TOURISM STAKEHOLDER CONFERENCE 2026 UNITES INDUSTRY LEADERS FOR COLLABORATIVE GROWTH
The Tourism Stakeholder Conference 2026 was successfully hosted by George, Wilderness and Uniondale Tourism under the theme “United for Growth”, bringing together approximately 60 tourism industry leaders, business owners, marketing professionals, development organisations and key stakeholders at the Hawthorn Boutique Hotel recently.
The conference served as a strategic platform to review the current tourism year, celebrate achievements, identify challenges and collectively shape priorities for the future growth of the tourism sector in George and the wider region.
The George, Wilderness and Uniondale Tourism management team presented an overview of current performance and future plans, highlighting opportunities to strengthen destination marketing, improve stakeholder collaboration and maximise tourism’s contribution to economic growth and job creation.
A key presentation by the George Joint Marketing Association demonstrated the value of collaborative destination marketing in increasing visibility and driving greater participation in local golf and trail experiences.
Stakeholders also received updates on funding and support opportunities available within the sector from the Small Enterprise Development and Finance Agency (SEDFA), conservation-based tourism concessions at the CapeNature reserve in George, as well as interesting developments related to George Airport expansion and improved regional connectivity, all of which have the potential to enhance the destination’s competitiveness. Another feature of the conference was an interactive open forum discussion that challenged participants to move beyond identifying problems and focus on practical solutions.
George, Wilderness and Uniondale Tourism also launched a call to participate in the destination marketing toolkit – designed to support tourism businesses in promoting the destination alongside their own products and services. The plug-and-play resource soon to be circulated aims to facilitate coordinated destination marketing across multiple platforms.
The programme further included a case study on sustainability and Fairtrade accreditation, showcasing the long-term benefits of responsible tourism practices and their role in strengthening individual product and overall destination appeal.
Feedback from attendees reflected the positive impact of the conference and the value of creating a platform for meaningful engagement and collaboration.
Irene Koegelenberg, Key Accounts Manager at UXi Artisan Development, praised the event and the opportunities it created for stakeholder engagement.
“Thank you so much for including the UXi Artisan Development team in this wonderful event. It was both informative and inspiring. We really appreciate the opportunity to be part of such a well-organised and engaging programme. We look forward to exploring opportunities to collaborate going forward and would love to remain involved in future initiatives.”
Janine Olivier, Marketing Manager at Redberry Farm, highlighted the practical and solution-focused nature of the discussions.
“One of the biggest takeaways for me was the question, ‘What are we doing?’ We can often complain and bring topics forward for discussion, but we don’t always come up with proactive solutions and instead pass the responsibility on to someone else. It was great to see and hear the passion for tourism in our town, and it makes me proud to be part of this industry.”
Olivier further commended the organisation of the conference and the value of the open forum discussions, describing the event as informative, engaging and inspiring.
The programme was well-supported by prizes donated by the industry for allocation at the conference, adding to the live draw excitement between sessions. Highlights included overnight stays at the Fairy Knowe Hotel, Town Lodge, Harvil House, Premier Express Inn and Caledon 23 Guest House.
The positive feedback received from delegates on-the-ground and afterwards reinforced the importance of creating opportunities for tourism stakeholders to connect, collaborate and jointly address challenges facing the industry. The strong participation throughout the day by influential business managers and owners demonstrated a shared commitment to growing tourism, strengthening the visitor economy and positioning greater George as a leading destination in South Africa.
George, Wilderness and Uniondale Tourism extend its sincere appreciation to all stakeholders, presenters, partners and attendees who contributed to the success of the conference. The event reaffirmed the sector’s collective commitment to working together to unlock new opportunities and drive sustainable tourism growth for the benefit of the entire region.
Photos:
Joan Shaw, George, Wilderness and Uniondale Tourism Manager: (in front with blue blazer) and Sharon House, Senior Tourism Officer (front left in white shirt) with stakeholders from the tourism industry at the event.
Mahlatse Phosa, the Director of Planning and Development at George Municipality, conducting the opening address to the audience.
Armondo Hoogbaard, Events Intern at George, Wilderness and Uniondale Tourism (in black blazer) with tourism stakeholder, Enrico Apollis and other stakeholders settling into their seats.
Speakers at the event were from left, Roland Vorwerk from In Toto Retreat, Marclan Stallenberg from ACSA, Sharon House, George Municipality, Fatima Borez from CapeNature, Joan Shaw, George Municipality and Ricardo Classen, George Municipality.
Joan Shaw addressing stakeholders at the event.