This Tourism Month, the South African National Biodiversity Institute (SANBI) invites South Africans to discover its remarkable national botanical and zoological gardens close to home through the #WeAreSANBI social media campaign.
According to Statistics South Africa, tourism generated R361.7 billion, or 4.9% of gross domestic product, in 2024 and directly employed over 900,000 people. Domestic visitors accounted for 85% of internal tourism expenditure, highlighting the important role that accessible local attractions play in encouraging South Africans to explore their own country.
Launching on 1 September, #WeAreSANBI will introduce audiences to the people, landscapes and experiences that make the country’s national gardens distinctive. A consolidated video featuring all the gardens will open the campaign, followed by individual garden videos published every weekday until 18 September. SANBI manages the 11 national botanical and two zoological gardens featured in the campaign, each offering its own tourism experiences, conservation work, and connections to surrounding communities.
“Tourism Month is an invitation for South Africans to rediscover the extraordinary places within their own country,” said Shonisani Munzhedzi, Chief Executive Officer of SANBI. “Our gardens offer welcoming and affordable ways for people to experience biodiversity, spend meaningful time together and appreciate why these natural spaces must be protected for future generations.”
One campaign, many local stories
At the heart of #WeAreSANBI are the garden managers who care for these destinations and understand what makes each one special. Through a series of short videos, they will share the character of their gardens, introduce some of their most memorable features and explain how the spaces contribute to conservation, environmental education and community engagement.
The campaign gives viewers an opportunity to hear directly from the people behind the gardens before deciding where to visit. The supporting footage will bring each destination to life, offering glimpses of mountain views, waterfalls, walking trails, indigenous plants, wildlife, family spaces and other experiences waiting to be explored.
“Every garden has its own landscape, history and relationship with its community,” said Nontsikelelo Mpulo, SANBI’s Senior Manager: Marketing, Communication and Commercialisation. “Through #WeAreSANBI, we want people to meet the individuals who care for these spaces, discover experiences they may not have known about and find a garden that gives them a reason to step outside, reconnect with nature and explore more of South Africa.”
A garden experience for every kind of visitor
The campaign will show that there is no single way to experience a national garden.
At Kirstenbosch National Botanical Garden, visitors can explore indigenous flora, celebrated fynbos displays and the tree-canopy walkway, while also enjoying a programme of concerts and exhibitions. Hantam National Botanical Garden, near Nieuwoudtville in the Northern Cape, offers a seasonal wildflower landscape in the area known as the Bulb Capital of the World. In Worcester, the Karoo Desert National Botanical Garden showcases the extraordinary succulents of southern Africa’s arid and semi-arid regions.
Walter Sisulu National Botanical Garden combines walking trails and birdlife with the dramatic 70-metre Witpoortjie Falls and its well-known Verreaux’s Eagles. Lowveld National Botanical Garden is shaped by the Crocodile and Nels rivers, with cascades, forest areas and abundant birdlife, while the Free State National Botanical Garden brings together walking trails, water-wise planting and traces of Iron Age Basotho history.
Across the gardens, visitors can choose from hiking, picnicking, birdwatching and guided walks, as well as environmental education activities, plant sales, restaurants, events and family-friendly spaces. Whether someone is looking for an active day outdoors, a peaceful place to slow down, an educational family outing or a new setting to enjoy with friends, the campaign will help them find an experience that suits them.
Making nature-based tourism accessible and repeatable
Many of the gardens are situated in or near major urban areas, making them practical options for day trips and spontaneous weekend outings. Visitors don’t need an elaborate itinerary to enjoy them. A walk, picnic, wildlife sighting, or quiet afternoon surrounded by indigenous plants can offer a meaningful break from everyday routines.
Different entry categories and concessions at many gardens help make these experiences available to children, students and pensioners. Visitors are encouraged to consult the relevant garden page before travelling, as entrance fees, operating hours, activities and event arrangements vary between destinations.
Those who would like to visit regularly can also consider an annual membership. National membership provides unlimited access across the botanical and zoological gardens, while lower-priced regional options are available for visitors who plan to return to selected gardens. Membership fees help maintain and care for these natural spaces.
