Chief marketing officer Margie Whitehouse told TTG that it had been a “real challenge” but that the destination had seen “significant growth over the past 21 years since democracy” and that it should ultimately continue.

“South Africa is a very easy sell if you focus on Cape Town and the Kruger,” she said, citing the lack of jet lag, seasonality and proliferation of repeat visitors.

But she highlighted the need to focus on all the other areas and attractions the country has to offer such as heritage, food, activities and culture as well as other major cities like Johannesburg and Durban.

“Our focus next year is going to be on getting as many people out to try these experiences as possible.

“We are launching this campaign that will focus on soft adventure. It may be tasting Pinotage, a bicycle tour of Soweto or even experiencing the warmth of the locals; it’s all a South African adventure.”

Whitehouse spoke about her hopes for the campaign with particular emphasis on the UK, South Africa’s number one source market.

“The English want adventure but they want it to be easy,” she added.

The campaign, which is due to launch at the end of this year, is especially aimed at the younger traveller but still appeals to older tourists, with its broader approach to the adventure gene.

In terms of other markets that South Africa is courting, Whitehouse listed China and India, both of which have SAT offices. However she conceded that currently it is difficult for Chinese tourists to obtain visas for South Africa.

She added that the US and Canada continued to be a strong focus, while Africa also offered a “huge opportunity”, with a number of high-spending travellers that are particularly interested in shopping.