Anitha Soni was the Chairman of Brand South Africa. She served on a number of Tourism Boards and has assisted in the redirection of the national tourism strategy within the context of post-apartheid South Africa – including SA Tourism, Tourism KwaZulu-Natal, Tourism Durban, BrandSA, and the Hospitality Tourism Training Board, now CATSSETA.

She is currently involved in development consulting and the promotion of business linkages between Africa and Trade and Investment countries within the African continent and the BRICS member countries.

Anitha joined the board of Hospitality on 30 June 2013 and is a member of the social and ethics committee.