≡-South Africa Set to Shine at Vakantiebeurs 2026 and “Come Find Your Joy” Roadshow with Powerful Tourism Campaigns Across North Europe – Viral of Today

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Home » SOUTH AFRICA TRAVEL NEWS » South Africa Set to Shine at Vakantiebeurs 2026 and “Come Find Your Joy” Roadshow with Powerful Tourism Campaigns Across North Europe Monday, July 21, 2025South African Tourism North Europe Hub Two Tourism Promotion Platforms early 2026 The South African Tourism North Europe Hub invites trade partners and tourism stakeholders to apply for participation in two major tourism promotion platforms in early 2026. Events include the prestigious Vakantiebeurs 2026 (7 – 11 January 2026), in the Netherlands at Utrecht and the “Come Find Your Joy” North Europe roadshow (13 – 22 January 2026). Both offer new levels of access to potential markets and are designed to reinforce South Africa’s status as a leading travel destination as well.Vakantiebeurs 2026: A Vital Tourism Platform in EuropeVakantiebeurs, the largest travel and tourism consumer show in the Netherlands, attracts thousands of trade professionals and travel consumers from across Europe. South Africa’s participation in the event is crucial for fostering valuable collaborations and partnerships with international tourism stakeholders. The South African Pavilion at the show will serve as a vital platform for showcasing the country’s diverse tourism offerings and promoting South Africa’s rich cultural heritage, natural beauty, and adventure tourism.By participating in this highly influential trade show, South Africa aims to engage with Dutch and European consumers, strengthen its appeal as a must-visit destination, and create new opportunities for growth in the European market. The show provides the perfect environment for trade professionals to interact with a broad audience of travelers and businesses, while showcasing South Africa’s broad spectrum of tourism experiences—from vibrant cities to picturesque landscapes and exotic wildlife.“Come Find Your Joy” North Europe Roadshow: Connecting with Dutch, Belgian, and Swedish BuyersIn addition to Vakantiebeurs, the “Come Find Your Joy” North Europe roadshow will run from 13 to 22 January 2026, visiting key cities in the Netherlands, Belgium, and Sweden. This roadshow aims to facilitate market access and expand South Africa’s network with key travel trade partners in these countries, vital for attracting new customers and fostering tourism growth from the North European region.The roadshow will be a platform for South Africa’s travel trade value chain to engage with buyers, tour operators, and travel agents in these countries, strengthening existing relationships and cultivating new partnerships. It provides an excellent opportunity to showcase the latest developments in South Africa’s tourism sector, including sustainable travel initiatives, adventure tourism, luxury experiences, and cultural immersion.The focus of the roadshow aligns with the overarching goal of the South African Tourism North Europe Hub to promote South Africa as an exceptional destination for a wide range of travelers, whether they seek relaxation, adventure, or cultural exploration.Increasing Tourism Arrivals from North EuropeThe South African Tourism North Europe Hub has seen encouraging growth in tourism arrivals from the region. Between January and May 2025, South Africa recorded 88,996 arrivals from North Europe, reflecting a 4.1% increase in visitors compared to the same period in 2024. This upward trend highlights the growing interest in South Africa as a holiday destination among travelers from the Netherlands, Belgium, and Sweden.Notably, the Netherlands continues to be a key market, contributing to approximately 65% of the hub’s arrivals. South Africa’s engagement with Dutch tourists has proven fruitful, with visitors from the Netherlands traveling to all nine provinces of South Africa in 2024. This demonstrates the country’s broad appeal and the depth of its tourism experiences that resonate with international travelers.The USA remains South Africa’s top overseas market, but the Netherlands is ranked as the third largest international source market from Europe and the fourth largest overall. These figures underscore the importance of strengthening market access and fostering relationships with strategic trade partners to continue driving tourism growth from these regions.Key Role in Market Access and Strategic EngagementsSouth African Tourism’s efforts to engage with Dutch, Belgian, and Swedish markets through these flagship initiatives—Vakantiebeurs 2026 and the “Come Find Your Joy” North Europe roadshow—are instrumental in sustaining and growing tourism arrivals from the region. Facilitating access to these vital markets and building long-term partnerships will play a pivotal role in driving future growth.With South Africa’s diverse offerings, including eco-tourism, cultural tourism, beach resorts, and vibrant city experiences, the country is poised to attract more visitors from Europe. These events are a key part of South Africa’s long-term tourism strategy, aimed at diversifying its visitor base and strengthening its position as one of the world’s top destinations.By participating in these high-impact initiatives, South African tourism stakeholders will gain invaluable exposure to new audiences, enhance brand recognition, and tap into the growing travel market from Europe.For South Africa, which continues to target key European markets, Vakantiebeurs 2026 and the “Come Find Your Joy” North Europe roadshow represents a strategic move to showcase all that the country has in tourism offerings. Focussing on partnership and market access, these initiatives are an ideal platform for tourism players to come together, do business and to showcase South Africa a top tourism destination. The series will be of great support to the country’s tourism objectives and will also drive tourism growth in the competitive North European source market.

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