Joy’s entire career has been spent in the tourism industry in South Africa either in inbound travel or in the hotel industry and she has been involved in marketing both locally as well as internationally. She has gained many years of experience on both sides of the fence – as an operator and also as a supplier.

It has always been hugely important to her that the Companies she represents are better known than she or her Company are and that is where she believes she sets herself apart from some of the other representation companies. You might know who they are but not necessarily who they are representing but with Joy you know exactly who she works with.

She prefers to represent small owner run companies and she has to truly believe in the product to represent them.  It is hugely important to her that she is considered one of the team and not merely a representative.

Joy was very privileged to help launch Rovos Rail 29 years ago ( as the first employee and has over the years watched the ugly duckling become a gracious swan.

She broke away from full time employment with Rovos Rail after moving to Cape Town and formed her own company JJRS Consulting Services cc. She was fortunate to have Rovos as her first client and is still actively involved in all aspects of sales for them locally.

Fourteen years ago she was approached by Ellerman House ( to represent them on the sales side. They are without a doubt the most exclusive small luxury hotel in Cape Town and a member of Relais & Chateaux.

Previously her portfolio also included all the products in the Legend Lodges Group and she also had the privilege of introducing Babylonstoren to the tourism industry in Cape Town and although her contract was supposed to be for only three months it ended up being three years.

Joy prefers not to take on too many products as she truly believes that she needs to do justice to all of them and that they all consider her to be part of their team.

Rovos Rail

Shongololo Express

Ellerman House

St James Manor

St James Homestead

St James Seaforth

Contact Us

15 + 3 =

Joy Strydom


Physical Address: 

Postal Address:  Suite 93 Private Bag X22, Tygervalley 7536

Business Phone/s: +27 (0) 21 919 4650

Business Fax: +27 (0) 86  607 6336

Business E-Mail:

Cell number:  082 550 3412


Years in Business:

Rovos Rail Offices

Rovos Rail

Ellerman House

Ellerman House