6 November 2013 by Alex Stewart
South Africa to show that it is more than just a safari destination.
South Africa tourism has launched a new campaign for 2014, which is set to be a significant year for the country as it commemorates the 50th anniversary of Nelson Mandela's imprisonment and the 20th anniversary of his Presidency.
The country has enjoyed consistent growth in recent years, with a 10% growth in arrivals in 2012 and a 5% increase in the first half of 2013. The new campaign, tentatively titled 'The Pilgrimage', looks to build on this as the country anticipates an influx of people looking to follow in Nelson Mandela's footsteps.
Thiani Nzima, CEO of South Africa Tourism, announced that, 'There will be 10 different locations to put on your bucket list and you can tick them off as you discover them.'
The landmark year begins with the biographical film Mandela: A Long Walk to Freedom, includes the two major anniversaries and coincides with Cape Town being lauded as World Design Capital 2014.
Nzima continued, saying, 'Visitors have moved from demanding opulence to focusing on experience...After the 2010 World Cup we did not rest on our laurels. We launched a campaign, 20 experiences in 10 days, and we identified the need to show that we are more than a safari destination.'
'We looked to food and wine, music, culture, sports and adventure to distinguish ourselves from other safari destinations...Yes [people] want to go on safari but they want other activities too, and we have this to offer.'