Thursday, April 16, 2026
South Africa has appointed Sydney‑based tourism marketing specialist Gate 7 as its public relations and communications agency for Australia and New Zealand, marking a new phase in building awareness of the country’s travel experiences, connectivity and destinations for visitors from the Asia‑Pacific region.
South African Tourism’s appointment of Gate 7 follows a competitive tender process and aligns with strong inbound momentum from Australia and New Zealand. In 2025, arrivals from Australia to South Africa reached approximately 121,000, a 23.2 percent increase year‑on‑year and ahead of pre‑pandemic levels, while New Zealand arrivals grew around 15.8 percent over the same period. The agency will work alongside South African Tourism’s local teams to strengthen awareness and visitation from both markets through earned media, social engagement and wider communications channels.
A key focus of the PR and communications work will be on accessibility, highlighting direct air connectivity and routing options that make travel from Sydney, Perth and other cities in Australia and New Zealand easier and more appealing. Gate 7’s brief includes promoting direct flights from Sydney and Perth as well as one‑stop connections across the wider region, reinforcing South Africa’s accessibility as a long‑haul destination with practical routing for travellers planning extended itineraries.
While the appointment is rooted in marketing strategy, the content and campaigns produced by Gate 7 are expected to spotlight the breadth of travel experiences available across South Africa. Attractions range from wildlife safaris and coastal journeys to city culture, food and wine tourism, and multi‑region travel combinations that can include urban stays in Johannesburg or Cape Town as part of broader travel plans. This aligns with travel demand trends from Australians and New Zealanders seeking immersive experiences that blend nature, culture and local heritage.
Part of the strategic focus will involve positioning Johannesburg not only as a key gateway for international arrivals but also as a destination worth exploring. The city’s growing profile in art, history and gastronomy will be featured to highlight its role within broader South Africa itineraries, encouraging visitors to include urban exploration alongside traditional nature‑ and wildlife‑focused travel products.
Gate 7’s mandate includes targeting both first‑time visitors and repeat travellers from Australia and New Zealand, tailoring communications to both segments. For first‑time travellers, messaging will focus on accessibility, value and signature experiences such as safaris and coastal scenic travel, while for repeat visitors the campaigns may emphasise deeper cultural and regional exploration across South Africa’s diverse landscapes and cities.
Travel trade and media engagement will form a core part of the integrated program, with Gate 7 working to ensure South Africa remains front of mind for travel advisors and consumers in the Asia‑Pacific long‑haul market. The strategic timing of this appointment corresponds with ongoing recovery in international travel demand and reflects South African Tourism’s aim to maintain growth momentum as global leisure travel patterns continue to evolve.
The scope of Gate 7’s role spans earned media outreach, owned social media content and broader boardroom level communications to amplify South Africa’s travel narrative across multiple platforms. By integrating PR with social engagement and broader messaging channels, the campaigns seek to build sustained visibility rather than one‑off promotional bursts, ensuring that stories about South Africa’s wildlife reserves, cultural experiences and urban offerings reach a wide audience of prospective travellers.
Apart from consumer‑facing communication, Gate 7 will engage closely with travel trade partners, media outlets and tourism stakeholders across Australia and New Zealand to disseminate information, updates and itinerary‑focused content that supports sales and booking momentum. Tools such as media partnerships, trade events and digital campaigns will be utilised to extend the destination’s narrative reach and support travel professionals with up‑to‑date resources on South Africa’s offerings.
As the partnership between South African Tourism and Gate 7 evolves, the focus on accessibility, dynamic storytelling and integrated communication channels is expected to contribute to sustained travel interest and visitation flow from the Asia‑Pacific region. With travel behaviours continuing to prioritise experiential and long‑haul destinations, South Africa’s combination of natural landscapes, wildlife opportunities and cultural hotspots positions it as a compelling choice for travellers from Australia and New Zealand planning journeys in 2026 and beyond.
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