Red Bull and South African Tourism collaborate on What We Know
The four-part documentary series uses a road trip to connect people, communities and destination marketing.
Hosted by Eugene Khoza, What We Know is a Red Bull collaboration with South African Tourism. Sithembile Ndaba says the aim is to build a deeper connection with the country through engaging stories.
Red Bull’s What We Know is a four-part documentary series presented in collaboration with South African Tourism, according to Bizcommunity. Its description places host Eugene Khoza on a road trip across South Africa, meeting people and communities to tell a destination story over four episodes of 24 minutes each.
For South African Tourism, the rationale centres on the connection between storytelling and interest in the destination. Sithembile Ndaba of South African Tourism describes the country’s people as its greatest asset alongside its landscapes and wildlife.
“For South African Tourism, the value of the collaboration is using stories that already have the power to engage audiences to create a deeper connection with the destination,” Ndaba says.
“The opportunity for us is to tell the destination story in a way that feels authentic,” she says. That is the organisation’s stated ambition, rather than an independently established campaign outcome.
The reported platforms for the first episode are SABC 1 and SABC+. The listed release dates are:
- Episode 1: 24 September 2026
- Episode 2: 1 October 2026
- Episode 3: 8 October 2026
- Episode 4: 15 October 2026
These are reported schedule dates. Actual transmission has not been independently confirmed.
