Sport Tourism Emerges as a Key Growth Engine for African Markets

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Sports are more than just a pastime in Africa; they are a massive financial engine. Single events like the World Cup generate billions globally, and Africa is carving out its own share of this lucrative market. Currently valued at $12 billion, the continental sports market is on track to balloon to $35 billion within the next decade.

As reported by NewAfrican on February 10, the real “MVP” isn’t just the game itself; it’s the tourism it triggers. Sport tourism already accounts for 10% of global tourism revenue. The question now is: can Africa successfully pivot to capture this lucrative market?

While football is undeniably the “beautiful game” that captivates 59% of the population weekly, Africa’s sporting portfolio is remarkably diverse.

East Africa: A global powerhouse for athletics (Kenya and Ethiopia).

Southern Africa: A stronghold for rugby and cricket.

Continental Trends: Basketball is the fastest-growing sport, while combat sports and boxing continue to see surging viewership.

At present, the sports sector accounts for roughly 0.5% of Africa’s GDP. Projections suggest the sports economy could reach $20 billion by 2035, a significant jump from today’s figures. However, the tourism sector is a crucial driver of long-term sustainability.

According to Prof. 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% between 2023 and 2030 and already accounts for approximately 10% of global tourism expenditure.

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“Sport 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.

One of the most significant advantages of sport tourism is its ability to build a lasting brand for a destination. High-profile events put African cities on the map, demonstrating their ability to host world-class events.

Internationally, sport 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.

Professor Myburgh further emphasises that sport tourism rarely results in one-off visits. Attending or participating in events often motivates sport tourists to return later for leisure travel with family or friends.

“Sport 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 sport 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.”

The Hurdles to Overcome

Despite the optimism, the path to a $35 billion industry isn’t without obstacles. Many regions struggle with infrastructure maintenance, inconsistent government backing, and safety concerns. To win, Africa needs better utilisation of its existing stadiums and more transparent economic measurements.

The potential is there. If governments and sports bodies work together to bridge infrastructure gaps and simplify policies, the continent will succeed on the field and reap financial rewards.

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Frequently Asked Questions (FAQs) And Answers

1. How much is the African sports market expected to grow? 

The market is currently valued at $12 billion and is projected to reach $35 billion over the next decade, with industry analyses pointing to a $20 billion sports economy by 2035.

2. What is “Sport Tourism”? 

It refers to travel that involves either observing or participating in a sporting event. This type of travel includes everything from international marathons and football tournaments to grassroots school sports events.

3. How does sport tourism help smaller towns? 

Unlike traditional leisure tourism, which targets major landmarks, sports events are often held in various locations throughout the year, generating revenue for local hotels, restaurants, and shops in less-visited areas.

4. What are the biggest challenges facing African sport tourism? 

Key challenges include the need for improved infrastructure maintenance, inconsistent investment across regions, safety concerns, and a lack of standardised methods to measure economic impact.