The era of the “new” South Africa began in 1994 when Nelson Mandela was elected president and the government began to bring accountability to crimes of the past in the Truth and Reconciliation Committees, and South Africans began to negotiate new found political and social equality. The country launched an all-encompassing plan of nation-building, including the Legacy Project and tourist development as a way of taking a ‘fractured and unsure’ society and building a strong sense of shared national identity. The following study employs a content analysis of the websites of two main South African provincial tourism authorities (Western Cape, and KwaZulu Natal) to determine whether they present an image of the unified national identity sought after by the new government, or a more diverse identity that represents the many races, tribes, and ethnicities that make up the country often referred to as the Rainbow nation. Analysis revealed that the presentation of sites to the potential South African tourist 1) do not directly discuss national identity, 2) place an emphasis on nature and wildlife tourist destinations, and 3) show a disjoin between the different provincial tourism authorities.