Brümilda Swartbooi
Tourism in Johannesburg is synonymous with heritage, vibrancy and a spirit of constant reinvention. At the forefront of its communications efforts is seasoned communicator Laura Vercueil, the woman shaping how the world sees destination Joburg.
As Public Relations and Communications Manager at the Johannesburg Tourism Company (JTC), Vercueil is passionate about branding the City globally and says Joburg continues to inspire her.
“It’s a boomtown that never stopped booming.”
Her portfolio spans content creation, media liaison, drafting and releasing statements, contributing to industry publications, and engaging with local and international stakeholders.
Originally from the Eastern Cape, Vercueil joined JTC in 2010 as the City geared up to host the FIFA World Cup. “The build-up was electric, the City was alive, and when the world finally arrived, Joburg delivered. It felt like we were on a very positive upward trajectory.”
Vercueil’s path to communications was unconventional. She began as a legal secretary, but her passion for writing and literature led her to a role as an Editor’s Secretary at the Natal Witness. With a BA degree in English, Afrikaans, and Nederlands, she discovered her strengths in storytelling and communication.
Her career flourished at Eskom, where she managed an internal newsletter and travelled across KwaZulu-Natal to uncover stories. She later freelanced in PR and communication before taking on the role of Communication Manager at the Westcliff Hotel (now Four Seasons), marking her entry into tourism and destination marketing.
Today, Vercueil is energised by Joburg’s evolution as a dynamic cultural hub. “Joburg has really taken off as one of the world’s major arts cities. We’ve got a phenomenal number of galleries, and the contemporary fine art scene is huge. There’s just so much going on.”
Career highlights include representing the City at international trade shows such as the World Travel Market in London and attending a week-long conference in New York.
Outside of work, Vercueil is an optimist who believes in better tomorrows. She enjoys tennis, hiking with her partner, and spending time with her two adult children. Among her favourite Joburg spots are Victoria Yards, Maboneng Precinct, the Botanical Gardens, and the City’s many dog parks.
For Women’s Month, she draws inspiration from the resilience of African women: “They’re the backbone of this continent and they hold families together.”SOURCED FROM THE JOBURG WEBSITE
