The North Europe Hub of South African Tourism has successfully concluded an engaging two-week showcase, leaving a lasting impression on industry partners in The Netherlands and Belgium.
The journey commenced with a prominent presence at Vakantiebeurs, a leading trade and consumer show held at Jaarbeurs in Utrecht from 10-14 January. This event provided an ideal platform to showcase the diverse and vibrant offerings of South Africa.
Building on the success at Vakantiebeurs, the North Europe Hub extended its reach with an additional four days dedicated to a comprehensive roadshow. Spanning four cities across The Netherlands and Belgium, the roadshow offered 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, with each engaging one-on-one with Dutch and Belgian trade partners, presenting unique itineraries and exciting new products awaiting travelers in South Africa. The cohort of South African trade and businesses included ten SMMEs, seven of which were supported by the Department of Tourism’s tourism incentive program. Additionally, three provinces and a variety of accommodation, adventure, and niche experiences relevant to North European market needs were represented. Both emerging and established DMCs were part of the product mix showcased to the North European travel trade over the two weeks.
The in-person interactions proved to be of immense value for both trade partners from the Netherlands and Belgium, as well as for South African product owners. The direct interaction provided insights into the preferences and expectations of Dutch travelers, 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, expressed satisfaction with the positive reception of the roadshow. Jacobs highlighted the strategic decision to spend extended time in both The Netherlands and Belgium, reflecting a commitment to cultivating strong relationships and promoting South Africa as a preferred destination. She emphasized the crucial role roadshows play in establishing personal connections and building lasting business relationships for South African and Dutch partners alike. Jacobs concluded by stating that such engagements are instrumental in conveying the essence and allure of South Africa as a destination.
The Netherlands remains South Africa’s third-largest international source market out of Europe and fourth-largest source market globally. Facilitating market access and strategic engagements of this nature is pivotal to sustaining and growing tourism from both these countries.
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