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City’s Partnership with Gauteng Central Lions Boosts Tourism Appeal

Published

11 months ago

May 31, 2023

The City of Johannesburg’s Member of the Mayoral Committee for Economic Development, Councillor Nomoya Mnisi, has unveiled an exciting collaboration between Joburg Tourism Company and Gauteng Central Lions. The announcement at the prestigious Wanderers Club marks a significant milestone after months of negotiations and careful consideration as reported by Joburg Newsroom.

Councillor Mnisi said, “It’s truly gratifying when well-laid plans come together, but it’s even more thrilling when we forge potentially great partnerships in the process.”

The partnership aims to revitalise destination marketing and unlock the potential of sports tourism in Johannesburg. The three-year Memorandum of Understanding encompasses several key elements, including:

(i) Enhancing destination brand awareness to reposition Joburg and gain a competitive edge.
(ii) Managing the city’s reputation as a desirable destination.
(iii) Sharing joint operational committee costs during events.
(iv) Facilitating the use of stadium tower lights for more evening matches.
(v) Attracting a wider range of events to the 32,000-seater Wanderers Stadium, where Jozi comes alive!

The strategic location of Wanderers, situated in the golden triangle of retail in Africa—Sandton, Melrose Arch, and Rosebank—makes it a vital tourism hub.

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Councillor Mnisi commented, “Sports tourism, identified as a niche area in our strategy, is gaining momentum in Johannesburg and presents an exciting way to market the city as a preferred tourist destination.”

Hosting successful sports tourism events can significantly increase visitor numbers, tourism revenue, and community pride within the host city. With its impressive track record of hosting global sporting events, Johannesburg is considered one of the world’s top destinations for such competitions.

By leveraging the assets of the Johannesburg Tourism Company in collaboration with Lions Cricket Club, the aim is to maximise visitor inflows and unlock the full potential of sports tourism. This initiative will generate job opportunities, support small and medium-sized enterprises (SMMEs), and enhance the destination’s reputation. In addition, the Wanderers Stadium will serve as a venue for various world-class cricket matches and other prestigious events.

Notable past events hosted at Wanderers include the ICC Cricket World Cup Final in 2003, the ICC World T20 Final, the IPL Final, FIFA 2010 Goodwill Cup, the 16th Nelson Mandela Annual Lecture, Davis Cup, Neon Run, Cookout, POP Bottles, Top Billing Auditions, Weddings, Product Launches, and the Holi Festival of Colours.

Councillor Mnisi emphasised the significance of this collaboration, stating, “Through this joint proposition, tourism as a key economic sector in the City will contribute towards the realisation of Mayoral Priority Nine—Sustained Economic Growth—guided by the City’s Growth and Development Strategy 2040, with a focus on promoting business and leisure tourism.”

“As the Government of Local Unity, we are committed to creating an environment that fosters economic growth, encouraging entrepreneurs and businesses to invest and create job opportunities that will continue to make Joburg the city of opportunities. This collaboration will boost employment and stimulate investment in the local economy. We look forward to working hand in hand with our Central Gauteng Lions to build a thriving economy in this wonderful city.”

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