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AAs the new year unfolds, South African Tourism's North Europe Hub kicks off the year with a burst of energy while showcasing at the Vakantiebeurs trade and consumer show in The Netherlands.

Taking place at Jaarbeurs in Utrecht, Vakantiebeurs is an annual travel event in the Netherlands and is a household name for more than 50 years, where trade in the travel industry is set in motion by creating special encounters between holidaymakers, locals, travel providers, travel professionals and destinations.

Abby Jacobs, the Acting Hub Head for North Europe (Netherlands, Belgium, and Sweden), emphasises the strategic importance of the Netherlands as a source market. Jacobs says, "South Africa's presence at Vakantiebeurs is a pivotal step in strengthening our ties with travelers from this region, as there is a constant need to remain top of mind in highlighting the country’s diverse offerings aligned to consumer needs and responsible tourism experiences. The Netherlands is South Africa’s fourth  largest international source market, reflecting a record number of arrivals between January to November 2023, at 117 948 travellers for this period. Impressively, this number is 90% of 2019 arrivals of the same period and a 48% increase by comparison to 2022”.  

The event kicked off on 10 January, with an exclusive trade day, which provided a platform for business-to-business engagements. Esteemed buyers got the opportunity to meet with exhibitors, fostering valuable partnerships and collaborations within the travel industry. This day sets the stage for meaningful interactions that contribute to the growth and development of the tourism sector.

From today, until the 14th of January, Vakantiebeurs opens its doors to the general public, allowing exhibitors, including South African Tourism, to engage directly with consumers. This unique opportunity enables travelers to explore the wonders of South Africa firsthand, gaining insights into the rich tapestry of experiences that the country has to offer.


South Africa focused Pavillion

A standout feature of South African Tourism’s participation at Vakantiebeurs is a South African pavilion incorporating the presentation of ten South African product and provincial representation, including Wesgro, Tourism KwaZulu-Natal, Cape Saint Francis Resort, Tsitsikamma Village Inn, Under African Skies, Rhulani Safari Lodge, Garden Route Collection, Peermont Hotels and Resorts, Ghost Mountain Inn and Sala Beach House.

Following South Africa’s presence at Vakantiebeurs, North Europe Hub joined by various South African products, will embark on a dynamic road show which will run from 16 to 23 January, covering four different cities across The Netherlands and Belgium. This road show is a unique opportunity for SA Tourism and SA product owners to conduct business to business engagements and deepen the destination connection with Africa specialist tour operators and travel agents in the two countries.

The road show will feature a contingent of 24 South African products, showcasing the richness and diversity of our tourism offerings including ten Small, Medium, and Micro-sized Enterprises (SMMEs) who will be bringing a touch of authentic, community-driven experiences to the forefront.








Issued by South African Tourism


For further information, contact:

Thandiwe Mathibela  

Tel: +2711 895 3177  





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South African Tourism is the national tourism marketing agency responsible for the promotion of South Africa as a preferred destination for business and leisure. With a focus on showcasing the country's natural beauty, cultural richness, and diverse experiences, South African Tourism is committed to inspiring travelers to explore the vibrant landscapes of South Africa.

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