With the vibrant blend of experiences that our beautiful country offers to domestic and international visitors, sports tourism has emerged as an exciting frontier with boundless potential.
I have witnessed the transformation of this subsector that has become a vital part of our nation’s identity and economy. South Africa’s rich sports culture is more than just a game to us; it’s a passion, a unifier and an economic powerhouse.
I strongly believe that sports tourism has the potential to change the trajectory of our tourism industry and fast-track tourism recovery after the pandemic.
South Africa’s domestic sports tourism landscape is flourishing, spurred by our rich history and cultural diversity: Premier Soccer League games with their vuvuzelas, heart-pounding rugby matches, thrilling cricket battles at the Wanderers, marathons, cycling tours and golf. Our sports events reflect our national character.
According to Future Market Insights, the value of the South African sports tourism market was estimated at $3.67m (about R68m) for 2022. Local communities, small businesses and the hospitality ecosystem are the real winners, with substantial investments and opportunities cascading down to the grassroots level.
South Africa’s sports culture isn’t confined to our borders; it echoes around the globe, with the successful hosting of numerous significant events in recent years, including prestigious competitions such as the 1995 Rugby World Cup, the 1996 Africa Cup of Nations, the 2003 Cricket World Cup, the 2007 World Twenty20, the 2009 Indian Premier League, the 2009 Confederations Cup, the 2010 Fifa Soccer World Cup, the 2021 British & Irish Lions tour, the 2023 Cape Town E-Prix and the 2023 Netball World Cup.
But it’s not only about the numbers; it’s about the international relationships and networks built. Stakeholders, ranging from the government to the private sector, worked together to put South Africa on the global sports map. Add our exceptional sports talent, where various stars have done amazing work to make the country shine on the international stage: Lucas Radebe, Benni McCarthy, Ernie Els, Chester Williams, Caster Semenya, Siya Kolisi … the list is endless.
Sport is a catalyst for economic development, an investment driver with a huge ability to create much-needed jobs.
According to South African Tourism’s Departure Survey, more than 10% of international tourists who visited in the past five years were drawn by sports events. The revenue generated fuels local economies and creates jobs, with long-lasting impacts.
The Comrades Marathon Association estimates that the race’s economic impact on KwaZulu-Natal alone is R550m.
South Africa’s sports culture is not just about the numbers or the games; it’s about our people. The Soweto derby isn’t merely a football match; it’s a cultural festival. The Comrades Marathon isn’t just a race; it’s a symbol of human endurance. The blend of world-class courses with South Africa’s scenic beauty has made golf tourism a significant part of the industry. Our sports culture reflects our resilience, our hope and our united vision for a better South Africa.
We must ensure that our pursuit of sports tourism aligns with responsible environmental stewardship, and we must prioritise safety and security
Undoubtedly, success in sports tourism is a collaborative effort, and I believe in the synergy between the various stakeholders — government agencies, the private sector, sporting bodies and federations, and local communities.
In alignment to sports tourism, South African Tourism has announced Springbok captain Kolisi as our new global advocate ahead of the Rugby World Cup starting next weekend in France. He is the perfect person to partner South African Tourism in our marketing and promotional efforts as we seek to attract more visitors to our country.
To harness the full potential of sports tourism for domestic and international appeal, we must invest, strengthen marketing efforts and promote accessibility by simplifying visa processes, enhancing transportation and providing affordable packages. We must ensure that our pursuit of sports tourism aligns with responsible environmental stewardship, and we must prioritise safety and security.
Sports tourism is a conduit for social transformation, economic growth and international unity.
We are a nation with dreams as vast as our landscapes, and sports tourism is one field where those are taking shape, one game at a time.
The field is open and the time is now. Let’s play.
•Ndlovu is acting CEO of South African Tourism
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