South African Tourism has announced the appointment of Sithembile Ndaba as Chief Marketing Officer (CMO) and Ismail Dockrat as Chief Operating Officer (COO), reinforcing its top leadership at a crucial phase of global tourism recovery and competition.
Ndaba will take charge from April 1, 2026, while Dockrat will assume office from May 1, 2026. These appointments complete the organisation’s core executive structure, following recent inductions in finance, audit, and convention bureau leadership—indicating a focused push towards stronger governance and strategic growth.
With over 25 years of experience, Ndaba brings deep expertise in brand strategy, global positioning, and integrated marketing. Her previous role at Brand South Africa, where she led marketing and also served in acting leadership roles, positions her to sharpen South Africa’s global tourism narrative and enhance its competitive appeal across international markets.
In parallel, Dockrat’s appointment as COO is expected to strengthen operational efficiency and execution. His experience in tourism operations and stakeholder engagement will play a key role in aligning strategy with on-ground delivery and industry collaboration.
The twin appointments signal a balanced leadership approach—combining strong brand storytelling with operational excellence. As destinations worldwide compete for high-value travellers, South African Tourism appears focused on accelerating its global positioning and unlocking new growth opportunities across leisure and business travel segments.
