Johannesburg Tourism Company has launched its latest Tourism Ambassador Programme deploying 227 youth across key tourism sites and attractions in the city. The initiative aims to improve visitor safety, enhance information dissemination and create practical work opportunities for unemployed youth.
The rollout began in November 2024 following a comprehensive screening and training process. Ambassadors have been stationed at popular tourism hotspots to provide information and ensure a safer, more welcoming experience for visitors.
“This is a comprehensive, multi-layered project that we are confident will achieve its objectives,” said Thandubuhle Mgudlwa, CEO of Johannesburg Tourism Company. “By collaborating with stakeholders in the public and private sectors, the programme strengthens tourism safety awareness at key attractions while reducing the risk of crime targeting tourists. Importantly, it also provides unemployed youth with skills and practical work experience through the Public Employment Programme improving their employability.”
Training for the ambassadors was conducted in partnership with the city’s Department of Public Safety and covered 10 modules:
- First aid and basic fire prevention
- Service excellence and customer service
- Tourism and information dissemination services
- Financial literacy
- Active citizenry
- Job preparation
- City of Johannesburg by-law education and crime prevention
- Basic victim support
- Expanded Public Works Programme
- Licensing.
“By intensifying monitoring, recruiting qualified candidates and refining logistical planning, we are building a stronger foundation for current and future programmes,” Mgudlwa said.
Previous intakes resulted in the creation of long-term employment opportunities. Three candidates from last year’s programme are now permanently employed in the tourism sector.
