Four UK celebrities are to highlight what South Africa has to offer.
Monty Don, Gloria Hunniford, Jamie Theakston and Chris Packham will take part in a new campaign and their experiences may see others go on South Africa holidays.
The scheme – which is called My Mission South Africa – is being run by South Africa Tourism and it hopes more individuals will get a chance to see the "beautiful and friendly holiday [location]" as a result.
Matthew Armstrong, acting country manager for UK, noted: "We've recruited four celebrities to help us showcase South Africa's diversity as a destination."
He added that "just about anything is possible" in the country and he hopes this message comes across from the groups' travels.
The nation has scenic landscapes, natural wonders, wildlife and new culinary experiences to offer, Mr Armstrong observed.
It comes after the tourist board remakred the location is ideal for people looking to indulge in lifestyle and fashion while away.