The Role of Film and Music in Promoting South Africa as a Desirable Tourism Destination

Africa’s Travel Indaba, held from 13 to 16 May at the Inkosi Albert Luthuli International Convention Centre (Durban ICC), showcased a dynamic media editorial session that delved into strategic collaborations and partnerships in the tourism industry. The event highlighted South Africa’s growing potential as a hub for film and music, sparking discussions on leveraging these industries to drive tourism growth.

The panelists at the session brought a wealth of expertise and experience to the table, representing various facets of the film, music, and tourism sectors. From award-winning executive creative directors to industry experts from the KZN Film Commission and NFVF, the discussion was rich with insights on collaboration and distribution strategies.

One key takeaway from the session was the pivotal role of film and music in shaping perceptions and attracting visitors to a destination. As Thembisile Sehloho, Chief Marketing Officer of South African Tourism, pointed out, countries like America have successfully used film and music as propaganda to position themselves on the global stage.

The session also emphasized the need for South Africa to harness its cultural assets to drive tourism, drawing inspiration from success stories like Korea’s promotion of Korean pop culture. While challenges were acknowledged, such as the need for more diverse narratives in South Africa’s film industry, there was a consensus on the potential for collaborative efforts between the tourism and entertainment sectors to foster economic growth and cultural exchange.

Overall, the session shed light on the untapped potential of South Africa’s film and music industries in boosting tourism. With a focus on strategic collaborations and authentic storytelling, the country is poised to attract audiences worldwide and establish itself as a premier destination for filmmakers and music enthusiasts alike.