South African Tourism’s Come Find Your Joy North Europe Roadshow is providing critical market access opportunities for tourism SMEs through targeted B2B engagements across the Netherlands and Belgium.
This follows the country’s participation at Vakantiebeurs 2026 in Utrecht. The seven-city roadshow, which ran from 13 to 21 January, brings South African tourism businesses into direct contact with European buyers, tour operators, and trade partners, as part of the government’s broader strategy to grow arrivals from key source markets.
According to tourism operators, the initiative is proving to be more than a branding exercise. White River-based Hotel 247 director Khosi Mthalane said the programme is offering rare exposure to international buyers and strengthening confidence among participating SMEs.
“Although I could not attend Vakantiebeurs, being part of the roadshow has given us valuable access to the European market, particularly the Dutch,” Mthalane told Vutivi Business News. “As an SMME, engaging directly with buyers and trade partners has been empowering and has highlighted the value of our product and our role in selling South Africa as a destination.”
She noted that European buyers show a strong preference for authentic, sustainable, and experience-based tourism, with growing interest in responsible travel and community involvement.
“What stood out for me is how travellers consider the impact of their holidays on local communities. This is something I want to strengthen at our hotel,” Mthalane said.
Beyond exposure, the roadshow is also equipping SMEs with practical market intelligence. Mthalane said lessons on clear product packaging, transparent pricing, and consistent communication are essential for building long-term relationships and trust in international markets.
The knowledge gained will now be applied to reposition Hotel 247 for global buyers, with a stronger focus on storytelling, digital readiness, and understanding buyer expectations.
“I was not only selling Hotel 247, but I was also selling South Africa. To reach us, travellers must start somewhere, at OR Tambo or Cape Town International Airport. Collaboration with destination management companies remains critical,” she explained.
South African Tourism concluded its participation at Vakantiebeurs earlier this month before launching the multi-city roadshow, aimed at deepening trade relationships and unlocking new business opportunities. Regional general manager for Europe Ian Utermohlen said the initiative is designed to keep South African products top of mind in Northern Europe while supporting exhibitors through direct B2B engagements.
According to tourism SMEs, the long-term value lies in whether these platforms translate into sustained business growth back home. “We will be sharing these lessons with other entrepreneurs,” said Mthalane.
“Sustainability, partnerships and collective growth are essential if tourism SMEs are to compete successfully in international markets.”
