Global public relations and digital communications - tender 362/26

SA Tourism requires an integrated global PR, communications and digital PR agency with capacity to operate across multiple international markets.

Objectives:

• Position South Africa as the preferred leisure and business destination
• Increase domestic tourism and international arrivals and spend from key source markets
• Increase destination awareness and conversion
• Manage brand reputation
• Promote South Africa to leisure tourists and business events delegates
• Improve SA Tourism's authority within the domestic and international tourism industry

Services:

• Co-create global PR and communications strategy and creative strategies
• Digital PR content strategy including content creator and influencer strategy
• Corporate communications strategy
• Brand advocacy strategy
• Destination brand strategy
• Identify and manage key partnerships
• Production work

Service areas:

• Destination brand PR
• Trade-facing PR
• Corporate and reputation management PR
• Social and digital PR
• Advocacy PR
• Project management and reporting

Compulsory briefing session: 13 November 2026 at 09:30

• Format: Microsoft Teams
• Meeting link: https://teams.microsoft.com/meet/3135496564391559?p=7s787I1c6awoD9WfxZ
• Meeting ID: 313 549 656 439 155 9
• Passcode: BP35MX7U
• Attendance is compulsory

Technical enquiries deadline: 13 November 2026 at 12:00

Responses to enquiries published: 17 November 2026 at 12:00

• Published at: https://www.southafrica.net/gl/en/corporate/page/tenders

Closing date and time: 04 December 2026 at 12:00 (South African time)

Bid validity: at least 5 months after the tender due date

Enquiries

• Contact: Raymond Mabuela
• Email: [email protected]
• All telephonic enquiries must be reduced to writing and sent to the same email address
• Technical enquiries must be submitted in writing by the nominated official by 13 November 2026 at 12:00

Submission

• Method: online e-procurement portal
• Portal: https://e-procurement.southafrica.net

Service delivery

• South African Tourism Regional Office
• Sandton
• Johannesburg

Submission method: online e-procurement portal only

• Portal URL: https://e-procurement.southafrica.net
• Physical drop-off and courier submissions are not permitted
• Late submissions and email submissions will not be accepted
• Bidders must register on the portal to RSVP for briefings and submit responses
• Portal compatible with Chrome, Edge, Internet Explorer, Firefox and Safari
• Supplier user manual: https://www.southafrica.net/gl/en/corporate/page/tenders
• Bidders should check the portal and the SA Tourism tenders page regularly for amendments

Returnable documents:

• All bids must be completed on the official forms; retyped forms are not accepted
• The tender form must be signed or marked to acknowledge acceptance of the conditions
• All attached forms, questionnaires and specifications must be completed in full
• Where forms are completed by hand, black ink must be used
• Bidders must check that no pages are missing or duplicated
• Annexure A (Resource Cost Template) must be completed exactly as provided; altering its structure, resources or layout may disqualify the bid

Disqualification risks:

• Submission after the closing time
• Submission by email or physical delivery
• Unsigned tender form or incomplete returnable forms
• Tampering with the Annexure A template

Evaluation basis:

• The bid is subject to the Preferential Procurement Policy Framework Act and the Preferential Procurement Regulations, 2022
• The price quoted in the retainer cost template (Annexure A) is used for evaluation
• The contract is subject to periodic performance evaluation against agreed terms and conditions
• No minimum qualifying score, functionality weighting or preference point split (80/20 or 90/10) is stated in the available text

SA Tourism seeks an integrated global PR, communications and digital PR agency to co-create strategy, planning and execution with its team and country offices.

