"With culture you're also measuring the contribution to the human soul, " says Prof Joe Goldblatt, executive director of Queen Margaret University Edinburgh's centre for planned events.
Prof Goldblatt, professor in events management, said Scotland would benefit significantly from job creation and new revenue from foreign visitors if it was to lead its own tourism planning.
Goldblatt, who witnessed the system firsthand as the son of Eastern European immigrants, portrays life for the white population during apartheid, as well as scenes from South Africa today.
The deputy first minister unveiled Hollywood film producer Iain Smith, award-winning chef Roy Brett and events expert Prof Joe Goldblatt to back her argument that Scotland should be confident "on a global stage".