Two seasoned executives are set to join South African Tourism following the recent appointment of a new chief marketing officer (CMO) and chief operating officer (COO).

Sithembile Ndaba joins the organisation as CMO on April 1, while Ismail Dockrat steps into the role of COO on May 1.

In a statement, the organisation said the appointments will strengthen leadership and governance as it continues to market the country as a globally competitive destination.

Ndaba boasts more than 25 years of experience in marketing and communications, spanning brand strategy, global positioning, integrated marketing, and reputation management. She has worked across both the public and private sectors, including multinational fast-moving consumer goods organisations such as Pioneer Foods, Tiger Brands, and Unilever.

“Every new role is an opportunity to reimagine what’s possible. I step into this role with gratitude, clarity of purpose, and a deep commitment to building with others, because the best journeys are never walked alone,” said Ndaba.

Dockrat is a highly experienced executive with over 25 years of leadership in sectors including aviation, aerospace manufacturing, logistics and distribution, trade, investment and tourism promotion, and go-to-market execution. He has held senior roles at leading South African institutions, including CSIR, Armscor, Trade and Investment South Africa, Wesgro, Denel, and Glodina.

“Serving my beautiful country fills me with pride, and I believe South Africa shines as one of the world’s top destinations, offering unparalleled adventures and cultural richness,” Dockrat said. “I look forward to driving operational excellence and innovation, working closely with our teams and partners, to showcase our nation’s unmatched beauty and spirit.”

These appointments complete the full executive leadership team. This follows the recruitment of a chief financial officer and chief audit executive in January, and a chief convention bureau officer in December 2025.