 campaign with out of home, video and digital all playing key roles.
But don’t expect to see the campaign launched any time soon. South Africa goes to the polls for its national election on 29 May so that is going to delay any launch until September at the earliest.
And while the campaign will aim to solve South Africa’s memory problems, improving air access to South
Africa remains a crucial aspect of boosting tourism. Recognising the need for enhanced connectivity, she highlighted recent developments in airline operations, including the resumption in April of direct flights to
Australia by South African Airways (SAA). SAA now operates three flights per week between Perth and Johannesburg. The only other direct flights between Australia and South Africa are Qantas’ service operating between Sydney and Johannesburg six days a week.
And of course, South Africa’s other big barrier to growing tourism numbers to pre Covid levels in issues around safety perceptions.
Thembisile said to solve this she and South Africa in general needed to make South Africa not just safe for tourists, but safe for South Africans as well.
“I’m not going to shy away from the fact that South Africa has got the safety issues. We are not going to shy away from that, but we are working very close together with our stakeholders.
“It’s not something a tourism hub can control, but it is a key imperative for this industry to operate. It’s not just the safety of tourists I think the South African mandate is really around the safety of our citizens.”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
Indaba 2024 south african tourism Thembisile SehlohoLatest News
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Delta marks 15 years of travel to Australia on US Independence Day
This July marks 15 years since Delta Air Lines began flying between Sydney and Los Angeles. To mark the occasion, Delta Air Lines had a small activation at their check in counter at Sydney Airport on Thursday July 4 – Independence Day in the US. Passengers were greeted with red, white and blue balloons as […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Boxing camp with world champion boxers at COMO Uma Canggu
COMO Uma Canggu has invited boxing enthusiasts to an intensive six-day boxing camp, led by world champion boxers Darren Barker and Ryan Pickard, this October. Participants will master the fundamentals of boxing, improve their self-defence skills, and transform their fitness regimen. Under the expert guidance of world-class boxers, attendees will undergo a variety of workouts […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Travelmarvel unveils its Europe Coastal Cruising 2025 lineup
Travelmarvel has revealed its 2025 Europe Coastal Cruising program and introduces 13 itineraries that include two extended combination journeys. The MS Caledonian Sky also makes its grand return the APT family. Renowned for its intimate cruising experience, the vessel accommodates an average of 100 passengers with a crew of 70. It features one of the highest […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Anderson’s Tours named top experience in Australia
Anderson’s Tours has, for the second time, achieved the top spot as the No. 1 Experience in Australia at TripAdvisors Travellers’ Choice Awards Best of the Best 2024. The family-owned and operated touring company takes pride in showcasing the breathtaking landscapes of the UNESCO World Heritage Blue Mountains and provide guests with professional, local tour […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Queenstown welcomes fresh snow dump for school holidays
The spectacular mountains of Queenstown, New Zealand, have been blanketed by snow – as much as 50cm in 48 hours – providing the perfect winter vacation for the entire family. All four of the region’s ski areas are now open with The Remarkables having recorded 70cm of snow already this season while Cardrona Alpine Resort […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Sheraton Samoe Aggie Grey’s Hotel and Bungalows’ soft reopening
The Sheraton Hotels & Resorts iconic grand jewel on Apia Harbour, Sheraton Samoa Aggie Grey’s Hotel & Bungalows reopen following a multi-million-dollar refurbishment. The property will reopen in a phased manner with 56 of its 175 rooms, suites and bungalows now available for bookings. The grand opening of the hotel is expected to be in […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Commonwealth Bank offers new Travel Booking service via its app
Commonwealth Bank is offering a new Travel Booking service via its CommBank app, which allows more than 6 million eligible customers to search, book and pay for flights and hotels from hundreds of airlines and hundreds of thousands of hotels. The new CommBank digital experience is powered by global online travel agency Hopper, already used […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Lufthansa Group gets green light to take major stake in ITA Airways
The European Commission has approved Lufthansa Group’s proposition to take a 41 per cent stake in ITA Airways following an investigation by EU antitrust regulators. The deal which was first announced in May last year will see Lufthansa pay 325 million Euro to take the remaining shares in 2025. Both Lufthansa and ITA have previously […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
What recruitment shortage? More than 800 applicants apply for role at Adelaide Marriott
If you live in Adelaide, work in hospitality and noticed your colleague was missing on Thursday then now you know why.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
South Australian shipwreck story retold as graphic novel in new Maritime Museum exhibition
When people say 'this is a wreck', it's usually not in a good way. This VR experience takes a deep dive.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Banyan Tree Samui takes sustainability practices to new heights
We recommend that you don't try Lobster with melted cheese at home. It won't end well...
