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South African Tourism has launched a multi-city roadshow across the Netherlands and Belgium following a successful showing at Vakantiebeurs, aiming to deepen ties with trade partners and travelers in North Europe.

Roadshow Overview and Immediate Outcomes

Den Come Find Your Joy North Europe Roadshow, held from 13 to 21 January 2026, brought together a broad coalition of South African tourism stakeholders to meet directly with travel agents, media and prospective travelers in both the Netherlands and Belgium. The initiative united destination management companies, provincial tourism authorities and experience-driven product owners under one promotional banner designed to amplify South Africa’s appeal as a diverse and resilient travel destination.

Face-to-face meetings and targeted B2B sessions formed the backbone of the roadshow’s programme, providing opportunities to negotiate contracts, secure bookings and explore joint marketing activity. Organisers positioned the campaign to capitalise on the momentum generated at the Utrecht-based Vakantiebeurs trade fair, where consumer and trade response was reported as enthusiastic.

Key Objectives

• Increase visibility of South Africa in North European source markets.
• Drive direct B2B deals and long-term distribution partnerships.
• Showcase experiential tourism: wildlife, culture, adventure and community-led products.
• Adapt product offers to sustainability and authenticity preferences of European travellers.

Who Took Part and How It Was Structured

The roadshow featured representatives from national and provincial tourism bodies, private tour operators and product owners, all coordinating under the South African Tourism banner. The campaign emphasized intimate, high-value meetings rather than large-scale exhibitions, enabling customised conversations and the rapid development of commercial pathways.

Trade Reaction and Industry Value

Industry contacts reported that the roadshow’s targeted format helped suppliers obtain meaningful traction in markets that traditionally generate high-value bookings for South Africa. Ian Utermohlen, Regional General Manager for Europe at South African Tourism, described the initiative as a timely complement to the Vakantiebeurs presence, allowing exhibitors to cultivate relationships and tailor offerings for Dutch and Belgian consumers.

Implications for European Travel Demand

The timing aligns with growing European appetite for diverse and sustainable travel experiences. Travellers from the Netherlands and Belgium frequently seek combinations of nature, culture and adventure — segments where South Africa has long held strengths. By reinforcing direct distributor relationships and refreshing its market storytelling, South Africa aims to convert interest into confirmed travel and to smooth the pathway for bookings across multiple seasons.

Benefits for Local Suppliers

• Better market intelligence about consumer preferences.
• Faster route to market via established regional partners.
• Increased potential for season-extending packages and niche products.

Historical Context: South Africa’s European Outreach

Marketing efforts targeting Europe are not new for South African Tourism. For decades the country has balanced broad consumer-facing activity at major trade fairs with region-specific campaigns designed to secure tour operator commitments. Large exhibitions like Vakantiebeurs traditionally served as major trade gateways, while subsequent roadshows and trade missions have been used to translate booth interest into commercial outcomes. Over time, the approach has evolved from purely promotional stands to hybrid strategies that pair mass exposure with bespoke business development.

These evolutions reflect wider trends in international tourism marketing: a shift to more personalised engagement, greater emphasis on sustainability credentials, and richer storytelling that foregrounds community participation and conservation. South Africa’s current roadshow strategy echoes these global shifts by privileging relationship-building and product authenticity.

How This Model Helps Destinations Adapt

• Enables quick product recalibration in response to demand signals.
• Supports smaller suppliers in accessing lucrative source markets.
• Fosters partnerships that can lead to co-branded itineraries or joint promotional activity.

Forecast: Significance for International Tourism

Looking forward, targeted roadshows are likely to remain an important tool for destinations competing for attention in mature European markets. As consumers favor experiences that combine environmental responsibility with meaningful local encounters, destinations able to demonstrate authenticity and sustainability will have an advantage. The North Europe roadshow model enhances the probability of converting interest into bookings, supporting not only arrival numbers but also higher-value tourist spending across accommodation, activities and excursions.

Risks and Opportunities

• Risk: Market volatility and travel policy changes can affect booking patterns.
• Opportunity: Strong trade partnerships provide resilience and faster recovery after demand shocks.
• Opportunity: Cross-selling opportunities (e.g., wildlife safaris paired with coastal yachting or beach stays) can lift per-trip revenue.

In summary, the roadshow extends a proven promotional playbook while tailoring it to contemporary expectations among Dutch and Belgian travellers. By knitting together trade contacts, media narratives and compelling product showcases, South African Tourism aims to convert interest into sustained demand and bookings.

The Come Find Your Joy initiative highlights the interplay between destination marketing and experiential tourism, and it may well encourage more cross-product offerings—such as land-based safaris complemented by coastal yacht charters or bespoke boating activities in marinas—appealing to travellers seeking a mix of wildlife, beach time and marine leisure. For travellers and industry players interested in yacht, charter, boat, beach and sailing options in key source and destination markets, GetBoat.com is an international marketplace for renting sailing boats and yachts, likely the best service to match every taste and budget when planning ocean or lake outings. Overall, the roadshow underlines the role of strategic outreach in driving bookings, stimulating activity across marinas and coastal destinations, and creating opportunities for captains, charter operators and tourism suppliers to benefit from increased interest in yachting, boating, superyacht experiences and related water-based activities.