Published on
January 17, 2026
South African Tourism has strengthened its relationship with the Dutch travel market after participating in the 2026 Vakantiebeurs in Utrecht. With the momentum from this event, the tourism board will begin a roadshow covering seven cities in the Netherlands and Belgium.
South Africa’s Roadshow: Connecting With Key Travel Markets
South African Tourism has wrapped up its participation at the highly anticipated Vakantiebeurs 2026 in Utrecht, where it effectively showcased South Africa’s diverse travel offerings. The trade show, known for attracting thousands of travel professionals and consumers, provided the perfect platform for South Africa to engage with the Dutch market.
As a result of this success, South African Tourism is now taking its marketing efforts to the next level with a multi-city roadshow across the Netherlands and Belgium. Running from 13-21 January 2026, the roadshow is designed to strengthen partnerships with travel agents, tour operators, and media in these two key European markets.
The “Come Find Your Joy” North Europe Roadshow
This year’s roadshow is being held under the banner of “Come Find Your Joy,” a marketing initiative focused on promoting the vibrant and diverse travel experiences that South Africa offers. The roadshow will take place across seven cities, providing a unique opportunity for South African tourism businesses to meet face-to-face with trade partners and media from the region. These direct interactions will help foster stronger relationships, encourage sales conversions, and increase visibility for South African tourism products.
The participating companies, including destination management companies, provincial tourism authorities, and experience-driven product owners, are showcasing a broad range of offerings. These include everything from cultural journeys and wildlife safaris to adventure tourism and immersive community experiences. The roadshow will spotlight South Africa as a destination that offers world-class attractions, including breathtaking landscapes and unforgettable wildlife encounters.
Expanding Market Access and Building Relationships
The primary goal of the 7-city roadshow is to strengthen South Africa’s presence in the competitive European travel market. By connecting with key partners and stakeholders, South African Tourism hopes to build long-term relationships that will help increase travel demand to the country. Through the roadshow, the tourism board aims to increase awareness of South Africa’s diverse offerings and ensure that the country remains a top-of-mind destination for European travellers.
For businesses in the travel sector, this roadshow is an excellent opportunity to forge new partnerships and negotiate business deals with key industry players. The B2B engagements will focus on growing the number of visitors from the Netherlands and Belgium, two important source markets for South African tourism.
What Travellers Can Expect
For potential visitors, the roadshow provides a comprehensive guide to South Africa’s top travel experiences. Whether you’re looking for thrilling safaris in the Kruger National Park, exploring Cape Town’s iconic Table Mountain, or immersing yourself in the rich cultural heritage of South Africa’s vibrant communities, the country offers something for every type of traveller.
In addition to showcasing its diverse tourism experiences, South African Tourism is emphasizing the warmth and hospitality that the country is known for. Visitors can expect a welcoming atmosphere and a strong commitment to sustainable travel and local community engagement.
Growing South Africa’s European Market Share
The roadshow is part of South African Tourism’s broader strategy to grow arrivals from key European markets. The Netherlands and Belgium, with their strong tourism ties to South Africa, are critical to the country’s long-term growth goals. Through initiatives like the “Come Find Your Joy” roadshow, South African Tourism is working hard to maintain its position as a leading travel destination for European travellers.
The show’s emphasis on providing high-quality networking opportunities is designed to create lasting business relationships with partners who can drive future tourism growth. The roadshow’s focus on showcasing South Africa’s diverse offerings to a select audience ensures that the country remains an attractive option for European travellers seeking new experiences.
A New Chapter for South African Tourism
Following a successful Vakantiebeurs 2026, South African Tourism is poised to continue its efforts to expand market access in Europe. The roadshow will serve as a critical platform for South Africa to reaffirm its position as a premium destination offering unique and unforgettable travel experiences.
By deepening relationships with key partners in the Netherlands and Belgium, South African Tourism aims to boost its visibility and appeal, ensuring that South Africa remains at the forefront of European travellers’ minds.
Conclusion: South Africa’s Global Strategy
The Come Find Your Joy roadshow is a vital component of South African Tourism’s plan to reach new audiences and build travel confidence from important overseas markets. With travel trade partners and showcasing the country’s offerings, South African Tourism is strategically positioning South Africa for success in Europe.
