Davos, Switzerland— In the power corridors of Davos, Sithembile Ntombela maNdaba, the CEO of Brand South Africa, is as much at ease in talking about South Africa as she is about the larger continent of Africa.
While she highlights the success of her country in achieving gains in economy in areas like agriculture, mining and tourism, she is keenly aware of the necessity of forging unity in the continent to have a “unified African voice.”
In a wide-ranging interview with TRENDS, she presents a clear and forward-looking view of South Africa and Africa’s roles in the global landscape. Her insights reflect a focus on growth, strategic planning, and adaptation to the changing world. Her insights provide a clear perspective on the nation’s role and the potential of the African continent in the global context.
Excerpts:
Q: Can you give us some insights into Brand South Africa?
A: Brand South Africa represents a land rich in opportunities, both current and future. Over the past 20 years, and during my decade in nation-branding, we’ve grown significantly. South Africa has proven its strength in various arenas like sports and economic diplomacy.
Q: What are the challenges and opportunities confronting the continent?
A: The story of Africa, once told by outsiders, is now being reclaimed. We’re moving away from stereotypes of poverty and incapacity to a narrative of ability and competitiveness. Unity and collaboration are key to this transformation.
To change Africa’s narrative, we need unity and strategic initiatives like the African Union and the African Free Trade Continental Area. These platforms are essential for promoting a unified African voice.
Q: As the global shift to green energy gathers pace, how can the region fit into it?
A: A just transition’ is essential. Africa must develop policies that ensure beneficial outcomes for the continent. We aim for value addition within Africa, not merely exporting raw materials.
Q: What sectors of the economy have propelled growth in South Africa?
A: Our strengths lie in agriculture, mining, and tourism. But we are moving towards science and technology, fintech, AI, and the green economy. These areas are crucial for our future growth.
Q: What steps are being taken to guard against the disastrous effects of climate change?
A: Climate change is a pressing issue for South Africa and the continent. We need improved infrastructure, education, and government-business partnerships to address its impacts. Collaboration is essential in supporting African nations in their efforts against climate change.
