How can SA Tourism market the country without a chief marketing officer?

Tourism Minister Patricia de Lille. Picture: Gallo Images/Brenton Geach Recent travel statistics from the National Department of Tourism suggest that several vacant executive positions at its marketing agency, South African Tourism (SA Tourism), are impacting performance as international travel levels struggle to return to pre-Covid levels. SA Tourism was established to market the country as a premier destination internationally and domestically.

However, the agency has recently been marked by dismissals and resignations among decision-makers. Currently, the CEO remains suspended; the acting CEO, chief operations officer (COO), and chief marketing officer (CMO) have resigned; and the board is serving in an interim capacity. But the agency said it has made appointments in the executive to strengthen governance and oversight.

This comes as the department prepares to host the 2026 editions of Meetings Africa and Africa’s Travel Indaba. SA Tourism falls under the Department of Tourism. When asked about the vacancies at the executive level, she said, “SA Tourism has appointed a Chief Financial Officer and a Chief Audit Executive, both in permanent positions, reinforcing a strong focus on financial management and internal control functions.” Mathibela confirmed that its COO and CMO have resigned, while the CEO, Nombulelo Guliwe, remains suspended.

[paywall]

Guliwe was suspended by the previous SA Tourism Board, which has been dissolved. However, she did not confirm whether acting CEO Darryl Erasmus has resigned. Guliwe will soon learn her fate at the agency as the finalisation of her disciplinary process is pending.

It is understood that she was suspended on allegations of misconduct. However, Tourism Minister Patricia de Lille has previously labelled the suspension unlawful because, at the time, the board did not have a chairperson following the resignation of Professor Gregory Davids. “This means, the board in its current form is not properly constituted to take such a resolution,” said De Lille.

[/paywall]