Joburg aims to turn transit visitors into longer‑stay guests with new partnership strategy

Johannesburg is moving to convert visitors who currently only pass through the city into guests who stay longer and spend more, city and industry partners say. The strategy focuses on packaging market‑ready experiences, stronger marketing and partnerships that showcase Joburg’s cultural, heritage and urban attractions.

Partnerships and packaging to sell experiences

Southern Africa Tourism Services Association (Satsa) chief executive David Frost said Johannesburg offers “one of the richest combinations of culture, history, food, entertainment, shopping, events and urban experiences anywhere in Africa.” He said the opportunity is to “convert transit visitors into visitors who stay longer, spend more and experience the city.”

Frost outlined a three‑year strategy developed with Joburg Tourism that is in its final procurement stages and initially focuses on growing domestic visitation before expanding regionally and internationally. The plan aims to turn Johannesburg’s tourism assets into “market‑ready, bookable experiences” by packaging accommodation, attractions, transport, restaurants and activities into complete, easy‑to‑book itineraries.

Local advocacy and destination leadership

Satsa has worked with the Jozi My Jozi initiative to build local pride and encourage residents to become city ambassadors. “Strong local advocacy builds a stronger tourism destination,” Frost said, describing a triangular partnership in which Joburg Tourism provides destination leadership, Jozi My Jozi supports clean, safe spaces and local pride, and Satsa unites businesses to deliver the visitor experience.

“Together we’re making Johannesburg easier to discover, easier to book and, ultimately, a city visitors choose to stay in – not just pass through.”

Industry voices: experience over venues

At a recent tourism strategic networking gathering, Naru Group founder and managing director Refilwe Mosia said the meetings, incentives, conferences and exhibitions industry is evolving beyond venues, and that destinations must deliver unforgettable experiences that create lasting legacies.

Presenting on behalf of the hospitality industry, Blessing Mmola warned that the biggest risk for a hotel is not an empty room but a bored guest. “The value of their stay is no longer defined by the room you sold, but by the experience you connect them to. Experience is no longer a department; it is your competitive advantage,” Mmola said.

How the approach works

• Use improved marketing and partnerships with tour operators to make Joburg easier to sell.
• Package attractions and services into bookable itineraries that emphasise experience over single attractions.
• Leverage events and conferences so visiting decision‑makers experience the city first‑hand.

Delegates at Satsa events were noted as having left surprised by Joburg’s diversity, including its food scene, nightlife, heritage and the quality of tourism products, illustrating the strategy’s reliance on first‑hand exposure to change perceptions.