Shamilla Chettiar, Acting CEO of South African Tourism, welcomes the appointments of Sithembile Ndaba and Ismail Dockrat, completing the organisation’s executive leadership team and strengthening its global tourism strategy.
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South African Tourism has announced the appointment of two senior executives, finalising its leadership team as it ramps up efforts to position the country as a globally competitive travel destination.
Ms Sithembile Ndaba has been named Chief Marketing Officer, effective 1 April 2026, while Mr Ismail Dockrat will assume the role of Chief Operating Officer from 1 May 2026.
The organisation said the appointments mark a significant step in strengthening governance and leadership capacity, following the recent filling of other key executive roles earlier this year and in late 2025.
Ndaba brings more than 25 years of experience in marketing and communications across both public and private sectors.
Her career includes senior roles at multinational companies such as Unilever and Tiger Brands, as well as leadership positions at Brand South Africa, where she served as General Manager of Marketing and acted in both CEO and CMO capacities.
Speaking on her appointment, 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.”
Dockrat, an engineer with an MBA from the University of Cape Town, brings extensive experience spanning aviation, aerospace manufacturing, logistics, and trade promotion. He has held senior positions at institutions including Denel and Wesgro, and has been recognised for his leadership with accolades such as South Africa’s Boss of the Year.
“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," Dockrat said.
"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 Shamilla Chettiar said the appointments complete the entity’s executive leadership structure.
“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,” she said.
Chettiar added that she was confident the combined expertise of the leadership team would “drive tourism to new heights and create meaningful impact for all our stakeholders.”
The appointments come as South Africa intensifies efforts to boost tourism recovery and attract international visitors in an increasingly competitive global market.
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