FEATURE
SA continues to be competitive S
outh Africa continues
investment, against two
investors and travellers from 13
of the respondents said that
to be a competitive and
yardsticks:
countries.
their perception of the country
attractive destination
•
Brand SA says trade and
had improved, compared to 3%
comparison to countries in
tourism proved to be South
who said it had worsened.
investors.
key international markets,
Africa’s strongest attributes,
According to Brand SA’s
including the United
with up to 70% of the
acting chief marketing officer,
the Global Reputation Study,
Kingdom (UK), United
respondents indicating their
Thoko Modise, the findings
released in June. The study was
States, Switzerland and
willingness to visit or do
confirm South Africa’s status as
conducted by the country’s
the United Arab Emirates
business with the country.
a low-risk, attractive investment
official marketing agency,
(UAE).
These are the findings of
Brand SA, in collaboration
Many respondents rated
destination that is a location
Its performance in
South Africa among the
of choice for multinationals
with Bloom Consulting, an
comparison to its emerging
Top 5 places they were willing
looking to expand across
international specialist in nation
market competitors,
to visit, invest in, do business
Africa.
and place branding.
including Nigeria, Thailand,
with or relocate to.
Bloom Consulting measured South Africa’s international reputation and perception in
18
Its performance in
for tourists, businessmen and
•
UAE, Turkey and Brazil, among others. Bloom surveyed and rated
Despite some respondents
“South Africa is not only blessed with mineral wealth,
raising concerns about
but it also possesses
crime and safety, the overall
world-class infrastructure,
the areas of tourism, talent,
the perceptions of 10 000
perception of the country
an experienced and
prominence and trade and
participants, comprising
improved in 2021. Up to 45%
entrepreneurial management
Public Sector Manager • July 2022
