A new partnership between Helloworld Travel, Bench Africa, South African Airways and South Africa Tourism is shining a spotlight on the wonders of South Africa through a nationwide campaign celebrating the country’s vibrant spirit, culture and adventure.
Running until 15 November 2025, the South Africa Awaits – Come Find Your Joy campaign spans print, radio, outdoor, digital and social media, offering travellers an inspiring look at the extraordinary diversity of experiences South Africa has to offer. From safari adventures and wine country escapes to urban discoveries and cultural immersion, the campaign invites Australians to rediscover their sense of wonder.
Melissa Warren, Group GM Marketing at Helloworld Travel, said the collaboration showcases one of the world’s most exciting destinations.
“We’re thrilled to be showcasing this vibrant destination and support our valued partners, along with the incredible content and product offering it brings,” she said. “South Africa is a land of extraordinary diversity, offering unforgettable experiences for every kind of traveller. We’re excited to encourage our agents to invite their clients to ‘Find Their Joy in South Africa’ and create lasting holiday memories.”
Andy Kirkman, Head of Trade Relations at Bench Africa, said interest in South Africa remains strong.
“South Africa continues to represent one of our strongest areas of enquiry, with travellers drawn to its blend of safari, culture, landscapes, food and wine,” he said. “It’s a destination that offers something new with every visit, ideal for first-time explorers discovering Africa, as well as repeat travellers eager to uncover fresh experiences as no two journeys are ever the same.”
South African Airways Country Manager for Australia and New Zealand, Michael Hall, said the collaboration reinforces the airline’s commitment to the destination
“This collaboration strengthens our commitment to supporting travel to South Africa and showcasing the exceptional experiences the destination has to offer.”
Yana Shvarts, Acting Hub Head Australasia for South African Tourism, added that the campaign reflects the warmth and diversity of the country’s people and landscapes.
“We’re delighted to collaborate with Helloworld Travel on this extensive campaign inviting travellers to come find their joy in South Africa’s diverse experiences and warm and welcoming people,” she said. “From thrilling safaris and scenic beauty to cultural encounters and vibrant cities, South Africa awaits with memorable adventures for everyone.”
The Helloworld agent network will have access to a comprehensive suite of marketing assets, private airfares with South African Airways and exclusive Bench Africa offers. The campaign’s product range showcases both classic and newly curated experiences, catering to independent adventurers and those seeking a more luxurious escape.
Travellers can explore the full range of offers at helloworld.com.au, while agents can access campaign materials via the Helloworld agent portal.