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Selling Viking tours earnt Janet Kizan a $10,000 kitchen renovation
A big cheque its thrilling, exciting, amazing. Until you have to take it home on the bus that is...
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Sensory Tourism Australia creates itinerary for blind and low-vision travellers in Port Stephens
Sensory Tourism Australia is taking accessibility in tourism seriously with this highly-creative initiative.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Jon Stevens headlines the Big Red Bash Finale
The bonus here is that the neighbours didn't complain, coz there are no neighbours. Unless you count a camel or two.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Got a talent for snoring? Hobart luxury hotel is paying guests to SLEEP
If you are one of those people that can miraculously sleep on airplanes then now is your time to earn a fortune.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
The Resplendent Island: Sri Lanka
It's a jungle out there. But luckily there's a few tea stops along the way.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Hurricane Beryl batters Jamaica, heads towards Mexico and Texas
Thoughts are with all those impacted by this tragedy.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Brisbane’s South Bank to celebrate Olympic, Paralympic games in French-themed pop up
If you're in Brisbane, it's time to rendez-vous with French culture. We wish we could join you for a snail!
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Solomon Airlines first flight from Brisbane to Vanuatu lands to round of applause
People always feel divided on whether you should clap when the plane lands or not. We wonder how the pilot feels.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Bid to raise $250,000 to medivac severely injured Australian woman back from Bali
A GoFundMe page has been organised for Bec Ode which has so far raised $170,000.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Vietjet’s two new routes to South Korea and China
Vietjet has announced the commencement of two new routes, expanding its network in both South Korea and China. The new routes include Nha Trang-Daegu in South Korea and Ho Chi Minh City-Xi’an in China. The new route connecting Vietnam’s coastal city of Nha Trang with Daegu, a major city located in southeastern South Korea, is […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Fiji’s Naidiri Marine Biodiversity Park now offers an untouched snorkelling experience
Not only do you get to enjoy your snorkelling experience, your fees help support community fishing rights. Wait, what?
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
INNSiDE celebrates is first anniversary with huge discounts
We always find it funny when brands celebrate a birthday by offering a cheaper product, but we certainly don't complain!
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Travellers Choice member shareholders annual capital city update starts tomorrow
They wouldn't tell us where these gatherings are. It's on a need-to-know basis.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Istanbul in a heartbeat
Istanbul offers an unparalleled blend of history, culture, and... Chaos.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Angsana to launch first island resort in Vietnam’s Bai Tu Long Bay
Banyan Group’s subsidiary Angsana has announced the opening of Angsana Quan Lan, a 156-room and suite luxury offering with stunning views of the Gulf of Tonkin. Guests can enjoy dining at three distinct venues and unwind at Angsana Spa, as well as the brand’s signature ‘101 Things To Do’ that celebrate Vietnam’s coastal charm. The […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
New businesses open up new event opportunities in the Blue Mountains
We'd be inclined to wait for the summer months when the weather heats up, but maybe you can catch a deal this winter.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Hurtigruten’s SeaZero wins prestigious award
Hurtigruten’s SeaZero project has won the award for Best Concept Ship Design at the prestigious Electric & Hybrid Marine Awards 2024 at the RAI Amsterdam Convention Centre. The first rendering of the project was released a year ago with a goal to create the world’s most energy-efficient ship. Announced in 2021, the project is currently […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Deadly fires ravage Greek islands but no travel warning issued
With many Aussies in the middle of their European summer holidays wildfires concerns mean they are on high alert.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Cruiseco and Creative Cruising offer Disney agent incentive
Just make two bookings to be a chance to win. If you can't manage that, we don't like your luck of winning anyway.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Hyatt Regency Perth to cease operation as a hotel but future is unknown
Shutting down at a peak time in Perth hotel occupancy rates? Go figure. But we don't own the keys.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Kylie Minogue stars at Mandarin Oriental’s 10th anniversary in Bodrum, Turkiye
Tiny little thing, this story, that is. But then again so is Kylie. A burn for those who dubbed her the singing budgie.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
ATIA members asked to warn clients about serious viral respiratory illness
Not all heroes wear capes: a reminder that travel agents have an important place in the world.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Warning issued after Perth man is arrested for stealing flyer’s data via ‘evil twin’ Wi-Fi scam
If you thought an 'evil-twin' was just the name you give your alter ego after an embarrassing night out, think again.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Revamped Cairns Airport reveals next stage of $55m terminal upgrade
There are carousels and there are carousels. And new aircon in airbridges. No more glass saunas, thanks.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Demonstrations in Paris follow preliminary election results ahead of 2024 Olympic, Paralympic Games
It's a good thing there's no protest event in the Olympics, the French would have all the gold!