  Context. The detection, thanks to the INTEGRAL satellite, of a number of new
hard X-ray sources calls for the identification of their nature by means of
observations at longer wavelengths.
  Aims. In our continuing campaign to identify longer-wavelength counterparts
of these newly-discovered hard X-ray sources detected by INTEGRAL, we observed
the putative optical counterparts of seven southern sources at the South
African Astronomical Observatory and at the European Southern Observatory.
  Methods. Optical spectroscopy was performed on all candidates of these X-ray
sources. For two of these objects, optical photometry was also acquired.
  Results. These observations firmly established the nature of four of these
sources: we found that IGR J10404-4625 (=LEDA 93974), 4U 1344-60 and IGR
J16482-3036 are Active Galactic Nuclei (AGNs) at redshifts z = 0.0237, 0.013
and 0.0313, respectively, and that 2RXP J130159.6-635806 is a Galactic
High-Mass X-ray Binary (HMXB). We also give possible optical identifications
for three further objects, namely IGR J11215-5952, IGR J11305-6256 and IGR
J16207-5129, which are consistent with being Galactic HMXBs. Physical
parameters for these objects are also evaluated by collecting and discussing
the available multiwavelength information.
  Conclusions. The detection of four definite or likely HMXBs out of seven
objects in our sample further stresses INTEGRAL's crucial contribution in
hunting this class of object. Also, the determination of the extragalactic
nature of a substantial fraction of the INTEGRAL survey sources underlines the
importance of hard X-ray observations for the study of background AGNs located
beyond the 'Zone of Avoidance' of the Galactic Plane.
