Sports is already one of the biggest sources of revenue around the world, often raking in billions of dollars for a single event like the World Cup. Africa is already worth $12 billion and is predicted to grow to $35 billion in 10 years. But sports-related tourism is even bigger, contributing 10% of global tourism receipts. Could Africa also join this lucrative trend?
football. beautiful game. world game. It’s no exaggeration to say that our continent loves soccer, with an estimated 59% of Africans watching the sport at least once a week.
However, the sporting landscape in Africa is much more comprehensive than that. Athletics has many fans, especially in East Africa, where Kenya and Ethiopia are world powerhouses, while rugby and cricket remain hugely popular in Southern Africa. Basketball is the fastest growing sport on the continent, with boxing and martial arts also becoming staples for a growing number of fans.
Africa’s sports sector currently contributes approximately 0.5% to the continent’s GDP, and industry analysis predicts that the sports economy could reach $20 billion by 2035, a significant increase from the current $12 billion.
But is the continent’s tourism sector reaping the benefits? Africa’s formal and informal tourism sectors are increasingly recognizing the significant revenue potential embedded in sports tourism.
Sports tourism is big business. However, Africa has historically underutilized it. The sooner the continent strategically exploits these opportunities, the better.
The United Nations World Tourism Organization highlights that sports tourism is expected to grow by an estimated 17.5% between 2023 and 2030 and already accounts for around 10% of global tourism expenditure, according to Professor Esmarie Myburgh of the research unit Tourism Research in Economics, Environment and Society (TREES) at North West University (NWU) in South Africa.
“Sports tourism can address some of the challenges in Africa’s leisure tourism sector, particularly by reducing seasonality and distributing the benefits of tourism more evenly. Unlike traditional leisure tourism, which is often concentrated in peak seasons or major destinations, sporting events can be held throughout the year, often in small towns, and generate valuable economic activity,” she explains.
Sporting events across Africa are already demonstrating this potential, attracting millions of spectators each year and generating significant spending 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 powerful driver of destination branding. High-profile events associated with world-class African teams and athletes receive global media coverage, position African destinations as competent and attractive hosts, and often tap into new tourism markets,” she points out.
Gateway to further tourism
Professor Myburgh further emphasizes that sports tourism rarely leads to one-off visits. Sports tourists who attend or participate in events often return later for leisure trips with family and friends.
“Sports tourism therefore often acts as an entry point to expand the tourism economy beyond the initial event visit,” she says.
“From an economic perspective, sports tourism generates spending across accommodation, transportation, food, retail and attractions. Larger events have a stronger direct impact, 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 that other tourism products cannot.”
Another advantage is that many sports tourism events can take advantage of existing infrastructure and tourist facilities. However, maintenance, accessibility and consistent investment remain challenges that must be addressed in all parts of the continent.
Existing stadiums, training facilities and transport infrastructure should be better utilized to support a stronger and more sustainable sports tourism offering.
Despite the obvious benefits, obstacles remain. Not all sporting codes have equally strong commercial appeal, and the economic impact often depends on team performance, organizational ability and audience support.
Government support is also uneven, with investment often concentrated in established host cities, with smaller regions struggling to benefit. Lack of infrastructure, safety concerns, the development of grassroots sports, and inconsistent economic impact measurement further constrain growth.
Overall, sports tourism remains one of Africa’s most promising and underutilized tourism opportunities. Improved infrastructure, coordinated policy support and stronger collaboration between governments, sports organizations and the tourism sector have great potential to foster inclusive economic growth, nation-building and long-term destination competitiveness.
When the final whistle blows at a major sporting event across the continent, there can be more than one winner. The team may lift the trophy, but if Africa plays its cards right, the broader tourism economy can also win.
The real test will be whether the continent capitalizes on sports tourism exposure and invests strategically in infrastructure to ensure the benefits extend beyond match days and major cities. The action may unfold on the field, but a lasting legacy will depend on whether Africa realizes its full sports tourism potential.
Bertie Jacobs is an award-winning journalist specializing in higher education news. He is a communications specialist at North West University in South Africa.