British travellers should go out of their way to visit South Africa this year.
This is the message from Ntsiki Mpulo, the UK marketing and communications manager for South Africa Tourism, who noted 450,000 Britons went on South Africa holidays last year.
The tourist board is hoping this figure is improved upon in 2011 as it seeks to stop people considering the destination and get them to start choosing it instead.
"We're inviting them to discover the wealth of relaxing and memorable experiences that are available … and we are doing it in a way that we know will resonate with them," Ms Mpulo observed.
Four celebrities – Monty Don, Gloria Hunniford, Jamie Theakston and Chris Packham – will be recording their travels around the nation in an effort to showcase what it has to offer.
Ms Mpulo added despite the current financial situation, there are still plenty of compelling reasons for going to the country.