What if your holiday didn’t need a plan? Club Med’s new campaign celebrates free time, spontaneity and finding your own holiday rhythm.
South Africa (08 October 2026) – Club Med is inviting travellers to rethink what a holiday is supposed to look like with its new global campaign, ‘The Art of Free Time’.
Launched globally in 2026, the campaign celebrates the freedom to fill a holiday with adventure, relaxation, or absolutely nothing at all. And after spending three nights at Club Med South Africa on the KwaZulu-Natal North Coast, I think I understand the idea.
I didn’t do everything. I worked from the resort’s coffee shop, missed one of the evening parties so I could laze in my comfy bed, skipped the gym and never made it to a single yoga class. Instead, I ate an unreasonable amount of seafood, watched dolphins from the resort balcony, sat on my patio with a cup of tea and, at one point, walked through the rain with a mango sorbet in my hand. It turns out that was enough.
‘The Art of Free Time’ is built around the idea that holidays don’t have to become another thing to manage. In a world where we are constantly filling calendars and trying to make every minute count, Club Med is encouraging guests to leave some room for the unexpected.
The campaign, created with BETC, brings together director Fleur Fortuné and photographer Tom Emmerson across the turquoise shores of Punta Cana and the snow-covered peaks of La Rosière. Its playful visual style and French-inspired soundtrack bring the idea to life, but the message is simple: you don’t have to do it all.
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There is plenty to do, from padel, tennis, pickleball, archery and trapeze to the resort’s surf school, while families have dedicated spaces and there is also an adults-only swimming and relaxation area. But there is equal permission to slow down.
The idea builds on Club Med’s long-standing belief in “Happiness Here and Now”, bringing a fresh expression to the brand’s focus on shared experiences, discovery and being present. The Art of Free Time encourages travellers to join in, slow down, try something new or simply stay a little longer by the water.
“Free time is precious. It allows us to live more fully, rather than simply produce more,” says Armelle Vimont-Laurent, Digital Marketing, Brand & Product Director at Club Med. “This belief inspired The Art of Free Time, a new expression of Club Med’s vision, shaped by today’s evolving aspirations and its Mediterranean cultural roots.”
For South African travellers, the campaign arrives alongside the opening of Club Med South Africa Beach & Safari on the KwaZulu-Natal North Coast. The new resort brings Club Med’s all-inclusive offering to the region, with guests able to move between activity, relaxation and time together without having to overthink the itinerary.
The resort also places a strong emphasis on its South African setting, from local flavours and produce to entertainment featuring local talent. It is an opportunity for visitors to experience the destination while enjoying the freedom and flexibility of an all-inclusive stay.
So whether you want a bit of it all, or just a space to do nothing at all, keep Club Med in mind.
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