Follow, discover and visit
Each weekday during the campaign will offer audiences another destination to discover and another garden manager to meet. Viewers can follow the series, share the stories that resonate with them and use the videos as inspiration when planning their next local outing.
South Africans are invited to follow #WeAreSANBI throughout Tourism Month, discover the garden closest to them and experience the country’s biodiversity for themselves.
Information about individual gardens, entrance fees, operating hours and annual membership is available on this website.
Facts Only
* The campaign is #WeAreSANBI and runs during Tourism Month.
* SANBI invites South Africans to discover national botanical and zoological gardens.
* Tourism generated R361.7 billion in 2024, employing over 900,000 people.
* Domestic visitors accounted for 85% of internal tourism expenditure.
* The campaign launches on September 1st.
* A consolidated video opens the campaign, followed by individual garden videos every weekday until September 18th.
* SANBI manages 11 national botanical and two zoological gardens.
* Garden managers share information about their gardens and conservation work through short videos.
* Specific gardens mentioned include Kirstenbosch, Hantam, Karoo Desert, Walter Sisulu, Lowveld, and Free State National Botanical Gardens.
* Visitor activities include hiking, picnicking, birdwatching, environmental education, and guided walks.
* Annual membership provides unlimited access across botanical and zoological gardens.
Executive Summary
The South African National Biodiversity Institute (SANBI) is running the #WeAreSANBI social media campaign during Tourism Month to encourage South Africans to explore the nation's national botanical and zoological gardens. The campaign launches on September 1st, featuring a consolidated video followed by individual garden videos published weekdays until September 18th. This initiative highlights the role of local attractions in domestic tourism, noting that tourism generated R361.7 billion in 2024 and employed over 900,000 people, with domestic visitors accounting for 85% of internal expenditure.
The campaign focuses on showcasing the unique landscapes, experiences, conservation work, and community connections within the 11 national botanical and two zoological gardens managed by SANBI. Garden managers are featured to share their knowledge and the contribution of these spaces to conservation and education. The campaign illustrates the diverse visitor experiences available across the gardens, ranging from hiking and birdwatching to cultural appreciation. Furthermore, the information emphasizes accessibility, noting that many gardens are near urban areas and offer various entry options, including annual memberships, to make nature-based tourism accessible and repeatable for visitors of all ages.
Full Take
The framing of the campaign operates on the principle of localized ownership and experiential access to shared natural heritage. By centering garden managers in the narrative, SANBI shifts the focus from institutional authority to lived experience, creating a pathway for engagement based on personal connection rather than policy decree. The juxtaposition of massive national economic statistics (tourism revenue) against the micro-experience offered by local gardens suggests an implicit argument that true value lies in accessible, proximate nature experiences.
The implication is that systemic conservation and economic growth are mutually reinforced through the direct involvement of local stakeholders. However, the structure encourages a kind of passive consumption—viewing stunning visuals—rather than active, sustained stewardship, despite offering options like membership. The narrative successfully mitigates potential critique by providing tangible reasons to engage (affordable experiences) while embedding the concept of stewardship within the activity itself.
The pattern suggests an attempt to harness public goodwill and economic metrics to achieve conservation goals. The primary tension lies between presenting gardens as places for recreation and education versus emphasizing their role in long-term protection. What remains less explicit is how this localized engagement translates into policy shifts or sustained funding mechanisms beyond the membership structure. If the goal is true cognitive sovereignty, the campaign must move beyond showcasing diverse experiences to facilitating critical reflection on the necessary trade-offs inherent in presenting nature for consumption and education.
Bridge Questions: How does the framework for visitor choice—balancing hiking, education, and relaxation—reflect or constrain actual conservation priorities at the garden level? What structural mechanisms exist to ensure that local knowledge, shared by managers, directly informs broader conservation strategies outside of the campaign window? If membership is presented as a solution, what are the long-term consequences of relying on voluntary participation for resource maintenance?