South African Tourism has announced two senior appointments to bolster its leadership as it continues to position South Africa as a globally competitive and inspiring tourism destination.
Ms Sithembile Ndaba has been appointed as Chief Marketing Officer (CMO), effective 1 April 2026. Mr Ismail Dockrat has been appointed as Chief Operating Officer (COO), effective 1 May 2026.
The appointments complete the organisation’s full executive leadership team, following the recent appointments of the Chief Financial Officer (CFO) and Chief Audit Executive (CAE) in January 2026, and the Chief Convention Bureau Officer (CCBO) in December 2025.
Sithembile Ndaba, CM(SA) MCOM, brings more than 25 years of experience in brand strategy, global positioning, integrated marketing, and reputation management. She has worked across the public and private sectors, including at multinational FMCG companies such as Pioneer Foods, Tiger Brands, and Unilever.
She joins South African Tourism from Brand South Africa, where she served as General Manager: Marketing and held acting roles as Chief Executive Officer and Chief Marketing Officer. At Brand South Africa, she played a key role in advancing the country’s nation brand and global reputation.
Ndaba is also an advisory board member of the CMO Council Sub-Saharan Africa chapter and City Nation Place (UK).
Sithembile Ndaba said: “Every new role is an opportunity to reimagine what’s possible. I step into this role with gratitude, clarity of purpose, and a deep commitment to building with others, because the best journeys are never walked alone.”
Ismail Dockrat is an engineer by training with an MBA from the University of Cape Town. He has over 25 years of leadership experience in aviation, aerospace manufacturing, logistics, trade, investment, tourism promotion, and go-to-market execution. He has held senior positions at institutions including the CSIR, ARMSCOR, Trade and Investment South Africa (TISA), WESGRO, DENEL, and Glodina.
He has led organisational turnarounds, strengthened governance, and driven digital transformation. Dockrat was named South Africa’s Boss of the Year in 2005 and is a Sainsbury Management Fellow, a Fellow of the Africa Leadership Initiative, and a visiting scholar at the University of Cambridge.
Ismail Dockrat said: “Serving my beautiful country fills me with pride, and I believe South Africa shines as one of the world’s top destinations, offering unparalleled adventures and cultural richness. I look forward to driving operational excellence and innovation, working closely with our teams and partners, to showcase our nation’s unmatched beauty and spirit, inspiring travellers from every corner of the globe.”
Acting CEO Dr Shamilla Chettiar commented on the appointments:
“With the appointments of Sithembile and Ismail, South African Tourism now has a full executive leadership team. This formidable executive team is well-positioned to drive organisational excellence, transformation within South African Tourism, and global elevation of South Africa’s tourism brand. I have every confidence that the combined expertise and leadership of this team will drive tourism to new heights and create meaningful impact for all our stakeholders.”