Johannesburg’s spotlight at ITB Asia 2024 marks a significant moment for South African tourism as the Joburg Tourism Company (JTC) returns to the premier event, solidifying its role as Africa’s sole representative. The event at Singapore’s Marina Bay Sands, held from October 23 to 25, featured over 1,800 exhibitors and drew an impressive international crowd.
Khanyisa Ngewu, JTC’s Senior Manager for Destination Marketing and Events, expressed that the showcase allowed JTC to promote Johannesburg as a dynamic, year-round tourism destination.
“The three-day event offered a platform to explore collaborative marketing, foster travel opportunities to Johannesburg, and facilitate media profiling of the destination in the region,” she said.
Joburg Tourism’s active engagement at the event supports Johannesburg’s growing appeal in Asia, where tourism arrivals surged in 2024. Notably, Chinese arrivals increased by 82% in the first quarter alone, reflecting the strategic importance of the Asia-Pacific region for South African tourism.
“Promoting Johannesburg as a diverse destination that appeals to the growing Asia-Pacific market also signals our strategic intent in pursuing markets with the most potential,” Ngewu added.
ITB Asia, Asia’s leading business-to-business travel trade event, included Africa’s presence in its African Pavilion, where South Africa joined Angola, Tanzania, Kenya, and Zimbabwe, marking a notable 75% increase in African representation from the previous year.
The event, organised by Messe Berlin, fosters global connections and tourism development, underscoring Johannesburg’s potential to attract international travellers while boosting sustainable growth in South Africa’s tourism industry.
Image caption (L-R): Lumka Dlomo, JTC Destination Marketing Manager; Sameer Shah, Golden Tours President and CEO; Khanyisa Ngewu, JTC Destination Marketing and Events Senior Manager.
