Major sporting events: SA's high-yield tourism investment

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In an increasingly competitive global tourism market, major sporting events are no longer simply moments of national pride or entertainment. They are among the highest-yield investments a country can make in tourism, economic growth and international reputation.

To fully unlock their potential, however, we need to look beyond the ticket and recognise sport for what it truly is - a catalyst for sustainable growth.

Sports tourism: the underrated powerhouse

Major sporting events are among the most economically productive forms of tourism, yet their true value is often underestimated. According to South Africa’s 2026 Tourism Growth Partnership Plan, every 13 tourists create one permanent job. That means a single event drawing 6,000 visitors translates into roughly 462 jobs - and that’s before we even count the direct financial impact.

Take the 2024/25 India cricket tour, for example: Cricket South Africa estimated a total impact of R218 million, with R75 million in direct expenditure and around 405 full-time equivalent jobs created. Numbers like these prove that sports tourism is not just entertainment - it’s a serious economic engine.

Beyond the ticket price

The cost of a seat is only the beginning. The real return lies in flights, multi-day itineraries, regional travel, accommodation, and hospitality spend. Each fixture ripples through the economy, enriching local businesses and communities. Yet media coverage often fixates on ticket prices, missing the bigger story - foreign direct investment and permanent employment that uplift entire regions.

South Africa’s sporting prestige

This isn’t a new idea - sport has long been recognised as a driver of tourism growth. But today, South Africa stands out as a premier sporting destination. It’s the first African nation to host all three men’s World Cups - rugby, cricket, and football - and sports travel here is gaining momentum.

Trust, partnerships, and fan experience

Sports travel thrives on trust. When national teams win, demand surges, but so do the risks, for example, unofficial packages and resold tickets often leave fans stranded.

The fallout damages reputations, which is why governing bodies increasingly appoint specialist operators as exclusive travel partners. These partnerships ensure fair pricing, structured packages, and predictable, exceptional experiences.

At Tourvest Destination Management (TDM), the sports tourism division works across both outbound and inbound sports travel.

Through SA Rugby Travel, which is powered by our long-standing partnership with SARU, we’ve taken thousands of supporters to Rugby World Cups and tests in Europe and Japan - and we’ll do the same in Australia next year.

Now, we’re bringing the same structure to cricket. Partnering with Cricket South Africa, we created SA Cricket Travel to provide dedicated travel services for cricket supporters.

Outbound vs. inbound value

Our sports division balances outbound travel - fans following teams abroad - with inbound tours that bring global supporters to South Africa. Outbound cycles are complex and commercially demanding. Inbound, however, delivers durable value. Visiting fans stay beyond match days, explore, go on safaris, and spread their spend across the country. As Africa’s leader in inbound travel, this segment aligns perfectly with our core strengths.

A prime example is the upcoming Cricket World Cup, co-hosted across South Africa, Zimbabwe, and Namibia. Seamless operations across three countries through the overall Tourvest infrastructure highlight how sport now drives tourism across an entire region, not just a single city.

Shared value and sustainability

Sports tourism doesn’t just benefit one operator - it incubates growth across the entire tourism ecosystem, creating shared value for countless organisations and communities. Sustainability is also front and centre. Global bodies like World Rugby and the International Cricket Council now demand accountability for environmental and operational practices across the value chain.

The future of travel is clear. It is about depth over volume, experience over convenience, sustainability as standard, and value measured across whole economies rather than single transactions.

Sports tourism embodies all these markers. It is one of the most productive, yet consistently underrated, segments a country can build.