Joburg Tourism launches ambassador programme to boost safety and visitor experience
As the ambassadors take up their roles across the city, they are poised to make a meaningful impact on visitors' experience and contribute to the growth of the local tourism sector.

After months of preparation, the Johannesburg Tourism Company has officially launched its latest Tourism Ambassador Programme, deploying 227 passionate young ambassadors to key sites and attractions across the City of Johannesburg.
This initiative, which began placing ambassadors in mid-November following a rigorous process of screening, training, and upskilling, is designed to make Johannesburg a safer and more navigable destination for tourists.
It also seeks to strengthen tourism awareness and information services throughout the city.
“This is a comprehensive, multi-layered initiative that we are confident will achieve its objectives,” said Thandubuhle Mgudlwa, CEO of Joburg Tourism.
By collaborating with public and private sector stakeholders, the programme aims to enhance safety at tourism hotspots, reduce incidents of crime targeting visitors, and equip unemployed youth with valuable skills and experience.
The initiative, leveraging the public employment programme, also focuses on improving youth employability in the tourism sector.
“We are proud to report that three participants from last year’s intake have secured full-time positions in the tourism sector,” Mgudlwa added, highlighting the tangible benefits of the programme.
Participants underwent intensive training conducted in partnership with the city’s Department of Public Safety.
The curriculum covered 10 essential modules, including first aid, basic fire prevention, service excellence, and tourism information dissemination, equipping ambassadors with a broad range of skills to support visitors and promote the city’s attractions.
“Despite the challenges we faced in previous iterations of the programme, we have laid a solid foundation.
“By intensifying monitoring, recruiting qualified candidates, and refining logistical planning, we can build on these lessons to ensure even greater success in the current and future programmes,” explained Mgudlwa.
This programme represents a significant step forward in Johannesburg’s efforts to position itself as a premier tourist destination while addressing youth unemployment and promoting safety.