227 tourism ambassadors are ready to transform the city
The Joburg Tourism is raising the bar for safety, service, and skills development in the city’s bustling tourism scene.

In a bid to enhance safety, provide essential tourist support, and uplift youth in Johannesburg, the Joburg Tourism Company has launched its latest Tourism Ambassador Programme. With 227 trained ambassadors stationed at popular attractions and hotspots, this initiative is set to make the city safer and more welcoming for visitors while addressing youth unemployment.
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The ambassadors, easily identifiable by their vibrant I Love Joburg uniforms, will act as Tourism Information Extension Officers. From patrolling key sites like Sandton, Rosebank, and Maboneng to providing basic first aid and victim support, they are ready to assist tourists while ensuring safer, smoother experiences across Johannesburg.
“This programme is more than just a safety initiative,” says Thandubuhle Mgudlwa, Joburg Tourism CEO. “It equips unemployed youth with skills, practical experience, and opportunities for future employment in the tourism sector.”
Training includes modules on first aid, customer service, crime prevention, and workplace readiness, developed in collaboration with the City’s Department of Public Safety. Past successes are already showing results, with three ambassadors from last year securing full-time positions in the industry.
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The ambassadors are deployed in Johannesburg’s seven regions, covering iconic spots like Soweto Towers, the Hector Peterson Museum, and the Johannesburg Zoo. Their tasks include assisting tourists, collecting visitor data, and supporting law enforcement by reporting suspicious activity.
“This initiative isn’t just about helping tourists,” Mgudlwa adds. “It’s about changing perceptions, showcasing Johannesburg as a safe, vibrant destination, and creating lasting impact for both visitors and locals.”
As the programme continues until April, Joburg Tourism’s vision of blending safety, service, and youth empowerment shines as a beacon of hope for a thriving tourism sector in the heart of South Africa.
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