Sherwin Arends has joined South African Tourism as trade relations officer, bringing a wealth of knowledge and expertise to the role following 12 years’ experience working within the travel industry.
Originally from Cape Town, Arends moved to the UK six years ago after travelling the world as a member of cabin crew for Qatar Airways.
His most recent role was senior product executive for Audley Travel.
Arends said: “I’m very passionate about my birth country and proud of my South African heritage so I am thrilled to be joining the South African Tourism team in the UK.
“I’m looking forward to showcasing South Africa as a leading tourist destination, with a focus on promoting the well-known areas and experiences and helping to uncover and educate the trade on the destination’s hidden gems.”
Arends will be tasked with building and maintaining relationships with key travel trade contacts in the UK and Ireland while utilising South African Tourism’s research and insights to ensure the agents are provided with all the tools and support to confidently sell South Africa.
Tolene van der Merwe, hub head for the UK & Ireland at South African Tourism, added: “We are delighted that Sherwin will be joining our growing team.
“His wealth of industry knowledge combined with his personal experience of South Africa will be invaluable as we collectively promote the destination to holidaymakers through the UK and Irish trade.”