It’s been 30 years since the New Zealand All Blacks last toured South Africa for a traditional rugby test series, but 2026 will see the old foes meet for three tests in the Republic and one abroad.
For rugby fans at home and in the Land of the Long White Cloud, The Greatest Rivalry Tour – which includes provincial matches between the All Blacks and the Stormers, Sharks, Bulls and Lions – is the stuff dreams are made of.
They are not alone. Both the formal and informal South African tourism sectors are starry-eyed at the potential revenue The Greatest Rivalry Tour can add to their pockets.
Sport tourism is big business. However, South Africa historically underutilises sport tourism, and this tour is a strategic opportunity to right that wrong.
According to Prof. Esmarie Myburgh from the research unit Tourism Research in Economics, Environs and Society (TREES) at the North-West University (NWU), the United Nations World Tourism Organisation highlights that sport tourism is expected to grow by an estimated 17.5% between 2023 and 2030, and already accounts for approximately 10% of global expenditure.
“Sport tourism can address several challenges in South Africa’s leisure tourism sector, particularly by reducing seasonality and spreading tourism benefits more evenly. Unlike traditional leisure tourism, which is often concentrated in peak periods and major destinations, sport events can take place throughout the year and often in smaller towns, creating valuable economic activity”, she explains.
According to a report by South African Tourism titled Sport Tourism Insights, South Africa hosted 878 local and 122 international sporting events across all codes, attracting 12.34 million attendees and generating over R8.11 billion in spending, illustrating the scale of this opportunity.
“School sport events also create a notable tourism footprint by attracting local travel and raising awareness of destinations and attractions across the country”, she says.
“Internationally, sport tourism is a strong driver of destination branding. High-profile events linked to world-class teams like the Springboks receive global media coverage that positions South Africa as a capable and attractive host destination, often reaching new markets”.
Prof. Myburgh further notes that sport tourism does not only generate one-off visits, and that sport tourists who attend or participate in events are often motivated to return to South Africa for leisure travel with family or friends.
“Sport tourism therefore often acts as a gateway that broadens the tourism economy beyond the initial event visit”, she enthuses.
“From an economic perspective, sport tourism generates spending across accommodation, transport, food, retail and attractions. Major events have strong direct impacts, but even smaller events can stimulate local economies while supporting jobs and small businesses”.
“The social role of sport tourism should also not be underestimated. It brings people together across cultural and social divides, fosters national pride and contributes to social cohesion in ways few other tourism products can”.
Another advantage is that many sport tourism events make use of existing infrastructure and tourism facilities, although here South Africa needs to polish its shoes.
“However, many facilities have not been adequately maintained, which limits their appeal. Existing infrastructure, including World Cup stadiums, should be better utilised to support a stronger and more sustainable sport tourism offering”.
Despite these benefits, challenges remain. Not all sports codes have brands as strong as rugby, and economic impacts are highly dependent on team performance and support. Government support also remains uneven, with a strong focus on large-scale events and well-established provinces, leaving other regions behind. Infrastructure, safety, grassroots sport development, and inconsistent economic impact measurement further constrain growth.
“Overall, sport tourism remains one of South Africa’s most promising yet underutilised tourism opportunities. With improved infrastructure, balanced support and stronger collaboration, it has significant potential to drive inclusive economic growth, nation-building and long-term destination competitiveness”, she concludes.
When the final whistle of The Greatest Rivalry Tour blows, two victors will stand tall. One will hold the coveted trophy, the other could be the greater tourism industry, if it plays its cards right. South Africa must leverage the exposure from sport tourism, invest in infrastructure and ensure that the benefits extend beyond match days and major cities. Blood and sweat will be spilled on the field, but the real test will be whether South Africa can finally unlock the full potential of sport tourism.
Prof. Esmarie Myburgh
