In an increasingly interconnected world, the strength of a nation is often measured not just by its borders, but by the reach and influence of its people abroad. Brand South Africa’s Global South Africans (GSA) initiative recognises the invaluable role that South Africans living, working and studying in the diaspora play in shaping our nation’s future. As part of its mandate to strengthen Nation Brand advocacy and engage this dynamic community, Brand South Africa is proud to host a strategic GSA activation in the Netherlands in February 2026.

The Diaspora as an economic and reputation partner

The GSA initiative is built on the understanding that South Africans abroad are important economic and reputation partners for our country. Their achievements, insights and networks are a resource for South Africa’s growth trajectory.

Our engagements with the South African diaspora aim to:

• Encourage diaspora investment: Tapping into the financial prowess and entrepreneurial spirit of Global South Africans to stimulate economic growth and job creation back home.
• Facilitate skills transfer: Providing platforms for experienced professionals to share their expertise, mentor emerging talent and bridge skills gaps within South Africa.
• Drive mentorship and youth empowerment: Connecting established diaspora members with young South Africans, offering guidance, career advice and access to global opportunities.

Beyond economic contributions, Global South Africans are powerful advocates for our Nation Brand. Living and thriving in diverse international environments, they’re the most authentic storytellers, countering misconceptions and showcasing the vibrant spirit of South Africa.

Key engagements in the Netherlands

To deepen these connections, Brand South Africa will host an activation, in partnership with SAICA and supported by the South African Embassy in the Netherlands.

Netherlands Activation (20 February 2026): From 6PM to 9:30PM at the iconic Heineken Experience in Amsterdam, this gathering will unite the South African community in the Netherlands.

This event will feature engaging panel discussions, intimate fireside chats and dynamic networking sessions. This platform is designed to spark dialogue, forge collaborations and reinforce the collective commitment to South Africa’s prosperity.

Building a connected network for long-term impact

These activations are crucial touchpoints within Brand South Africa’s broader Global South Africans initiative. They aim to:

• Amplify the GSA programme: Creating awareness and encouraging widespread participation.
• Identify key messengers: Recognising and empowering individuals who can champion South Africa on the global stage.
• Connect and inspire: Cultivating a strong sense of community and encouraging the diaspora to continue flying the South African flag high.

This activation is set to strengthen active citizenry and Nation Brand advocacy in key international markets. They emphasise our belief that every Global South African has a part to play in our nation’s development, from being innovators to nurturing the next generation of leaders.

Your role in South Africa’s future

The future of South Africa is a collective effort, and our diaspora is at its heart. We invite all Global South Africans to embrace this opportunity to contribute meaningfully. Whether through direct investment, sharing your invaluable skills, mentoring young talent or simply being an advocate for our Nation Brand.

Join the GSA network today and be part of shaping South Africa’s future wherever you are in the world. Your global journey can power our next chapter. Connect. Contribute. Champion South Africa.