Sports tourism, the fastest growing tourism segment prior to the COVID pandemic, is a lucrative travel market, which Africa is increasingly leveraging.
Speaking at WTM Africa, Naledi Khabo, global strategist and CEO of the African Tourism Association, said the global sports market was valued at US$598 billion in 2023 with a compound annual growth rate of 16.8%.
“Sports isn’t just a niche sector of the tourism industry. Prior to COVID, it was the fastest growing sub-sector in tourism and it’s expected to almost triple in size from about US$600 billion in 2023 to US$1.8 trillion in 2030.”
Khabo said over one billion people travel annually to compete, spectate or celebrate. “Now sports is seen as a driver of economic mobility,…
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