Tourism is our most valuable resources as a country. Our gold and diamond fields will one day dry up, but tourism is an industry that employs thousands, generates huge opportunities for small business and is renewable.

So this new South African Tourism ad is bloody important. It’s probably the most important ad we have, because if it is effective, it will help generate millions in foreign currency inflows, which will go a long way to boosting our economy. So spread it around, send it to your friends and family in Australia. Show it to that old work colleague who left to work in London – encourage them to show it to everyone over there.

In time, hopefully South African Tourism can build on the idea that they have started with here to position this destination in its rightful place at the top of the world pile. You can help by passing it on now.