At the ITB Berlin 2025, Lumka Dlomo, Destination Marketing Manager of the Johannesburg Tourism Company (JTC), shared insights into the city’s strategic initiatives to bolster tourism for the 2025-2026 seasons. Representing Johannesburg, South Africa’s vibrant metropolis, Dlomo emphasised the city’s commitment to enhancing its appeal to both international and domestic travellers.
Engaging the European Market at ITB Berlin
Dlomo highlighted the significance of ITB Berlin as a premier platform for engaging with the European market. She noted that the first day was filled with appointments, setting a positive tone for the meetings ahead. “ITB is one of the key shows in the European markets, attracting a substantial number of visitors,” she remarked, underscoring the event’s role in connecting with potential partners and travelers.
Marketing Strategies for 2025-2026
Addressing the marketing strategies for the upcoming tourism seasons, Dlomo introduced the “Welcome to Joburg” campaign. This initiative focuses on showcasing Johannesburg’s diverse attractions and the warmth of its residents. “The campaign emphasizes the attractions in Johannesburg, inviting visitors to experience the city while highlighting the hospitality of our local people,” she explained.
To maximize tourist inflow, the JTC is engaging in Memorandums of Understanding (MOUs) and joint marketing ventures with tour operators and airlines. These collaborations aim to create comprehensive packages that cater to various traveler interests, ensuring a seamless and enriching experience in Johannesburg.
Identifying Top Source Markets
When discussing key source markets, Dlomo identified Europe as Johannesburg’s top contributor, followed by the United States and South America. Additionally, the city attracts a significant number of tourists from West Africa. European tourists, in particular, are noted for their substantial spending and interest in outdoor activities, cultural heritage, and the city’s diverse offerings.
Promoting Specific Regions and Attractions
Dlomo emphasized the importance of promoting regions that resonate with tourists’ interests. She highlighted Johannesburg’s favorable climate, rich cultural heritage, and the ease of connectivity through O.R. Tambo International Airport as key selling points. The city’s sunny seasons and vibrant cultural scene make it an attractive destination for travelers seeking both relaxation and adventure.
Positioning Johannesburg as a MICE Destination
The Johannesburg Tourism Company is actively positioning the city as a prime destination for Meetings, Incentives, Conferences, and Exhibitions (MICE). Through its convention bureau, the JTC bids for events and conferences to be hosted in Johannesburg. “Our key strategy is to promote Johannesburg as a business tourism destination,” Dlomo stated, emphasizing the role of efficient transport infrastructure in supporting this initiative.
Future Plans and Global Engagement
Looking ahead, the JTC plans to maintain a robust presence at major tourism industry events. “We are promoting Johannesburg by attending WTM London, ITB, and other significant shows in the tourism industry,” Dlomo shared. Additionally, the city aims to host events, festivals, concerts, and outdoor activities to attract a diverse array of visitors, showcasing Johannesburg’s dynamic and multifaceted appeal.
ITB Berlin 2025: A Premier Global Tourism Event
ITB Berlin 2025 reaffirmed its status as the world’s leading travel trade show, attracting 100,000 attendees over three days, with 87% being international participants. The event featured 5,800 exhibitors from over 170 countries, reflecting its global significance in the tourism industry. The convention’s motto, “The Power of Transition Lives Here,” encapsulated the industry’s focus on sustainability and technological innovation.
Johannesburg Tourism Company: Championing the City’s Appeal
The Johannesburg Tourism Company operates as a Destination Management Organisation (DMO), facilitating partnerships with various stakeholders to achieve a unified vision for the city’s tourism sector. The JTC is dedicated to promoting Johannesburg as a business, lifestyle, sport, and leisure destination, both locally and internationally. Its operations include running a Convention Bureau, a Visitor Services Bureau, and coordinating city-wide tourism marketing programs, information gathering, and analysis.
Through strategic marketing, international collaborations, and a focus on diverse tourist experiences, Johannesburg aims to solidify its position as a premier global destination in the coming years.
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The post Johannesburg Sets Its Sights on Global Tourism Boom: Lumka Dlomo Unveils 2025-26 Strategy at ITB Berlin appeared first on Travel And Tour World.
