The Netherlands which enjoys long-standing bi-lateral relations with South Africa, remains the country’s third largest international source market out of Europe, and fourth largest source market internationally and has contributed to 91 756 tourist arrivals in SA, since the beginning of the year.

South African locals have been at the heart of all marketing and communication initiatives of SA Tourism’s North Europe Hub since 2022 due to the insight that these travellers, particularly Dutch travellers want to travel like a local and want to immerse themselves into South Africa’s culture.

We spoke to Abby Jacobs, Marketing and Promotions Manager for North Europe at South African Tourism about the campaign.