South Africa holidays have everything – from golden beaches and bustling cities to stunning countryside and amazing wildlife.
It is the job of Marthinus van Schalkwyk as the country's tourism minister to promote these experiences around the world to the global tourist market.
While it may seem like an easy task to sell South Africa to holidaymakers, many people remain in the dark about all the country has to offer.
"We actively need to work at improving seasonality by exposing and promoting South Africa's all-year, easy-to-do and value-for-money experiences," says the minister, who has recently returned from a tour of Australia to promote the country there.
As South Africa Tourism points out, Australians like to visit Cape Town, the Garden Route and other great places in the country because they value "unique, memorable destinations with amazing wildlife, incredible beaches and coastlines, urban centres and warm, friendly people".
South Africa has at least one more string to bow, as it remains one of the best places on earth to visit if sport is your thing.
The country was named The World's Leading Sports Tourism Destination at the World Travel Awards in Doha last month.