By Lwazi Raul-Shongwe
South African Tourism has announced the appointment of Sithembile Ndaba as CMO(Chief Marketing Officer) and Ismail Dockrat as COO(Chief Operating Officer), effective 1 April and 1 May 2026, respectively.
The new appointment is reportedly aimed at strengthening South African Tourism’s leadership and strategic direction, enhancing the country’s global competitiveness as a leading tourism destination
According to the Regional Public Relations and Communications Officer at South African Tourism, Sinethemba Dywili, the appointees have carved an impressive history and a wealth of experience in the private and public sector.
“We are confident that these appointments will further strengthen South African Tourism’s ability to deliver on its mandate and enhance South Africa’s global competitiveness as a leading tourism destination,” said Dywili.
Dywili said Ndaba joins South African Tourism from Brand South Africa, where she currently serves as General Manager. She reportedly has over 25 years experience as a seasoned marketing executive, advancing the nation’s brand identity and global reputation.
Ndaba is expected to apply her expertise in brand strategy, integrated marketing, and reputation management to drive South African Tourism’s marketing efforts.
Dockrat is credited for his strength in strategic turnaround, governance, and digital transformation. His role is expected to enhance operational efficiency and support sustainable growth.
Dockrat reportedly has a proven track record, with over 25 years experience in leading complex organisations, driving innovation at scale, and aligning strategy with measurable outcomes.
His passion for promoting the natural beauty and cultural richness of Southern Africa is said to align strongly with his new role as COO of South African Tourism.
ADDITIONAL PROFILES
Sithembile Ndaba-Chief Marketing Officer
• Experience in multinational FMCG organisations such as Pioneer Foods, Tiger Brands, and Unilever, where she built deep expertise in consumer insight, brand development, and market expansion
• Represented Brand South Africa on prominent global platforms, including the World Economic Forum and BRICS, and contributes to international marketing thought leadership as an advisory board member of the CMO Council Sub-Saharan Africa chapter and City Nation Place (UK)
Ismail Dockrat-Chief Operating Officer
• An engineer by training with an MBA from the University of Cape Town
• Senior roles across both the public and private sectors, including at the CSIR, ARMSCOR, TIDA( Trade and Investment South Africa), WESGRO, DENEL, and Glodina
• Accolades including South Africa’s Boss of the Year (2005)
• Sainsbury Management Fellow, a Fellow of the Africa Leadership Initiative, and a visiting scholar at the University of Cambridge
