MARKETING TALENT

South African Tourism announces appointment of new Chief Marketing Officer

By our African Marketing Confederation News Team | 2026

Experienced nation branding and strategic marketing communications specialist, Sithembile Ndaba, joins after almost 15 years with Brand SA.

South African Tourism, the national government’s tourism marketing arm, has announced the appointment of Sithembile Ndaba as Chief Marketing Officer. The new role becomes affective from 1 April 2026. 

 

SA Tourism says in a statement that the appointment further strengthens the organisation’s leadership and governance as it continues to market South Africa as a globally competitive and inspiring tourism destination. It also completes the organisation’s full executive leadership team following the recent appointments of, among others, a Chief Convention Bureau Officer and Chief Operating Officer.

 

Ndaba is an experienced marketing and communications executive with more than 25 years of experience spanning brand strategy, global positioning, integrated marketing and reputation management.  

 

She has worked across both the public and private sectors, including multinational FMCG organisations such as Pioneer Foods, Tiger Brands and Unilever.

Sithembile Ndaba

Sithembile Ndaba. Photo: SA Tourism

Joins South African Tourism from Brand South Africa 

 

Sithembile joins South African Tourism from Brand South Africa, where she served as General Manager: Marketing and held leadership roles including Acting Chief Executive Officer and Acting Chief Marketing Officer. 

 

During her tenure, she played a pivotal role in advancing South Africa’s nation brand identity and global reputation, spearheading domestic programmes and representing the organisation on international platforms such as the World Economic Forum and BRICS. 

 

She also contributes to global marketing thought leadership as an advisory board member of the CMO Council Sub-Saharan Africa chapter and City Nation Place (UK), a leading platform for place branding and destination marketing.   

 

Comments Ndaba: “Every new role is an opportunity to reimagine what’s possible. I step into this role with gratitude, clarity of purpose, and a deep commitment to building with others, because the best journeys are never walked alone.” 

 

On her LinkedIn profile she says of herself: “My work sits at the intersection of strategy, storytelling and stakeholder alignment, shaping narratives that reflect both national priorities and lived realities.” 

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Jason Lottering
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