Sports tourism: an engine for Africa's recovery and growth

17-12-24

Tourism in Africa has shown surprising resilience, surpassing pre-pandemic levels. According to the latest World Tourism Organization (UNWTO) barometer, international arrivals to the continent increased by 6% compared to 2019. Some prominent destinations, such as Tanzania, have recorded tourism growth of close to 50% over the same period, underscoring Africa's growing attractiveness on the global stage.

In this context, sports tourism is positioned as a key opportunity to consolidate and expand this growth. This segment, valued at approximately $610 billion worldwide, is growing at an annual rate of 17.5%, consolidating its position as one of the fastest developing sectors within the tourism industry. This overall growth highlights Africa's potential to capitalize on sports tourism as a way to diversify its economy, improve its competitiveness and generate significant revenues.

The role of sports tourism in Africa

UNWTO has identified sports tourism as a key factor in diversifying and strengthening African economies. The organization intensified its collaboration with the Fédération Internationale de l'Automobile (FIA) in August 2024, focusing on sustainability and economic diversification. This strategic alliance seeks to integrate sport and tourism, which is reflected in the appointment of Mohammed Ben Sulayem, president of the FIA, as UNWTO Ambassador.

In addition, countries such as Rwanda offer inspiring examples of how sports tourism can be a catalyst for sustainable development. Rwanda has linked sports and nature events with environmental conservation. A prime example is the Kwita Izina festival, which celebrates the naming of newborn mountain gorillas. This event not only boosts biodiversity protection, but also fosters the economic development of local communities by attracting tourists interested in unique and sustainable experiences.

Challenges and opportunities for Africa

Although sports tourism offers significant opportunities, its successful development requires overcoming several challenges. One of the main ones is the need for adequate infrastructure to host high quality sporting events. Modern facilities, well-equipped stadiums and efficient transportation services are essential to attract international tourists and maximize their economic impact.

Another major challenge is travel facilitation. Simplified visa policies, improved air connectivity and enhanced tourism security are necessary to make Africa a competitive global sports tourism destination. UNWTO, in response to these challenges, has adapted its Africa Agenda, prioritizing key areas such as investment promotion, technological innovation and improved air connectivity. These strategies are designed to strengthen the continent's tourism ecosystem and position it as a leader in sports tourism.

The role of education and technology

Education and training are essential for sports tourism to thrive. Small and medium-sized enterprises (SMEs) in the tourism sector must acquire digital and marketing skills to compete effectively in the global marketplace. UNWTO has taken steps in this direction, organizing workshops focused on innovation, digital marketing and investment, with the aim of strengthening local capabilities. These initiatives not only improve the competitiveness of local businesses, but also foster inclusive growth that benefits local communities.

In addition, technology plays a crucial role in the development of sports tourism. Digital tools such as online booking platforms, mobile apps for tourists and social media marketing strategies can increase Africa's visibility as a tourism destination and attract more visitors interested in sports experiences.

Social and economic benefits

Sports tourism not only generates revenue, but also promotes significant social benefits. International sporting events can act as catalysts for community development, providing employment, improving local infrastructure and fostering cultural pride. Also, by attracting international visitors, sports tourism creates opportunities for cultural exchange, strengthening Africa's image as a diverse and vibrant continent.

Moreover, sports tourism can play an important role in environmental conservation. By linking sporting events with sustainability initiatives, such as reforestation programs or wildlife conservation, African countries can ensure that tourism growth benefits both communities and the environment.

A promising future

The integration of sports tourism into national strategies represents a unique opportunity for Africa. This segment has the potential to diversify tourism offerings, attract a wider audience and generate substantial revenues. With strategic investments, favorable policies and the commitment of local and international stakeholders, sports tourism can become a driver of sustainable economic and social development for the continent.