South Africa Launches Multi-City North Europe Roadshow After Successful Vakantiebeurs Showcase
South African Tourism is accelerating its efforts in the European market following a strong showing at the 2026 Vakantiebeurs trade fair in Utrecht, the Netherlands. The just-concluded event saw an enthusiastic response from both consumers and the travel trade, reaffirming the appeal of South Africa’s diverse travel experiences. Building on this momentum, South African Tourism has now kicked off a seven-city roadshow across the Netherlands and Belgium, designed to expand opportunities for South African tourism businesses and unlock new channels for growth in North Europe.
The Come Find Your Joy North Europe Roadshow, running from 13 to 21 January 2026, unites a dynamic mix of South African tourism businesses, destination management companies, provincial tourism authorities, and experience-focused product owners. This collective is engaging directly with influential trade partners, the media, and potential travelers in both countries. The initiative is crafted to deepen market penetration and showcase South Africa’s compelling value proposition—a destination celebrated for its immersive cultural experiences, dramatic natural scenery, adventure opportunities, world-class wildlife, and authentic community-driven tourism.
By facilitating face-to-face networking and B2B discussions, the roadshow provides a powerful platform for stakeholders to forge partnerships, negotiate new business deals, and innovate in how South Africa is positioned and sold within the Dutch and Belgian markets. The approach is timely, as European travelers continue to seek out destinations offering rich diversity, sustainability, and meaningful connections—areas where South Africa excels.
Ian Utermohlen, Regional General Manager for Europe at South African Tourism, noted that Vakantiebeurs remains an essential gateway for promoting South Africa’s tourism potential. He emphasized that the expanded roadshow will allow South African exhibitors to build deeper relationships with trade professionals across North Europe, ensuring that the country’s travel products stay prominent and accessible in these vital source markets. The roadshow’s structure—centered around targeted B2B engagements—offers participants a tangible boost in visibility, sales opportunities, and the chance to develop long-term partnerships with leading regional players.
This initiative arrives at a strategic moment, as South African Tourism intensifies its focus on attracting visitors from Europe, a market that has historically contributed significantly to arrivals and tourism revenue. The Come Find Your Joy Roadshow is a cornerstone of the organisation’s global strategy, aimed at driving demand, stimulating bookings, and building lasting traveler confidence. By connecting directly with the Dutch and Belgian trade, South Africa’s tourism sector is better positioned to respond to evolving market trends and tailor its offerings to the preferences of European clients.
For stakeholders across Africa’s tourism landscape, this campaign highlights the importance of sustained engagement with high-value international markets and the need for creative, partnership-driven approaches to destination marketing. The combination of large-scale events like Vakantiebeurs and targeted roadshows enables South African suppliers to adapt quickly to shifting market dynamics, maintain a strong brand presence, and foster relationships that translate into real business growth.
As African tourism professionals look to the future, the success of South Africa’s North Europe roadshow model offers valuable lessons in collaboration, adaptability, and the ongoing pursuit of excellence in a highly competitive global marketplace. The coming years will likely see even greater emphasis on strategic international outreach—an approach that promises continued growth and resilience for the continent’s tourism sector.
