Rekindling Joburg’s Spanish connections at FITUR 2023

19 January 2023

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Joburg Tourism Company’s destination marketing team attending FITUR 2023 in Madrid, Spain, one of the country’s emerging markets. While building new relationships with the Spanish market, the team is meeting with travel media, tour operators and the public who are in attendance from Spain and other parts of the world.

Although attending the FITUR Madrid Trade Show for the first time, the Joburg Tourism Destination Marketing team are enjoying reigniting the passion, excitement and enthusiasm that the City enjoyed in the wake of Spain’s victory at the Soccer World Cup in 2010.

“We’re making the most of this first trade show for the year, as well as the first time we’ve participated in FITUR,” explains Lumka Dlomo, Destination Marketing Manager at Joburg Tourism. “As a growing market with a keen appetite for South Africa, this is an ideal opportunity to promote our City to the Spanish and our global partners to grow it as a top of mind destination – as well as accelerating our tourism recovery, contributing to job creation and a more sustainable tourism sector. This year FITUR is expected to attract in excess of 8360 global exhibitors and 112,000 delegates over five days.

Taking place from 18-23 January, FITUR is a global meeting point for tourism professionals and a leading trade fair for Spain and the Ibero-American region — comprising central and South American countries. Joburg Tourism is part of the SA Tourism delegation at the International Tourism Trade Fair, better known as FITUR MADRID at IFEMA MADRID, and will continue its strong global post-pandemic marketing drive.

According to Themba Khumalo, Acting CEO for South African Tourism, South Africa’s appeal as a destination is growing globally, with the country ranked at #16 globally in the recently released Tourism Sentiment Index for the third quarter of 2022. As stated in the Index, top contributors to South Africa’s overall performance are wildlife viewing (15%), restaurants and dining (12%) and festivals, events and concerts (10%).