For 22 years, TI Communications was responsible for representing South African Tourism (SAT) in Brazil, building one of the longest-standing partnerships between an international destination and a Brazilian tourism communications and representation agency.

Throughout this period, TI delivered an integrated approach encompassing public relations, travel trade relations, communications, media planning and buying, events, activations and special projects, helping to establish South Africa as one of the leading long-haul destinations among Brazilian travellers.

The results reflect the scale and impact of this work. When TI began working with South African Tourism, South Africa welcomed around 13,000 Brazilian visitors per year. By 2019, the last full year before the pandemic, this figure had reached approximately 80,000 visitors, representing growth of close to 600% over the course of the partnership.

More than simply promoting a destination, these were two decades dedicated to building and developing the market: bringing South Africa closer to Brazilian tour operators, travel agencies, airlines, media, influencers and consumers, and helping to position the country as one of Brazil’s leading references for travel to Africa.

South African Tourism is South Africa’s official tourism marketing organisation, responsible for promoting the destination domestically and internationally across the leisure, business and events segments.