Core strategy deliverables:

• Global PR and communications strategy aligned to SA Tourism's annual marketing plan
• Digital PR content strategy, including a content creator and influencer strategy
• Corporate communications strategy
• Brand advocacy strategy
• Destination brand strategy
• Identification and management of partnerships supporting PR and communications objectives
• Production work

A. Destination brand PR:

• Integrated PR strategy covering digital, social, influencer and earned media
• AI-powered media listening, sentiment tracking and performance analytics
• Localisation of global campaigns with hub teams for each key market
• Creative ideation using immersive content, AR/VR and AI storytelling
• Stakeholder and partnership activation with travel and non-travel brands
• Measurable ROI model with qualitative and quantitative KPIs
• Content amplification across digital ecosystems and community networks
• End-to-end project and workflow management with weekly reporting
• Growth in earned media value and audience reach against agreed targets
• Smart media investment through editorial integrations, performance partnerships and negotiated advertorials
• Media events, networking sessions and press briefings, virtual and in-person
• Media and influencer hosting, including familiarisation trips, within SA Tourism guidelines
• Sourcing of content creators, photographers, videographers and production partners for global campaigns

B. Trade-facing PR:

• Extend consumer campaigns onto trade platforms to drive conversion
• Negotiate digital and offline trade partnerships with measurable conversion mechanisms
• Monitor and evaluate trade PR performance, leads and sentiment

C. Corporate and reputation management PR:

• Global crisis and issues management plan with real-time response capability
• Long-term positive brand narrative
• Media, thought-leader and institutional stakeholder engagement and spokesperson briefings
• Award submissions and thought-leadership opportunities
• Reputation intelligence to detect misinformation and track sentiment
• Social media reputation management with the digital team
• Monthly, quarterly and annual PR reports covering earned value, sentiment, competitor benchmarking and airlift analysis

D. Social and digital PR:

• Social-first PR campaigns across priority platforms
• Predictive trend mapping, content personalisation and optimisation
• Influencer, blogger and creator identification, vetting and collaboration
• Online community building and management
• Consistent cross-platform storytelling

E. Advocacy PR:

• Build and nurture a network of destination advocates across travellers, communities, creators, trade partners and institutional stakeholders
• Co-create advocacy campaigns with aligned brands, NGOs and local organisations
• Sentiment analysis, engagement tracking and network mapping to measure advocacy
• Advocacy toolkits, key messaging and training for internal stakeholders and partners

F. Project management and reporting:

• Project communication and consultancy
• Workflow management
• Weekly updates to SA Tourism
• Monthly statutory reporting in line with SA Tourism processes and the PFMA
• Annual reports at the end of each fiscal year (March)
• Closing and handover report in the last 30 days before contract termination, covering contact details, data, activity summary and total ROI
• Quarterly reviews, monthly management reports, annual brand and competitor reviews and weekly status reports

G. Operational capability:

• The preferred bidder must physically attend monthly, quarterly and annual meetings at the SA Tourism Regional Office in Sandton, Johannesburg
• Efficient planning, execution and monitoring
• A clear ROI model with project-based reports, weekly updates and monthly general reports
• Input into quarterly and annual SA Tourism reports

H. Intelligence and information usage:

• Monitor consumer change through sentiment analysis
• Social listening, analytics and insights across digital and social media platforms

Target audience:

• Consumers (B2C) and trade (B2B)
• Repeaters and first-time travellers, from millennials (25–35) to pensioners (over 60)
• Families, friends, solo travellers and couples
• MICE and corporate business events through the South African National Convention Bureau

The agency must work with SA Tourism teams to co-create an insights-led strategy that can be localised by country teams.

Approach:

• Integrated marketing approach across paid, earned, shared and owned platforms
• Use of AI and data tools for media listening, sentiment tracking and performance analytics
• Market-specific adaptation of global campaign narratives
• Data-driven assessment of markets aligned to the National Development Plan and National Tourism Sector Strategy
• Focus on high-yield consumer segments

Strategic outcomes sought:

• Improve tourism revenue contribution and reduce unemployment
• Increase traveller numbers and length of stay
• Improve seasonality and geographic spread

No minimum years of experience, reference projects or key personnel qualifications are stated in the available text.

The bidder must demonstrate capacity to operate in various markets around the world and to work with SA Tourism teams in co-creating strategy, planning and execution.

