As of mid-August 2024, Joburg Tourism Company (JTC) is pleased to welcome Belu Mabandla as the new Executive Director of the Destination Marketing business unit.
Leading Joburg’s destination marketing
“I am delighted to take on the role of leading the team responsible for positioning Johannesburg as a premier destination,” says Mabandla. “Our mission is to continually revitalise the city’s image, ensuring it remains a highly desirable destination that attracts more visitors and stimulates economic growth. Despite the challenges that come with being a large metropolitan area, Johannesburg remains one of the most dynamic and culturally rich cities, both in Africa and worldwide. It is a cosmopolitan hub offering year-round business, lifestyle, and leisure tourism, alongside opportunities in entertainment, fashion, gastronomy, retail, and major events.”
A wealth of experience in tourism and marketing
Belu Mabandla is a seasoned destination marketing professional with over 25 years of experience in tourism, trade, and investment promotion, both in South Africa and across Europe. In her previous role as Head of South African Tourism’s North Europe Hub, she successfully led marketing initiatives that significantly increased tourist arrivals and enhanced brand presence in the Benelux and Nordic regions. Her broad expertise also includes roles at SANEC, Coega Development Corporation, and the Department of Trade, Industry and Competition (dtic), as well as experience in the banking sector. Belu holds an MSc in Financial Management from the University of London, along with additional qualifications in international trade, business coaching, and commerce from South African institutions.
