Connect with us

Events in Johannesburg

Reviving Tourism in Joburg: Lumka Dlomo’s Remarkable Journey



Lumka Dlomo

Joburg Tourism Company’s (JTC) Destination Marketing Manager, Lumka Dlomo, is synonymous with elevating Johannesburg as a leading tourism attraction. Accompanied by her dedicated team, they are collectively revitalising tourism in Joburg.

Lumka’s role entails devising strategies that yield positive outcomes in attracting visitors to foster the city’s economy, spearheading campaigns, and cultivating strong relationships with stakeholders as reported by Joburg Newsroom. In addition, in her capacity as a destination marketing manager, she handles inquiries, even emergencies, or incidents at the city’s attractions, ensuring that tourists have a remarkable experience exploring the magnificence of Joburg.

Additionally, Lumka warmly welcomes unforeseen calls from international brands interested in partnering with the city. She acknowledges that destination marketing is no walk in the park, presenting its own set of challenges. Nevertheless, she considers herself fortunate to have a job that exposes her to novel experiences and grants her the opportunity to travel.

Unwavering in her optimism, Lumka avows, “We derive immense satisfaction from receiving positive feedback from travelers. Negative feedback provides room for growth, enabling us to rectify any shortcomings and enhance our offerings.”

Lumka’s academic background in hotel management and her substantial experience in the hospitality industry equipped her for her current role at JTC. She joined the organisation in 2007 as an International Business Tourism Executive. She later served as a Marketing Assistant, a position that significantly expanded her portfolio and prepared her for her current managerial position.


A career highlight for Lumka involves transforming small-scale events into larger ones, exemplified by her contributions to the Makhelwane Festival and the city’s involvement in the Joy of Jazz Festival. Furthermore, she takes pride in successfully persuading film producers to alter their scripts and portray Johannesburg from various perspectives, showcasing it as a place where individuals come to work, find love, or start families. Another notable milestone was her recognition as the 2017 Top 100 Women in Tourism in Africa Award winner.

Also Read: Liberté Claims Top Honors in Restaurant Week’s April Edition

Lumka’s infectious optimism enables her to tackle challenges head-on, firmly believing in the power of collaboration. She adheres to the leadership mantra, “If you want to go fast, go alone; if you want to go far, go together. I wouldn’t have accomplished all these things without the support of my subordinates and stakeholders.”

Hailing from the Eastern Cape, Lumka is the eldest of nine siblings. Her late father, Thanduxulo, served as her role model, instilling in her a deep-rooted belief in serving others. She witnessed his dedication to the community during his tenure as a policeman. Lumka considers her mother, Nosipho, her hero for raising her and her siblings after her father’s passing.

Passionate about travel, Lumka has explored numerous destinations worldwide, including France, Argentina, Brazil, China, Italy, Russia, South Korea, Germany, Tokyo, and Switzerland. Within Africa, she has visited Mozambique, Nigeria, Kenya, Angola, Swaziland, Botswana, and Lesotho. Next on her travel wishlist is Greece. However, despite her love for globetrotting, she cherishes the experience of returning home to enjoy a traditional meal of samp and beans, a dish she yearns for whenever she is abroad.


When she is not engrossed in work or traversing the globe, Lumka delights in spending quality time with her family, indulging in reading, and treating herself to pampering sessions.

Lumka asserts that exciting times lie ahead for tourism in Joburg. Tourism numbers will continue to surge, firmly imprinting the city in people’s minds. She extends her good wishes to all Joburg businesses, hoping they will prosper and thrive. Moreover, she is working on establishing her own training platform to inspire young individuals.

Also Read: 

Gift of the Givers Unveils R60m Upgrade at Charlotte Maxeke Hospital

Photo: Facebook / @Lumka Dlomo

Continue Reading