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SA Tourism: No choice but to succeed
In the face of the country’s serious socioeconomic problems, SA Tourism’s new marketing chief is spearheading an ad campaign aimed at ‘reinvigorating the national psyche’ as a way to boost tourism in SA
It’s probably the toughest marketing job in SA right now. But it’s up to SA Tourism’s (SAT) new head of marketing, Themba Khumalo, to double the number of inbound tourists to 21-million in the next decade.There is no doubt he has the skills — if he can survive both the pace and the politics of the body: marketing heads at SAT have a habit of leaving quickly.Khumalo has worked at the likes of Coca-Cola, MTN and Unilever and knows how to develop and implement big marketing plans.As SA launches a new Tourism Equity Fund to stimulate transformation in the sector, Khumalo is spearheading an ad campaign, the key aim of which is to "reinvigorate the national psyche of South Africans and to remind each other of who we are".It is the first in a series of communications in a "global brand reawakening journey" designed to call on South Africans to act collectively by being welcoming hosts and travelling in our own country, and second to open the country to the world.Khumalo tells the FM it’s n...
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