South African Tourism's North Europe hub kicked off the year with a burst of energy while showcasing at the Vakantiebeurs trade and consumer show in the Netherlands. The show, which started on January 10, ends today (Monday, January 14).

Later this week, SA Tourism will embark on a roadshow covering four cities in the Netherlands and Belgium.

Taking place at Jaarbeurs in Utrecht, Vakantiebeurs is an annual travel event in the Netherlands and has been a household name for more than 50 years. It gives an opportunity for trade in the travel industry by creating special encounters between holidaymakers, locals, travel providers, travel professionals, and destinations.

Abby Jacobs, Acting Hub Head for North Europe (Netherlands, Belgium, and Sweden), emphasised the strategic importance of the Netherlands as a source market.

"South Africa's presence at Vakantiebeurs is a pivotal step in strengthening our ties with travellers from this region, as there is a constant need to remain top of mind in highlighting the country’s diverse offerings aligned to consumer needs and responsible tourism experiences.”

The Netherlands is South Africa’s fourth-largest international source market, with a record 117 948 arrivals between January and November 2023. This is 90% of 2019 arrivals over the same period and a 48% increase compared with 2022. 

The event kicked off with a trade day that provided a platform for business-to-business engagements. Buyers met with exhibitors, fostering valuable partnerships and collaborations within the travel industry.

Today, Vakantiebeurs opened its doors to the general public, allowing exhibitors, including South African Tourism, to engage directly with consumers. This unique opportunity enables travellers to explore the wonders of South Africa first hand, gaining insights into the rich tapestry of experiences the country offers.

Roadshow

Following South Africa’s presence at Vakantiebeurs, the North Europe hub will be joined by numerous South African products as it embarks on a roadshow that will run from January 16-23 covering four cities across the Netherlands and Belgium.

“This roadshow is a unique opportunity for SA Tourism and SA product owners to conduct business-to-business engagements and deepen the destination connection with Africa specialist tour operators and travel agents in the two countries,” highlighted Jacobs.

“The roadshow will feature 24 South African products, showcasing the richness and diversity of our tourism offerings including ten Small, Medium, and Micro-sized Enterprises who will be bringing a touch of authentic, community-driven experiences to the forefront.”