The Joburg Tourism Company (JTC) made its second showcase at ITB Asia, an annualglobal meeting hub for travel professionals across the value chain, following a successful debut at last year’s event and as the only participant from Africa.
Hosted at Marina Bay Sands, Singapore, from 23 to 25 October, ITB Asia 2024 brought together over 1 800 exhibitors, 1 300 travel agents and tour operators, and over 85 tourism organisations and convention bureaus.
Now in its 17th year, the event recorded more than 13 000 attendees from buyers, corporate travel and MICE (meetings, incentives, conferences, and exhibitions) to technology-enabled travel products and solutions.
“Promoting Johannesburg as a vibrant, all-year-round tourism and lifestyle destination was the focus of Joburg Tourism’s participation,” said Khanyisa Ngewu, JTC Destination Marketing and Events Senior Manager. “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.”
JTC’s participation aligns with its mandate to promote Johannesburg’s diverse offering. Asia remains a critical growth market for Johannesburg, with South African Tourism figures showing a 25.4% increase in arrivals from Asia in 2024. Notably, visitor numbers from Chinato South Africa surged by 82% in the first quarter.
“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. AsJohannesburg continues to build recognition in the region, Joburg Tourism’s participation at ITB Asia has been invaluable in strengthening ties, creating brand awareness, and positioning the destination for continued growth in tourism,” said Ngewu.
Joburg Tourism’s presence at ITB Asia reinforces its role as a dynamic player in the global travel industry, supporting sustainable economic development through tourism.
ITB Asia’s African Pavilion showcased hotel groups, game reserves, tour operators and transport services from South Africa, Angola, Tanzania, Kenya and Zimbabwe – constituting a 75% growth in African representation compared to the last edition.
28/10/2024
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