Industry leaders, exhibitors and stakeholders were drawn together on January 23 at the CSIR International Convention Centre, marking a significant moment for tourism in the capital city.

An estimated 1 200 people attended the Tshwane Tourism Association Showcase 2026, underscoring growing momentum around positioning Tshwane as a competitive and collaborative tourism destination.

MMC for Economic Development and Spatial Planning Sarah Mabotso officially opened the showcase, emphasising the metro’s commitment to a long-term partnership with the Tshwane Tourism Association (TTA).

She referred to the memorandum of understanding between the metro and the association as a foundation for a strong and lasting relationship aimed at elevating the capital’s tourism offering.

“We want the capital city to be taken to a different level of tourism,” Mabotsa said. “Tourism is one of the 11 sectors identified for growth in the Tshwane Economic Revitalisation Strategy, and it is an area where we see real opportunity for sustainable development.”

She explained that the metro has already begun implementing aspects of the strategy, including the establishment of a mayoral subcommittee on tourism to ensure focused oversight and co-ordination across departments.

According to Mabotsa, this structure will help align tourism initiatives with broader spatial planning and economic goals.

She also highlighted a unique advantage that the metro holds on the global stage.

“Something that must be worked to the city’s advantage is the fact that after Washington, Tshwane is the capital city in the world with the most embassies and consulates,” she said. She noted that this diplomatic footprint creates opportunities for international tourism, conferencing and cultural exchange.

The keynote address was delivered by Dr Portia Sfolo, director of the Centre for Sustainable Tourism and Innovation, who congratulated the TTA on celebrating its 25th anniversary.

She attributed the milestone to strong leadership and a shared sense of purpose within the organisation.

“I highly respect the leadership of the association,” Sfolo said. “This showcase reflects a deeply powerful resilience that can withstand economic pressure.”

She described the association as an example of how vision and collaboration can help the tourism sector adapt and grow despite global and local challenges. Sfolo encouraged stakeholders to continue investing in innovation, sustainability and partnerships that benefit both communities and visitors.

The Chairperson of the TTA, Susan Marais, echoed the call for collaboration, saying the sector has reached a turning point.

“The future is no longer about surviving, but about thriving,” she said. “Tshwane remains a highly underrated tourism destination.”

Marais described the metro as one of the safest and most welcoming cities, arguing that its diversity of experiences is often overlooked.

“Tourism only works when we all do it together,” she said. “We are here as an association to make an impact. Tourism cannot grow in isolation; we must choose collaboration and not competition.”

Throughout the day, attendees participated in mixed breakaway sessions that focused on themes such as destination marketing, product development, transformation and sustainable tourism practices. These sessions allowed for practical engagement between government, private operators and community-based tourism initiatives.

The exhibition floor showcased the breadth of Tshwane’s tourism offering. Exhibitors included Diamond Mine Tours and Royal Cullinan Diamonds, as well as lodges such as Leribisi, Mongena, Mangwa Valley and Tshikwalo.

Guesthouses and hotels were represented alongside wellness destinations, like L’Abri Day Spa and Mangwanani Spa.

Adventure tourism operators such as Acrobranch Tree-top Adventurers highlighted outdoor and family-friendly experiences, while the Ditsong Museums of South Africa’s educational office and the South African National Biodiversity Institute showcased the city’s rich historical and natural heritage.

One of the exhibitors, craft artist James Tau Loselo, said he was proud to participate in the showcase.

“It is good to be here and to see everyone so excited,” he said. “I would like people to know we are at the Union Buildings, where a lot of tourists come to see the statue of Mandela. It is a very good view from there over the whole of Pretoria. Tourists should not miss it.”

Wayne Sinclair from Sundowner Fly Fishing Adventures said niche tourism segments are also gaining traction.

“The fly-fishing industry is growing, and fly-fishers are making good use of our clean dams near Bronkhorstspruit,” he said. “I think with tourism, close proximity is always a bonus. We are 30 minutes from Pretoria east.”

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