EDUCATION CULTURE AND HERITAGE
Forging the Identity of a Destination
SANParks – TDR
South African National Parks (SANParks) has long held a dual responsibility: conserving the country’s most treasured natural landscapes and welcoming millions of visitors into immersive experiences of nature. With the SANParks Vision 2040, this mandate has evolved into a powerful opportunity to shape the identity of South Africa’s parks as authentic, community-rooted, and sustainable destinations — each with its own story to tell.
Through extensive visitor research, persona development, and destination theming, SANParks and its partners are reimagining tourism experiences in three of the country’s flagship parks: Kruger, Addo, and Tsitsikamma. Rather than offering generic wildlife encounters, each park now embraces its distinct character to create meaningful visitor connections. Kruger is positioned as Untamed — a vast, wild expanse where visitors reconnect with their inner wilderness. Addo is Abundant, a sanctuary that astonishes with its biodiversity just a few hours from urban life. Tsitsikamma embodies Raw Energy, a rugged meeting of land and sea alive with sensory experiences.
This process of place branding goes beyond aesthetics. It involves identifying emotional drivers, community narratives, conservation missions, and spatial strategies to create themed experiences that feel both purposeful and personal. For instance, in Kruger, themes such as “Join Our Conservation Champions” and “Find Your Inner Wild” highlight human stories of environmental resilience and invite visitors to become part of the solution.
In Addo, visitors are guided to “Listen to the Land” and “Invest in a Biodiverse Future,” directly connecting tourism to ecological stewardship and local empowerment. In Tsitsikamma, “Tap into Oral History” brings forward the voices of historic fishing communities, elevating culture alongside nature.
By anchoring the visitor experience in the heritage, challenges, and aspirations of each park, SANParks strengthens its relevance for both domestic and international travelers. These themed narratives also serve as strategic tools for stakeholder alignment, product development, and marketing — transforming parks from passive destinations into dynamic platforms for impact.
The SANParks framework demonstrates how tourism can go beyond scenic views to forge deep emotional resonance, social relevance, and long-term sustainability. When place branding is grounded in truth and delivered through immersive, story-rich experiences, it becomes a vehicle for conservation, community benefit, and national pride.
