Johannesburg Tourism is entering the extended summer season (September 2025 to February 2026) with strong momentum and renewed confidence, following a highly successful run of lifestyle events and strategic marketing efforts that have reinforced Joburg’s status as both a business hub and a leisure destination.
Building on the achievement of 4.29 million arrivals/visitors and R69 billion in total tourism spend in 2024, Joburg Tourism is gearing up for a year defined by growth, innovation and wider opportunities for visitors and local communities.
A vibrant lineup of lifestyle events has set the pace. The family-focused Galaxy 947 Joburg Day hosted more than 15 000 people at Crocodile Creek Polo Club, showcasing Joburg’s energetic entertainment scene. The Basha Uhuru Sound of Freedom Music Concert drew 2 017 festivalgoers to Constitution Hill, reaffirming the city’s cultural influence.
The momentum carried through to the DStv Delicious International Food and Music Festival, where 29 025 guests enjoyed world-class performances and gourmet food at the Kyalami Grand Prix Circuit. The Standard Bank Joy of Jazz Festival attracted more than 27 000 jazz lovers to Sandton, offering opportunities for artists and local entrepreneurs.
Upcoming collaborations include the Betway Summer Cup at Turffontein on 29 November and the Makhelwane Festival in Soweto from 12–14 December, expected to draw 12 000 and 2 500 attendees respectively.
“These lifestyle events have shown the tremendous power of tourism to stimulate jobs, uplift communities and build Johannesburg’s global identity,” says Nandipha Zonela, Chairperson of the Joburg Tourism Board. “The city’s bold and creative spirit was felt at every festival, setting the tone for an exciting year ahead.”
The launch of Joburg Tourism’s new destination brand identity — with its call to “Visit, Work, Play” — has been warmly received and captures the city’s resilience, creativity and long-term tourism ambitions. Joburg’s ICCA Africa ranking at number five in 2024 is expected to strengthen, with eight new MICE bids secured and an estimated economic impact of R452.3 million between 2025 and 2030.
Tourism skills development is also advancing, with 300 youth enrolled in the Tourism Ambassador Programme through the EPWP from September 2025 to February 2026. The City is further developing its first Tourism Master Plan to diversify its tourism offering.
“Adding global significance to this season, Johannesburg is hosting the G20 Summit this week. The event highlights our world-class infrastructure, hospitality and cultural richness,” says Zonela.
With strong achievements behind it and a clear vision ahead, Joburg Tourism is well placed to build on its momentum and continue driving growth that inspires and uplifts the city.
Written by Sascha-Lee Joseph