Sithembile Ndaba as Chief Marketing Officer and Ismail Dockrat as Chief Operating Officer
Shamilla Chettiar
In a decisive move to reinforce its global positioning and governance framework, South African Tourism has announced the appointment of Sithembile Ndaba as Chief Marketing Officer (CMO) and Ismail Dockrat as Chief Operating Officer (COO). The appointments mark the completion of the organisation’s executive leadership team, signalling a renewed strategic focus on international market expansion and operational excellence.
The restructuring comes at a pivotal moment as South Africa continues to strengthen its appeal as a leading global travel destination, known for its diverse landscapes, cultural richness, and adventure tourism offerings.
Strategic Leadership to Drive Global Growth
Ndaba will officially assume her role on April 1, bringing with her over 25 years of experience in marketing, communications, and brand strategy. She joins from Brand South Africa, where she served as General Manager: Marketing and also held acting positions as Chief Executive Officer and Chief Marketing Officer. Her career portfolio includes leadership roles at major multinational corporations such as Unilever, Tiger Brands, and Pioneer Foods.
Dockrat is set to take over as COO on May 1. An engineer by training with an MBA from the University of Cape Town, he brings cross-sector expertise spanning aviation, manufacturing, and tourism promotion. His professional background includes leadership roles at prominent institutions such as the Council for Scientific and Industrial Research, Armscor, and Denel.
Completing a Reinforced Executive Structure
These appointments follow a series of recent leadership additions within South African Tourism, including the onboarding of a Chief Financial Officer and Chief Audit Executive earlier this year, as well as a Chief Convention Bureau Officer in December 2025. Together, these changes complete a comprehensive executive framework designed to enhance governance, accountability, and strategic delivery.
According to Shamilla Chettiar, Acting CEO of South African Tourism, the fully constituted leadership team is poised to usher in a new era of organisational excellence and transformation. She expressed strong confidence in the team’s collective ability to elevate South Africa’s tourism brand on the global stage and deliver meaningful value for stakeholders.
Vision Rooted in Collaboration and Innovation
Both executives have articulated a forward-looking vision anchored in collaboration and innovation. Dockrat emphasised his commitment to operational excellence and to showcasing South Africa’s unique offerings to international audiences. Ndaba, meanwhile, highlighted the importance of purpose-driven leadership and collective progress, noting that impactful journeys are built through shared effort.
With its leadership team now firmly in place, South African Tourism is strategically positioned to intensify its global outreach, strengthen partnerships, and drive sustainable growth across the sector—further solidifying South Africa’s status as one of the world’s most compelling travel destinations.
