Johannesburg stands at the threshold of history as it prepares to welcome the world’s most influential leaders for the G20 Leaders Summit. This moment is bigger than the sum of its carefully choreographed meetings and official communiqués — it is an unparalleled chance to position South Africa, and by extension Africa, as a credible, competitive and compelling player on the global stage.
When the eyes of the world turn to Johannesburg, what will they see? This is the fundamental brand question facing us all — leaders, entrepreneurs, communities, and ordinary citizens alike.
From the gleaming skyscrapers of Sandton to the creative pulse of Maboneng, from Soweto’s rich history to Alexandra’s unwavering spirit of resilience, Johannesburg is a living story of aspiration, reinvention, and possibility. Hosting the G20 is our chance to write a new chapter — to redefine perceptions of our city, our province, and our country in a narrative that speaks not of what we lack, but of what we can offer: world-class infrastructure, a vibrant culture of innovation, youthful energy, and a people whose warmth is matched only by their determination to build better futures.
To realise this, we must approach the G20 not as spectators but as active participants. Our hospitality industry must deliver unforgettable service that makes every delegate feel safe, seen and valued. Our transport networks must run smoothly and reliably. Our streets must be clean and secure. Our local entrepreneurs must seize the moment to showcase proudly made South African products and services — from our world-renowned wines and creative industries to our pioneering technology and green economy solutions.
We call on big business to partner with small businesses so that the economic windfall of this event leaves a lasting legacy, not just for the privileged few but for township economies, SMMEs, and the informal sector too. We call on artists, storytellers and cultural ambassadors to bring our rich diversity to life — through performances, exhibitions and experiences that imprint South Africa’s soul onto the minds of global leaders and visiting media.
Our government institutions must execute with precision — ensuring tight security without sacrificing the spirit of openness that defines who we are. They must cut red tape so that every opportunity for local businesses is unlocked quickly and transparently. And our media must rise above cynicism to tell our story honestly but boldly — showing the world that South Africa is a land of solutions, not just challenges.
Above all, each of us must remember that we are living extensions of brand South Africa. A single warm smile, a helpful hand at the airport, a conversation that bridges divides — these small moments weave the fabric of our national image far more powerfully than any billboard ever could.
Let this G20 Summit be a launchpad for new partnerships, investments, and ideas that fuel economic growth and shared prosperity. Let it be the start of a legacy project that will uplift communities, stimulate tourism, and showcase South Africa as the gateway to the African century.
This is our moment to shine — and the world will judge us not just on the outcomes of the summit room but on the experience of being in our city. So let us rally together, break the silos, bridge the divides and show what we can do when we stand united behind one clear goal: to host the most impactful, inclusive, and inspiring G20 Leaders Summit the world has ever seen.
But success won’t be guaranteed by official delegations, security cordons, and glossy speeches alone. It will depend on the collective will of our people, businesses, civil society, media, and all spheres of government to demonstrate the best of who we are. Hosting the G20 goes beyond protocol — it is about staging a living brand showcase that says: South Africa works.
A smooth, welcoming, secure, and memorable Summit will send a powerful message that South Africa is open for business, investment, and partnerships — that we have the talent, the systems, the infrastructure, and the people to deliver at the highest global standard. From our world-class hotels and conference facilities to our transport networks, cultural offerings, township economies, and everyday interactions with delegates and journalists — every touchpoint must reflect excellence and authentic African warmth.
Johannesburg is no stranger to big moments. It is a city forged in gold, raised on dreams, and resilient in the face of challenges. It now needs to rise once more — not just for three days of headlines, but to lay the foundation for sustained economic benefits, reputational dividends, and new trade ties that will outlive the Summit itself.
As citizens, let us be ambassadors. As businesses, let us innovate to showcase our best products and services. As government, let us deliver flawlessly. And as the media, let us tell our success story boldly to the world.
Johannesburg, your time is now. South Africa, the world is watching. Let’s deliver — together.
Tujenge Afrika Pamoja! Let’s Build Africa Together!
Enjoy your weekend.
Saul Molobi (FCIM)
PUBLISHER: JAMBO AFRICA ONLINE
and
Group Chief Executive Officer and Chairman
Brandhill Africa™
Tel: +27 11 759 4297
Mobile: +27 83 635 7773
Physical Address: 1st Floor, Cradock Square Offices; 169 Oxford Road; Rosebank; JOHANNESBURG; 2196.
eMail: saul.molobi@brandhillafrica.com
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