Joburg Tourism Hosts 90 US Influencers to Promote City’s Cultural and Heritage Appeal

Johannesburg, South Africa – Joburg Tourism recently rolled out the red carpet for a group of 90 US-based influencers and media personalities as part of its international destination marketing programme. The initiative aims to position Johannesburg as a leading business and lifestyle destination in Africa, offering visitors a unique blend of history, culture, and urban vibrancy.

The delegation, hosted in collaboration with Chicago-based travel and events company Advantage International, embarked on an immersive journey through Johannesburg’s rich cultural and historical landscape. From exploring iconic landmarks to indulging in authentic local cuisine, the itinerary was designed to showcase the city’s diverse offerings and solidify its reputation as a must-visit destination.

A Deep Dive into Johannesburg’s History and Culture

The group, based in Sandton, kicked off their tour with visits to Constitution Hill and the Apartheid Museum. These iconic sites provided a poignant look into South Africa’s past, offering invaluable insights into the country’s journey toward reconciliation and democracy. The experience was both educational and emotional, leaving a lasting impression on the visitors.

The cultural immersion continued at the Joburg Theatre, where the group attended the final performance of August Wilson’s Broadway hit, The Piano Lesson. Directed by James Ngcobo, Artistic Director of Joburg City Theatres, the play explores themes of heritage, conflict, and identity—topics that resonate deeply within South Africa’s socio-historical context.

Supporting Local Entrepreneurs

A highlight of the trip was the curated African mini-market held at the Sandton Sun Hotel on 15–16 March 2025. The event provided a platform for local small, medium, and micro enterprises (SMMEs) to showcase and sell their products to an international audience. This initiative not only promoted local businesses but also highlighted Johannesburg’s thriving entrepreneurial spirit.

Belu Mabandla, Joburg Tourism Executive Head: Destination Marketing and Events, emphasized the importance of such initiatives. “Tourism plays a crucial role in Joburg’s economic development by creating jobs, generating income, and promoting local businesses. This partnership with Advantage International has not only enhanced our destination’s global appeal but also fostered economic growth by supporting local entrepreneurs.”

Exploring Soweto’s Rich Heritage

On 17 March, the group ventured into Soweto, one of Johannesburg’s most historically significant townships. The itinerary included visits to a local school, a church, and Vilakazi Street—the only street in the world to have been home to two Nobel Peace Prize laureates, Nelson Mandela and Desmond Tutu. The group also explored the Hector Pieterson Memorial and Museum, a tribute to the students who led the 1976 uprising against apartheid.

The day concluded with an authentic African dining experience at a popular Soweto restaurant, where visitors savored local dishes and immersed themselves in the vibrant culture of the township.

A Strategic Partnership for Sustainable Tourism

Advantage International, a leader in curating specialized travel experiences for over 25 years, played a pivotal role in organizing this delegation. The 2025 group included key media figures and influencers, such as representatives from Majic 94.5 Dallas Radio and Culturati Online Travel Show. Their participation ensured significant international exposure for Johannesburg, further boosting its appeal as a global tourist destination.

The United States remains one of South Africa’s leading overseas tourism markets, with over 372,000 visitors recorded in 2024. The continued partnership between Joburg Tourism and international travel facilitators like Advantage International is instrumental in driving sustainable tourism growth and positioning Johannesburg as a hub for cultural and heritage experiences.

Joburg Tourism’s successful hosting of 90 US influencers underscores its commitment to promoting Johannesburg as a world-class destination. By showcasing the city’s rich history, vibrant culture, and dynamic urban landscape, the initiative not only enhances Johannesburg’s global appeal but also supports local businesses and communities. As the partnership with Advantage International continues to flourish, Johannesburg is set to remain a top choice for travelers seeking unforgettable cultural and heritage experiences.

Follow Joburg ETC on Facebook, Twitter , TikTok and Instagram

For more News in Johannesburg, visit joburgetc.com