The KwaZulu-Natal Tourism and Film Authority advanced its strategy to position the province as a globally competitive film and commercial production destination through two major industry initiatives – participation at the 2026 Cannes Film Festival and Marché du Film in France, and the hosting of a high-level commercial production familiarisation tour across KwaZulu-Natal.

The Authority participated in the 79th Cannes Film Festival and the 57th Marché du Film which took place in Cannes, France, from 12–24 May 2026.

Recognised as one of the most influential gatherings in the international film industry, the platform brings together filmmakers, investors, distributors, studios, streamers and film commissions from across the world to shape the future of the global audiovisual sector.

Acting Chief Executive Officer of the KwaZulu-Natal Tourism and Film Authority, Sibusiso Gumbi, said the province’s participation at Cannes reflected KwaZulu-Natal’s growing ambition to become a serious player within the global film and television production economy.

“Participation at Cannes provides KwaZulu-Natal with a strategic opportunity to showcase the province’s production capabilities, locations, creative talent and investment potential to the international market.

‘’Through engagements hosted at the South African Pavilion in partnership with the National Film and Video Foundation, as well as meetings with major international film institutions, festivals and industry stakeholders, we are actively pursuing coproduction partnerships, market access opportunities and global collaborations that will benefit filmmakers from KwaZulu-Natal.”

The entity’s programme included engagements with international partners from Europe, BRICS nations and across Africa as part of strengthening KwaZulu-Natal’s international production and investment positioning.

The entity also welcomed the announcement made at Cannes confirming South Africa as the Country of Focus for the March 2027 Berlinale event, which further signals growing international recognition of South Africa and its creative industries.

These engagements are important in strengthening sustainable industry partnerships that contribute towards economic growth, skills development and job creation within the province.

Producers Network Programme

As part of its delegation, the Authority also supported award-winning producer Bongiwe Selane, who was selected by Women in Film Los Angeles and WIFT Africa as one of only five African producers invited to participate in the prestigious Producers Network programme at Cannes.

Selane said in her motivation her participation at Cannes represents an important opportunity to strengthen African storytelling and unlock international partnerships for projects rooted in South African narratives.

“Cannes is one of the few spaces where the world comes together to celebrate cinema while also shaping the future of the industry. As African filmmakers, it is important that we continue to occupy these global spaces, tell authentic stories and create partnerships that allow our narratives to travel internationally.”

Selane noted that her participation was strategically focused on securing international co-production and financing partnerships while actively positioning KwaZulu-Natal as a compelling production destination with strong creative and commercial potential.

She is internationally recognised for producing acclaimed productions including Happiness is a Four-Letter Word, Happiness Ever After, Do Your Worst and the award-winning This Is Not a Burial, It’s a Resurrection.

Familiarisation tour

Alongside its Cannes programme, the Authority is also hosting a strategic television commercial production familiarisation tour across KwaZulu-Natal involving leading advertising agency executives, creative directors and industry decision-makers.

The initiative is aimed at showcasing the province’s diverse filming locations, production infrastructure, hospitality offerings and creative capabilities as part of efforts to grow commercial production activity in the province.

Founder and Chief Creative Officer of EXE Creative Solutions, Kolisa Khatebe, said the tour had challenged long-standing misconceptions within the advertising industry around KwaZulu-Natal’s production capabilities.

Khatebe said the province offers exceptional diversity in locations, authentic cultural environments and strong production potential within accessible travel distances from Johannesburg.

He added that many industry professionals underestimate the scale of local crews, directors and filming infrastructure available in KwaZulu-Natal, noting that the tour demonstrated the province’s ability to offer multiple visual looks and production environments within short distances.

He further described the experience as an important reminder to the advertising industry
about the value of authentic storytelling rooted in local languages, people and culture.

Commercial production initiative

Veteran creative director George Dube said the tour highlighted the remarkable variety of locations available throughout KwaZulu-Natal, from coastal settings and luxury homes to scenic landscapes and distinctive architectural spaces.

Dube said what stood out most was the province’s visual diversity and the fact that many of the locations differed significantly from the conventional perceptions often associated with KwaZulu-Natal.

He added that the experience reinforced the province’s strong potential as a destination for television commercial production and creative storytelling.

The commercial production initiative forms part of the Authority’s broader strategy to position KwaZulu-Natal as a preferred destination for television commercials, branded content and international production servicing. The strategy includes strengthening relationships with advertising agencies, showcasing diverse locations, streamlining production support and creating greater opportunities for local crews, creatives and service providers.

Through its combined participation at Cannes and its local industry activation programmes, the KwaZulu-Natal Tourism and Film Authority continues to drive investment, international collaboration and long-term growth opportunities across the province’s film and audiovisual sector.

For more information, visit https://visitkzn-sa.com/film/