New leadership steps in to steer SA Tourism forward
South African Tourism is rolling out fresh leadership at the top. Ismail Dockrat and Sithembile Ndaba are stepping into the roles of chief operating officer and chief marketing officer, respectively, as the organisation seeks to strengthen its executive team amid a period of transition.
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According to The Citizen, Dockrat assumes the COO role from 1 May 2026, while Ndaba starts as CMO on 1 April 2026. Their appointments follow the departures of former executives Darryl Erasmus and Thembisile Sehloho, while the CEO, Nombulelo Guliwe, remains suspended.
“Every new appointment is an opportunity to reimagine what’s possible,” said Ndaba, reflecting on her new role. “I step in with gratitude, clarity of purpose, and a deep commitment to building with others, because the best journeys are never walked alone.”
Sithembile Ndaba: Marketing veteran with global experience
Ndaba brings over 25 years of marketing and communications expertise, spanning both public institutions and multinational FMCG companies like Pioneer Foods, Tiger Brands, and Unilever.
She joins SA Tourism from Brand South Africa, where she played a pivotal role in shaping the national brand, driving domestic initiatives, and representing South Africa at global forums, including the World Economic Forum and BRICS gatherings.
Her appointment is widely viewed as a boost for SA Tourism’s global positioning, especially as the organisation navigates a highly competitive international tourism market.
Ismail Dockrat: Technical expertise meets strategic leadership
Dockrat brings a diverse background with over 25 years in aviation, aerospace, logistics, trade, and tourism promotion. He has held senior positions at institutions including CSIR, Armscor, Trade and Investment South Africa (TISA), Wesgro, Denel, and Glodina.
An engineer with an MBA from the University of Cape Town, Dockrat combines technical knowledge with commercial and strategic acumen. “Serving my beautiful country fills me with pride,” he said. “South Africa shines as one of the world’s top destinations, offering unparalleled adventures and cultural richness.”
Leadership continuity and organisational stability
With Dockrat and Ndaba on board, acting CEO Dr Shamilla Chettiar says SA Tourism now has a full executive leadership team ready to drive transformation and elevate South Africa’s tourism brand globally.
The appointments come in the wake of last year’s dramatic shake-up, when Tourism Minister Patricia de Lille dissolved SA Tourism’s board over alleged unlawful decisions. Analysts say these new executive roles signal a deliberate effort to restore confidence, strengthen governance, and position the country as a resilient, attractive tourism destination.
As South Africa’s tourism sector continues to recover and compete on the world stage, Dockrat and Ndaba’s leadership could prove pivotal in turning challenges into opportunities for growth, innovation, and international appeal.
Source: The Citizen
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