South Africa is setting its sights on film and music to ignite a tourism boom, inspired by the success of cultural exports like Korean pop music. This strategy emerged during a thought-provoking session at Africa’s Travel Indaba, a leading tourism conference.
A panel of industry experts, including award-winning creatives and tourism officials, discussed the powerful synergy between entertainment and travel. “Film and music shape perceptions,” noted Thembisile Sehloho, Chief Marketing Officer of South African Tourism.
“We can learn from America’s use of these mediums to position the country,” Sehloho added, jokingly referencing South Africans who might be more familiar with Hollywood streets than their own neighborhoods.
The global phenomenon of K-Pop served as a prime example. South Korea’s strategic promotion of its music culture has drawn international fans eager to experience the source firsthand.
South Africa, panelists agreed, boasts a wealth of cultural assets waiting to be harnessed. The vibrant Amapiano music scene, represented by DJ Stanky of the Kweyama Brothers, offers a glimpse into this potential.
However, challenges remain. Ntatleng, an award-winning creative director, highlighted the need for more diverse storytelling in South African films. “Romantic comedies are popular,” he said, “but showcasing the country’s rich tapestry is crucial.”
The solution lies in collaboration, panelists agreed. “South Africa needs an intentional strategy,” Ntatleng suggested. “Imagine the return on investment for tourism if we leverage the allure of film and music to create immersive experiences.”
