SA Tourism has concluded its participation at Vakantiebeurs 2026 in Utrecht and has begun a seven-city roadshow across the Netherlands and Belgium to extend engagement with the trade and media in the region.
The Come Find Your Joy North Europe Roadshow, from January 13-21, is parts of SA Tourisms broader European market strategy to grow arrivals, stimulate demand and build long-term travel confidence.
Vakantiebeurs has once again proven to be a prime platform for amplifying South Africas tourism potential. We are excited to carry this momentum into the roadshow where our exhibitors will have the opportunity to engage more intimately with travel agents and tour operators across North Europe, said Ian Utermohlen , SA Tourism Regional General Manager for Europe. The goal is to ensure that South African products remain top of mind and accessible to our key source markets.
