Joburg Tourism has partnered with the Standard Bank Joy of Jazz festival to be held over the weekend.
The tourism body noted the move reinforces the city’s reputation as the leader in culture, lifestyle, entertainment and business tourism.
Joburg Tourism’s Executive Head of Destination Marketing and Events Belu Mabandla described the festival as an asset.
“The Standard Bank Joy of Jazz Festival is one of Johannesburg’s most important cultural assets, bringing together music lovers, visitors, artists, entrepreneurs and industry stakeholders from across South Africa and the world.
“Joburg Tourism is proud to partner with an event that not only celebrates artistic excellence, but also delivers meaningful economic impact through tourism growth, job creation and opportunities for local businesses,” Mabandla said.
The festival is one of the country’s flagship music events, attracting thousands of patrons and artists from across the world.
“As part of its destination marketing strategy, Joburg Tourism will support the festival through the Jazzy Joburg Market and the #Welcome2Joburg stakeholder engagement platform. These initiatives provide opportunities for local businesses, tourism stakeholders and emerging entrepreneurs to connect with visitors.
“The partnership supports Joburg Tourism’s mandate to drive visitor growth, stimulate tourism spending, support small businesses and strengthen Johannesburg's position as a lifestyle and leisure destination,” the tourism entity stated.
Last year, some 30 000 people attended the festival, generating nearly R100 million in economic impact.
“Building on this success, the 2026 festival is expected to attract more than 30 000 visitors, sustain more than 1300 direct and indirect jobs, and create trading opportunities for 25 Johannesburg-based SMMEs through the Jazzy Joburg Market.
“The wider Joy of Jazz ecosystem has historically generated more than R34.5 million in direct spending, contributed approximately R86 million to the Gauteng economy and supported more than 1200 temporary and permanent jobs across its value chain,” Joburg Tourism stated.
Mabandla echoed these sentiments, saying it as “more than a music event”.
“It is a tourism and economic catalyst that showcases Johannesburg’s cultural vibrancy while creating opportunities for small businesses and supporting job creation.
“As South Africa celebrates Tourism Month, Joburg Tourism remains committed to using major events to attract visitors, extend their stays and ensure that tourism benefits communities, creatives and businesses across Johannesburg,” Mabandla said. – SAnews.gov.za
