South African Tourism (SA Tourism) and Netflix have agreed to explore joint opportunities that will benefit both organisations to showcase stories made in South Africa.
The agreement will allow for exploration and collaboration on projects both in South Africa and in key source markets that drive international arrivals to the country.
Since Netflix’s launch in South Africa in 2016, the company has dedicated itself to investing in productions (original and licensed content) that are made in South Africa and bringing these unique and diverse stories to the world. Currently, the service is available to 204 million members in 190 countries around the world and continues to showcase South African culture, fashion, music, art, scenery and languages through stories made in South Africa by local and international creators.
“As we continue to lure the world to our beautiful country in these trying times, we have to look at non-traditional tourism partnerships as a source of driving arrivals,” explains Sisa Ntshona, CEO at SA Tourism.
“Netflix reaches millions of eyeballs globally, and by working closely with Netflix, we are able to latch onto a massive opportunity to influence the audience to think more closely about South Africa and thus convincing them to visit our country.”
“We have 11 global country offices and there will always be opportunities for our international offices in key source markets to latch onto opportunities to showcase South Africa through the title Netflix launch,” adds Ntshona.
“This past year, when entertainment mattered more than ever, our 204 million members around the world connected with new worlds, and most importantly with each other, through stories from South Africa and across the globe,” says Ben Amadasun, Netflix director of Content in Africa.
“Storytelling is a powerful tool that can foster connection and understanding while creating greater affinity towards a culture or place. That’s a big responsibility and at Netflix, we don’t take that lightly. It’s why we value this important collaboration with SA Tourism as it will help us create more opportunities to support local creatives as they showcase the beauty of South Africa through their stories delivered to millions of entertainment fans around the world on Netflix,” adds Amadasun.
Going forward, the partnership will explore various opportunities and initiatives that will go towards showcasing South Africa, not only to South African audiences but also to global members of Netflix. More on these initiatives will be revealed at a later date.