How do we identify new tourism experiences?

South African townships have traditionally been seen as a no-go areas, which is why the first route sets out to challenge tourists to open their eyes, peel back the lairs and see how much more Joburg has to offer.

The solution:

Create a theme that positions the townships in and around Johannesburg in a way that:

  • Makes them attractive to local and international travellers
  • Represents them in a manner that appeals to residents and travelers
  • Creates a single unifying proposition
  • Supports Gauteng Tourism Authority and expands its offering