Brand SA CEO on how improve South Africa’s competitiveness as an investment & tourism destination

The 6th annual Nation Brand Forum took place earlier today, a pivotal event that aims to construct a compelling image and reputation for South Africa on the global stage, with the ultimate goal of attracting investments to fuel economic growth. Brand South Africa's CEO, Sithembile Ntombela, shared insights on the sentiment towards the country's brand and the strategies in place to overcome challenges and amplify strengths. During the forum, Ntombela highlighted the overall positive feedback received from key stakeholders, rating brand South Africa at a commendable 3-5 on a scale of competitiveness. Despite challenges such as load-shedding, the less than ideal growth landscape, high unemployment, and inequality plaguing the nation, the sentiment towards the country remains upbeat. The forum also emphasized the crucial role of the media in shaping the narrative around South Africa, with a call to accentuate success stories and positive developments within the country. Ntombela underscored the resilience and resourcefulness of the South African population, noting that the strength of the nation lies in its people. Efforts are underway to implement solutions that will address current challenges, such as the Operation Vulindlela spearheaded by the President to tackle the energy crisis and foster economic diversification. The CEO expressed optimism about the potential for entrepreneurship to drive job creation and economic prosperity, citing a World Bank report that underscores the impact of entrepreneurial initiatives in combating unemployment. Furthermore, Ntombela discussed the importance of expanding South Africa's reach in export markets, identifying priority regions such as the US, the UK, India, and other African countries. Highlighting a unique collaboration with South Korea to showcase South African creativity and innovation, he emphasized the opportunity to tap into markets with low awareness of South Africa, particularly in Asia. By leveraging the diverse economy and cultural landscape of South Africa, the nation aims to position itself as a competitive and inspiring destination for global investments and partnerships. As South Africa navigates through challenges and harnesses its strengths, the focus on enhancing the country's brand reputation and attractiveness to investors and tourists remains paramount. With a strategic approach that emphasizes storytelling, entrepreneurship, and international collaborations, Brand South Africa is poised to elevate the country's standing on the world stage and drive sustainable growth in the years to come.