Coinciding with the elections, the 2024/25 financial year (ending March 2025) marks a crucial transition period for South African Tourism, which is seeking to restore its corporate brand after a “loss of trust internally and externally”, according to the marketing agency’s annual performance plan.
The organisation is restabilising after numerous changes at executive management and board levels, stemming from the controversial R1.1 billion (€56 million) proposal to sponsor English Premier League team Tottenham Hotspur in early 2023.
“Towards the end of the 2022/23 fiscal year and well into the 2023/24 fiscal year, South African Tourism has been confronted with reputational challenges. This has resulted not only in the erosion of the South African Tourism corporate brand but also a loss of trust internally and externally, which adversely impacts reputation and productivity,” states SA Tourism’s 2024/25 Annual Performance Plan (APP).
“The implication of this is that,…