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Johannesburg Tourism Company (Joburg Tourism) is proud to announce its collaboration in supporting the 2024 Music and Lifestyle Expo, scheduled to take place at the prestigious Sandton Convention Centre on 15–16 November. Now in its third edition, the expo has become a landmark event, attracting visitors from across South Africa and beyond, as it celebrates a dynamic mix of music, trade, gastronomy and entertainment.
This year’s expo is set to draw approximately 4,000 attendees, bringing together local and international artists, lifestyle brands and business opportunities under one roof. Featured performances will include celebrated South African musicians like Sjava, Mandisi Dyantyis, and Zama Jobe, alongside international icons such as Malian singer-songwriter Salif Keita, known as the “Golden Voice of Africa,” and Tortured Soul from Brooklyn, United States. Together, these performances are poised to elevate Johannesburg as a premier destination for world-class entertainment and cultural experiences.
Through its support, Joburg Tourism is fulfilling its central mandate to position Johannesburg as a top business and lifestyle tourist destination. By backing the Music and Lifestyle Expo, Joburg Tourism aligns with its strategic objectives of boosting tourism, enhancing the destination’s competitiveness and driving economic growth.
“The Music and Lifestyle Expo is an exciting opportunity to showcase Johannesburg’s unique appeal as a vibrant, diverse destination for both leisure and business travellers,” says Thandubuhle Mgudlwa, Joburg Tourism Chief Executive Officer. “Joburg Tourism’s partnership with this event supports our broader vision of reinforcing destination Joburg’s image as Africa’s leading business and lifestyle hub. By supporting events that draw large audiences, we not only highlight Joburg’s tourist attractions but also drive meaningful economic contributions to the local economy.”
Key benefits of the Music and Lifestyle Expo include market access for over 68 SMMEs, brand exposure and a boost to the local economy through visitor spending and extended stays. Additionally, Joburg Tourism’s involvement helps fulfil specific goals such as increasing visitor numbers and supporting emerging and signature events throughout the year.
The Music and Lifestyle Expo also serves as a platform for social cohesion and cultural exchange, drawing in visitors from Limpopo, North-West, KwaZulu-Natal and beyond. This influx of tourists will further highlight Johannesburg’s vibrant second economy, where small businesses thrive and contribute to the city’s growth.
“This partnership is a powerful testament to Joburg Tourism’s commitment to sustaining economic growth and ensuring that Joburg remains a competitive and desirable destination for all,” Mgudlwa ends.
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