It will be the first time this prestigious global event is staged in Africa, placing Botswana firmly on the world athletics map and creating an opportunity to showcase its capacity to organise truly global tournaments. As preparations gather pace, one important issue that deserves serious consideration is ticket pricing, specifically the need for organisers to introduce a two-tier ticketing system that recognises the different economic realities of local fans and international visitors. The recent announcement of a one-size fits all approach, does not augur well for an athletics fan in Old Naledi, who will have to fork out the same amount as a middle to upper income earner in California. Granted, hosting an event of this magnitude comes with significant costs. Hosting logistics all require substantial investment and naturally, organisers are under pressure to generate strong ticket revenue.
International visitors are generally accustomed to paying premium prices for major sporting events. For many tourists, especially those travelling from Europe, North America or Asia, ticket prices are a relatively small part of the overall cost of flights and accommodation, making higher rates both acceptable and expected.
