South African Tourism’s North Europe Hub has been recognized for its “Live South Africa” campaign at the International Tourism Film Festival Africa (ITFFA). The campaign, aimed at attracting travelers from the Netherlands, Belgium, and Sweden to experience South Africa through local perspectives, received two gold awards in the Tourism Services thematic category. These accolades were awarded for “Tourism video 2025: Tourism destination – best advertising campaign” and “Best Tourism video for city in Africa.”
The ITFFA event took place in Sandton, Johannesburg, with 448 film submissions from 60 countries. Ninety films were awarded across various categories. The “Live South Africa” campaign highlighted authentic storytelling by showcasing experiences and businesses through local tourism entrepreneurs’ eyes. A notable feature of the campaign was the “South Africam,” a camera made from recycled materials to capture diverse offerings.
Abby Jacobs, Acting Hub Head: North Europe, expressed excitement over the recognition. “We are excited to have been awarded these two accolades as part of the ‘Live South Africa’ campaign. Getting recognition from our industry stakeholders is a testament to the collaborative spirit and passion that fueled this project from start to finish,” said Jacobs.
The award-winning entries featured cultural showcases such as Soweto’s storytelling by Aah Aah Travel and Tours and safari experiences at Madikwe Safari Lodge beyond Kruger National Park.
The success of this initiative is reflected in increased traveler numbers from North Europe between January and April 2025, with an overall increase of 5.8% compared to the same period in 2024. The Netherlands accounted for approximately 65% of arrivals, achieving a 7% increase on 2019 figures.
For further information about South African Tourism’s initiatives or media inquiries, contact Thandiwe Mathibela via email at [email protected] or [email protected].
