South African Tourism has taken 19 South African travel trade members to Vakantiebeurs, the premier Dutch consumer travel expo in Utrecht, the Netherlands, from January 8-12.
Among them will be 10 small businesses supported by the South African government’s Tourism Incentive Programme. The event attracts 60 000 visitors annually and will offer South African tourism product owners an opportunity to interact with the Dutch travel trade and travellers.
Abby Jacobs, SA Tourism’s Interim Head of the North Europe source market, said the show presents a significant opportunity for SAT to solidify South Africa’s position as a preferred travel destination for Dutch travellers.
“This year, Vakantiebeurs introduces a second trade day scheduled for January 8 and 9. SA Tourism will be leveraging these trade days to maximise engagement with key players in the Dutch travel industry and showcase the diversity of South Africa’s tourism offering.
“A notable highlight will be a high tea hosted at the exhibition stand in partnership with Netherlands-based tour operator Africa Feeling. The initiative aims to draw influential travel agents to SA Tourism’s stand to facilitate valuable networking opportunities. We will also host an exclusive networking event for other stakeholders, including South African exhibitors, on the first day of Vakantiebeurs, providing further opportunities for potential collaboration.”
The Dutch market: A key focus for North Europe growth
The Netherlands is South Africa’s third-largest European source market, following the UK and Germany. The Dutch market’s preference for immersive experiences, off-the-beaten-track destinations and cultural authenticity aligns seamlessly with South Africa’s offerings. “The crux of our message remains a call to action to ‘Live South Africa’ – showcasing our country’s unique blend of wildlife, gastronomy and active adventures,” Jacobs said.
SA Tourism is committed to showcasing South Africa’s hidden gems and iconic attractions, she added. “The inclusion of 10 small businesses highlights our dedication to promoting provincial spread and empowering emerging players in the tourism sector.”
The organisation’s efforts also focus on promoting South Africa’s exceptional value-for-money offers.
“By collaborating with online travel agencies like Expedia, Skyscanner and Cheaptickets.nl, we ensure Dutch consumers can access attractive deals, particularly during the critical December-through-February booking period.”
Driving direct bookings and sustainable tourism
Exhibitors at Vakantiebeurs are preparing for on-the-spot bookings, which are increasingly popular among Dutch travellers. Additionally, SAT will emphasise responsible tourism, highlighting how travel to South Africa supports local communities, boosts local economies and drives sustainable growth.
“Vakantiebeurs 2025 promises to be a critical platform for SAT to reinforce South Africa’s presence in the Dutch market, amplify the ‘Live South Africa’ campaign and create lasting connections with industry leaders in the Netherlands,” said Jacobs.
