The Joburg Tourism Company (JTC) was among the exhibitors at ITB Asia, an annual global meeting hub for travel professionals across the value chain, for the second time this year.
Hosted at Marina Bay Sands, Singapore, from October 23-25, ITB Asia 2024 brought together over 1 800 exhibitors, 1 300 travel agents and tour operators and over 85 tourism organisations and convention bureaus.
Now in its 17th year, ITB Asia, co-located with MICE Show Asia and Travel Tech Asia, was organised by Messe Berlin (Singapore) with support from the Singapore Exhibition and Convention Bureau.
The event recorded more than 13 000 attendees from buyers, corporate travel and the MICE sector to technology-enabled travel products and solutions.
“Promoting Johannesburg as a vibrant, all-year-round tourism and lifestyle destination was the focus of Joburg Tourism’s participation,” explained Khanyisa Ngewu, JTC Destination Marketing and Events Senior Manager. “The three-day event offered a platform to explore collaborative marketing, foster travel opportunities in Johannesburg and facilitate media profiling of the destination in the region.”
JTC’s participation aligns with its mandate to promote Johannesburg’s diverse offering.
Asia remains a critical growth market for Johannesburg with South African Tourism figures showing a 25.4% increase in arrivals from Asia in 2024. Notably, visitor numbers from China to South Africa increased by 82% in the first quarter.
“As Johannesburg continues to build recognition in the region, Joburg Tourism’s participation at ITB Asia has been invaluable in strengthening ties, creating brand awareness and positioning the destination for continued growth in tourism,” Ngewu added.
ITB Asia’s African Pavilion showcased hotel groups, game reserves, tour operators and transport services from five countries: South Africa, Angola, Tanzania, Kenya and Zimbabwe – constituting 75% growth in African representation compared to the last event.
