Mahlaba’s primary responsibility is to oversee both the strategy and operational implementation of South Africa’s destination marketing work in various key markets in both East, West and Central Africa.
Her position as Regional Director for Africa is one that carries enormous responsibility. Amongst her many responsibilities, she will assists South African Tourism in building relationships with the African travel trade to enable those partners to easily sell South Africa to millions of African tourist to ensure sustained tourist arrivals growth for destination South Africa.
Evy (as she is affectionately known) has a wealth of experience, an enviable and sterling track record in travel and tourism. She began her service at South African Tourism in 2004 as Global trade Relations Manager. In this position, she was responsible for developing the global leisure sales strategy and the marketing tools needed for its implementation.
She worked closely with South African Tourism trade Relations managers, in the various markets across the world, in the interpretation, application and localisation of strategy for optimal results in this role. Her contribution continues to benefit the destination, as the travel trade community as well as media remain valuable and powerful partners of the destination marketing team as South African Tourism.
In 2009, Evy assumed the role of Regional Director: Asia, Australasia and Americas and she served in this role until her recent appointment (in April 2014) when she took up her current post of Regional Director: Africa.
Evy possesses a rare combination of creative intelligence and a sensible practicality, bringing her immense knowledge of the industry. She is also known for seamless delivery, outstanding people skills and great leadership that’s characterised by consummate communication skills. She is an unrivalled team player.
“I am passionate and excited about my new role to lead the marketing work that South African Tourism does on the African continent. I am fortunate to count excellent and inspired marketers among my colleagues. We share a fervent desire to invite the world to come and visit South Africa: a country we love and we believe in completely. I look forward to inviting more of our African tourists to South Africa.”
Evy has also worked for South African Airways, the Airports Company of South Africa as well as Sun International. She holds a Bachelor of Arts (BA) in Communications degree from the University of the North West. She also has BA in Business Management degree from De Montford University in the United Kingdom (UK).