The City of Tshwane and its tourism partners are pleased to announce the launch of an innovation challenge to the tertiary education institutions of Tshwane. The initiative challenges students to develop a new destination tourism brand for South Africa’s capital city. Shortlisted submissions will be announced ahead of the selection of the winning proposal in November 2026.
Cllr Sarah Mabotsa, the MMC for Economic Development and Spatial Planning, explained as follows: “Tshwane is seeking a brand identity that will help us to help shape the future identity of South Africa’s capital city as a tourism destination, and we are looking to the future – to our many young students – to help us develop that brand.”
Tshwane is South Africa’s safest city, and it is host to a UNESCO world heritage site, the Union Buildings. It was also the location of the Rivonia Trial, and it hosted Mahatma Ghandi during his time in southern Africa. Tshwane’s deeper history even includes a 220 000-year-old meteor crater in Tswaing. Tshwane is Africa’s largest city by area, and it is the only city in the world which contains a Big Five game reserve. It is the main centre of South Africa’s automotive industry and tertiary institutions and the country’s primary research and development hub, as well as host to more embassies and foreign missions than any other city in the world after Washinton DC. “As part of our efforts to grow the tourism sector in South Africa’s capital city, we need a destination brand identity that more clearly demonstrates our diverse offerings to local and international visitors,” said Cllr Mabotsa.
Susan Marais, the chairperson of the Tshwane Tourism Association, stated the following: “We are very excited to be working with the City of Tshwane’s Tourism Division to develop a stronger destination brand for South Africa’s capital city. Tshwane is known by many names, such as the capital city and the Jacaranda City, and although undoubtedly our trees in springtime are magnificent, we also have so many more amazing attributes to share with our residents and local and international visitors. This brand development challenge initiative signals a fantastic path forward for our tourism industry.”
The destination brand development for Tshwane is a collaboration between local government, education institutions and the private sector. The University of South Africa is the City’s lead implementing partner, supported by various institutions of higher education and stakeholders in the tourism industry. The innovation challenge will engage students and young creatives from local public and private universities and colleges to help shape the future identity of South Africa’s capital city as a tourism destination.
The initiative forms part of implementing the Tshwane Tourism Strategy and Master Plan. The strategy, which was approved by Council in March 2026, identified that destination tourism branding, positioning and messaging needed to be rationalised and updated. Launching the Tshwane Tourism Innovation Challenge seeks to address this need.
Tourism is one of the priority economic sectors earmarked for enhanced support in order to stimulate faster economic growth and job creation. Driven by the City of Tshwane Economic Development and Spatial Planning Department and the City Strategy and Organisational Performance Departments, the challenge invites students from universities, technical colleges and design institutions across Tshwane to compete in developing innovative tourism brand concepts that capture the city’s unique character, attractions, people and experiences.
Cllr Mabotsa said that the initiative reflects the City’s belief that young people should play an active role in designing the future of Tshwane. She stated that “The future of tourism belongs to those who can tell authentic stories, create meaningful connections and inspire people to explore new destinations. Through this challenge, we are giving our young innovators an opportunity to help define how the world sees Tshwane.” As South Africa’s knowledge capital, Tshwane is home to a rich mix of heritage, culture, innovation, diplomacy, nature, sport and business events. “We are asking our young and creative residents to develop a tourism brand that resonates with their friends, families, fellow residents, domestic and international visitors alike,” said Cllr Mabotsa.
Participating students will be required to attend a compulsory briefing session, and shortlisted candidates will have educational experiences and engagement opportunities with tourism professionals and branding experts to help refine their proposals. Further details regarding the participation criteria, timelines and submission requirements will be communicated through https://discovertshwane.com and other official City of Tshwane communication platforms.
Media enquiries: Ndaedzo Nethonzhe (ndaedzon@tshwane.gov.za or 063 299 6862)