Choose your country and language:


  • Global
  • Angola
  • Botswana
  • Congo Democratic Republic
  • Ethiopia
  • Ghana
  • Kenya
  • Malawi
  • Mozambique
  • Namibia
  • Nigeria
  • South Africa
  • Tanzania
  • Uganda
  • Zambia
  • Zimbabwe
  • Shot Left


  • USA
  • Argentina
  • Brazil

Asia Pacific

  • China
  • India
  • Japan
  • South Korea
  • Australia


  • France
  • Germany
  • Italy
  • Netherlands
  • United Kingdom

SSouth African Tourism’s North Europe Hub has successfully concluded a dynamic two-week showcase, leaving a lasting impact on industry partners in The Netherlands and Belgium.


The journey kicked off with a prominent presence at Vakantiebeurs, a leading trade and consumer show. Taking place at Jaarbeurs in Utrecht from 10-14 January, the event provided an ideal platform to exhibit the diverse and vibrant offerings of South Africa.


Following the success at Vakantiebeurs, the North Europe Hub extended its reach with an additional four days dedicated to a comprehensive roadshow. The roadshow spanned four cities across The Netherlands and Belgium, offering a unique opportunity for SA Tourism and South African product owners to engage in business-to-business interactions with Africa specialist tour operators and travel agents.


The roadshow featured 23 South African products, each engaging one-on-one with Dutch and Belgian trade partners while presenting unique itineraries and exciting new products awaiting travellers in South Africa. The cohort of South African trade and businesses present on the roadshow consisted of ten SMMEs, seven of which were supported by the Department of Tourism’s tourism incentive program, three provinces, and a variety of accommodation, adventure and niche experiences relevant to North European market needs. Both emerging as well as established DMCs were also part of the product mix that was showcased to the North European travel trade over the two weeks.


The face-to-face engagements proved invaluable for both Dutch and Belgian trade partners as well as South African product owners. The direct interaction provided insights into the preferences and expectations of Dutch travellers, fostering a deeper understanding on both sides. South African Tourism is proud to facilitate such quality engagements, anticipating positive outcomes and a solid return on investment as a result of these interactions.


Abby Jacobs, the Acting Hub Head for North Europe, overseeing the Netherlands, Belgium, and Sweden said “The strategic decision to spend extended time in both The Netherlands and Belgium reflects our commitment to cultivating strong relationships and further promoting South Africa as a preferred destination. I am delighted with the positive reception our roadshow received. The engagement between South African businesses and Africa specialist tour operators and travel agents was truly encouraging. Roadshows like these play a crucial role in establishing a personal connection, offering a unique opportunity to build lasting business relationships for South African and Dutch partners alike. They allow for face-to-face interactions and this personal touch is instrumental in conveying the essence and allure of South Africa as a destination." Jacobs concludes.


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.





Issued by South African Tourism


For further information, contact:

Thandiwe Mathibela

Tel: +2711 895 3177 




Note to editors

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.


South Africa on social media

Copyright © 2024 South African Tourism
|Terms and conditions|Disclaimer|Privacy policy