S A Tourism is to launch a new logo for “Brand South Africa” on 1 April, reports TravelHub.

The new logo is designed to replace the 70 or so logos that have been used internationally to represent South Africa.   The logo design reflects the South African flag pointing south, with “South Africa” contained in it.

Speaking against individual municipalities that market themselves overseas, SA Tourism CEO Moeketsi Mosola said:””It doesn’t make sense when a municipality advertises itself on a billboard at Heathrow Airport.  People don’t buy a locality. They first choose a continent, then a country and then a locality.     In order for us to compete internationally this has to be done.   Alignment is a key critical component in order for us to be competitive.   We need a single icon based on our flag, which is the third most recognised flag in the world after the USA and the UK. All provinces and localities must market (themselves) under one national icon and country brand.”
 
The new logo is the result of an 18-month South Africa Alignment project led by South African Tourism and the International Marketing Council, to align ‘Brand SA’ and ensure that national, provincial and local government co-operate to ensure that the “look and feel” of South Africa is the same overseas.   SA Tourism will not be able to force local authorities to adopt the new logo. “There will be no stick, but people who do not implement it will be left behind and their communities will suffer as a result.” 

In 2008 S A Tourism spent R 250 million marketing South Africa, and a further R 375 million on improving its star grading system for accommodation.    Mosola said that the challenge will be to maintain the momentum for South Africa after the World Cup, and that the country was bidding for the Rugby World Cup in 2015, the ICC Cricket Championship Trophy and the Presidents’ Cup for golf.