Sports tourism brings big wins for KwaZulu-Natal

KwaZulu-Natal will host the Nedbank Cup Soweto Derby at the Moses Mabhida Stadium this weekend, showcasing a match between Orlando Pirates and Kaizer Chiefs. This event is expected to boost sports tourism, attracting fans from across the country to the Zulu Kingdom.

The derby and various sporting events serve as key attractions for sports tourism, attracting thousands of enthusiastic fans who not only populate stadiums but also occupy hotels, dine in restaurants and utilise transport hubs throughout the province. This iconic clash, traditionally held in Gauteng at FNB Stadium solidifies Moses Mabhida’s reputation as a premier sporting venue.

The event attracts fans from Gauteng and beyond, enhancing visibility, vibrancy, and tourism revenue, highlighting the influence of sport in destination marketing.

Last night Golden Arrows took on Orlando Pirates at the Moses Mabhida stadium. And on May 4th the Durban International Marathon took place.

This year, the goal for the marathon was set at 10, 000 participants, with an increase to 15, 000 planned for next year and a target of 20, 000 by 2027. The race in KZN was featured in a live four-hour broadcast, accompanied by 26 hours of repeat coverage. During that time, the Zulu Kingdom captures everyone's attention, with Durban and KZN at the forefront of people's thoughts.

During Africa’s Travel Indaba taking place from 12-15 May, Amazulu FC will play Orlando Pirates at the Moses Mabhida Stadium, and Golden Arrows vs Sekhukhune United at the Mpumalanga Stadium (Hammardale). There are also other soccer matches throughout May in KwaZulu-Natal, contributing to the region’s thriving sports tourism sector.

The famous ECR Big Walk which draws thousands of runners and spectators takes place on May 18. All these events are set to greatly enhance economic activity in KwaZulu-Natal while highlighting the province's ability to manage large-scale events.

Financial spin-offs for sports

Over the past 24 months, three sporting codes alone in KZN - running, mountain-biking, and cycling - generated more than R789 million, apart from the big races like the Comrades Marathon.

This year’s Comrades Marathon in KwaZulu-Natal is hoping to yield an impressive economic spin-off of R550 million, and organiser, Delaine Cools says they have registered 24,000 entrants (compared to 23,000 in 2024), with 2,500 international runners from 80 countries, and 33 brand ambassadors from 29 countries.

Cools is confident the event will yield an economic boost of R550 million.

It is not only the trails and running that bring the tourists to KZN. Top of mind must be the national sports obsession – rugby - and the current Springbok side which are proving to be one of the greatest sides to date having won the 2024 Rugby Championships. Their home test game against Ireland in July last year saw thousands of fans pack the Kings Park stadium.

And then there are the inter-provincial rugby and club soccer games that will see monthly fixtures at the same venue.

Each time bringing in much-needed visitors to the city with loyal supporters spending in entertainment, restaurants and transport.

Future Market Insights estimates that the South African sports tourism market was valued at US$3.67 million in 2022 adding the contribution of sports tourism in South Africa is set to grow by about 9% annually until at least 2032, ensuring South Africa’s place as one of the most desirable sports destinations in the world -(https://www.futuremarketinsights.com/reports/south-africa-sports-tourism-market).

The true beneficiaries are local communities, small businesses, and the hospitality ecosystem, as significant investments and opportunities flow down to the grassroots level.

Future sporting events

At the end of May KZN will host the Sappi Karkloof Classic (24 and 25 May); and the Comrades Marathon (June 08); the Hollywood Bets Durban July (July 05), and the Tsogo Sun Amashova National Classic (July 20).

The central part of the province, including the World Heritage Drakensberg mountains and surrounding Midlands are the sites of numerous biking, cycling and running events. This includes the Oxpecker Trail Run in Northern Drakensberg (from Royal Natal National Park) taking place in May.

Athletes, both male and female, along with a minimum of 20 crew members and their supporters, arrive early in the province to assess the terrain. Numerous individuals extend their visit after the event to discover a range of local tourist sites.

Although numerous spectators may not be present in person, the events are frequently broadcasted on television. This enables viewers to experience first-hand the beauty of the province as paddlers and runners traverse some of the most picturesque areas of KZN.

KZN is then positioned as a leading destination for adventure and sports tourism, catering to both participants and their support teams. This encourages them to consider KZN as their next holiday destination.

Past events, more wins

In February, another premier event, the Dusi Canoe Marathon where paddlers navigated an impressive 120 kilometres through the stunning landscape of the Zulu Kingdom, took place.

A formidable and unyielding race on water, canoeists gathered from across South Africa, with competitors hailing from among others, the United Kingdom and Europe.

Days later the aQuellé Midmar Mile, drawing international and national participants and spectators to the province, took place. And just two weeks ago, KZN hosted the Aquelle Tour Durban (27 April) which again drew thousands to the province.

Taking place from April 28th through May 2nd, the aQuellé Tour Durban was held during the lengthened school break in South

African schools.

Many more up-country and out-of-province tourists were induced to come to KZN to ride the event and then be encouraged to stay longer with families, say the organisers.

Aquelle Tour Durban director Alec Lenferna estimated that their events generated an economic spend of approximately R1,5 million. Additionally, event organisers invest another R1,5 million with local companies and service providers, while support sponsors and partners contribute at least R1 million in their activations. The collective media benefits exceed between R2 million and R4 million.

Tebele Makheha from Sappi Southern Africa reports that a 2022 Business Impact Study conducted by the Sappi Trails Programme and uMngeni Tourism revealed that visitors to the two-day Karkloof Trails Classic Festival, which has been running for 30 years, generates significant interest in the region.

Annie Batchelder, Amashova race director, has reported that the 2024 event attracted 3,200 participants and will soon release their assessment of the economic impact.

Multiplier effect

The multiplier effect of these and other races is that it generates revenue from transport, other financial transactions, product suppliers, guided tours, restaurants, hotels, established businesses, and informal traders.

It also injects a significant increase in the demand for goods and services into the economy.

And if records are set and names are made, the location where this happens will always be top of mind for the winners and the spectators.

Mega-events and regular events

While mega-events incur significant development and security costs and risks, regular events incur minor expenses, the infrastructure already exists and there is less burden on public funds with negligible security issues.

On the plus side, international sporting events are televised around the world, raising awareness and bringing the location to the attention of countless millions of viewers. Often, international TV crews who have come in for the sporting event, film local tourism hotspots to tell their viewers something about the region.

Our nation is brimming with ambitions as vast as our landscapes, and in the sphere of sports tourism, those ambitions are coming to fruition, one match, one race, at a time.

Let's score big with sports tourism!

* Sibusiso Gumbi is the KZN Tourism and Film Authority interim CEO.

** The views expressed do not necessarily reflect the views of IOL or Independent Media.