Sport, Event and Tourism Management

The first annual Sports & Events Tourism Exchange has opened at the Cape Town International Convention Centre.

Owned and managed by the Thebe Exhibitions and Projects Group (TEPG) and supported by South African Tourism (SAT), the event will showcase South Africa’s experience and expertise in hosting and managing large international events.

In line with South Africa’s sports tourism strategy, which was compiled by SAT and the former department of environmental affairs & tourism in 2006, the Sports & Events Tourism Exchange will take the form of a cutting edge exhibition and an intensive one-day conference focusing on institutional arrangements for aligning the management and marketing of events in South Africa.

The event will also offer a comprehensive international hosted buyers programme that is co-funded by the department of trade & industry and driven by South African Tourism.

TEPG managing director, Carol Weaving, explained the event will be crucial in aligning the sports and tourism sectors in South Africa.

“Sport provides an added attraction in the tourist offering and now, post World Cup 2010, we should capitalise on this.”

According to the Sports Business Journal, sports marketing is a US0 billion industry.

It includes sports related advertising and venue signage, athlete endorsements, facility construction, sporting goods and licensed merchandise, event management and marketing services, sponsorships and ticket sales, media broadcast rights and multimedia.

Research conducted by SAT indicates that more than ten percent of foreign tourists come to South Africa to watch or participate in sports events, with spectators accounting for 60 to 80 per cent of these arrivals.

The contribution of sports tourism to the South African economy is estimated to be approximately R6 million.

Weaving added the timing of the Sports & Events Tourism Exchange is particularly apt, as South Africa’s successful hosting of the 2010 FIFA World Cup is fresh in the minds of decision makers in tourism and sports across the world.

“The aim is for the exhibition to make a real contribution to increasing tourist volumes to South Africa, as well as increasing tourist spend and length of stay, ” she added.

“It should also assist in optimising the use of our world class sports facilities, including our new stadiums.”