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SOUTH AFRICAN TOURISM EXECUTIVE PROFILE

Evelyn Mahlaba is Regional Director: Africa at South African Tourism.

Her primary responsibility is to oversee both the strategy and operational implementation

of South Africas destination marketing work in various key markets in both East, West and

Central Africa.

Her position as Regional Director: Africa is one that carries enormous responsibility.

Amongst her many responsibilities, she assists South African Tourism in building

relationships with the African travel trade to enable those partners to easily sell South

Africa to millions of African tourist to ensure sustained tourist arrivals growth for

destination South Africa.

Evy (as she is affectionately known) has a wealth of experience, an enviable and sterling

track record in travel and tourism. She began her service at South African Tourism in 2004

as Global trade Relations Manager. In this position, she was responsible for developing the

global leisure sales strategy and the marketing tools needed for its implementation.

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She worked closely with South African Tourism trade Relations managers, in the various

markets across the world, in the interpretation, application and localisation of strategy for

optimal results in this role. Her contribution continues to benefit the destination, as the

travel trade community as well as media remain valuable and powerful partners of the

destination marketing team as South African Tourism.

In 2009, Evy assumed the role of Regional Director: Asia, Australasia and Americas and she

served in this role until her recent appointment (in April 2014) when she took up her

current post of Regional Director: Africa.

Evy possesses a rare combination of creative intelligence and a sensible practicality,

bringing her immense knowledge of the industry. She is also known for seamless delivery,

outstanding people skills and great leadership thats characterised by consummate

communication skills. She is an unrivalled team player.

I am passionate and excited about my new role to lead the marketing work that South

African Tourism does on the African continent. I am fortunate to count excellent and

inspired marketers among my colleagues. We share a fervent desire to invite the world to

come and visit South Africa: a country we love and we believe in completely. I look

forward to inviting more of our African tourists to South Africa.

Evy has also worked for South African Airways, the Airports Company of South Africa as

well as Sun International. She holds a Bachelor of Arts (BA) in Communications degree

from the University of the North West. She also has BA in Business Management degree

from De Montford University in the United Kingdom (UK).