- Sports tourism is big business. Yet Africa has historically underutilized this. The sooner the continent strategically uses these opportunities, the better.
- Africa’s sports sector currently contributes roughly 0.5 percent to continental GDP, and according to industry analysis, the sports economy could reach $20 billion by 2035.
Football. The beautiful game. The World Game. It is no exaggeration to say that our continent loves football, with an estimated 59 percent of Africans watching the sport more than once a week.
However, the African sporting image is much more comprehensive than that. Athletics enjoys a large following, especially in East Africa, where Kenya and Ethiopia are global powerhouses, while in South Africa rugby and cricket remain major draws. Basketball is the fastest growing sport on the continent, with both boxing and combat sports becoming staples for more and more fans.
Africa’s sports sector currently contributes roughly 0.5 percent to continental GDP, and industry analyzes predict that the sports economy could reach $20 billion by 2035, a notable increase from the current $12 billion.
But will the continent’s tourism sector reap the benefits? Both the formal and informal African tourism sectors are increasingly aware of the significant revenue potential embedded in sports tourism.
African sports tourism is big business
Sports tourism is big business. Yet Africa has historically underutilized this. The sooner the continent strategically uses these opportunities, the better.
According to Prof. Esmarie Myburgh from the Tourism Research in Economics, Environs and Society (TREES) research unit at North-West University (NWU) in South Africa, the United Nations World Tourism Organization highlights that sports tourism is expected to grow by an estimated 17.5 percent between 2023 and 2030 and already accounts for around 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 at peak periods and in key destinations, sporting events can take place all year round and often in smaller towns, creating valuable economic activity,” she explains.
Sporting events across Africa already demonstrate this potential, attracting millions of spectators every year and generating significant expenditure on accommodation, transport, food, retail and local attractions. School and grassroots sporting 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 associated with world-class African teams and athletes receive global media attention that positions African destinations as capable and attractive hosts, often reaching new tourism markets,” she notes.
Prof. Myburgh further emphasizes that sports tourism rarely results in one-off visits. Sports tourists who attend or participate in events are often motivated to return later for a leisure trip 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, sports tourism generates expenditure in accommodation, transport, food, retail and attractions. Major events have a strong direct impact, but even smaller events can stimulate the local economy 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 boundaries, promotes national pride and contributes to social cohesion in ways that few other tourism products can.”
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Sustainable sports tourism offering
Another advantage is that many sports tourism events can use the existing infrastructure and tourist facilities. However, in parts of the continent, maintenance, accessibility and consistent investment remain challenges that need to be addressed. Existing stadiums, training facilities and transport infrastructure must be better utilized to support a stronger and more sustainable sports tourism offering.
Despite the clear benefits, obstacles remain. Not all sporting codes have equally strong commercial appeal, and economic impact often depends on team performance, organizational capacity and spectator support.
Government support can also be uneven, with investment often concentrated in established host cities, while smaller regions struggle to benefit. Gaps in infrastructure, safety concerns, grassroots sports development and inconsistent measurements of economic impact further limit growth.
Overall, sports tourism remains one of Africa’s most promising, yet underutilized tourism opportunities. With improved infrastructure, coordinated policy support and stronger collaboration between governments, sports organizations and the tourism sector, it has significant potential to drive inclusive economic growth, nation building and competitiveness in the long term.
When the final whistle blows at a major sporting event on the continent, there could be more than one winner. The team can lift the trophy, but the wider tourism economy can also emerge victorious – if Africa plays its cards right. The real test will be whether the continent can leverage its sports tourism exposure, invest strategically in infrastructure and ensure the benefits extend beyond matchdays and major cities. The action may unfold on the ground, but the lasting legacy will depend on how effectively Africa unlocks the full potential of sports tourism.
Article by Bertie Jacobs van Northwestern University (NWU), South Africa
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