Abstract
Countries today invest in nation branding as a means to effectively position their country in the world as a possible investment and tourism destination. South Africa is no different; it has a unique history of a past apartheid regime. Under the apartheid regime, South Africa had sanctions inflicted on it, making it an unpopular state for investments and tourism. Once the new democratic South Africa emerged, the country had to show the world how it has transformed as a premier destination for investment, economic development, and tourism. The role of nation branding is therefore crucial to the economic sustainability of a country. In Africa the South African brand is synonymous with democracy, freedom, and infrastructural growth. These are very favorable to a developing nation's brand.
TopAn Overview Of South Africa
South Africa is known for its’ untouched scenic beauty. It has some of the most beautiful mountains and coastlines in the world. South Africa also has deserts and semi-deserts and untamed open bushvelds that go on for kilometers. The country has some of the most picture-perfect lakes, and dams that sprawl out as far as the eye can see. South Africa is also home to a large amazing wildlife, plant, and bird life that one can only set eyes on in this county and climate.
According to Sabel International(2022), South Africa is home to the oldest meteor scar in the world – the Vredefort Dome in a town called Parys. This site is a UNESCO World Heritage Site. The South African Rovos Rail is considered the most luxurious train in the world. South Africa is home to the highest commercial bungi jump in the world at 710 feet. South Africa is now the only country in the world to have hosted the Soccer, Cricket, and Rugby World Cup!. Table Mountain in Cape Town is believed to be one of the oldest mountains in the world and one of the planet’s 12 main energy centres, radiating magnetic, electric, or spiritual energy. The Cape Floral Kingdom is one of the world's six floral kingdoms – and the only one which is wholly contained within a single country.
Sabel International(2022) further eludes to South Africa having deserts, wetlands, grasslands, bush, subtropical forests, mountains, and escarpments, which makes it one of the most unique terrains in the world. Added to this is that the country's drinking water is rated 3rd best in the world for being “safe and ready to drink”. South Africa’s Cape Winelands have around 560 wineries and 4 400 primary producers. Included in the Cape Winelands region is Route 62, considered the longest wine route in the world. South Africa also produces some amazing beer, that is exported abroad. South African brewery SABMiller ranks – by volume – as the largest brewing company in the world. SABMiller supplies up to 50% of China’s beer. South Africa is also unique, as it is one of the few countries in the entire world that has voluntarily abandoned its nuclear weapons program. The world's largest themed resort hotel in the world – The Palace of the Lost City – is found in South Africa. Surrounding the Palace is a 25-hectare manmade botanical jungle with almost 2 million plants, trees, and shrubs, (Sabel International, 2022).
Key Terms in this Chapter
Democracy: This is where the power of a country is vested in the majority of a country’s citizens. Democracy was in place after SA had its’ first democratic election in 1994.
Apartheid: This was a policy followed by the South African government before 1994, where nonwhite South Africans were discriminated against. Apartheid in South Africa was enshrined in racism and segregation in South African society.
Investment: This transaction is done when people want to increase their wealth. Foreign investment is when people from outside a country invest in South Africa for example to grow their wealth.
South Africa: This is a country that borders the southern tip of Africa.
Nation Branding: This is pivotal in building and managing the reputation of a country.
Tourism: This occurs when people travel for business or pleasure. Tourism can occur domestically, where people travel within a country to visit another town or city. International tourism is when people travel to visit a new country.