This weekend, nearly 300 people will descend on the small town of Graaff-Reinet in the Eastern Cape to take photographs with their cellphones.
This will be the first national South African Instameet and one of the largest gatherings of Instagramers in the country.
The picture-sharing social network, Instagram, defines these events as "gatherings of people coming together to connect, explore, and celebrate their creativity".
Organisers say Graaff-Reinet was chosen as the venue because the town and surroundings will provide fantastic photo opportunities. It was also the most central place for people travelling from all corners of the country.
Activities will include hosted cultural photo-walks, bonfires, and sunrise missions. Participants are also encouraged to document their journey to Graaff-Reinet on Instagram.
Last week, it was revealed in the South African Social Media Landscape 2016 study that Instagram had more than doubled its user numbers in SA, from 1.1 million in 2014 to 2.68 million in 2015 - a 133% growth.
The South Africa National Instameet is a collaboration between @southafrica and South African Tourism.
To see what happens this weekend, the hashtag #meetsouthafrica can be followed on Instagram.
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