South Africa’s North Europe Roadshow Aims to Expand Visitor Demand

The launch of South Africa’s seven-city North Europe roadshow following a strong Vakantiebeurs showing sets out to deepen trade relations and stimulate bookings across the Netherlands and Belgium.

Roadshow at a glance

У "The Come Find Your Joy North Europe Roadshow ran from 13 to 21 January 2026 and brought together South African tourism businesses, destination management companies, provincial tourism authorities and experience-led product owners. The events targeted influential trade partners, media and potential travellers with the aim of increasing visibility, forging partnerships and unlocking new distribution channels in North Europe.

Key participants and format

Delegates included tour operators, regional tourism boards and specialist experience providers who conducted face-to-face B2B meetings, presentations and media briefings. The format was deliberately focused on targeted networking to produce tangible sales leads and longer-term co-operation rather than broad consumer marketing.

Objectives and expected outcomes

Market penetration: deepen relationships with Dutch and Belgian trade professionals to keep South Africa top of mind as a destination.
Sales stimulation: convert interest generated at Vakantiebeurs into actual bookings for the coming seasons.
Product tailoring: adapt offerings to match European preferences for sustainability, culture and wildlife experiences.
Partnership building: create direct links between South African suppliers and North European retailers and DMCs.

Why North Europe matters

Europe—especially the low countries—remains an important source market for South Africa, contributing steady arrivals and strong tourism revenue. European travellers consistently seek destinations with diverse landscapes, authentic cultural encounters and sustainable practices, all of which South Africa can showcase through curated itineraries and experiential tourism products.

What Ian Utermohlen highlighted

Ian Utermohlen, Regional General Manager for Europe at South African Tourism, noted that Vakantiebeurs continues to be an essential gateway into the market and that the roadshow amplifies the practical B2B contact needed to turn awareness into bookings.

Implications for taxi and transfer services

Market	Demand change	Implication for transfer providers
Airport arrivals	Higher seasonal bookings	Need for reliable airport shuttles, exact pickup coordination and multilingual drivers
City transfers	Growth in day tours and in-city visits	Increased short-haul fares, more private seater and limousine options
Private tours & excursions	Greater demand for customized itineraries	Opportunity for licensed private drivers, multi-day car hires and larger seat capacity vehicles
Group travel	More packaged groups from trade partnerships	Demand for minibuses, coach services and coordinated transfer logistics

How transfer operators can prepare

Ensure fleet options reflect traveller preferences: private cars, 4x4s, minibuses and luxury limousines where needed.
Provide transparent pricing: publish exact fares, seat counts and license details to build trust with trade partners and travellers.
Upgrade digital presence: keep app listings current, show vehicle make and model, driver ratings and photos.
Strengthen partnerships with DMCs and tour operators to capture B2B bookings from roadshow leads.
Emphasize sustainability and safety through clear policies and certificates to appeal to eco-conscious Europeans.

Networking and business growth potential

Targeted B2B discussions help suppliers negotiate distribution agreements, refine product pricing and test package concepts with experienced trade buyers. For transfer and ground-transport companies, such interactions can open direct lines to travel agencies and increase demand for pre-booked airport transfers, private hires and tailored city services.

Highlights of this initiative show how strategic outreach can raise a destination’s profile, but even the best reviews and the most honest feedback can’t truly compare to personal experience. On LocalsRide, you can hire a car with driver from verified providers at reasonable prices. This empowers you to make the most informed decision without unnecessary expenses or disappointments. For a short forecast: the roadshow should modestly assist South Africa in regaining momentum in North Europe, though it is not likely to reshape the global tourism map on its own; it remains highly relevant for operators and travellers who want current, reliable connections. For your next trip, consider the convenience and reliability of LocalsRide. Book your Ride LocalsRide.com

In summary, South Africa’s North Europe roadshow builds on Vakantiebeurs momentum to secure trade partnerships, stimulate bookings and adapt products for European preferences. Transfer and taxi companies stand to benefit from increased airport arrivals, tailored private tours and group transfers if they offer clear fares, verified drivers and the right vehicle mix. Platforms that provide transparency—displaying car make, model, seat count, driver ratings and exact prices—help connect travellers to reliable services and make it simpler to book the best private, seater or limousine options for any destination, city or airport pickup. LocalsRide.com supports this approach by offering a global, user-friendly solution for booking personalized transfers, trips, and deliveries with unmatched transparency and convenience.

South Africa’s “Come Find Your Joy” Roadshow Connects with Dutch and Belgian Travel Trade