A recent YouTube clip by Tim Cocker from the popular rugby channel EggChasers had South Africans puffing their chests and wiping away tears. Standing on Llandudno beach in Cape Town at the end of his “rugby odyssey,” Tim recorded what has become perhaps the best promotion South Africa could ask for. His reflections captured what every South African knows in their heart to be true: that despite its challenges, this country remains one of the most extraordinary places in the world to live and to visit.
What made the broadcast so powerful is that Tim did what tourism campaigns often struggle to do, he spoke with the voice of a traveller, fresh from discovery, with no script. His journey took him from safaris in the bush to Gqeberha, along the Garden Route, and finally to Cape Town. And in his closing clip, he articulated the wonder of it all in a way that left even locals choked up:
“I’ve learnt that baby cheetahs come out looking like a honey badger, as a defence mechanism because no one messes with a honey badger. I’ve learnt about the phrase now-now – that it could mean five minutes or two hours, and you never know which. I’ve learnt about the word sjoe … I’ve learnt about dassies. The natural beauty of South Africa is absolutely astounding. Just when you think to take a photo of a view that is breathtaking … put your camera away and go around the next corner, because there will be an even better view.”
Tourism Month 2025 is about Sustainable Transformation
September 2025 marks the start of Tourism Month, this year themed “Tourism and Sustainable Transformation.” At its heart, the campaign is about celebrating what we already have on our doorstep: our natural beauty, our communities, and the authentic spirit that visitors carry home. It also challenges the industry to focus on eco-friendliness, community upliftment, and to diversify tourism beyond the well-trodden icons.
“This mirrors a wider trend we’ve picked up among our guests,” says Vincent Bouwer, Chief Revenue Officer at Lion Roars Hotels and Lodges, “visitors increasingly want to immerse themselves in culture rather than skim the surface. At Lion Roars Hotels & Lodges, this shift has become clear. Guests don’t just want a comfortable stay; they want authentic experiences. To learn the meaning of sjoe, taste local flavours, and experience the stories that make South Africa unique.”
During his time with Lion Roars, Tim experienced this path first-hand, staying at Old Bank, Kloof Street, Three Boutique, and Robberg Beach Lodge. “Lion Roars is especially proud that it could provide Tim with a gateway to the Garden Route, a region he described as his “a highlight of his trip,” says Vincent.
Watch Tim speak about his ‘hidden gem’ here.
Immersing in culture through authentic experiences
The growing demand for authentic travel is not only about food, language, or landscapes but also about culture, and in South Africa few things reflect our national spirit as vividly as rugby. For Tim, experiencing the country through its rugby culture became one of the most powerful ways to understand South Africa and its people. He described it as unlike anywhere else in the world: stadiums filled hours before kick-off, entire communities draped in green and gold, and a level of passion and loyalty that few nations could match.
This is the essence of immersive travel: seeing a country not just through its sights, but through its passions, its people, and its stories. And it is why Tim’s journey resonated so deeply, he experienced South Africa not as an outsider, but as someone welcomed into its heartbeat.
Turning visitors into ambassadors
Tim’s reflections, from learning sjoe and now-now to discovering dassies, from being moved by Tsitsikamma’s coastline to cheering alongside South Africans at rugby tests, are proof that South Africa’s beauty runs deep.
As Tim summed up in his farewell:
“If you live in South Africa, don’t ever take it for granted. Sjoe.”
Inspired? Lion Roars offer a one-stop itinerary through South Africa’s spectacular landscapes
Lion Roars is uniquely positioned to offer that kind of immersive journey. Its boutique collection of properties connects the country’s most iconic stretch into one seamless itinerary:
- In Cape Town, guests can choose between the stylish Old Bank Hotel in the bustling heart of the City, the vibrant Kloof Street Hotel, or the stately Three Boutique Hotel, each with Table Mountain as their backdrop.
- A short drive away, the Franschhoek Boutique Hotel offers a warm welcome in the Cape Winelands.
- Along the Garden Route, the group’s Robberg Beach Lodge and Plett Quarter Hotel give visitors a front-row seat to one of the most breathtaking coastlines in the world.
- And for those seeking the quintessential African adventure, the Bukela Game Lodge and Hlosi Game Lodge in the Eastern Cape provide unforgettable safari encounters.
To book your stay visit www.lionroars.com and book directly to unlock the best available rates.