Joburg Tourism is proud to once again partner with the Standard Bank Joy of Jazz Festival, reinforcing Johannesburg’s position as Africa’s leading destination for culture, lifestyle, entertainment and business tourism.
Taking place from 25 to 26 September 2026 at the Sandton Convention Centre, the festival remains one of Johannesburg’s flagship cultural events, attracting thousands of local and international visitors while showcasing the city’s rich creative energy and world-class event-hosting capabilities.
“The Standard Bank Joy of Jazz Festival is one of Johannesburg’s most important cultural assets, bringing together music lovers, visitors, artists, entrepreneurs and industry stakeholders from across South Africa and around the world,” said Belu Mabandla: Joburg Tourism’s Executive Head: Destination Marketing & Events. “Joburg Tourism is proud to partner with an event that not only celebrates artistic excellence, but also delivers meaningful economic impact through tourism growth, job creation and opportunities for local businesses. The Joy of Jazz continues to showcase Johannesburg as Africa’s leading cultural and lifestyle destination.”
As part of its destination marketing strategy, Joburg Tourism will support the festival through the Jazzy Joburg Market and the #Welcome2Joburg stakeholder engagement platform, creating opportunities for local businesses, tourism stakeholders and emerging entrepreneurs to connect with visitors in a vibrant cultural setting.
The partnership aligns with Joburg Tourism’s mandate to drive visitor growth, stimulate tourism spending, support small businesses and strengthen Johannesburg’s reputation as a premier lifestyle and leisure destination.
The 2025 edition of the festival attracted more than 30,000 attendees, generated an estimated R99.2 million in economic impact, supported approximately 320 employment opportunities and provided market access to 50 SMMEs. Building on this success, the 2026 festival is expected to attract more than 30,000 visitors, sustain over 1,300 direct and indirect jobs, and create trading opportunities for 25 Johannesburg-based SMMEs through the Jazzy Joburg Market.
The Jazzy Joburg Market forms an integral part of the festival’s broader economic impact. Historically, the Joy of Jazz ecosystem has generated more than R34.5 million in direct spending, contributed approximately R86 million to the Gauteng economy and supported over 1,200 temporary and permanent jobs across its value chain. By supporting more than 25 SMMEs annually, the market further reinforces the festival’s contribution to entrepreneurship, tourism and local economic development.
Beyond the main festival programme, the Road to Joy of Jazz activations, taking place across the city from April to September 2026, continue to expand access to jazz, nurture new audiences and strengthen social cohesion through music, education and community engagement.
The 2026 programme features an impressive line-up of more than 40 local and international artists across four stages, further cementing Johannesburg’s reputation as a cultural capital where global talent and African creativity converge.
Speaking about the partnership, Johannesburg Tourism Executive Head: Destination Marketing and Events, Belu Mabandla, said:
“The Standard Bank Joy of Jazz Festival is more than a music event. It is a powerful tourism and economic catalyst that showcases Johannesburg’s cultural vibrancy to local and international audiences. Through our continued partnership, we are creating opportunities for small businesses, supporting job creation, attracting visitors and strengthening Johannesburg’s position as Africa’s leading lifestyle, entertainment and business destination.”
Mabandla added:
“The festival perfectly embodies what makes Joburg unique: world-class experiences, cultural diversity, creativity and innovation. We are particularly proud of the opportunities created through the Jazzy Joburg Market, which provides local entrepreneurs with direct access to new customers and markets while enriching the visitor experience.”
As South Africa celebrates Tourism Month, Joburg Tourism remains committed to leveraging major events such as Joy of Jazz to drive inclusive economic growth, increase visitor arrivals, extend visitor stays, and ensure that tourism benefits communities, creatives and businesses throughout Johannesburg.
For more information about Joburg Tourism and upcoming events, visit our website visit.joburg
