South African Tourism has launched the 2024 edition of the - “Live South Africa” campaign aimed at attracting travelers from the Netherlands, Belgium, and Sweden to South Africa by showcasing local tourism entrepreneurs who share their unique stories and reflect the destination through the lens of South African tourism businesses.

The Netherlands which enjoys long-standing bi-lateral relations with South Africa, remains the country’s third largest international source market out of Europe, and fourth largest source market internationally and has contributed to 91 756 tourist arrivals in SA, since the beginning of the year.

Thelma Hlongwane spoke to Abby Jacobs, the Marketing and Promotions Manager for North Europe at South African Tourism