The World: Johannesburg - CNN signs ad deal to promote South Africa

South Africa's tourism chiefs have signed a three-year deal with CNN International to raise the country's profile with business and leisure travellers.

Under the agreement, CNN will produce its first user-generated, content-driven advertising solution to appeal to CNN's audience.

The campaign, called My South Africa, will include website, TV and print activity. It will encourage people to upload photographs, images and personal stories about their South African experiences.

It will run until the end of 2010 with a focus in June and July when South Africa hosts the Fifa World Cup. The aim is to attract ten million visitors a year by that time.