Millions shaved off SA Tourism’s budget

randnotereuters1SA Tourism has effectively lost R50 million (€3m) of its overseas marketing budget as a result of the weakened rand, SA Tourism Acting CEO, Sthembiso Dlamini, told Tourism Update this week.

Speaking on the side-lines of the ITB tradeshow in Berlin, Dlamini said the organisation would always be vulnerable to currency fluctuations.

However, she was upbeat about the organisation’s ability to market South Africa despite this challenge. She said the key was to look at creative and innovative ways to market the country, leveraging partnerships. Dlamini said these included partnering with embassies and also joint marketing agreements with trade.