South Africa Tourism has appointed Black Diamond as its public relations and agency for the UK and Ireland on a four and a half-month project running until the end of March 2026.
The collaboration will strengthen the destination’s presence in the market through targeted media engagement and strategic PR activity.
The PR strategy will highlight South Africa’s vibrant cities, rich cultural heritage, world-class wildlife encounters, award-winning food and wine, and its broad spectrum of adventure and lifestyle experiences. Through compelling storytelling and targeted media outreach, the campaign aims to inspire more UK and Irish travellers to discover the energy, warmth and authenticity of South Africa.
The initial scope of work will focus on delivering two key events – one in London and one in Dublin – designed to showcase South Africa’s diverse tourism offering to media and consumer-facing partners. Black Diamond will also support South African Tourism with ongoing pitching, press office activity and the coordination of media visits, including one dedicated group press trip.
Jim Odoire, Managing Director at Black Diamond, commented: “South Africa continues to resonate strongly with UK and Irish travellers seeking unforgettable, experience-rich holidays. We’re delighted to support South African Tourism during this focused period and to bring the destination’s stories to life through impactful PR activity – starting with or Dublin media lunch in January and continuing with a strong programme of media engagement and events.”
Rachel Lewis, Acting Hub Head for the UK and Ireland added: “The UK and Ireland are crucial markets for South Africa, both having delivered exceptional growth in 2025. This focused collaboration with Black Diamond will help us amplify our message, engage with media, and inspire travellers to visit, return, and explore more of the country beyond its main attractions. We look forward to continuing this growth of arrivals into 2026 with Black Diamond’s support.”
Activity will run through March 2026, incorporating the Dublin media lunch, a London event, sustained media outreach and a curated calendar of press trip activity.
