Brand and communications specialist Lungi Morrison has joined the South African Tourism team, as UK country manager.

Morrison will initially be based at the organisation’s Johannesburg Head Office before relocating to London at the beginning of September.

Her work will entail promoting South Africa as a preferred destination to visitors from the United Kingdom, SA Tourism’s largest air market.

In her new role she will be responsible for developing and implementing marketing strategies, enhancing awareness of South Africa as a tourist destination, monitoring market trends and improving the organisation’s corporate image.

According to South African tourism chief operating Officer, Tim Scholtz, Lungi’s vast experience in brand building and communications, as well as her depth of experience amassed over the years, make her an ideal candidate to continue the organisation’s work in the UK.

“Lungi joins South African Tourism with an impressive career history spanning consumer, governmental and non-profit undertakings,” he explained.

“Her positive outlook is infectious and her passion for South Africa undeniable.

“We are proud to have Lungi on board and look forward to her enthusiasm resonating through her work in the UK.”

Lungi’s experience to date includes more than a decade of research, branding, media and communications roles, most notably with organisations including Nestle, Gauteng Tourism Authority, London-Based global agency Added Value, as well as project-managing MTN’s 2010 FIFA World Cup campaign.