The tourist body will begin promoting South Africa under the 'It's possible' strapline, which plays on a perception of authenticity and humanity a decade after the fall of apartheid.
'We have decided to sell South Africa to the traveller as opposed to the tourist,' said SAT chief marketing officer Themba Khumalo.
'We believe there are types of people looking for a truly authentic experience in the ultimate country of exploration,' he added.
SAT has set a target of 650,000 UK visitors annually by the end of 2005, a substantial increase on the estimated 500,000 who travelled to South Africa last year.
This article was first published on Marketing