South African Tourism has concluded its participation at Vakantiebeurs 2026 in Utrecht, marking another successful year in the Dutch market. Once again, the event showcased South Africa’s diverse travel offerings to both consumers and the travel trade.
Building on the strong engagement at Vakantiebeurs 2026, South African Tourism is now launching a seven-city roadshow across the Netherlands and Belgium. Through this initiative, the organisation aims to deepen market access and create new opportunities for South African tourism products.
South Africa – Come Find Your Joy
South African Tourism has concluded its participation at Vakantiebeurs 2026 in Utrecht. The event marked another successful year in the Dutch market. Once again, it showcased South Africa’s diverse travel offerings to consumers and the travel trade.
Following the strong engagement at Vakantiebeurs 2026, South African Tourism is launching a seven-city roadshow. The programme will take place across the Netherlands and Belgium. Its aim is to deepen market access and create new opportunities for South African tourism products.
The South Africa – Come Find Your Joy North Europe Roadshow will run from 13–21 January 2026. It will bring together South African tourism businesses and destination management companies. Provincial tourism authorities and experience-led product owners will also take part. Together, they will connect with trade partners, media, and prospective travellers in both markets.
Through a focused programme, the roadshow will reinforce South Africa’s value as a destination. It will highlight immersive cultural experiences and dramatic natural landscapes. Adventure travel and world-class wildlife will also feature strongly. In addition, the programme supports partnership building and business negotiations. It also encourages the development of new travel packages for the Dutch and Belgian markets.
“Vakantiebeurs has once again proven to be a prime platform for showcasing South Africa’s tourism potential,” says Ian Utermohlen, Regional General Manager for Europe at South African Tourism. “We are pleased to carry this momentum into the roadshow. Here, exhibitors can engage more closely with travel agents and tour operators across Northern Europe.”
“The objective is to keep South African products visible and accessible,” he adds. “This is essential in our key source markets.”
Across multiple cities, the programme will focus on targeted B2B networking events. These engagements will showcase South Africa’s warmth, hospitality, and diversity. As a result, participating tourism products will gain stronger visibility. They will also benefit from improved sales opportunities and closer relationships with high-value regional partners.
As South African Tourism continues to prioritise growth from Europe, initiatives such as the Come Find Your Joy Roadshow remain important. The programme supports arrivals growth and stimulates demand. It also helps build long-term travel confidence in key European markets.
South Africa Tourism www.southafrica.net/uk/en
