Much has been said and written about the fortunes of doing business on the African continent or simply, in countries outside ones own familiar comforts. For a global tourism marketing organisation like South African Tourism, we are of the opinion that all these views and learnings are valid. This, unsurprisingly, coincided with a burgeoning middle class and with that, a noticeable increase in outbound travel to South Africa. If organisations can understand this, master the basics, the potential for doing business in Africa will forever remain a highly attainable and lucrative goal. Evelyn Mahlaba, Regional Director: Africa at South African Tourism