Johannesburg is expected to reap substantial economic benefits thanks to the upcoming Standard Bank Joy of Jazz.

Standard Bank Joy of Jazz – which will attract more than 30 000 fans when it takes place at the Sandton Convention Centre from September 25 to 27 –  injects approximately R600 million annually into the Gauteng economy.

Building up to the weekend of the Standard Bank Joy of Jazz festival, the “City of Gold” becomes the centre of the jazz universe attracting a cross-spectrum of individuals and corporates, including top-level executives from a variety of companies operating in music, film, TV and digital distribution.

Over the years, the festival has established itself amongst the Top 10 Jazz events in the world drawing visitors from around South Africa, the African continent and the globe. Media this year comes from a host of African countries as well as the UK and US, including notable titles like Jazz Times.

Johannesburg Tourism Company’s Laura Vercueil says hosting events of this magnitude will have direct and positive economic and development impact on the city and “all who work and play within its boundaries”.

She says Johannesburg’s visitor numbers will again spike later this month with the return of the country’s premier jazz festival which will for the next five years be staged at the Sandton Convention Centre.

Vercueli believes the change of venue will accommodate the ever-increasing audience numbers.  She says events of this size boost local economic tourism as they attract a high number of domestic, African and international travellers.

“Moreover, there is an exchange of professional and intellectual capital and expertise, which comes about as a result of hosting such an event,” adds Vercueil.