South African Tourism and Netflix have teamed up to showcase South African stories and capture the attention of travellers across the world. The pair will collaborate on projects to drive international visitors to the country.

USING ‘MILLIONS OF EYEBALLS’ ACROSS THE WORLD TO DRIVE TOURISM
Since Netflix, the world’s leading streaming platform, launched in South Africa in 2016 it has breathed life into the entertainment industry by investing in several original and licensed local productions. The platform presented South African culture, fashion, music, art, scenery, and language via the diverse stories told by local and international creators to a global audience that spans 190 countries.

“As we continue to lure the world to our beautiful country in these trying times, we have to look at non-traditional tourism partnerships as a source of driving arrivals,” said SA Tourism CEO, Sisa Ntshona, in a joint statement.

“Netflix reaches millions of eyeballs globally, and by working closely with Netflix we are able to latch onto a massive opportunity to influence the audience to think more closely about South Africa and thus convincing them to visit our country,” added Ntshona.

NETFLIX HAS INVESTED HEAVILY AND PRODUCED SEVERAL SA SERIES AND MOVIES
Earlier this month, the National Film and Video Foundation (NFVF) and Netflix announced a partnership that would see R28 million injected into the South African film industry.

The money will go towards the creation of six local feature films that will make their debut on the streaming platform. The films funding will be split between emerging and established filmmakers, with four films receiving an allocation of R4m and two receiving R6m.

For approximately five weeks from 1 April 2021, directors are encouraged to apply via the NFVF website.

The applicants will hope to join a growing stable of local content from Netflix, which is houses a variety of content across different genres, including original series like Queen Sono, Blood & Water, How to Ruin Christmas: The Wedding, Kings of Joburg; films like Seriously Single, Catching Feelings, Santana, Baby Mamas and most prominently the Oscar-nominated nature documentary My Octopus Teacher.

The platform has also filmed several international productions in South Africa, which benefitted the local industry tremendously both on and off-screen.

“Each production resulted in the support for local businesses and entrepreneurs – the full supply chain of creating show includes local stylists, make-up artists, etc – which ultimately leads to a positive economic impact in the country,” said SA Tourism.

Despite the announcement, the details about what Netflix and SA Tourism’s partnership entails remain scant. The parties said they will explore various opportunities and initiatives to showcase the country “not only to South African audiences but also to global members of Netflix.”

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