Destination development is where we make sure Jozi doesn’t just “look” like a great city to visit – it actually “works” like one. We focus on building the backbone that keeps the visitor economy honest, inclusive and future-fit. 

First up is relaunching a strong inner-city tourism association – a space where tour operators, hoteliers, precincts, cultural venues, small businesses and big players sit at the same table to coordinate on routes, standards, safety and marketing. This association becomes the city’s tourism control room, not another talk shop. 

We’re also investing in product and itinerary development that stitches Jozi’s best experiences into bookable journeys - from walking tours and rooftop sundowners to galleries, food, fashion and township festivals. A dedicated Visitors Centre and merch shop in the CBD will act as a physical welcome mat and storytelling hub, where you can get maps, book tours, meet guides and take a piece of the city home. 

Underpinning it all is guide training: upskilling a new generation of storytellers who can hold space in complex neighbourhoods, deliver accurate history and direct spend into local hands, while making visitors feel safe, curious and connected.