South Africa showcases tourism during All-Star Celebrity Apprentice

22nd Apr 2013

A new campaign is raising awareness about the less well-known attractions available to holidaymakers taking breaks in South Africa with the help of Donald Trump's TV show.

While South Africa is most famous for its 'Big 5' safari trips, the campaign What's your Big 5? aims to challenge tourists' preconceptions of the country as a holiday destination.

The campaign made its debut in the US before an estimated audience of six million viewers tuned in to Trump's reality TV show All-Star Celebrity Apprentice.

In the episode, participants were asked to come up with new activities for the 'Big 5' - a concept which normally refers to South Africa's wild animals and safaris.

Teams Plan B and Power went head-to-head to bring South Africa's rich and diverse travel experiences to millions of homes across the US during the task.

"South Africa has become a highly sought-after travel destination, breaking tourism records with double-digit growth in the past three years," said Ms. Sthu Zungu, President of South African Tourism North America.

"High-profile partnerships like All-Star Celebrity Apprentice are one of the many driving forces catapulting our destination into mainstream consciousness, fuelling conversations and travel to South Africa like never before."

Donald Trump added South Africa is "one of my favourite places", saying the episode highlights "the magnificence of the country".

Tourists thinking of South Africa can find plenty more than wildlife.

For instance, provides a top-10 ranking of unmissable experiences, which features stunning scenery, wine-tasting tours, traditional food, luxury hotels and beauty treatments and getting to know local people in a Zulu village or a Xhosa family home.

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