Johannesburg Tourism Launches Ambassador Programme to Boost Safety and Youth Employment

The Johannesburg Tourism Company has officially launched its Tourism Ambassador Programme, deploying 227 young individuals to enhance safety, information services, and tourism awareness across the city. This initiative aims to position Johannesburg as a more visitor-friendly and navigable destination.

A Multi-Layered Initiative for Tourism and Youth Empowerment

After months of preparation, the ambassadors began their placements in mid-November. These recruits underwent rigorous screening, training, and upskilling to prepare them for their roles. The programme is a collaborative effort between public and private sector stakeholders, focusing on:

• Improving safety at key tourism hotspots.
• Reducing crime incidents targeting visitors.
• Equipping unemployed youth with practical skills and valuable work experience.

“This is a comprehensive, multi-layered initiative that we are confident will achieve its objectives,” said Thandubuhle Mgudlwa, CEO of Joburg Tourism.

Training for Excellence

Ambassadors received training in partnership with the City’s Department of Public Safety. The programme included ten modules covering essential topics such as:

• First aid and basic fire prevention.
• Service excellence.
• Tourism information dissemination.

This training ensures ambassadors are well-prepared to assist visitors and contribute to a positive tourism experience in Johannesburg.

One of the programme’s key objectives is to improve youth employability. Mgudlwa proudly noted that three participants from last year’s intake have already secured full-time positions within the tourism sector.

“By intensifying monitoring, recruiting qualified candidates, and refining logistical planning, we can build on these lessons to ensure even greater success in the current and future programmes,” Mgudlwa added.

The Tourism Ambassador Programme represents a strategic investment in Johannesburg’s tourism infrastructure and youth empowerment. By combining safety, service excellence, and job creation, the city is laying a strong foundation for a thriving tourism industry that benefits residents and visitors alike.

Follow Joburg ETC on Facebook, Twitter , TikTok and Instagram

For more News in Johannesburg, visit joburgetc.com