South Africa, April 24 -- Sometimes local travel, isn't about travelling at all.

When it comes to destination brands, especially in relation to tourism, the everyday normal is to make the link with the role they play in attracting foreign visitors. While this is certainly a key objective of South African Tourism, this Challenger company also stimulates local travel and the economic ecosystems that surround it.

From the outset, encouraging people to explore their own country required South African Toursim to take a fresh angle. In their case, instead of focussing on the destination - with its postcard views and activities - South African Tourism concentrates on the humanity of the people of South Africa. The truth of the insight is that ...