Online Reporter
Bertie Jacobs
Sports are already one of the biggest revenue generators around the world, often earning billions from a single event like the World Cup. It is already worth US$12 billion in Africa and projected to grow to US$35 billion in a decade.
But tourism linked to sport is even bigger, contributing to 10 percent of global tourism revenues. Can Africa join this lucrative trend?
Football. The Beautiful Game. The World Game. It is no overstatement to say that our continent adores football, with an estimated 59 percent of Africans watching the sport more than once a week.
Africa’s sporting picture is, however, much more inclusive than that. Athletics enjoys a large following, especially in East Africa, where Kenya and Ethiopia are global powerhouses, while in Southern Africa, rugby and cricket remain major draws. Basketball is the fastest-growing sport on the continent, and boxing, as well as combat sports, are staples for an increasing number of fans.
Africa’s sports sector currently contributes roughly 0,5 percent of continental Gross Domestic Product, and industry analysis project that the sports economy could reach US$20 billion by 2035, a remarkable increase from the current US$12 billion.
But is the continent’s tourism sector reaping the rewards? Both the formal and informal African tourism sectors are increasingly aware of the significant revenue potential embedded in sport tourism.
Sports tourism is big business. Yet Africa has historically underutilised it. The sooner the continent strategically harnesses these opportunities, the better.
According to Professor Esmarie Myburgh from the research unit Tourism Research in Economics, Environs and Society (TREES) at the North-West University (NWU) in South Africa, the UN World Tourism Organisation highlights that sport tourism is expected to grow by an estimated 17,5 percent between 2023 and 2030 and already accounts for approximately 10 percent of global tourism expenditure.
“Sports tourism can address several challenges in Africa’s leisure tourism sector, particularly by reducing seasonality and spreading tourism benefits more evenly. Unlike traditional leisure tourism, which is often concentrated in peak periods and major destinations, sports events can take place throughout the year and often in smaller towns, creating valuable economic activity,” she explains.
Sporting events across Africa already demonstrate this potential, drawing millions of spectators annually and generating significant spending on accommodation, transport, food, retail and local attractions. School and grassroots sport events also create a notable tourism footprint by encouraging domestic travel and raising awareness of lesser-known destinations.
“Internationally, sports tourism is a strong driver of destination branding. High-profile events linked to world-class African teams and athletes receive global media coverage that positions African destinations as capable and attractive hosts, often reaching new tourism markets,” she notes.
Gateway to greater tourism
Prof Myburgh further emphasises that sports tourism rarely results in one-off visits. Sport tourists who attend or participate in events are often motivated to return later for leisure travel with family or friends.
“Sports tourism, therefore, often acts as a gateway that broadens the tourism economy beyond the initial event visit,” she says.
“From an economic perspective, sport tourism generates spending across accommodation, transport, food, retail and attractions. Major events have strong direct impacts, but even smaller events can stimulate local economies while supporting jobs and small businesses.”
“The social role of sports tourism should also not be underestimated. It brings people together across cultural and social divides, fosters national pride and contributes to social cohesion in ways few other tourism products can.”
Another advantage is that many sport tourism events can make use of existing infrastructure and tourism facilities. However, across parts of the continent, maintenance, accessibility and consistent investment remain challenges that must be addressed.
Existing stadiums, training facilities and transport infrastructure should be better utilised to support a stronger and more sustainable sport tourism offering.
Despite the clear benefits, obstacles remain. Not all sports codes have equally strong commercial appeal, and economic impacts often depend on team performance, organisational capacity and spectator support.
Government backing can also be uneven, with investment frequently concentrated in established host cities while smaller regions struggle to benefit. Infrastructure gaps, safety concerns, grassroots sport development and inconsistent economic impact measurement further constrain growth.
Overall, sports tourism remains one of Africa’s most promising yet underutilised tourism opportunities. With improved infrastructure, co-ordinated policy support and stronger collaboration between governments, sporting bodies and the tourism sector, it has significant potential to drive inclusive economic growth, nation-building and long-term destination competitiveness.
When the final whistle blows at any major sporting event on the continent, there can be more than one winner. The team may lift the trophy, but the broader tourism economy can also emerge victorious — if Africa plays its cards right.
The real test will be whether the continent can leverage sports tourism exposure, invest strategically in infrastructure and ensure that benefits extend beyond match days and major cities. The action may unfold on the field, but the lasting legacy will depend on how effectively Africa unlocks the full potential of sport tourism. – New African Magazine
Bertie Jacobs is an award-winning journalist who specialises in tertiary education news. He is a Communication Specialist at the North-West University, South Africa.
