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Joburg Tourism Launches Ambassador Programme to Boost Safety and Visitor Experience

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In a major step towards enhancing tourism in the City of Gold, the Johannesburg Tourism Company has officially rolled out its Tourism Ambassador Programme. With 227 enthusiastic young ambassadors now deployed across key attractions and hotspots, the initiative is set to improve safety, promote the city’s rich culture, and provide valuable support to visitors.

A Safer and More Enjoyable Joburg Experience

The ambassadors, trained extensively in areas like first aid, service excellence, and fire prevention, aim to create a safer, more welcoming environment for tourists. CEO of Joburg Tourism, Thandubuhle Mgudlwa, described the initiative as a “comprehensive, multi-layered programme” designed to address safety concerns and make Johannesburg a more navigable destination.

By collaborating with both public and private sector stakeholders, the programme seeks to curb crime targeting visitors and increase tourism awareness throughout the city.

Youth Empowerment Through Skills Development

Beyond improving visitor experiences, the programme provides a critical platform for unemployed youth to gain employability in the tourism sector. Participants underwent a rigorous selection and training process, covering ten essential modules to equip them with skills to support visitors and promote Joburg’s attractions.

“This initiative not only enhances the visitor experience but also opens doors for young people,” said Mgudlwa. “We’re thrilled that three participants from last year’s cohort have secured full-time jobs in the tourism sector.”

Lessons Learned for Greater Success

Despite challenges in past iterations, this year’s programme benefits from improved monitoring, logistical planning, and a focus on recruiting qualified candidates. “We’ve built a solid foundation to ensure even greater success for this and future programmes,” Mgudlwa explained.

Building Johannesburg’s Tourism Brand

The Tourism Ambassador Programme underscores Johannesburg’s commitment to positioning itself as a world-class tourist destination. By addressing safety concerns and empowering youth, this initiative demonstrates the city’s determination to grow its tourism sector and foster inclusive economic development.

As the ambassadors settle into their roles, they are poised to leave a lasting impact, making Johannesburg a safer, friendlier, and more vibrant destination for local and international visitors alike.

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