South African Tourism invites industry stakeholders to apply for Vakantiebeurs 2026 and the “Come Find Your Joy” North Europe Roadshow 2025

221 July 2025, Johannesburg: The South African Tourism North Europe Hub is pleased to announce an invitation for tourism stakeholders and trade partners to apply for participation in two flagship tourism promotion platforms, and be part of the South African Pavilion at Vakantiebeurs 2026 taking place from 07 to 11 January 2026 in Utrecht, Netherlands and the “Come Find Your Joy” North Europe roadshow which will be from 13 to 22 January 2026. Vakantiebeurs is the largest travel and tourism consumer show in the Netherlands, and attracts thousands of trade and travel consumers. South Africa’s presence at the show provides a vital and collaborative platform to showcase the country’s diverse tourism offerings, build strategic partnerships, and reinforce SA’s appeal as a must-visit destination for Dutch and wider European travellers while directly engaging with both consumers and the trade in this influential source market.

The “Come Find Your Joy” North Europe roadshow is geared towards providing market access for South Africa’s travel trade value chain to Dutch, Belgian and Swedish buyers. Trade in these countries are key partners that the hub works with as a way of bringing arrivals and assisting in the acquisition of new customers for the destination.

Between January to May 2025 arrival statistics recorded 88 996 arrivals from North Europe, reflecting a 4.1% increase in travellers from the region compared to the same period in 2024. The Netherlands, responsible for approximately 65% of the hub’s arrivals, notably is also one of two international markets that have tourists who visited all nine provinces of South Africa in 2024.The other market being the USA, which was the top overseas market for arrivals in 2024. The Netherlands remains South Africa's third largest international source market out of Europe, and fourth largest source market internationally, and facilitating market access and strategic engagements of this nature is pivotal to sustaining and growing tourism from both these countries.

“Travel trade fairs and roadshows are crucial marketing platforms for tour operators and agents as they facilitate networking, knowledge exchange, and market trend exploration which are essential for business growth and competitiveness. As such, platforms like Vakantiebeurs and the “Come Find Your Joy”North Europe roadshow remain relevant and provide unique benefits that support business growth, strategic marketing efforts and further assist us in growing tourism arrivals from key North European markets”, says Abby Jacobs, Acting Hub Head for North Europe at South African Tourism.

“We therefore invite South African tourism SMMEs, tour operators, DMOs, and experienced providers who are ready and eager to access the Dutch and Northern European market to apply to and be part of these initiatives” encourages Jacobs.

To book a space at Vakantiebeurs and apply to be part of the road show, tourism businesses must send an email to: abby@southafrica.net and applications close on Friday, 01 August 2025 at 17:00. Stakeholders are encouraged to book as soon as possible to ensure that they are guaranteed a space and are included in any pre-show marketing.

-ENDS –

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Issued by South African Tourism

For further information, contact:

Thandiwe Mathibela  

Tel: +2711 895 3177   

Email: mediaq@southafrica.net

Email: thandiwe@southafrica.net

Website: www.indaba-southafrica.co.za

Note to editors:

South African Tourism is the national tourism agency responsible for the marketing of South Africa as a preferred tourist destination, headed by Chief Executive Officer, Nombulelo Guliwe