Sithembile Ndaba has been appointed as Chief Marketing Officer (CMO), effective 1 April 2026, of South African Tourism. Ndaba, CM(SA), MCom, is a highly accomplished marketing and communications executive with more than 25 years of experience spanning brand strategy, global positioning, integrated marketing, and reputation management.
Her career includes senior roles across both the public and private sectors, with notable experience in multinational FMCG organisations such as Pioneer Foods, Tiger Brands, and Unilever, where she built deep expertise in consumer insight, brand development, and market expansion.
She joins South African Tourism from Brand South Africa, where she currently serves as General Manager: Marketing and has also held leadership roles as Acting Chief Executive Officer and Acting Chief Marketing Officer. During her tenure, she played a pivotal role in advancing South Africa’s nation brand identity and global reputation, while driving impactful domestic programmes that strengthened stakeholder engagement.
Ndaba has represented Brand South Africa on prominent global platforms, including the World Economic Forum and BRICS, and contributes to international marketing thought leadership as an advisory board member of the CMO Council Sub-Saharan Africa chapter and City Nation Place (UK). Her extensive experience, global perspective, and industry influence position her strongly to lead South African Tourism’s marketing and destination branding efforts.
SOUTH AFRICAN TOURISM
https://www.southafrica.net/za/en/
