J​​oburg Tourism​ is once again partnering with the Standard Bank Joy of Jazz festival​, reinforcing Johannesburg's reputation as a leading destination for culture, lifestyle, entertainment and business tourism. Taking place from 25 to 26 September 2026 at the Sandton Convention Centre, the festival is one of Johannesburg's flagship cultural events, attracting thousands of local and international visitors while showcasing the city's creative energy and event-hosting capabilities.

“The Standard Bank Joy of Jazz Festival is one of Johannesburg's most important cultural assets, bringing together music lovers, visitors, artists, entrepreneurs and industry stakeholders from across South Africa and the world," said Belu Mabandla, Joburg Tourism's Executive Head: Destination Marketing and Events.

“Joburg Tourism is proud to partner with an event that not only celebrates artistic excellence, but also delivers meaningful economic impact through tourism growth, job creation and opportunities for local businesses."

As part of its destination marketing strategy, Joburg Tourism will support the festival through the Jazzy Joburg Market and the #Welcome2Joburg stakeholder engagement platform. These initiatives provide opportunities for local businesses, tourism stakeholders and emerging entrepreneurs to connect with visitors.

The partnership supports Joburg Tourism's mandate to drive visitor growth, stimulate tourism spending, support small businesses and strengthen Johannesburg's position as a lifestyle and leisure destination.


The 2025 festival attracted more than 30 000 attendees, generated an estimated R99.2 million in economic impact, supported approximately 320 employment opportunities and provided market access to 50 SMMEs.

Building on this success, the 2026 festival is expected to attract more than 30 000 visitors, sustain more than 1 300 direct and indirect jobs, and create trading opportunities for 25 Johannesburg-based SMMEs through the Jazzy Joburg Market.

The wider Joy of Jazz ecosystem has historically generated more than R34.5 million in direct spending, contributed approximately R86 million to the Gauteng economy and supported more than 1 200 temporary and permanent jobs across its value chain.

The Road to Joy of Jazz activations, taking place across Johannesburg from April to September 2026, are also helping to expand access to jazz, nurture new audiences and promote social cohesion through music, education and community engagement.The 2026 festival features more than 40 local and international artists across four stages, bringing global talent and African creativity together in Johannesburg.

“Joy of Jazz is more than a music event. It is a tourism and economic catalyst that showcases Johannesburg's cultural vibrancy while creating opportunities for small businesses and supporting job creation," said Mabandla.

“As South Africa celebrates Tourism Month, Joburg Tourism remains committed to using major events to attract visitors, extend their stays and ensure that tourism benefits communities, creatives and businesses across Johannesburg."

22/09/2026

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