Africa’s Travel Indaba recently hosted an engaging media editorial session, exploring strategic partnerships in tourism. Amid the discussions, the spotlight fell on South Africa’s burgeoning potential as a film and music destination, sparking conversations about how these industries could drive tourism growth.
Diverse perspectives from industry experts
The panel featured a diverse array of experts within film, music, and tourism. Award-winning Executive Creative Director Neo Ntatleng provided creative insights, while Jacqueline Rainers-Setai, representing the KZN Film Commission, offered valuable perspectives on film industry dynamics. Lehlohonolo Mokhosi, Partnerships & Distribution Manager at NFVF, shared strategic collaboration insights. Thulani Maduse, Director & Founder of the Amapiano Summit South Africa, contributed deep knowledge of the vibrant Amapiano music genre. Finally, DJ Stanky, an International Amapiano DJ, shared firsthand experiences of music’s impact on cultural exchange and tourism promotion.
Film, music and shaping perceptions
The session highlighted the pivotal role of film and music in shaping perceptions and attracting visitors to destinations. Thembisile Sehloho, Chief Marketing Officer of South African Tourism, drew parallels with America’s successful use of film and music for country positioning. Ntatleng humorously noted that some South Africans know New York and Los Angeles streets better than their own neighbourhoods due to movies and music videos. Discussions also explored challenges and opportunities, emphasizing the need for intentional collaboration between tourism and entertainment sectors. By leveraging cultural assets, South Africa can create immersive experiences, fostering economic growth and cultural exchange. The untapped potential of South Africa’s film and music industries positions the country as a premier destination for filmmakers worldwide.
