In a strategic move to reinforce its global positioning and organisational strength, South African Tourism has announced key executive appointments aimed at enhancing leadership, governance, and operational efficiency within the national tourism body.
The organisation has appointed Sithembile Ndaba as Chief Marketing Officer (CMO), effective 1 April 2026, and Ismail Dockrat as Chief Operating Officer (COO), effective 1 May 2026. These appointments mark a significant milestone in completing South African Tourism’s executive leadership team following a series of recent C-suite enhancements.
Sithembile Ndaba brings over 25 years of experience in brand strategy, global positioning, and integrated marketing, having previously served at Brand South Africa, where she played a key role in advancing the country’s brand presence on international platforms. Her appointment is expected to strengthen the organisation’s global marketing strategy and enhance South Africa’s positioning as a leading tourism destination.
Ismail Dockrat joins with extensive leadership experience across aviation, manufacturing, logistics, and tourism promotion, bringing a strong track record in operational excellence, governance, and digital transformation. His role will focus on improving organisational performance and driving operational innovation within South African Tourism.
Commenting on the appointments, Acting CEO Dr Shamilla Chettiar highlighted that the strengthened executive team is well-positioned to drive organisational excellence, transformation, and the global elevation of South Africa’s tourism brand.
These leadership changes come at a critical time as South Africa continues to enhance its competitiveness in the global tourism market, focusing on attracting international travellers and boosting economic growth through tourism.
As the official national marketing agency, South African Tourism plays a vital role in promoting the country’s diverse offerings, from natural landscapes and cultural heritage to business events and international travel experiences.
With a strengthened executive team in place, the organisation is poised to accelerate its strategic objectives, drive innovation, and further position South Africa as a compelling destination for both leisure and business tourism on the global stage.