The preferred bidder must be able to physically attend monthly, quarterly and annual meetings at the SA Tourism Regional Office in Sandton, Johannesburg.

SA Tourism's business spans four areas:

• Destination brand: international and domestic leisure tourism, business events through the South African National Convention Bureau, and visitor and brand experience
• Tourism Grading Council of South Africa (TGCSA): quality assurance and grading of tourism establishments, established in 2002
• South African National Convention Bureau (SANCB): positions South Africa as a business events destination, formed in 2012
• Leisure tourism focus: market prioritisation based on data-driven assessment

No specific quality management system or certification is required of the bidder in the available text.

Pricing must be submitted on the Financial Template (Annexure A).

Required pricing detail:

• Proposed retainer fee
• Breakdown of agency fees by personnel, strategists, planners, buyers, traditional and digital specialists
• Roles and responsibilities, seniority levels, creative resources, client service, strategy and production management
• Mark-up policy for external costs
• Negotiated rates, discounts and added value
• Annual fee increase proposal for the 3-year term
• Once-off costs
• Full disclosure of commercial agreements, joint ventures and consortiums where SA Tourism is a beneficiary

Evaluation:

• The price quoted in the retainer cost template is used for evaluation
• SA Tourism may verify third-party costs through its cost consultant, audit or designated officials

Pricing format:

• Retainer fee basis, inclusive of applicable production and third-party services
• Proposed retainer fee must be submitted in the Financial Template (Annexure A)
• Detailed agency fee breakdown by role, seniority, creative resources, client service, strategy and production management
• Mark-up policy for external costs such as third-party production and outsourced services
• Annual fee increase proposal covering the 3-year term
• Once-off costs expected during the contract term must be indicated
• Full disclosure of commercial agreements, joint ventures and consortiums where SA Tourism is a beneficiary
• Bidders may submit additional outside-retainer costs based on the RFP requirements

Verification:

• SA Tourism may verify third-party costs through its cost consultant, internal or external audit, or designated officials

Price validity:

• All prices and recurrent costs must remain firm for the contract period
• The proposal must remain valid for at least 5 months after the tender due date

No bid security, performance bond, guarantee, retention or turnover threshold is stated in the available text.

Statutory framework:

• Preferential Procurement Policy Framework Act and Preferential Procurement Regulations, 2022
• General Conditions of Contract, and any applicable special conditions
• PFMA reporting requirements

Registration and tax:

• CSD registration is required to access the e-procurement portal
• A valid tax compliance status is required

B-bbee:

• B-BBEE compliance applies under the PPPFA and the 2022 Regulations
• No specific B-BBEE level or threshold is stated in the available text

Returnable forms:

• Official tender forms, signed or marked to acknowledge the conditions
• Annexure A (Resource Cost Template), completed without alteration

Contract obligations:

• Monthly statutory reporting in line with SA Tourism processes and the PFMA
• Annual reports at the end of each fiscal year (March)
• Closing and handover report in the last 30 days before contract termination
• Physical attendance at monthly, quarterly and annual meetings in Sandton, Johannesburg
• Periodic performance evaluation against agreed terms and conditions

Contract duration: 36 months, with a service level agreement

• The contract is subject to periodic performance evaluation against agreed terms and conditions

Reporting obligations:

• Weekly updates to SA Tourism
• Monthly statutory reporting in line with SA Tourism processes and the PFMA
• Annual reports at the end of each fiscal year (March)
• Closing and handover report in the last 30 days before contract termination, covering contact details, data, activity summary and total ROI

Submission conditions:

• The tender form must be signed or marked to acknowledge the conditions
• Forms must be completed in black ink where not typed or printed
• Bidders must check that no pages are missing or duplicated
• Failure to sign or complete the forms may invalidate the bid

South African Tourism is a Schedule 3A public entity established under the Tourism Act, mandated to develop and promote sustainable tourism for the benefit of South Africa, its residents and visitors. It operates through country offices in Africa, the Americas, Europe, the United Kingdom and Ireland, Asia, and Australasia, supported by business units at its head office. This tender seeks global public relations and digital communications services to support its marketing activities.

