The City of Tshwane has launched an innovation challenge inviting tertiary students across the metro to develop a new destination tourism brand for South Africa’s capital city. The Tshwane Tourism initiative will involve students from universities, technical colleges and design institutions, with shortlisted submissions expected before a winning proposal is selected in November 2026.
The challenge forms part of the City’s Tshwane Tourism Strategy and Master Plan, approved by Council in March 2026. The strategy identified a need to update and rationalise Tshwane’s tourism branding, positioning and messaging as the city works to grow tourism, economic activity and job creation.
A New Tourism Identity for Tshwane
The City of Tshwane is asking young creatives to develop a tourism brand that captures the city’s attractions, history, people and visitor experiences.
Councillor Sarah Mabotsa, the City’s MMC for Economic Development and Spatial Planning, said the challenge is intended to help define how Tshwane is presented to domestic and international visitors.
“Tshwane is seeking a brand identity that will help us to shape the future identity of South Africa’s Capital City as a tourism destination,” Mabotsa said.
She said the City is looking to students to bring new perspectives to a destination that is already known by several identities, including South Africa’s capital city and the Jacaranda City.
The new brand is expected to communicate Tshwane’s heritage, culture, innovation, diplomacy, nature, sport, business events and education sector more clearly.
Why Tshwane is Reviewing its Destination Brand
Destination branding helps cities communicate what makes them distinct to potential visitors, investors, event organisers and tourism businesses.
According to the City, the Tshwane Tourism Strategy and Master Plan identified tourism branding, positioning and messaging as areas requiring an update. The innovation challenge is one of the steps being taken to address that need.
Tshwane is home to national government institutions, embassies and foreign missions, universities, research institutions, heritage sites, nature reserves and major business activity. The City says it also has a broad range of tourism assets that need to be presented through a more unified destination identity.
The City’s statement highlights Tshwane’s role as a centre for automotive manufacturing, research and development, diplomacy and tertiary education. It also points to heritage and natural sites, including Tswaing Meteorite Crater and the city’s Big Five game reserve.
Universities and Tourism Partners Will Support The Challenge
The destination-brand development project is a collaboration between local government, education institutions and the private sector.
The University of South Africa has been named as the City’s lead implementing partner. It will be supported by higher education institutions and tourism industry stakeholders.
The Tshwane Tourism Association is also involved in the initiative. Chairperson Susan Marais said the project offers an opportunity to develop a stronger destination brand that reflects more than the city’s jacaranda trees.
“Tshwane is known by many names, such as the Capital City and the Jacaranda City,” Marais said. “We also have so many more amazing attributes to share with our residents and local and international visitors.”
The initiative will draw on students and young creatives from public and private universities, colleges and design institutions across Tshwane.
Students will develop tourism brand concepts
Participating students will be asked to submit tourism brand concepts that reflect Tshwane’s character and visitor offering.
The City has not yet published full participation criteria, submission formats or timelines. However, it said students who take part will be required to attend a compulsory briefing session.
Shortlisted candidates will also receive educational experiences and engagement opportunities with tourism professionals and branding experts. These sessions are expected to help students refine their proposals before the final selection process.
The City said further details will be communicated through the official Discover Tshwane platform and other City of Tshwane communication channels.
The winning proposal is expected to be selected in November 2026.
Tourism identified as a priority economic sector
The City has identified tourism as one of the priority sectors for enhanced support as it seeks to stimulate economic growth and job creation.
The challenge is being driven by the City’s Economic Development and Spatial Planning Department, together with the City Strategy and Operational Performance Department.
Mabotsa said the initiative reflects the City’s view that young people should play an active role in designing Tshwane’s future.
“The future of tourism belongs to those who can tell authentic stories, create meaningful connections and inspire people to explore new destinations,” she said.
The project places students at the centre of a wider tourism-development process, linking creative work with the City’s long-term planning for visitor growth and destination positioning.
What This Means for Gauteng Residents
For Gauteng residents, the challenge could shape how Tshwane is marketed as a place to visit, explore, study, work and host events.
A new destination brand may influence future tourism campaigns, visitor information, event promotion and partnerships involving the City, tourism businesses and educational institutions.
The initiative also creates a formal opportunity for tertiary students to contribute to a public-facing city project. Students in design, communications, tourism, marketing, creative industries and related fields may be able to take part once the City publishes the full requirements.
For the wider Gauteng tourism economy, stronger destination positioning could help Tshwane communicate its attractions alongside established visitor destinations such as Johannesburg, Soweto and the Cradle of Humankind.
Frequently Asked Questions
What is the Tshwane Tourism Brand Innovation Challenge?
It is a City of Tshwane initiative inviting tertiary students to develop a new destination tourism brand for Tshwane.
Who can participate?
The challenge is aimed at students and young creatives from public and private universities, technical colleges and design institutions across Tshwane. Detailed participation criteria are still to be announced.
Why is the City launching the challenge?
The initiative forms part of the Tshwane Tourism Strategy and Master Plan, which identified a need to update the city’s tourism branding, positioning and messaging.
When will the winner be announced?
Shortlisted submissions will be announced before the selection of the winning proposal in November 2026.
Where will application details be published?
The City said participation criteria, timelines and submission requirements will be shared through Discover Tshwane and official City of Tshwane communication channels.
What happens next
The City of Tshwane will release the challenge’s briefing-session details, submission requirements and timelines through its official channels.
The selected concept will form part of the City’s work to develop a refreshed destination identity for Tshwane, as it implements its tourism strategy and master plan.
