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Tourists both local and international are being targeted through a campaign that packages the many fun things to do in the city this season.
HORDES of Joburgers were lazily shaking off the winter chill; the city was drenched in sunshine and was gradually turning up the heat with a plethora of lifestyle and cultural events lined up for spring, said Lindiwe Mahlangu, the chief executive of the Johannesburg Tourism Company (JTC).
Speaking at the launch of her entity's Get Spring Fever in Joburg campaign on Tuesday, 8 September, Mahlangu noted that the JTC had packaged and themed all events happening in the municipality this September in a bid to boost tourism attractions across the city.
JTC CEO Lindiwe Mahlangu aims to brand Joburg an entertainment leader
The campaign is designed to showcase Joburg's bustling lifestyle, culture, leisure destinations and fashion events, including the Joburg Shopping Festival, Arts Alive, Soweto Festival, Sanlam Fashion Week, Taste of Joburg, Soweto Food Festival, WineX, Soweto Beer Festival and FNB Whisky Live Festival, to list a few.
Through the campaign, Mahlangu said the JTC aimed to brand Joburg as the leader in leisure entertainment, attract more people to the city, raise the appeal of its events and boost revenue in the tourism sector.
"Our spring themed campaign aims to showcase Johannesburg as an all-round tourism destination. We want to create a tourism allure for people [so that] they come to Johannesburg, spend their money and grow our economy."
More tourists
Overall, it would serve as a catalyst for local tourism growth and showcase the many things to do in Johannesburg, said Mahlangu. In a nutshell, it is designed to attract domestic and international travellers.
"Because people are out to have fun this spring, through this campaign we want them to know that they have a myriad of things to do in Johannesburg. This is also aligned with September Tourism Month, during which people are being encouraged to become tourists in their own cities."
As the city readied itself for the 2010 FIFA World CupTM, it had transformed itself from Africa's economic hub to being a leading urban tourism destination.
"As the city creeps into summer under a canopy of purple Jacaranda blooms, Joburg bursts into life with no less than 10 major festivals and events to thrill and entertain residents and visitors alike," she said.
Festivals
These include WineX, a wine exhibition featuring over a thousand wines. Now in its seventh year, WineX is at the Sandton Convention Centre from 30 October to 1 November.
"WineX ... is a unique opportunity for connoisseurs and newcomers alike to meet the winemakers, learn about new trends in winemaking and, of course, taste up to 1 200 different wines."
The Soweto Beer Festival takes place across town on the same weekend. Here about 40 local and imported beers will be exhibited. The festival is a combination of local music, food and drink.
Still on the good life, the FNB Whisky Live festival showcases 180 distilleries from Scotland, Ireland and the United States and features distinguished whisky connoisseurs. It runs from 11 to 14 November at the Sandton Convention Centre.
"...the whisky festival is an experiential journey of learning where novices and collectors converge to discover what new blends, trends and culinary innovations are taking place in the whisky world."
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