South African Tourism has officially concluded its participation at the 2026 edition of Vakantiebeurs in Utrecht, marking another successful year of showcasing South Africa’s diverse travel offerings to the Dutch market. Building on the energy and strong engagement from both consumers and the travel trade at the show, South African Tourism is now commencing a 7-city roadshow across the Netherlands and Belgium, aimed at deepening market access opportunities for South African tourism products.
The Come Find Your Joy North Europe Roadshow, running from 13-21 January 2026, will bring together South African tourism businesses, destination management companies, provincial tourism authorities, and experience-driven product owners to connect directly with key trade partners, media, and prospective travellers in both countries.
The roadshow will further strengthen South Africa’s value proposition as a destination that offers immersive cultural journeys, breathtaking natural landscapes, adventure activities, world-class wildlife encounters, and authentic community experiences. It will also serve as a platform for stakeholders to foster partnerships, negotiate business deals, and unlock innovative ways to package and promote South Africa in the Dutch and Belgian markets.
“Vakantiebeurs has once again proven to be a prime platform for amplifying South Africa’s 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,” says Ian Utermohlen, Regional General Manager for Europe at South African Tourism. “The goal is to ensure that South African products remain top of mind and accessible to our key source markets”, he further adds.
The multi-city roadshow will consist of B2B networking engagements that highlight South Africa’s warmth, hospitality, and diversity. Participating tourism products will also benefit from enhanced visibility, sales conversion opportunities, and relationship-building with high-value partners within the region.
As South Africa continues to prioritise growth from key European markets, initiatives such as the Come Find Your Joy Roadshow form a critical part of South African Tourism’s global strategy to drive arrivals, stimulate demand, and build long-term travel confidence.
