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In its ongoing efforts to position Johannesburg as a premier business, tourism, and lifestyle destination, Joburg Tourism Company successfully participated in the annual ITB Berlin 2025 trade show, held from 4 – 6 March in Germany. Joburg Tourism exhibited as part of the South African Tourism pavilion, leveraging this globally recognised platform to drive destination marketing initiatives and stimulate economic growth.
“We continuously work on strengthening Joburg’s global footprint,” said Nandipha Zonela, Chairperson of Joburg Tourism’s Board of Directors. “ITB Berlin was an excellent platform for Joburg Tourism to connect with international trade partners, strengthen Joburg’s visibility and reinforce its readiness to welcome global visitors throughout the year. As Johannesburg prepares to host key G20 meetings, we are confident in the city’s ability to deliver world-class experiences for international delegates and tourists alike.”
ITB Berlin is one of the world’s leading travel trade exhibitions, attracting key players in the global tourism industry. Joburg Tourism’s participation aligned with its mandate to promote the city’s diverse tourism offerings, create business linkages and strengthen its international presence. The German market, being the fourth-largest source market for South Africa, presents significant opportunities for Johannesburg to attract both business and leisure travellers.
The Joburg Tourism delegation at ITB Berlin 2025 was led by Zonela, accompanied by
Executive Head: Destination Marketing and Events, Belu Mabandla, and Manager: Tourism
Marketing, Lumka Dlomo, all of whom played key roles in positioning Johannesburg.
Zonela described the three-day trade show as a resounding success, stating: “Participation in
ITB Berlin served as a catalytic platform for boosting business confidence in Johannesburg’s
tourism sector and expanding its international market share.”
In addition to engaging with trade partners, the delegation attended various informative sessions to learn and benchmark international best practices, including steering tourism in challenging times; blending culture, engagement, and sustainability in tourism; travel research on what influences travellers when choosing a destination; frontline actions and challenges; and inclusive tourism for everyone’s benefit. The team also attended a special session by UN Tourism on breaking barriers – pathways to inclusive employment and accessible tourism.
Further strengthening Joburg’s international relations, the Chairperson and the Executive Head: Destination Marketing and Events met with South African Ambassador to Germany, His Excellency Stone Sizani, to discuss strategic collaborations and opportunities for increasing Johannesburg’s appeal in the German market.
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