Tourvest has revealed a new brand identity, one that the group says “reintroduces the company as a bold business with plans to expand its global footprint, as one Tourvest, with one unified culture, voice and way of being”.
Tourvest’s Group Chief Executive, Luvhengo Neswiswi, says: “While we have a presence on all continents, directly and indirectly, we believed that this rebranding was needed to provide us with the boost needed to grow into a broader global brand. We also needed a reset to ensure that our growth strategy would be supported by a robust, innovation, and technology-enabled, future-fit business. We understood that we needed to show up differently.”
The new identity includes a new logo in the shape of a fluid and continuous ‘T’ inspired by the symbol of the infinity loop, along with the company’s tagline: ‘Wherever we are, we are always local’.
Discussing the brand, Neswiswi adds: “This is a visual expression of the spirit of travel that’s guided us – the belief that travel connects, transforms and inspires. It honours our African roots while capturing a sense of global curiosity.”
This also ties in with Tourvest’s long-term Vision27 strategy, which focuses on digital innovation, sustainability, human connection and building integrated value for travellers, communities and stakeholders.
Morne du Preez, CEO of Tourvest Travel Services, says: “Through the years we have grown the business to a substantial stage with almost 8 000 employees operating in 38 countries outside of South Africa. We are an international player so we wanted to take all the great principles around our African roots and modernise it into this new internationally and digitally-focused brand.”
The rebrand also forms part of a shift towards speaking a collective, says Du Preez, adding that this includes consolidating buying power and also using the brand’s extensive reach as an advantage in attracting new talent to the industry.
