Joburg Tourism Company will participate in the Vakantiebeurs travel trade and consumer show in Utrecht, the Netherlands, from January 8-12. This annual event is a significant platform for global tourism stakeholders to engage with partners and consumers, promote destinations and explore business opportunities.
Thandubuhle Mgudlwa, CEO of Joburg Tourism, highlighted the alignment of this participation with the organisation’s goal to position Johannesburg as a leading business and lifestyle tourism hub.
“The Dutch tourism market ranks as the fifth-largest international source market for South Africa, attracting business and leisure travellers. Participating in Vakantiebeurs gives Joburg Tourism the opportunity to showcase our diverse offerings and engage with partners on strategic collaborations,” said Mgudlwa.
The showcase will also focus on:
- Promoting iconic attractions such as the Apartheid Museum and the Nelson Mandela Centre of Memory.
- Johannesburg’s recognition as the second-best city globally for culinary experiences in 2024 after Naples in Italy, as ranked by Time Out.
- Engaging with tourism bodies and travel trade to explore joint marketing partnerships and strengthen international representation.
Joburg Tourism’s efforts at Vakantiebeurs include facilitating business opportunities for local small, medium and micro enterprises by creating linkages with international tour operators and wholesalers. This initiative ensures small businesses benefit from broader exposure to global markets.
The participation, facilitated by South African Tourism, will enable Joburg Tourism to interact with international trade buyers, media and consumers to elevate the city’s global profile. This presence underscores Johannesburg’s commitment to supporting local businesses, fostering partnerships and consolidating its position as a vibrant, must-visit destination on the world stage.
