As South Africa prepares to host the Group of 20 (G20) leaders’ summit on Saturday and Sunday, Brand South Africa has emphasised that the messaging of truth will continue that the country is an ideal destination to do business, trade and tourism.
Brand South Africa chief executive officer Neville Matjie, whose firm is the official marketing agency for the country to build reputation, said in an interview the countries and heads of State that are visiting will see for themselves and “sing the praise on the real truth about South Africa”.
“The messaging of truth will continue. Truth is not once-off, truth is an ongoing process,” he said.
Speaking on the sidelines of the B20 South Africa 2025 Summit, the business platform of G20 which ended on Thursday at Sandton Convention Centre in Johannesburg, Matjie said the country is the only destination that had B20 co-chaired by a male and female.
The B20 South Africa was co-chaired by Mxolisi Mgojo and Nonkululeko Nyembezi.
Matjie said over the past year, they have amplified the messaging about destination SA specifically focusing on two areas, that SA is a comparative destination for business, trade and tourism.
He said Brand SA has also ensured that on the domestic front, the message of G20 resonates with the people on the ground.
“G20 coming to Africa has amplified Africa’s standing in the world that we are able to host such a big event,” he said.
The G20 will bring together about 42 heads of States and government officials and others.
Matjie observed that SA President Cyril Ramaphosa has been clear that G20, being held on African soil for the first time, is not about SA, but that it is also dealing with the African agenda.
Speaking at the close of the summit on Thursday, Ramaphosa said B20 has shown that Africa has potential to be the next frontier of global production, commerce and innovation.
“We call upon the global community to embrace Africa’s rise. An Africa that is at peace, that is stable, that is well governed and that has the means to meet the needs of its people,” he said.
Ramaphosa praised the B20 for positioning business as a force for progress, adding that global business is prepared, willing and able to drive inclusive, sustainable and resilient growth.
SA has since passed on the B20 presidency to US.
US earlier indicated that it will not participate in the two-day G20 leaders’ summit, but will send an Embassy official to take part in the closing ceremony meant to mark the handover to the next summit, which will take place in Florida, US next year.
