Hospitality, trade and transport sectors along the N4 corridor are set to capitalise on rising regional visitor numbers as Middelburg anchors surrounding attractions.

The three-day exhibition highlighted how hospitality, trade and transport sectors along the N4 corridor can capitalise on rising regional visitor figures.

Middelburg serves as the main anchor for surrounding attractions.

Prominent among them is the Loskopdam, A Forever Resort, which made a strong appearance for its second consecutive year to expand its market reach and promote both its grounds and the broader Middelburg area.

Resort highlights regional appeal

Hanno Coetzee, general manager at Loskopdam, highlighted the region’s diverse appeal as a retreat for leisure and corporate visitors alike.

“First of all, it’s a massive nature attraction on the shore of Loskop Dam itself,” Coetzee said.

“It is a fishing paradise. We get a lot of fishermen in the area, from big competitions to the person who just wants to relax.”

Coetzee noted that the property caters to a wide audience, featuring business facilities alongside diverse lodging options.

“Accommodation-wise, we’ve got camping and chalets and other accommodation varying from a two-sleeper log cabin up to an eight-sleeper guest house,” he explained.

Game reserve transformation to boost growth

Marketing manager at Untamed Africa Imtiaz Bhikhoo pointed to the upcoming transformation of the nearby Loskop Dam Game Reserve into a Big Five destination.

“Middelburg has a node of its own,” Bhikhoo said, emphasising that local young entrepreneurs must be positioned at the forefront of this five- to 10-year expansion.

Expo drives local economic gains

The expo itself was established in 2021 to provide market access for smaller operators, creating direct benefits for Middelburg’s local economy.

Expo founder and CEO Xolani Mthethwa stressed the direct impact on the town’s businesses.

“The expo generated substantial economic spin-offs along key travel arteries like the N4, where Middelburg serves as a crucial hub,” Mthethwa said.

“Local guest houses, transport providers, retail shops and dining establishments reaped immediate financial gains from the influx of travellers.”

Strategy needed to retain passing motorists

Industry leaders agreed that Middelburg holds significant potential, provided it can encourage passing travellers to stop.

CEO of Beacon Africa Tourism Consultancy Nomasonto Ndlovu noted that Mpumalanga welcomed 26.1% of South Africa’s international arrivals in 2025, capturing 8.4% of foreign direct spend.

She said that many international motorists drive straight past Middelburg along the highway.

“They don’t stay long enough. You need a second night from the one night you already have.”