Applications Now Open: North Europe Roadshow 2026

South African Tourism invites eligible tourism businesses to apply to participate in the upcoming North Europe Roadshow, taking place from 13–22 January 2026 across seven key cities in the Netherlands and Belgium.

This strategic trade engagement forms part of the North Europe Hub’s ongoing efforts to grow arrivals and tourism spend from the Dutch and Belgian markets. It offers South African tourism suppliers the opportunity to engage directly with travel agents and tour operators across cities including Utrecht, Den Bosch, Rotterdam, The Hague, Antwerp, Brussels and Amsterdam.

This is an invaluable opportunity to showcase unique, responsible tourism products and experiences to a region that values sustainability, authenticity and off-the-beaten-track itineraries.

Roadshow Highlights:

• Reach 120–140 qualified buyers across 7 cities

• Accommodation and in-country transport included

• Participate in high-impact trade workshops

• Ideal for products aligned to key experience pillars such as scenic beauty, culture and roots, wildlife and safari, coastal experiences, and responsible tourism

• Preference may be given to suppliers who have not attended before

Roadshow Details and Itinerary:

South African Tourism will take a total of 20 businesses on a roadshow through the Netherlands and Belgium, covering seven cities. The details for this roadshow is as follows:

• Tuesday 13 January 2026: Utrecht
• Wednesday 14 January 2026: Den Bosch
• Thursday 15 January 2026: Rotterdam
• Friday 16 January 2026: The Hague
• 17 – 18 January 2026: Travel to Antwerp (Belgium)
• Monday 19 January 2026: Antwerp
• Tuesday 20 January 2026: Brussels
• Wednesday 21 January 2026: Amsterdam
• We are targeting 120 - 140 pax (inclusive of both travel agents and tour operators) in total over the 4 cities visited

Applications require a business profile, a marketing plan, and (for DMCs) two sample itineraries tailored to the region’s travel preferences.

Application deadline: 17:00 on 1 August 2025

Submit applications to: netrade@southafrica.net

Download the full information pack here 

For any questions, contact Zora Klaasen, Trade Relations Manager for the North Europe Hub: zora@southafrica.net

Please email your applications to: netrade@southafrica.net by the closing date and time. Closing date for applications: 17:00 on 01 August 2025.