South Africa

South Africa Tourism: Full Representation in the Nordics

South Africa


The challenge for United Spirit Nordic was to create a more authentic image of South Africa to suit the Nordic audience and to incorporate within this, a strategy based on a range of experiences to highlight lesser known attractions. A B2B focused strategy was needed to educate travel agencies in Sweden, Norway, Finlan and Denmark.


Facilitated and managed a media/journalist database, wrote press releases and operated a press office.

Organised 3 press trips and individual press trips on-demand

Handled 3 major roadshows with 10 events in 6 cities in 4 countries.

Facilitated and handled MEGA FAM trip from 4 countries

Organized and handled 8 dedicated destination training sessions in two cities in each of the four Nordic countries, with an average of 15 travel agents participating in each event.


Press Trips: Total of 17 journalists visited South Africa; produced 30 articles, reach: 3,387.000

MEGA FAM results: 552 agents invited, 82 agents visited South Africa; 6 itineraries experiencing all 9 provinces. 47 agents were first-time visitors.

Educated over 190 travel agents on the destination and talked to 30+ media persons (journalists and influencers) at each roadshow.

Helped increase the number of travellers from the Nordic region by 5% in 2019.