South Africa, April 1 -- In her welcome, the CEO of SA Tourism, Nombulelo Guliwe calls the campaign "a bold and exciting new chapter for our destination".

She also says that the campaign is a result of a remarkable journey, "one defined by dedication, collaboration and a deep understanding of the evolving global tourism landscape".

"From the outset, we understood that the campaign needed to be something more than just a marketing message.

"We wanted to do something that South Africa and the destination has never seen before because the time is now for us to do something different."

She says the country is going through some interesting developments, including hosting the G20 this year.

Domestic travel

Importantly, she adds, this cam...