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Joburg rocks – the weather is warm, the people are friendly and there’s loads to do, says the Johannesburg Tourism Company, which is spearheading a new campaign called Rediscover Joburg.
A FEEL-GOOD summer campaign has been launched to show off Joburg’s varied attractions.


JTC chief executive Lindiwe Kwele at the Launch flanked by Lumka Dlomo and Nosizwe Mji at the launch of Joburg Fashion WeekJTC chief executive Lindiwe Kwele, flanked by Lumka Dlomo and Nosizwe Mji, at the launch of Joburg Fashion WeekSummer destination activation campaign: Rediscover Joburg is spearheaded by the Johannesburg Tourism Company (JTC). It packages all events happening in the city this summer to highlight its bustling lifestyle, sports, culture, leisure destinations and fashion events, including the Top Gear Live Prototype World Tour in April and the Joburg Fashion Week and African Fashion International Fashion Week.

The idea is to brand Joburg as a leader in lifestyle options and tourism attractions, so promoting domestic tourism, raising the appeal of its events and boosting tourism revenue.

JTC chief executive Lindiwe Kwele says the campaign is designed to position Joburg as Africa’s most exciting tourism mecca. “Of course, summer is also the time to snap up bargains by the barrow load at all our seasonal sales, so please come armed with plenty of spending power.”

The campaign will run throughout summer and autumn to encourage visitors and locals to experience everything about Joburg, from ubuntu to bling. “Rediscover Joburg through its lifestyle, people, culture, music, the arts and fashion,” says Laura Vercueil, the company’s public relations and communication manager.

As part of the campaign, the JTC is supporting AFI Joburg Fashion Week, running from 15 to 19 February at a several iconic inner city locations. Some of the country’s leading designers will show their autumn/winter collections, while student designers will have their day at the new Fashion Kapitol, complete with deejays on the decks and other entertainment.

African Fashion International, owners of this and other fashion weeks, aspires to improve the quality of design in Africa, promote African brands and boost the profiles of African fashion designers. “Designed to link designer and consumer, this event is a celebration of Jozi and its culture, reaching out to the people, while paying homage to the street,” says Vercueil.

Business tourism
Meetings Africa, the continent’s annual business tourism expo, is also being promoted by the campaign. Featuring buyers and industry stakeholders from around the globe, it is hoped that the expo will help to entrench Joburg as Africa’s leading business tourism destination.


Joburg has a vibrantJoburg is an exciting tourist destination“Business tourism is a key driver for tourism growth and development, and Meetings Africa remains a top priority for the JTC’s convention and events bureau in its quest to increase Joburg’s market share.”

The tourism company is committed to increasing Johannesburg’s share of large international events. It is on the bidding circuit to host major events that could boost tourism in the city. “When people think meetings, they should think Johannesburg,” says Vercueil.

“Joburg’s legendary shopping, dining, entertainment and nightlife is complimented by fabulous weather as well as an astonishing array of facilities like spectacular golf courses, gyms, spas and wellness centres which add to its appeal as a destination.”

Vercueil adds that Joburg doesn’t only pride itself on being Africa’s economic hub, but also on being an exciting tourism destination offering plenty of cultural, leisure, sporting, fashion and lifestyle activities.

Kwele says that while the city may have been founded as a nugget of gold, it is no longer the stock exchange or being Africa’s business epicentre alone that makes it famous. “Rather, it’s the diversity, vibrancy and warmth of our people, the countless cultures they represent and the infinite choices the city offers its citizens and visitors.”

It has become “an eclectic mix of people and cultures that have combined over a century to deliver myriads of talent and services capable of enthralling even the most seasoned of cosmopolitan travellers”.

“Our glorious, sparkling champagne weather is complimented by the lush greenery of the world’s largest man-made forest and an abundance of business and leisure activities catering to a wide variety of audiences,” says Vercueil.

“Joburg – we work, we play, we rock – come see for yourself.”

For more information and a comprehensive list of events taking place in Jozi, and to learn more about its tourist attractions, visit the Joburg Tourism Company website.

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