As part of the vibrant new global brand campaign, “South Africa Awaits — Come Find Your Joy!”, South African Tourism brought the campaign message to life through immersive activations during Africa’s Travel Indaba (ATI 2025).
The showcase centred on fashion and wine — two signature pillars of the country’s cultural and destination expression.
“This dynamic fusion of style and storytelling, featuring Durban-based fashion designers, unveils garments that capture the rich textures, colours, and traditions of South Africa — each piece a bold, wearable expression of joy. This fashion moment goes beyond the runway, celebrating South Africa’s creative flair and the lively spirit of its people”, says Thembi Sehloho, Chief Marketing Officer.
NEW TOURISM CAMPAIGN SHOWCASES SOUTH AFRICA AT ATI 2025
As part of the event, guests were also treated to a carefully curated wine tasting experience, showcasing some of the South Africa’s finest selections. This sensory journey reminded visitors that joy in South Africa is not only seen and heard — it’s savoured.
The event offered guests a tangible encounter with South Africa’s essence — where fashion, flavour, and culture intertwined to tell a powerful story.
The fashion showcase was curated by iindoni models wearing local designs from Nguni Shades, Bu Mantra and VFK.
This was complemented by a wine tasting experience including some of the must visit wine farms from the Stellenbosch, Bot River, Hemel & Aarde and Agulhas route namely Kleine Zalze, Paardenkloof Wines, Creation wines, Zoetendal Vineyards & River Estate.
To elevate the experience even further, FlySafair gave away domestic flight tickets, and Kenya Airways sponsored a return flight between South Africa and Kenya — extending the spirit of joy into the skies and connecting travellers to the heart of South Africa.
Both airlines are part of the Airline pavilion at Africa’s Travel Indaba promoting interconnectivity across African skies.
This event was part of South African Tourism’s various “moments of joy” activations and a celebration of what it means to truly “find your joy” in a country brimming with warmth, creativity, and possibility.
ALSO READ: Tourism Ministers call for growth at Africa’s Travel Indaba 2025
