Guests come together to celebrate South Africa's rich culture, experiences over rich food and sparkling wine at the #SeatAtTheTable event.
Image: Wendy Dondolo / IOL
South African Tourism has launched its 2026 Easter campaign, #SeatAtTheTable, with a luxury rail journey across the country and a cultural celebration in the Cape Winelands.
As part of the campaign, content creators and members of the media were invited to travel aboard The Blue Train, experiencing one of South Africa’s most iconic tourism offerings before attending a celebration event at the House of J.C. Le Roux in Stellenbosch.
The campaign forms part of the Sho’t Left initiative, which encourages South Africans to explore their own country and create memorable travel experiences during the Easter holidays.
The experience began with a journey aboard the Blue Train, a world-renowned luxury train that travels roughly 1,600 kilometres between Tshwane and Cape Town, passing through four provinces and stopping in historic towns such as Kimberley and Matjiesfontein.
The all-inclusive train experience includes accommodation, gourmet meals, high tea, drinks and off-train excursions, offering travellers a unique way to experience South Africa’s diverse landscapes and heritage.
The luxury rail trip formed part of South African Tourism’s effort to highlight the wide range of travel experiences available in the country.
The picturesque House of J.C. Le Roux in Devon Valley, a perfect setting for celebrating South Africa's sparkling wine,
Image: Wendy Dondolo / IOL
The campaign culminated with an event at House of J.C. Le Roux, located in the scenic Devon Valley of the Cape Winelands. The venue is South Africa’s first cellar dedicated entirely to sparkling wine and is known for its elegant tastings and celebrations.
Guests were welcomed with sparkling wine tastings and a menu celebrating traditional South African flavours.
The evening’s culinary offering included hearty local favourites such as dumplings and rich oxtail stew, reflecting the campaign’s focus on food as a powerful symbol of connection, culture and shared experiences.
Dumpling and rich oxtail stew.
Image: Wendy Dondolo / IOL
Addressing guests at the event, campaign leadership reflected on the purpose of the initiative and the role of creators and media in telling South Africa’s story.
“Thank you for being on this journey with us and taking all the beautiful images of the country we call home,” the Hub Head for SA Tourism Mashoto Mokgethi said.
“The reason our campaign is It’s Your Country, it is because we want to showcase not just the country and its beauty, the beauty is also us.”
The speech emphasised the importance of celebrating and preserving South Africa’s natural beauty while encouraging citizens to proudly share stories of their travels.
“It is a beautiful country that we need to continue preserving and enjoying. No matter what we do, we must brag about all that we have.”
Guests tasted different wines.
Image: Wendy Dondolo / IOL
The event also featured live performances from popular South African artists Mlindo the Vocalist and Blaq Diamond, as well as a gospel performance that brought a soulful energy to the event.
With music, traditional food and sparkling wine flowing throughout the night, the celebration captured the spirit of the campaign, bringing people together around a shared “table” to celebrate the country’s culture and tourism experiences.
The #SeatAtTheTable Easter campaign aims to inspire South Africans to travel during the holiday period by showcasing accessible and exciting experiences across the country.
The initiative also seeks to challenge the perception that travel is expensive or inaccessible by highlighting a variety of experiences, from road trips and scenic train rides to coastal adventures and mountain escapes.
With more than 500 towns and countless attractions across the country, the message is clear: South Africa belongs to those who live in it, and everyone should have the chance to enjoy it.
Don't miss out on the #SeatAtYourTable26 travel deals and experiences for you, your family, and your friends this Easter holiday.
IOL News