Africa should use sport tourism
Football – the beautiful game, the world game – dominates Africa’s sporting landscape, with an estimated 59% of Africans watching the sport more than once a week. Yet the continent’s sporting appetite is far broader. Athletics commands major followings in East Africa, rugby and cricket remain strong in Southern Africa, basketball is the fastest-growing sport, and boxing and combat sports continue to attract loyal fans.
Sport is also an economic force. Africa’s sports sector currently contributes about 0.5% of continental GDP, with projections suggesting the sports economy could grow from US$12 billion to US$20 billion by 2035.
The question is whether tourism is fully benefiting.
Sport tourism is big business globally, but Africa has historically underutilised its potential. According to Prof. Esmarie Myburgh of the Tourism Research in Economics, Environs and Society (TREES) unit at North-West University, the United Nations World Tourism Organisation estimates that sport tourism will grow by 17.5% between 2023 and 2030 and already accounts for about 10% of global tourism expenditure.
Spreading the benefits
“Sport tourism can address several challenges in Africa’s leisure tourism sector, particularly by reducing seasonality and spreading tourism benefits more evenly,” Myburgh explains. “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.”
Across Africa, sporting events already draw millions of spectators annually, generating spending on accommodation, transport, food, retail and local attractions. Even school and grassroots events contribute by encouraging domestic travel and highlighting lesser-known destinations.
“Internationally, sport tourism is a strong driver of destination branding,” Myburgh notes. “High-profile events linked to world-class African teams and athletes receive global media coverage that positions African destinations as capable and attractive hosts.”
She adds that sport tourists are rarely once-off visitors. “Sport tourism often acts as a gateway that broadens the tourism economy beyond the initial event visit,” she says, with many visitors returning later for leisure travel.
Social dimension
Beyond economics, sport tourism has a powerful social dimension. “It brings people together across cultural and social divides, fosters national pride and contributes to social cohesion in ways few other tourism products can,” Myburgh says.
A further advantage is that many events can rely on existing infrastructure. However, challenges remain. Maintenance backlogs, accessibility issues and inconsistent investment limit growth, while government support often favours established host cities, leaving smaller regions behind. Safety concerns, uneven grassroots development and weak economic impact measurement also constrain progress.
Despite these hurdles, sport tourism remains one of Africa’s most promising yet underdeveloped opportunities. With better infrastructure, coordinated policy support and closer collaboration between governments, sporting bodies and the tourism sector, it could drive inclusive growth and long-term destination competitiveness.
When the final whistle blows, the winning team need not be the only victor. If Africa plays its cards right, the broader tourism economy can win too.
