With South Africa hosting a number of international sporting events, the country is attracting attention from tourists keen to watch their favourite team in action. Lisa Witepski finds out how best to package holidays for this market.

From one-day cricket internationals to global events like the 2010 Rugby World Cup, South Africa has proved its ability to host sports teams – and their fans – in style.

Bryan Coetzer, Director of TEAM Sports Travel, confirms that sports tourism is a growing trend in South Africa. Moreover, he believes the country’s affordability, combined with its suitability as a destination for both sports events and touring groups, means that this trend will continue. “We have the potential to attract even more sports events, with the development of a cohesive approach between business and interested public parties.”

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There is strong interest from both domestic and international segments, says Coetzer. International travellers are mostly attracted to South Africa because of its value-for-money offering. Factors driving interest include destination, cost, weather and facilities, however the limited number of sports events on offer and immigration restrictions – such as requirements for unabridged birth certificates – have a negative impact.

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Coetzer says the age and gender of travellers typically varies according to the event. What they have in common, however, is that they can afford to travel. This is an important factor to bear in mind when creating a package. These travellers have interests similar to any other inbound traveller, he says. Therefore any itinerary should take into account the popular experiences in each province, especially those offering good value for money. “It’s important to ensure that the itinerary is aligned to the sporting event and considers the interests of the traveller. Don’t reinvent new wheels in the leisure component of the itinerary; rather, include experiences that you know work. Take care to add value to the guest experience by including experiential elements.” There are pitfalls to avoid, he warns: make sure you deal only with professional establishments and include activities that enhance the experience. “We’ve learned that trying to achieve volume can negatively affect the overall experience. Get the experience right and volumes will improve.”

Judy Lain, Chief Marketing Officer of Cape Town and Western Cape Tourism, Trade and Investment (Wesgro), says she has also seen an increase in sports tourism. “You need only look at the success of sporting events to see that there is interest in sports tourism. We are seeing visitors internationally, nationally and domestically traversing the province to participate in an event, ride a trail or run in a race.”

Lain reveals that most interest is from the domestic market, although events such as cricket and Sevens Rugby always attract international support. “Love of the sport is a huge driving factor, plus the favourable exchange rate and, of course, the destination’s general offerings.” For example, she says there is a strong link to experiences focusing on food and wine, culture and heritage and outdoor or adventure activities.

The best way to package these into a compelling experience, according to Lain, is by adding variety, to create a holiday that’s out of the norm. Value for money is also key, and tourists also look for unique and authentic experiences.

Looking at the trend from another perspective, Rina Cilliers, GM Sales, Marketing & Reservations at the Legend Hospitality Group, says the group has seen growing interest in golf tourism. Both international and domestic tourists are keen to play golf at Legend Golf & Safari Resort, she says, perhaps because people are looking to become more active, even while on holiday. The resort has benefited from the weaker rand, as well as from hosting events like the Telkom SuperSport Shootout, which is helping to attract attention. Women are as much a target for golf tourism as men, with both genders getting out their clubs when they visit the resort. There is a wide spread when it comes to age groups, with players ranging from 28 to 60. Cilliers says sporting packages should include an array of tourist attractions in the area, although operators should take care to avoid making the itinerary too expensive or too tiring.

Christiaan Steyn, Marketing Manager at Drifters Adventours, says the company is often involved in tailoring post-tours for travellers who have visited South Africa as part of a sports tour. These extensions usually focus on wildlife and culture. Activities have a significant accent on adventure. “The most popular choices include guided game walks, hikes in the Drakensberg and the Wild Coast, and canoe safaris,” Steyn reveals. Clients usually hail from Europe, North America and Australia, and often enjoy participating in optional extras such as white-water rafting or bungi jumping.