A couple sitting on their couch, watching Netflix on TV

South African Tourism (SA Tourism) today announced an exciting new collaboration with Netflix, the world’s leading streaming service with 204 million members in 190 countries around the world. The two entities have committed to explore opportunities to showcase stories made in South Africa, with South Africans, which will be watched by the world.

Netflix launched in South Africa in 2016. Since then, it has invested in both original and licensed productions made locally. These include Netflix original series like Queen Sono, Blood & Water, How to Ruin Christmas: The Wedding, and Kings of Joburg, as well as films such as Seriously Single, Catching Feelings, Santana, Baby Mamas, Keeping up with the Kandasamys, and, most recently, the Oscar-nominated nature documentary My Octopus Teacher. Netflix also premiered the first original stand-up show of a South African comedian, Loyiso Gola’s Unlearning, on 23 March.

Additionally, Netflix has brought stories from other parts of the world that were filmed in South Africa and showcase the country’s gorgeous landscapes. This includes films like Holiday in the Wild and Last Days of American Crime, as well as the series Sacred Games, The Crown, Black Mirror and Kissing Booth (1 & 2).

“Netflix reaches millions of eyeballs globally, and by working closely with Netflix, we are able to latch onto a massive opportunity to influence the audience to think more closely about South Africa and thus convincing them to visit our country.”

Sourcing local content has supported local businesses, which has had a positive economic impact in the country. At the same time, portraying South Africa and its diverse culture, people and attractions, has helped to market destination South Africa – including to our source markets that drive the majority of international arrivals to the country.

Sisa Ntshona, CEO at SA Tourism, explains, “As we continue to lure the world to our beautiful country in these trying times, we have to look at non-traditional tourism partnerships as a source of driving arrivals. Netflix reaches millions of eyeballs globally, and by working closely with Netflix, we are able to latch onto a massive opportunity to influence the audience to think more closely about South Africa and thus convincing them to visit our country.”

SA Tourism and Netflix also plan to promote the country’s must-visit sights to international markets, through its locally-produced series.

“We value this important collaboration with SA Tourism as it will help us create more opportunities to support local creatives as they showcase the beauty of South Africa through their stories delivered to millions of entertainment fans around the world on Netflix.”

Ben Amadasun, Netflix Director of Content in Africa, adds, “This past year, when entertainment mattered more than ever, our 204 million members around the world connected with new worlds, and most importantly with each other, through stories from South Africa and across the globe.

“Storytelling is a powerful tool that can foster connection and understanding while creating greater affinity towards a culture or place. That’s a big responsibility and at Netflix, we don’t take that lightly. It’s why we value this important collaboration with SA Tourism as it will help us create more opportunities to support local creatives as they showcase the beauty of South Africa through their stories delivered to millions of entertainment fans around the world on Netflix.”

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