March 23, 2006
By Anish Abraham
MUCH work has already been done by the Johannesburg Tourism Company to turn the city into a world-famous business and leisure tourism destination, and in 2006, prospects have never looked better.
"We have recently been given a mandate by the Johannesburg City council to add leisure tourism to our commitment to boosting business tourism to Destination Johannesburg," said the company's chief executive, Eddy Khosa. "We are putting into place a dynamic new marketing strategy this year."
Part of the new strategy is to increase the involvement of local communities in the tourism industry. The company already has secured the support of eight regional tourism associations, mostly locally owned and based.
Vital to luring foreign tourists to the city of gold is perhaps one of the most internationally recognisable symbols of South Africa's struggle against the injustices of apartheid – the sprawling township of Soweto.
Vital to luring foreign tourists to the city of gold is the sprawling township of Soweto
(Photo: Solly van Staden)
And Khosa is delighted with the opening of the Soweto Tourism Information Centre. It will prove vital in building tourism in the township further. Soweto is already the township most visited by foreign tourists.
The company's marketing plans also target an increase in domestic tourism in the township. This will be achieved through extensive marketing of tourist destinations, bed and breakfasts, other facilities and tourist-related activities in Soweto, Alexandra and other townships.
The Johannesburg Tourism Company, a section 21 company, was originally formed in 2003 to promote the city as a highly competitive and vibrant business tourism destination, attracting high-level meetings, conferences and exhibitions. It is run by a private sector management board, with financial support from the City.
The Johannesburg inner city also stands to benefit from the company's expanded mandate, with a Tourism Information Centre expected to be opened at Park Station.
"Central to the marketing strategy is the inner city, which has undergone dramatic rejuvenation in the past 10 years in its cultural and night life and is attracting increasing numbers of business and leisure tourists, both foreign and local," Khosa explained.
Business tourism
The company also maintains regular contact with international conference and exhibition organisations through meetings and other events, which are vital for exposing Johannesburg as a viable destination.
"A major part of our responsibilities in terms of our mandate is to identify opportunities for bringing major international events to our city. We form partnerships with local organisations when they prepare bid documents and, if a bid is successful, we provide logistic support to conference organisers," said Khosa.
He believes these relationships have been crucial in securing events for the city, with 61 percent of all incoming conferences held in Gauteng and the Johannesburg metropolitan area.
The company boasts a list of international and local conferences that have booked venues in Johannesburg, until 2010 and beyond, with the Junior Delphic Games in 2007 being a major one.
However, there have also been some disappointments, such as losing the bid to host the 2010 Gay Games to the German city of Cologne. But Khosa said that the impressive bid document and professional presentation had left a lasting impression of the city's image on the world stage.
Permission to use web site material
Publishers may use material from this site free of charge, as long as:
- Credit is given to either the "City of Johannesburg website
(www.joburg.org.za)" or to "Johannesburg News Agency
(www.joburg.org.za)";
- If the article is used online, a link is provided to the original
article on this website;
- The name of the article's author is acknowledged;
-
The webmaster is informed of how and where the material is used (fill
in this brief online form).
Johannesburg News Agency is operated by BIG Media at 011-484-1400 |
