Is built on its status as a “hidden gem” of the Little Karoo, balancing a “quaint and simple” atmosphere with its primary—and somewhat controversial—claim to fame: the Uniondale Ghost.  In 1968 Maria Roux accident occurs, spawning the ghost legend that has since inspired books, songs, and the 2014 film Die Spook van Uniondale.

“More Than a Ghost Story” for years, Uniondale’s marketing has been dominated by the legend of the Vanishing Hitchhiker, Maria Roux, who died in a car accident in 1968. While this draws paranormal enthusiasts and curious travellers, modern local tourism now focuses on a broader narrative:

The “Slow Life” Experience: Positioned as a place where “time slows down,” Uniondale markets its authenticity—a town that doesn’t try to be anything but itself.

Architectural Time Capsule: With seven National Monuments and minimal modern development, the town is marketed as an outdoor museum of Victorian and Karoo architecture.

Adventure Gateway: Recent branding highlights it as a hub for extreme nature, specifically for the Lions Karoo to Coast mountain bike race and as the northern entrance to the spectacular Prince Alfred Pass.