Closing

• Date: 4 December 2026
• Time: 10:00

Briefing session

• No compulsory briefing or site visit is stated.

Clarification

• Bidders must notify South African Tourism in writing of any discrepancy, ambiguity, error or inconsistency in the bid documents.
• South African Tourism may request clarification or additional information; the bidder must respond within 24 hours.
• South African Tourism may request a demonstration; the bidder must comply within 24 hours or the stated timeline.

Contract

• Duration: 36 months.

Enquiries

• The document does not name a contact person, email address or telephone number for enquiries.
• All communication between bidders and South African Tourism must be in writing.
• Communication with South African Tourism officials between the closing date and award is limited to clarification.

Tender updates

• Website: https://www.southafrica.net/gl/en/corporate/page/tenders

Submission address

• The document does not state a physical or email submission address.

Submission format

• One pack, divided into three clearly marked sections:
• Part A: Tender conditions and standard bidding documents, with every page initialled.
• Part B: Scope of work.
• Part C: Evaluation process, bidder's proposal and supporting information on experience, capacity, capability and suitability.
• All annexures must be completed in full using the numbering provided.
• Attachments must be clearly marked and specific to the information requested.
• Deviations from specifications must be listed in a complete schedule.
• Alternative products or services must be submitted as a separate proposal.
• Technical brochures must be included where applicable.
• Failure to include, sign or certify any required document will disqualify the bid as non-compliant or non-responsive.

Returnable documents

• Annexure A: Company information (SBD 1) — bidder identification, contact details, tax and CSD status, B-BBEE level, ownership and turnover.
• Annexure B: National Treasury Central Supplier Database registration report — proof of CSD registration; each consortium, joint venture or subcontractor party must submit a separate report.
• Annexure C: Detailed breakdown of total cost and standard services (SBD 3.3) — three-year cost summary reconciling to the detailed financial proposal.
• Annexure D: Declaration of Interest (SBD 4) — discloses whether any director, shareholder or controlling person is employed by the state or connected to anyone at South African Tourism.
• Annexure E: Bidder declaration — confirms the bidder has not had access to South African Tourism proprietary information and accepts the tender conditions.
• Annexure F: General conditions of contract — signed acceptance of the contract terms.
• Draft Service Level Agreement — proposed SLA to be concluded on award.
• Anti-bribery compliance questionnaire — completed by the successful bidder before contract conclusion.

Submission method

• The document does not specify a submission channel, email address or physical address.
• Bidders must periodically check https://www.southafrica.net/gl/en/corporate/page/tenders for amendments and updated submission information.

Disqualification risks

• Omitting, not signing or not certifying any required document.
• Submitting a bid qualified by the bidder's own conditions.
• Providing false or misleading information or omitting a material fact.
• Being non-tax-compliant or not registered on CSD by the end of evaluation.
• Being listed on National Treasury's Register of Tender Defaulters or List of Restricted Suppliers.
• Engaging in collusive tendering, corruption or fraud.

Evaluation stages

• The evaluation methodology follows Treasury Regulation 16A.3, the Preferential Procurement Policy Framework Act 2000 and the Preferential Procurement Regulations 2022, and the Broad-Based Black Economic Empowerment Act 2003.
• Bids are first assessed for compliance and responsiveness; non-compliant bids are disqualified.
• Bidders meeting the minimum functionality threshold may be shortlisted and asked for additional information.
• Proven relevant experience, success and ability to deliver are important considerations.
• South African Tourism may request clarification or additional information; the bidder must respond within 24 hours.
• South African Tourism may request a demonstration; the bidder must comply within 24 hours or the stated timeline.
• The proposal may be awarded in part or in full, to one or more bidders on a non-exclusive basis.

