SA Tourism invites Northern European travellers to ‘Live South Africa’

For the third year, South African Tourism (SAT) is captivating travellers from the Netherlands, Belgium and Sweden with its “Live South Africa” campaign.

This year’s innovative edition, South AfriCam, uses the power of storytelling by local tourism entrepreneurs – including small, medium and micro enterprises (SMMEs) – to invite Northern European audiences to South Africa.

Building on the success of previous Live South Africa campaign editions (Responsible Tourism in 2022 and Lekker Local Tips in 2021), South AfriCam showcases local tourism businesses who tell their unique stories and reflect on the destination through their own lenses.

At the heart of the campaign is a custom-built pinhole camera crafted from sustainable…