Sports tourism exhibition for SA

The inaugural Events & Sports Tourism Exchange, to be held in June or July 2011, will be aimed at enhancing sports tourism to South Africa and showcasing the country's experience and expertise in hosting and managing large international events.

Sugen Pillay, global manager: events at SAT, says the need for a sports tourism exhibition is informed by the Sports Tourism Strategy that was compiled by SAT and the Department of Environmental Affairs and Tourism (DEAT) in 2006. “Definite co-ordination between the sports and tourism sectors is needed. Sport provides an added attraction in the tourist offering, encouraging more people to travel to events.”

Sports tourism

According to research conducted by SAT, more than 10% of foreign tourists come to South Africa to watch, or participate in, sports events, with spectators accounting for 60 to 80% of these arrivals.

The contribution of sports tourism to the South African economy is estimated to be approximately R6 billion annually.

Major sports events that have taken place in South Africa include the 1995 Rugby World Cup, the 2003 Cricket World Cup and the Women's World Cup of Golf from 2005 to 2008.

“Now the country is gearing up for the biggest of them all, the 2010 FIFA World Cup,” says TEPG MD Carol Weaving, “and our challenge is to capitalise on the opportunities this event will present to the tourism sector.”

Annual event

The Events & Sports Tourism Exchange will become an annual event and will involve industry stakeholders, venues, sponsors and the hospitality and tourism industries. A mini sports tourism pavilion will be incorporated into Meetings Africa 2010 and the exchange will include a hosted international buyer programme.

Cities across South Africa have tendered to host the event for the first three years and the winning city will be announced in June.