​The City of Johannesburg plans to establish a tourism advisory body to reclaim its position as a tourist destination of choice and leverage on the strength of its popular brand to boost the economy and create much-needed jobs.

These were the remarks of the Executive Mayor of the City of Johannesburg, Cllr Geoff Makhubo, during the Annual General Meeting in Roodepoort on Wednesday, 12 March.

He said Joburg was too big and too important to play second fiddle to other metros.

“The only way to do it is to revert to the vision of being a world-class Africa city. To achieve the vision, all City departments ought to do their job to ensure that we reposition this City. Joburg is known throughout the world, it should not fail," the Mayor said.

According to Mayor Makhubo, tourism is a low-hanging fruit that the Government of Local Unity can use to revive the economic fortunes of the City.

He said an advisory committee will be established to explore ways of taking advantage of the opportunities in the sector. The Committee will liaise with Gauteng Tourism Authority and the national Department of Tourism to reposition Joburg as the centre of tourism in South Africa.

“We need to market Joburg aggressively. We can't lose out to Cape Town, eThekwini and Ekurhuleni. When the economy grows, more people will be employed and be in a position to pay for services," said Cllr Makhubo.

The Member of the Mayoral Committee for Economic Development, Cllr Lloyd Phillips, said the department will focus on sustainable economic growth. “Much is expected in the remaining few months of this term of office and we have to move with speed."

He said economic growth should encompass a rise in GDP and social economic development. The economic growth will be underpinned and guided by the 10 key priorities of the GLU, said Cllr Phillips.

“Tourism is now the largest and fastest economic sector. Focus must be on sustainable, dymanic and innovative tourism in the City.  We need a strong economic growth strategy. In simple terms, directors must prioritise activities that provide significant economic impact," Cllr Phillips said.

He echoed Cllr Makhubo's sentiment that the sector can unlock significant job opportunities for young people who are the worst affected by unemployment.

The Leader of Executive Business, Cllr Loyiso Masuku encouraged everyone to focus on the job at hand as there is limited time. “Let us get all hands on deck to take Joburg to where it serves to be. At all times we should remembers that ours is to serves the many residents of our City and not ourselves."