South Africa, Oct. 14 -- "This is the cultural and creative hub of our industry, and it is where the stories are told. To sell our destination, we need to tell its stories, so it is a seamless transaction for us."

The SAT panel discussion focused on culture being the new gold and how SAT can use culture to promote South Africa.

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"We also showcased the various partnerships that we use to market our destination... from music to fi...