SAT launches 'Warm Welcome' campaign

SOUTH African Tourism (SAT), in association with Satsa (Southern Africa Tourism Services Association, Fedhasa (Federated Hospitality Association of South Africa) and TBCSA (Tourism Business Council of South Africa), has announced the launch of the 'Warm Welcome' campaign, which is a celebration of the South African experience. The month long campaign started yesterday (Thursday) and is set to run to March 20, 2003. "South Africa's competitive advantage lies in its rich culture and heritage as well as its dynamic people and the purpose of this campaign is to highlight the warmth or our hospitality, showcase our wonderful cuisine and our cultural diversity, said SAT's ceo, Cheryl Carolus. "We are presently very upbeat about the growth in tourism arrivals last year and are especially proud to be hosting the Cricket World Cup, which has afforded us another opportunity to showcase South Africa to the world," she added. Restaurants and hospitality venues that are members of Fedhasa have been invited to participate in the campaign, thereby giving them the opportunity to showcase their own uniquely South African food and/or service offering. There are about 50 restaurants countrywide participating in the campaign to promote South African cuisine at Cricket World Cup host cities. These range from traditional to continental restaurants, showing the diversity of offerings and settings available. The core message of the Warm Welcome campaign is to experience South Africa's food and hospitality, with a special focus on the transformation and empowerment that has taken place within the industry and a renewed emphasis on some of the lesser known and interesting establishments. "This campaign presents the industry with the opportunity to highlight and showcase a number of the smaller establishments around the country, effectively contributing significantly towards spreading the benefits of tourism across the country", concluded Carolus. (Miguel de Sousa)