The University of Johannesburg (UJ) and Airbnb today mark a major milestone: five years of partnership through the Airbnb Entrepreneurship Academy at UJ, a programme that has equipped 882 UJ students with practical entrepreneurial skills for South Africa’s evolving tourism economy. Launched amid the COVID-19 crisis in 2020, the Academy is now embedded in UJ’s Work Integrated Learning (WIL) programme- transforming how students prepare for work and for enterprise.
“We’re not just teaching students to work in tourism, we’re teaching them to shape its future,” said Wilmé Verwoerd, Regional Lead for Middle East & Africa at Airbnb. “Through making innovative curriculum changes & co-creating industry exposure, we’re adding to the employability skill set of future graduates while actively contributing to entrepreneurship education.”
When Crisis Became Catalyst
As the pandemic disrupted global travel, UJ and Airbnb moved quickly to integrate the Airbnb Entrepreneurship Academy into the university curriculum. The result is a blended, industry-aligned programme that treats entrepreneurial thinking as essential alongside core hospitality skills so students can navigate and contribute to a rapidly changing sector.
Creating Pathways Where Few Existed
The Academy intentionally reaches students from township and rural communities, where traditional employment pathways are often limited. By learning how to use digital platforms to participate in the tourism economy, students discover they can build sustainable income streams and small businesses close to home.
“What stood out for me is realising that anyone can become an entrepreneur. It’s not about experience, but about motivation, enthusiasm, and commitment,” said one participant. Another reflected, “I learned that any business idea is possible, as long as you’re confident and dig deep into your imagination to make it a success and seek help, no matter how small.”
The Digital Bridge
With digital fluency now a prerequisite for opportunity, the Academy gives students hands-on experience in the online marketplace. The curriculum, refined and iterated over the years, incorporates remote learning and entrepreneurship-focused modules that help students future-proof their careers.
“By equipping the next generation with entrepreneurial skills, we are helping them create their own pathways and future-proof themselves against change,” continued Wilmé Verwoerd.
A Model for Meaningful Partnership
The UJ-Airbnb collaboration shows how public-private partnerships can address systemic challenges with intentional design. Rather than transplanting corporate content into a classroom, partners co-created a curriculum that bridges theory and market reality. With the fifth Academy bootcamp now complete, the partners reaffirm their commitment to inclusive growth creating pathways to employment and empowerment.
“Purposeful partnerships, such as the one between the School of Tourism and Hospitality and Airbnb, illustrate how higher education institutions (HEIs) and industry through co-creating work experiences and industry exposure for students, add to the employability skills set of the future graduates. The partnership also contributes actively and positively to entrepreneurship education. We are grateful to partners like Airbnb, who through collaboration with the STH, ensure that the graduates emerge with different thinking that will help in the diversification and growth of the tourism sector.”
