South African Tourism (SA Tourism) has announced the appointment of Darryl Erasmus as its new Chief Operations Officer (COO), effective January 7, 2025.

Erasmus, a seasoned professional in the hospitality and tourism sectors, will oversee the organisation’s Corporate Services functions and ensure the effective operation of its internal business units.

He will also focus on driving the localisation and execution of global strategies within South Africa.

A Wealth of Experience

Erasmus brings extensive expertise to his new role, having previously served as Chief Quality Assurance Officer in SA Tourism’s Tourism Grading Council. His professional background includes senior leadership roles in marketing, sales, and corporate communications with renowned brands such as Travelport, Protea Hotels, and Intercontinental Hotels. He also served as Managing Director at BLAZE Integrated Hospitality Marketing Agency and most recently worked as Director at DAX Advisory Services, offering consulting and advisory support for the tourism and hospitality sectors.

Strategic Leadership for Growth

Welcoming Erasmus back to the organisation, SA Tourism CEO Nombulelo Guliwe highlighted the significance of his appointment:

“We are pleased to welcome Darryl Erasmus back to South African Tourism as our new Chief Operations Officer. This appointment will not only strengthen our management structures but will also contribute to driving our strategic objectives forward, while improving our destination’s competitiveness. I have no doubt that his leadership will enhance our operational excellence and global impact.”

Erasmus expressed his enthusiasm for rejoining SA Tourism:

“I’m excited to be rejoining SA Tourism, returning to an organisation for which I have a deep affinity and personal connection. I extend my sincere gratitude to the CEO and Board for the opportunity to serve South Africa and the tourism sector at large once again. I am committed to collectively building a capable and high-performance entity that champions the growth of tourism, amplifying its economic impact, raising the sector’s profile, and showcasing the beauty of our country to the global community.”

Qualifications and Vision

Erasmus’s academic credentials include a Bachelor of Commerce in Marketing and Business Management from Oxford Brookes University, a Postgraduate Global Executive Development Program from GIBS, and a Postgraduate Diploma in Business Studies from Henley Business School. He also holds certifications in Financial Management, Marketing, and Business Development.

With this strong foundation, Erasmus aims to foster collaboration within the organisation and across industry stakeholders to elevate South Africa’s profile as a premier global travel destination.

“I eagerly anticipate reconnecting with the team and collaborating with industry stakeholders domestically and abroad to promote our exceptional destination that delivers unforgettable and uniquely authentic South African experiences,” Erasmus said.

A Strategic Appointment Erasmus’s appointment, approved by the SA Tourism Board in December 2024, comes at a time when the organisation is focused on enhancing its global competitiveness and operational excellence. His leadership is expected to contribute significantly to SA Tourism’s mission of promoting South Africa as a leading destination while driving economic growth through

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