South Africa’s Bold New Campaign Inspires Southern European Travellers to Rediscover Joy

On September 8, 2025, South African Tourism launched a vibrant new campaign across France, Italy, and Spain, inviting travellers to pause, reconnect, and embrace the magic of the Rainbow Nation. The “Come Find Your Joy!” initiative is much more than a marketing push; it is a heartfelt invitation to rediscover the wonder that lies within, reminding the world why South Africa remains at the forefront of global destinations for leisure, culture, and adventure.

In an age where the pace of life seems relentless, the campaign’s core message urges visitors to awaken their childlike curiosity and sense of adventure. South Africa’s extraordinary mix of authentic encounters, breathtaking landscapes, extraordinary wildlife, and vibrant cultural experiences is at the heart of this approach. Whether it’s venturing into the wild bush, diving into marine biodiversity, or simply basking in the warmth of South Africa’s people, visitors are encouraged to rediscover powerful emotions—joy, freedom, and wonder—that may have faded in the rush of modern life.

Crafted in partnership with the acclaimed South African creative agency Avatar, the campaign’s visual storytelling is anchored by a dynamic commercial film. This piece stars homegrown talents such as Grammy Award-winner Zakes Bantwini and culinary innovator Wandile Mabaso, with a moving soundtrack by the legendary Vusi Mahlasela. The film’s central theme—seeing South Africa “through the eyes of a child”—serves as a powerful metaphor for fascination, connection, and the rediscovery of joy. The campaign’s adaptability is evident with tailored versions of the film for each of the key markets: France, Italy, and Spain, all echoing the call, “South Africa Awaits. Come Find Your Joy.”

This strategic push goes beyond simply increasing tourist arrivals; it is a clear reaffirmation of South Africa’s status as a world-class destination. The campaign highlights the country’s unrivaled diversity, from iconic wildlife and natural beauty to its evolving culinary and musical landscape. For Africa’s travel sector, this represents a unique opportunity to ride the wave of renewed interest and present South Africa as an accessible, dynamic, and emotionally resonant destination for the European market.

To cement these ties, South African Tourism will showcase its new campaign at the influential Selectour Congress in Cape Town from November 25–30, 2025. This high-profile gathering, celebrating its 50th edition, will bring together over 500 directors from France’s leading network of independent travel agencies. As part of the wider Havas Group, Selectour’s reach—spanning over 1,000 agencies—offers South Africa a powerful platform to demonstrate its tourism assets. The congress will include dedicated educational tours, ensuring decision-makers experience South Africa’s unique offerings first-hand, building confidence and enthusiasm for the destination.

This robust engagement with the French travel industry is set to further South Africa’s growth ambitions. It’s expected to generate new partnerships, attract fresh investment, and stimulate creative collaborations that will benefit the entire sub-Saharan region. For African travel professionals, participation in such events opens doors to increased bookings, enhanced brand awareness, and a deeper understanding of evolving European traveller preferences.

Looking ahead, South Africa’s hospitality sector continues its upward trajectory with the announcement of a major new development: in July 2026, Club Med will open its highly anticipated Club Med South Africa Beach & Safari Resort in KwaZulu-Natal. Club Med, globally recognized for its signature all-inclusive holidays, operates around 70 resorts worldwide and draws nearly 80% of its guests from France—making this a strategic addition that directly supports the campaign’s European focus.

The new resort is expected to attract approximately 7,000 visitors in its inaugural year. It will offer guests a seamless blend of luxurious seaside relaxation, thrilling safaris, and a variety of activities tailored to families, couples, and solo explorers. The property’s design and guest experience perfectly embody the ethos of “Come Find Your Joy!”—inviting every guest to create lasting memories and forge genuine connections with South Africa’s landscapes and people.

This expansion is not just about infrastructure but about storytelling—ensuring that every aspect of the guest journey, from arrival to departure, is infused with the spirit of joy, discovery, and authenticity. With a growing number of high-quality resorts and tailored experiences, South Africa is strengthening its position as a premier destination for European travellers seeking more than just a holiday, but a transformative journey.

For travel professionals across Africa, these developments signal a shift in how the continent’s destinations are promoted and perceived abroad. The focus on emotional resonance, authentic experience, and industry collaboration sets a new standard for destination marketing. As South African Tourism continues to innovate and invest in its product, the ripple effects will be felt throughout the region, encouraging other African nations to adopt creative, emotionally engaging approaches to attract the evolving global traveller.

The “Come Find Your Joy!” campaign marks a milestone for South Africa and a call to action for Africa’s travel sector: to embrace storytelling, foster partnerships, and place the guest’s emotional journey at the center of every experience. With enhanced connectivity, expanding hospitality options, and a powerful message of renewal, South Africa is poised to capture the imagination—and the hearts—of European travellers for years to come.