South African Tourism Launches Nelson Mandela-Inspired ‘Madiba’s Journey’ App



South African Tourism announced the launch of its ‘Madiba’s Journey’ phone app, making it easier than ever for tourists to explore the multi-faceted destination through the lens of South Africa’s late former president and global icon, Nelson Mandela.

Following Mandela’s passing in late 2013, South African Tourism experienced increased consumer interest to retrace his legacy firsthand in South Africa. To cater to this demand, South African Tourism partnered with The Nelson Mandela Foundation to develop a “Madiba-inspired tourist attractions” map highlighting the four key provinces that defined the iconic leader’s illustrious life. Given the success of the map, which resulted in numerous inquiries from tour operators on how to best incorporate attractions relevant to Mandela’s story into their packages to South Africa, the ‘Madiba’s Journey’ free mobile app was created. A natural extension, the user-friendly app provides visitors with all the information they need right at their fingertips to delve deeper into the country’s rich past.

Released in time to commemorate the 25th anniversary of the former president’s release from prison, the new app features tourist sites and attractions throughout South Africa that were pivotal to Mandela’s journey to freedom. These range from the UNESCO World Heritage Site, Robben Island, where Mandela served 18 of his 27-year incarceration, to his post-Presidential office at the Nelson Mandela Centre of Memory and Qunu in the Eastern Cape, where he is laid to rest. Liliesleaf in Rivonia is also a featured attraction, which was once the nerve centre of the liberation movement and a place of refuge for its leaders, Nelson Mandela included.

Utilizing location-based services to establish which attraction the user is currently visiting, the GPS-enabled app provides real-time information, such as written and audio details, contact details, map previews, and photo galleries to enrich their experience. In addition to featuring an itinerary builder, the app also identifies the user’s proximity to other Mandela-inspired tourist attractions, allowing them to seamlessly plan their route. Further, users can easily share their experience on social media and earn rewards for their travels, encouraging them to visit more than one Madiba locale.

The app is currently available for download in English from the Apple iTunes store and the Google Play store.

South Africa, www.southafrica.net