This week, South African Tourism has launched its Summer Different campaign to encourage holidaymakers to get out and explore the lesser-known gems that South Africa’s diverse tourism trade offers. Using the hashtag #ShareSouthAfrica, travellers’ can share their stories on social media for ideas, recommendations and inspiration.

To promote the concept, a Summer Different convoy will be travelling through all nine of South Africa’s provinces between 23 November 2020 and 15 February 2021, to spotlight the unique attractions they each offer.

“Everything is different, so shouldn’t we all holiday differently, too?”

“After an incredibly challenging and uncertain year, everything is different, so shouldn’t we all holiday differently, too? We need to refresh travel experiences for people in South Africa, explore the hidden gems, take the road less travelled and go off the beaten track. Nothing is what it used to be. We need to show them a better and different way to experience tourism in the long-term, but most importantly, show them how to do summer differently in the short-term,” says Sisa Ntshona, CEO of South African Tourism.

South Africans are spoilt for choice when it comes to choosing their next getaway. From experiencing the best of the beach or the bush, to visiting historical landmarks or locations known for their breathtaking scenery – there is something for everyone.

As well as drawing attention to the incredible travel opportunities on our doorsteps, the campaign also hopes to encourage South Africans to seek out lesser-known tourism opportunities, and by doing so support SMMEs operating in this space.

“It’s about expanding in all directions, connecting all corners, and drawing all tourism elements and products together in a cohesive, robust and sustainable way.”

“We all know that the tourism sector was one of the hardest hit by the pandemic, so we need to carve an inclusive way forward. It’s about expanding in all directions, connecting all corners, and drawing all tourism elements and products together in a cohesive, robust and sustainable way. One that leverages every endeavour and enterprise for a singular vision of growth. This includes all players within the sector; particularly the SMMEs, to ensure inclusive and sustainable growth, as well as transformation,” Ntshona adds.

The Summer Different road trip will include an SMME Workshop in each province. The first one has already been held in the Northern Cape, which roughly 70 SMMEs attended. The session included a masterclass on doing business in a COVID-19 environment as well as marketing advice – and specifically on how to best leverage digital technology. The feedback was very positive, with attendees saying they had gained practical ideas that they can start implementing in their business immediately.

Additionally, all tourism SMMEs are invited to market their deals and products on the Sho’t Left platform.

To follow the campaign, visit Facebook, Twitter & Instagram.

All photos supplied by South African Tourism. Cover: Augrabies Gorge, Northern Cape.