Joburg Tourism Company started 2025 on an exciting note by participating in the esteemed Vakantiebeurs travel trade and consumer show, in Utrecht, The Netherlands from 8-12 January. This annual event presents a vital platform for global tourism stakeholders to connect with partners and consumers, to grow arrivals and facilitate business opportunities.
“The participation of Joburg Tourism at the 2025 Vakantiebeurs is aligned with its primary role of promoting the destination as a leading business and lifestyle tourism hub,” says CEO Thandubuhle Mgudlwa.
“The Dutch tourism market ranks as the fifth-largest international source market for South Africa, attracting both business and leisure travellers. Participating in the Vakantiebeurs gives Joburg Tourism the opportunity to showcase our diverse offerings, and engage with partners on strategic collaborations.,” Mgudlwa explains.
While enhancing Johannesburg’s positive destination image and elevating its global profile, the event also serves as a prime networking and marketing mechanism, drawing influential trade partners, trade media and tourism association members. “This platform allows us to create and consolidate business opportunities while boosting confidence in Joburg as a vibrant and welcoming destination. Our presence is pivotal for growing market share and enhancing visibility on the global stage,” Mgudlwa adds.
Pictured (left to right) are: Khanyisa Ngewu (Joburg Tourism Senior Manager: Destination Marketing & Events), Vusi Madonsela (South African Ambassador to The Netherlands), Thandubuhle Mgudlwa (Joburg Tourism CEO) and Belu Mabandla (Joburg Tourism, Executive Head: Destination Marketing & Events).
Key focus areas for Joburg Tourism at Vakantiebeurs 2025 comprised promoting Joburg’s diverse tourism offerings, from its historic iconic attractions such as the Apartheid Museum and Nelson Mandela Centre of Memory to its vibrant culinary experiences, after being voted number two in the world – behind Naples in Italy – as the best city in which to eat in 2024 by global magazine, Time Out.
Engagements with tourism bodies and travel trade focused on exploring joint marketing partnerships and collaborations for destination promotion and international representation. This encompassed facilitating distribution channels for tour packages through intermediaries and wholesalers, supporting SMMEs by creating business linkages and opportunities derived from the show – while linking SMMEs to prospects resulting from Joburg Tourism’s participation at the exhibition.
Joburg Tourism’s participation at the Vakantiebeurs trade and consumer show was facilitated by South African Tourism which enables municipal and provincial destination marketing bodies to engage international trade buyers, trade media and consumers. These engagements not only showcase South Africa’s tourism products but also drive significant opportunities for destinations like Joburg to position themselves as must-visit locations.
Joburg Tourism’s participation underscores its commitment to fostering partnerships, supporting local businesses and ensuring that Johannesburg remains a key player on the global tourism stage.