The City of Johannesburg has appointed Eddy Khosa, CEO of the Johannesburg Tourism Company (JTC), an innovative public/private sector partnership.

Eddy Khosa is no newcomer to the company having been appointed Deputy CEO in February 2004 and later, following Deon Viljoen’s departure, Acting CEO of the JTC.

Khosa’s contribution to the growth of tourism in Johannesburg hasn’t gone unnoticed. Other recent appointments include chairman of the South African Meetings Industry Federation (SAMIF), member of the National SAACI Board and Vice-Chairperson of SAACI NTB as well as global committee member of the International Association of Convention and Visitors Bureaux.

In just over 2 years, the Johannesburg Tourism Company has established itself as a key player in the bid to grow the tourism industry in Johannesburg.  So much so that its mandate has been broadened to add leisure tourism to its present focus on business tourism.

“Our concentration since our launch in July 2003 was on promoting Johannesburg as a dynamic business tourism destination as well as on information dissemination,” says Khosa.

Spearheading the business tourism marketing strategy was the establishment of a convention bureau to explore and assist selected customers to obtain support and sponsorships for major national and international conferences and events.

In its first year of operation, the bureau exceeded its target of 10 new events. The driving target is to win one mega or city-wide event for Johannesburg every year and attract another l2 international events.  Bids are currently being prepared for 2013 and beyond.

“In the process we have forged a close working relationship with the City Council and its Department of Economic Development, which markets our city generically and sets broad strategic parameters for tourism in Johannesburg,” says Khosa.  “The City Council has now mandated us to actively support this Department in the promotion of leisure tourism.” 

Enjoy another day in Johannesburg will be a prominent theme in marketing leisure activities to both domestic and foreign tourists.  “We want to make Johannesburg more than just a gateway to the rest of South Africa and Africa  - we want it to be a primary leisure destination for tourists in its own right,” Khosa explains.

Khosa goes on to say that the JTC will be undertaking a more aggressive drive in terms of making quality tourism information available and has been studying a proposal to develop themed Tour Routes, such as a Mines Tour, and market packages to tour operators. Other tour routes could include places such as Soweto’s historical Vilakazi Street.

Khosa says that enhancing the profile of Johannesburg as a leisure destination involves a wide range of actions, from signage to highlight the quality of the city’s attractions to making them more accessible to tourists. Coupled with such actions, he says, is the whole question of entrepreneurship. 

“Together with the Council’s Department of Economic Development we plan to place greater emphasis on the development in previously disadvantaged communities of tourism initiatives, tourism safety and security, tourism training, empowerment in tourism, tourism investment and infrastructure development, product development, skills development, donor funding, inter-governmental relations and overall tourism policy and strategy,” he says. 

Khosa says that in seeking to achieve growth and success in these areas, The Johannesburg Tourism Company will be seeking co-operation with big business organisations such as the Tourism Enterprise Programme that is funded by the Business Trust. 

His company will also be looking to corporations for sponsorship and for support in training and development of potential entrepreneurs from previously disadvantaged communities. “In essence,” says Khosa, “we are talking here of an integrated, high level business strategy that will give substance to a forward looking programme that will help build the economy of Johannesburg and the country.”

“I’m thrilled to be heading up such a dynamic company and team and would like to take this opportunity to thank Deon Viljoen, former CEO who encouraged me to join the JTC as well as the JTC board and City of Johannesburg for extending their vote of confidence. Tourism is fast becoming an economic growth sector and the JTC is privileged to be a part of that growth process,” concludes Khosa.