South African Tourism Signs Multi Market Creative Partnership With Tripadvisor

LONDON, February 10 - South African Tourism has signed a creative partnership deal with
TripAdvisor(R), taking advantage of the world's largest and most popular
travel community's content to promote South Africa as a diverse and exciting
tourist destination for 2010.

The fully integrated campaign - the Ultimate Experience hub - offers
South African Tourism a unique opportunity to engage with the TripAdvisor
community, providing travellers with a dynamic blend of SA Tourism and
TripAdvisor content giving the user comprehensive travel information to help
plan their perfect trip.

www.tripadvisor.co.uk/SouthAfricaExperience-c1-AdventureWildlife

As the country prepares itself to be the focus of this year's World Cup,
SA Tourism is keen to promote itself as a destination with far more on offer
than just football. The TripAdvisor campaign, a six figure deal, has been
developed to educate all types of travellers about the range of experiences
on offer. The markets targeted by the campaign are UK, US, AU, FR, IT, DE, NL
on TripAdvisor's English sites.

The Ultimate Experience hub focuses on three key themes; Adventure and
Wildlife, Culture and Nature and Entertainment and Leisure. Each tab will
feature TripAdvisor's top rated attractions, as reviewed by real travellers,
photos, videos and exciting content about South Africa.

Helena Egan, Destination Marketing Sales Manager for TripAdvisor
comments, "We're thrilled South African Tourism recognises the value of
TripAdvisor's user generated content. This integrated campaign will allow
travellers considering a trip to South Africa to benefit from user reviews
and ratings from the world's largest and most popular travel community."

Roshene Singh, Chief Marketing Officer at SA Tourism comments, "We know
that the majority of our target segments use the online environment for
researching and gathering information about holiday destinations, so we
believe that this partnership with TripAdvisor will further complement our
strategy to market South Africa globally."

The campaign includes targeted co-branded banners throughout the
TripAdvisor site driving travellers directly to the tabs and experiences most
relevant to them, as well as to South Africa's WOM and travel agent booking
sites. The partnership also includes the integration of a TripAdvisor review
widget on the accommodation pages of the South African Tourism site.

Roshene Singh continues, "The TripAdvisor partnership offers travellers
the opportunity to engage with our destination in an interactive manner and
to place South Africa at the forefront of conversations that are taking place
online."

Notes to Editors

Register at SA Tourism media extranet to browse the latest news releases
(from SA Tourism as well as the tourism industry in general), access the news
archive and get details of all upcoming tourism industry events (both locally
and internationally).

mediaextranet.southafrica.net

South African Tourism is the national tourism agency responsible for the
marketing of South Africa as a preferred tourist destination. It is headed up
by Chief Executive Officer, Ms Thandiwe Sylvia January-Mclean and Chief
Operating Officer, Ms Didi Moyle.

About TripAdvisor Media Network

TripAdvisor(R) Media Network, operated by TripAdvisor, LLC, attracts more
than 36 million monthly visitors* across 15 popular travel brands:
TripAdvisor(R), www.airfarewatchdog.com, www.bookingbuddy.com,
www.cruisecritic.com, www.familyvacationcritic.com,
www.flipkey.com, www.frequentflier.com,
www.holidaywatchdog.com, www.independenttraveler.com,
www.onetime.com, www.seatguru.com, www.smartertravel.com
, www.travel-library.com, www.travelpod.com and
www.virtualtourist.com. TripAdvisor-branded sites make up the largest
travel community in the world, with more than 25 million monthly visitors*,
15 million registered members and 30 million reviews and opinions. Featuring
real advice from real travelers, TripAdvisor-branded sites cover more than
one million destinations, hotels, restaurants and attractions and operate in
the U.S. (www.tripadvisor.com), the U.K. (www.tripadvisor.co.uk
), Ireland (www.tripadvisor.ie), France (www.tripadvisor.fr),
Germany (www.tripadvisor.de), Italy (www.tripadvisor.it), Spain
(www.tripadvisor.es), India (www.tripadvisor.in), Japan
(www.tripadvisor.jp), Portugal and Brazil (
www.tripadvisor.com.br), Sweden (www.tripadvisor.se), The
Netherlands (nl.tripadvisor.com) and Canada (www.tripadvisor.ca
). TripAdvisor also operates in China under the brand daodao.com
(www.daodao.com) and Kuxun.cn (www.kuxun.cn). TripAdvisor(R)
Media Network provides travel suppliers with graphical advertising
opportunities and a cost-per-click marketing platform. Collectively, the
sites comprising the TripAdvisor Media Network have won hundreds of awards
and accolades from press and industry worldwide. TripAdvisor and the sites
comprising the TripAdvisor Media Network are operating companies of Expedia,
Inc. (NASDAQ: EXPE).

TripAdvisor and the TripAdvisor logo are registered trademarks of
TripAdvisor LLC in the U.S. and/or other countries. Other logos or product
and company names mentioned herein may be the property of their respective
owners. (c)2010 TripAdvisor LLC. All rights reserved.

*Source: comScore Media Metrix, July 2009

FOR FURTHER INFORMATION, PLEASE CONTACT: Emma O'Boyle, TripAdvisor, +44(0)777-926-2423 / eoboyle at tripadvisor.com; Sandisiwe Gugushe at SA Tourism, Tel: +27-11-895-3043, Email: sandisiwe at southafrica.net