SA is recognised as a destination that is rich in both cinematic and cultural heritage
Many natural and cultural sites around the world have benefitted from what is known as film-induced tourism.
As South Africa celebrates Tourism Month and Heritage Month this September, it is worth reflecting on the developments of this phenomenon on home soil.
South Africa has rapidly emerged as one of the world’s most sought-after filming locations.
With its breathtaking landscapes, diverse cultures and growing film industry, the country offers a unique opportunity for filmmakers, while its status as a preferred film location is a means to publicise South Africa’s cultural and natural heritage.
This provides a reciprocal boost to tourism – and to the economy.
Our research shows that by promoting itself as a film-friendly destination, South Africa has created jobs, built its creative industries and attracted significant foreign investment.
This financial injection enriches the local economy, fostering growth in related sectors like hospitality, catering and transportation.
Feature-length films can serve as vehicles for “tourism product placement” in that visitors are drawn to shooting locations, thus leading to tourism booms.
One of the earlier prominent examples of this is Khao Phing Kan island in Phang Nga Bay, Thailand, which featured in the 1974 James Bond film The Man with the Golden Gun, and is marketed as the “James Bond Island” to this day.
South Africa’s beautiful natural landscapes could double as almost any setting. From mountains such as the Drakensberg to semi-deserts and forested areas like the Karoo and the Garden Route respectively, filmmakers are often able to source the ideal location for any scene.
Unsurprisingly, places like Table Mountain and the Kruger National Park have been featured in international blockbusters as settings for ancient or futuristic worlds.
Cities like Cape Town and Johannesburg also offer modern infrastructure and experienced film crews. As such, South Africa has made significant investments in state-of-the-art studios and post-production facilities, and offered attractive tax incentives to international filmmakers (though recent cuts to these incentives and tougher qualifying criteria may have a negative impact).
Still, facilities like the Cape Town Film Studios are world-class and have hosted productions like the TV series Homeland and Outlander.
South Africa is now recognised as a destination that’s rich in both cinematic and cultural heritage.
The films shot here have led to increased interest in the country’s history and culture: several sites, including the iconic Union Buildings, were recently added to UNESCO’s World Heritage List for their association with the liberation struggle, with the popular film Invictus (2009) being included in the motivation documentation to illustrate Nelson Mandela’s role in reconciliation.
Productions shot in South Africa often highlight its unique blend of African, European and Asian influences, offering a deeper understanding of its multifaceted heritage.
For example, the many cultural groups represented in the fictional tribes of Wakanda in Black Panther (2018) provided international audiences with a glimpse of the stories and people of South Africa; this sort of narrative has the potential to further develop cultural tourism.
International films have buttressed the development of local cinema through knowledge exchange and investment.
This has been expedited by the rise of streaming services that provide greater access to international markets for South African stories and promote our cultural capital.
While it is still rising as a film destination, South Africa could become a major player in the global film industry, opening doors for tourism and cultural appreciation.
Hannes Engelbrecht is a lecturer in heritage and cultural tourism in the Department of Historical and Heritage Studies at the University of Pretoria.
By Hannes Engelbrecht
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