South Africa is using star power and prime-time TV exposure to promote its new marketing campaign, one that touts the nation's offerings beyond safaris.
Tourism Minister Marthinus van Schalkwyk was in New York last month encouraging both consumers and travel sellers to look at the country's art, music and culinary scenes. And quite a few celebrities helped to promote the theme.
South African Tourism's "What's Your Big 5?" marketing campaign made its official launch on NBC's hit series "All-Star Celebrity Apprentice" on April 21. The campaign aims to educate travelers about South Africa experiences beyond the safari. The ministry said the "Apprentice" episode exposed South Africa to 6 million viewers.
"High-profile partnerships like 'All-Star Celebrity Apprentice' are one of the many driving forces catapulting our destination into mainstream consciousness, fueling conversations and travel to South Africa like never before," Sthu Zungu, president of South African Tourism North America, said in a statement.
At the annual 2013 Ubuntu Awards, held on April 15 at the New York Public Library, South African Tourism recognized singer-songwriter Paul Simon, who was given the Friend of South Africa award for his contribution to the anti-apartheid movement with the release of the 1986 album, "Graceland."
While lacking in celebrity, travel trade partners were also recognized at the event.
"With 20% of the trade producing 80% of South Africa's arrivals, our flourishing achievements are fundamentally linked to the collaborative efforts of the people gathered in this room," van Schalkwyk said.
At a press luncheon April 15, van Schalkwyk was interviewed by former CNN anchor Soledad O'Brien, while actress and author Marilu Henner discussed her favorite moments of a recent South Africa trip.
Van Schalkwyk told O'Brien that he did not want South Africa to back off its important safari market but hoped travelers would experience more of the country, as well.
"It's the backbone of our industry," he said of safaris. "We don't want to lose that."
South African Tourism is hoping this year to build on the gains it made in 2012, when 9.1 million international tourists visited the country, a 10.2% jump over 2011.
Europe remained South Africa's highest source of overseas tourists, growing by 9.5%, to 1.3 million visitors, more than half the total number. The U.S., its second-largest overseas tourism market, also posted impressive growth, contributing 326,643 tourists in 2012, up 13.6% over 2011.
Van Schalkwyk said South Africa's goal is that by 2020, the country is among the 20 most visited destinations in the world.
Follow Johanna Jainchill on Twitter @jjainchilltw.