Global streaming platform Netflix and South African Tourism have partnered to explore opportunities to showcase South African stories to the world and attract tourists to the country.
The companies plan to collaborate on projects through locally produced series that will be made available on Netflix.
The streamer entered SA in 2016 and has since invested in both original and licensed productions made locally.
South African content already released by Netflix includes Queen Sono, Blood & Water, How to Ruin Christmas: The Wedding, Kings of Joburg, Seriously Single, Catching Feelings, Santana and Baby Mamas.
Sisa Ntshona, CEO of South African Tourism, said: “As we continue to lure the world to our beautiful country in these trying times, we have to look at non-traditional tourism partnerships as a source of driving arrivals.
“Netflix reaches millions of eyeballs globally, and by working closely with Netflix, we are able to latch onto a massive opportunity to influence the audience to think more closely about South Africa and thus convincing them to visit our country.
“We have 11 global country offices and there will always be opportunities for our international offices in key source markets to latch onto opportunities to showcase South Africa through the title Netflix launch.”
Ben Amadasun, Netflix director of content in Africa, added: “This past year, when entertainment mattered more than ever, our 204 million members around the world connected with new worlds, and most importantly with each other, through stories from South Africa and across the globe.
“Storytelling is a powerful tool that can foster connection and understanding while creating greater affinity towards a culture or place. That’s a big responsibility and, at Netflix, we don’t take that lightly. It’s why we value this important collaboration with SA Tourism as it will help us create more opportunities to support local creatives as they showcase the beauty of South Africa through their stories delivered to millions of entertainment fans around the world on Netflix.”