Scoring

• The document does not state the price-to-preference points split (80/20 or 90/10).
• The document does not state a minimum qualifying score for functionality.
• The document does not state the points allocated to price, functionality or B-BBEE.

Scope

• Global public relations and digital communications services for South African Tourism.
• South African Tourism operates through country offices in Africa, the Americas, Europe, the United Kingdom and Ireland, Asia, and Australasia, supported by business units at its South African head office.
• The successful bidder must deliver a complete, cost-effective and functional solution for the whole project.

Deliverables

• A comprehensive proposal covering all aspects necessary to deliver the required services.
• A detailed pricing schedule covering all costs.
• A draft Service Level Agreement regulating the specific terms and conditions of the services.
• A technical response confirming the bidder's commitment to act honestly, fairly and with due skill, care and diligence; to employ effective resources, procedures and technology; to manage conflicts of interest; to comply with all applicable law; to disclose material information; to avoid misleading marketing; to act transparently; and to keep South African Tourism information confidential.

Service levels

• Services will be subject to ongoing evaluation for effectiveness.
• Punitive service levels will apply under the Service Level Agreement.
• The contract will be subject to periodic performance evaluation on agreed terms.

Capacity

• The bidder must demonstrate relevant experience, capacity, capability and suitability for the scope of services.

Bidders must submit a comprehensive proposal demonstrating their approach, capacity and capability to deliver the global public relations and digital communications services. The proposal must include a detailed pricing schedule and a draft Service Level Agreement. The bidder must warrant that it is highly skilled, professional, competent and experienced in the tendered area.

Bidders must demonstrate proven relevant experience and success, and the ability to deliver the required services. The bidder warrants that it is highly skilled, professional, competent and experienced in the tendered area. Part C of the proposal must provide supporting information on the bidder's experience, capacity, capability and suitability. The document does not state a minimum number of years or reference projects.

All services are subject to ongoing evaluation for effectiveness and must be guaranteed by the bidder for the full contract period. The bidder must deliver a complete, cost-effective and functional solution. The bidder must promptly notify South African Tourism in writing of any discrepancy, ambiguity, error or inconsistency in the bid documents. The successful bidder must conclude a Service Level Agreement with punitive service levels.

A detailed pricing schedule must be submitted covering all costs necessary to deliver the services. Only capped costs may be included; these are final and may not be exceeded during negotiation. The schedule must be summarised in Annexure C (SBD 3.3) for three years, inclusive of VAT/GST and other taxes, showing the total bid price per year, projected annual escalation percentage, and total cost for three years. Annexure C must also include hourly and daily rates for Director, Senior Associate, Associate and Candidate Attorney.

Pricing

• Prices must be quoted in South African Rand (ZAR).
• Prices must be inclusive of VAT/GST and all other applicable taxes and duties, which must be shown separately.
• A detailed pricing schedule must cover all costs necessary to deliver the requirements.
• The pricing schedule must contain only capped costs, which are final and may not be exceeded during negotiation.
• The detailed pricing schedule must be summarised in Annexure C (SBD 3.3) for three years, inclusive of VAT/GST and other taxes, reconciling to the detailed financial proposal.
• Annexure C must show the total bid price per year, projected annual escalation percentage, and total cost for three years.
• Annexure C must include hourly and daily rates for Director, Senior Associate, Associate and Candidate Attorney.

Bid security

• No proposal surety is required.
• South African Tourism reserves the right to review the surety position at contract stage.

Payment

• Payment is due within 30 days of receipt of a valid invoice, provided the goods, works or services were delivered to South African Tourism's satisfaction.
• No payment becomes due before a cost estimate and relevant third-party supporting documents have been provided and an official purchase order or written instruction has been issued.
• Invoices must be accompanied by a statement reconciling all monies paid and outstanding, and all relevant supporting documentation.
• Invoices must be issued in the currency of the country where the services are rendered.
• No GST or VAT may be levied on work qualifying as an export.
• The bidder bears any foreign exchange losses from currency fluctuations, with no recourse against South African Tourism.

