What should Tshwane’s tourism identity look and feel like? The City of Tshwane invited the next generation to help answer that question, and the ideas coming through are already making an impression!

In partnership with UNISA, the City launched the Tshwane Tourism Innovation Challenge in June 2026, inviting students from tertiary institutions across Tshwane to design the future tourism logo. The idea was simple but powerful: to create an opportunity for emerging talent to contribute to Tshwane’s tourism future.

The challenge invites students from Tshwane’s tertiary institutions to help shape how the city presents itself to visitors. It also forms part of the City’s broader work to advance the Tshwane Tourism Strategy, using fresh thinking and partnerships to strengthen the city’s destination marketing efforts.

On 28 October 2026, shortlisted students from various institutions of higher learning pitched their logo design proposals to a panel of public and private sector adjudicators at the iconic tourism attraction, Freedom Park Heritage Site and Museum.

What followed was an inspiring showcase of creativity, thoughtful ideas and impressive talent. Each proposal was assessed against criteria such as alignment with the City of Tshwane’s master brand, creativity, memorability, the character and identity of the city, technical design and the ability to work across different platforms and media.

The excitement now builds towards 24 November 2026, when the top three finalists will be revealed at the annual UNISA Research and Innovation Festival.

For the City of Tshwane Tourism Division and its partners, the challenge is about finding innovative ways to strengthen destination marketing while investing in the people who will shape the capital’s tourism future.