Brümilda Swartbooi
She is well-travelled, skilled and now a new addition to Johannesburg Tourism. Belu Mabandla stepped into her new role as Executive Head of Destination Marketing and Events at Johannesburg Tourism in mid-August 2024 and brought her decade-long expertise in tourism to elevate destination Joburg to new heights.
“It’s always exciting to work for a new organisation,” she says with energy and enthusiasm. With a fresh perspective, Belu looks forward to exploring innovative ideas and opportunities.
One of the standout features is that she is part of an all-women team. “It’s a team driven and led by women, and it’s empowering to work with such a talented group of women.”
In the first weeks after her appointment, she immediately sunk her teeth into developing roll-out plans, brand and marketing strategies and seeking board approvals for various initiatives. One of her visions is to partner with a 360 creative digital agency to manageabove the line, below the line and through the line marketing. “I also would be introducing a Brand Tracker – this is a reputation management tool that will measure the destination’s competitiveness against its competitors,” she says.
Just like her fulfilling life, her job is anything but ordinary. “Our portfolio is responsible for connecting the Joburg brand to the hearts and minds of travellers and to promote Joburg as a top destination for tourism and lifestyle. We want Joburg to be seen as a place to visit, work and play.”
Exciting lifestyle experiences like Joy of Jazz, DStv Delicious Festival, Makhelwane Festival, and the Summer Cup are just a few of the events on their radar. “Collaborating with lifestyle events is our way to stimulate domestic tourism,” she adds.
Belu has a rich career background in tourism, international trade and investment promotion which equipped her for her current role. She spent a decade at South African Tourism – with the last five years in the Netherlands where she promoted South Africa as a must-visit tourism destination to six North European markets. Her expertise also extends to roles at Coega Development Corporation and the Department of Trade, Industry and Competition – positioning and promoting South Africa as an investment destination and a dependabletrading partner.
Belu holds an MSc in Financial Management from the University of London, BCom Honours in Business Management from Unisa and BCom in Business Management and Economics from the University of Transkei (now Walter Sisulu University).
Hailing from Tsolo in the Eastern Cape, Belu is a mother of two and passionate traveller who has explored over 20 countries. Greece tops her list of favourite destinations thanks to its stunning architecture, turquoise waters and delicious cuisine. “Travel is one of my biggest passions,” she shares.
Describing herself as optimistic, driven, and outgoing, Belu believes in the power of dreams. “I’m a dreamer and I am a descendant of learned women,” she says. Her late dad, Mafu Mabandla, was her biggest cheerleader, inspiring her to always chase her dreams. Her mantra is: “As you imagine yourself to be, so will you become.”
Belu says she is proud to be part of Joburg Tourism and looks forward to making an impact and cementing destination Joburg in the hearts and minds of travellers from all corners of the earth.
SOURCED FROM THE JOBURG WEBSITE.
