Brand SA’s Judy Smith-Höhn on attracting investment to SA

Brand South Africa and Invest SA recently embarked on a dynamic tour to Switzerland, Germany, France, and India in pursuit of attracting foreign investment to South Africa. Dr. Judy Smith-Höhn, the General Manager for Global Markets at Brand South Africa, shared insights on the success of the trip and the positive reception received from potential investors. The collaboration with the Department of Trade and Industry (DTI) and Invest SA proved to be instrumental in showcasing the opportunities and benefits of investing in South Africa. The focus on engaging with multinational companies that already have a presence in the country, such as Siemens and Leroy Merlin, helped dispel some concerns and highlight the attractive business environment in South Africa. The emphasis on critical aspects like BEE compliance and intellectual property protection reassured investors and laid a strong foundation for future investment prospects. The journey to Europe and India revealed a mix of curiosity and cautious optimism among potential investors. Many were initially unfamiliar with South Africa but warmed up to the idea after discussions on the country's strengths and comparative advantages. The testimonials from established investors like Sabina Dallomo from Siemens and the CEO of Leroy Merlin underscored the confidence in South Africa's market potential and stability. The emotional appeal of these endorsements resonated with the pragmatic decision-making process of foreign investors, influencing their perceptions and inclinations towards investing in South Africa. While concrete investment figures are still being assessed, the partnerships forged during the trip hold promise for substantial inflows of capital in the near future. High-level engagements with industry associations in Germany and France, along with interactions with leading entrepreneurs in India, set the stage for diverse investment opportunities across sectors. The interest expressed by manufacturing industries from India, energy sectors from France, and healthcare companies like Merck indicates a broad spectrum of industries considering South Africa for investment. Looking ahead, the timeline for realizing these investments is optimistic, with ongoing initiatives from the government and proactive efforts from Brand South Africa and Invest SA. The momentum created by the investment drive launched by the president last year is already yielding results, with a visible increase in investment activities. The continuous engagement and strategic collaborations established during the recent tour are expected to catalyze further investments and contribute to the economic growth and development of South Africa. In conclusion, the journey to attract international investment has proven to be fruitful, setting a positive trajectory for South Africa's economic landscape. The insights shared by Dr. Judy Smith-Höhn reflect a strategic and collaborative approach towards showcasing South Africa's investment potential and attracting diverse industries to contribute to the country's growth story.