Financial capacity

• The document does not state a minimum annual turnover requirement.

Central Supplier Database (CSD)

• Bidders must be registered on the National Treasury CSD.
• Proof of CSD registration must be submitted with the bid.
• Each consortium, joint venture or subcontractor party must submit a separate CSD registration report.
• Bidders not registered on CSD by the end of the evaluation process will be disqualified.
• Registration is available at https://secure.csd.gov.za/.

Tax compliance

• Bidders must have a valid tax compliance status PIN from SARS.
• Tax compliance will be verified through the CSD.
• Bidders must remain tax compliant for the entire contract term.
• Foreign bidders with no residence, branch, permanent establishment, source of income or tax liability in South Africa are exempt from the tax compliance requirements.
• Bidders must grant written confirmation that SARS may disclose their tax compliance status during the contract; submission of the bid is deemed to grant this confirmation.

National Treasury lists

• Bids will not be awarded to bidders appearing on the Register of Tender Defaulters or the List of Restricted Suppliers.

B-bbee

• A B-BBEE status level verification certificate or a sworn affidavit (for EMEs and QSEs) must be submitted to qualify for preference points.
• The document does not state a minimum B-BBEE level.

Anti-corruption

• The successful bidder must complete an anti-bribery compliance questionnaire and undergo an anti-bribery due diligence check.
• South African Tourism may disqualify a bidder based on the outcome of the due diligence, without providing reasons.

Fronting

• Bidders must not engage in fronting.
• If fronting indicators are established, the bidder must prove that fronting does not exist within 14 days of notification.
• Failure to do so may invalidate the bid or contract and may result in restriction from public sector business for up to ten years.

Conflict of interest

• Bidders must disclose whether any director, shareholder, member, partner or controlling person is employed by the state or has a relationship with anyone at South African Tourism.
• Bidders must disclose any interest in other related enterprises bidding for this contract.

Collusive tendering

• Bidders must not engage in collusive bidding or bid rigging.
• Bidders must confirm in the technical response that they have not consulted or agreed with competitors on prices, quality, quantity, specifications or bid submission.

False information

• Providing false or misleading information, or omitting a material fact, may disqualify the bidder and lead to termination of any agreement.

Contract duration: 36 months, with a Service Level Agreement and periodic performance evaluation.

Termination

• South African Tourism may terminate the contract at its discretion if funds are no longer available, with payment for services delivered to date.
• South African Tourism may terminate the award if the supplier breaches the contract or SLA on two or more occasions.
• South African Tourism may curtail the contract period or scope; the bidder will have no claim.

Downscaling

• South African Tourism may downscale services with at least three months' notice.

Intellectual property

• All intellectual property rights arising from the contract vest in South African Tourism unless otherwise agreed in writing.

Confidentiality

• Bidders must keep all tender information confidential and may not disclose it without South African Tourism's written consent.
• Bidders must obtain South African Tourism's written approval before releasing any information about the tender or the work.

Governing law

• The contract is governed by the laws of the country where the services are rendered.

Precedence

• The RFP terms prevail over the bidder's response and over any oral or written briefing information unless expressly amended in writing.

Subcontractors

• The bidder remains solely responsible for its personnel and subcontractors.

Limitation of liability

• Bidders participate at their own risk and cost; South African Tourism is not liable for any costs or damages incurred in preparing or submitting a bid.

Evaluation follows Treasury Regulation 16A.3, the Preferential Procurement Policy Framework Act 2000 and the Preferential Procurement Regulations 2022, and the Broad-Based Black Economic Empowerment Act 2003. Bidders meeting the minimum functionality threshold may be shortlisted and asked for additional information. Proven relevant experience and ability to deliver are important considerations. The document does not state the scoring split, minimum qualifying score or preference point system.