The Limpopo Tourism Agency (LTA) has returned to The Netherlands, participating in this year’s Vakantiebeurs trade fair after nine years of absence. The tourism and leisure trade fair is being held in Utrecht until January 19.

Every year, over 100 000 people attend the Vakantiebeurs, confirming the event’s huge value for destinations, travel brands and products.

The marketing strategy for the LTA in The Netherlands focuses on the national parks and adventure activities offered in the province. “They [Dutch tourists] generally stay longer in South Africa, given our historic ties, which is an added advantage for us," said Sonto Ndlovu, LTA CEO.

"We see value in the Benelux (Belgium, Netherlands and Luxembourg) market, which has constantly made enquiries, paid visits as well as provided constant feedback on our tourism inventory. We are going to reintroduce ourselves and the latest products we have on offer, especially our growing interest and practice in homestays."

Ndlovu said LTA’s participation in the event aimed to increase visitor spend and promote year-round leisure travel by reducing seasonality.