The Joburg Tourism Company has reinforced Johannesburg’s position as a leading global tourism destination following a successful participation at the 2026 World Travel Market (WTM) London, one of the world’s premier travel trade exhibitions.
Representing Joburg Tourism at the event were Executive Head of Destination Marketing & Events, Belu Mabandla, and Marketing Manager, Lumka Dlomo, who engaged with key international tourism stakeholders, media and trade partners over the three-day exhibition.
A key outcome was a strategic engagement with a Brazilian Destination Management Company to explore potential collaborative opportunities between Johannesburg and São Paulo, leveraging the growing connectivity and opportunities presented by direct air services between the two cities.
The Joburg Tourism team also participated in a media interview with Breaking Travel News, where Mabandla highlighted Johannesburg’s resilience, adaptability and global appeal amidst prevailing global economic challenges and geopolitical uncertainties.
Throughout WTM, the team held a series of productive travel trade meetings aimed at increasing the packaging and promotion of Johannesburg experiences across key international markets.
In addition, the delegation attended several high-level industry sessions covering:
- The impact of emerging global travel trends;
- The continued strength of the UK outbound travel market; and
- New approaches to sustainability within the tourism sector.
Commenting on the participation, Mabandla said:
“World Travel Market London remains an important platform for strengthening our international partnerships, engaging with influential travel trade stakeholders and sharing Johannesburg’s compelling destination story. The engagements secured during WTM will support our ongoing efforts to grow visitor numbers, attract investment and showcase Johannesburg as Africa’s leading urban tourism destination.”
The successful participation forms part of Joburg Tourism’s continued commitment to driving destination growth, building strategic global relationships and positioning Johannesburg as a dynamic gateway to Africa.
