In a packed auditorium at this year’s Africa Travel Indaba hosted in Durban, the conversation around sports and entertainment tourism sparked debate amongst African countries. The panellists spoke about how music festivals, international tournaments, and cultural showcases have transformed destinations, driven economic growth, and repositioned national brands. South Africa, perhaps the region’s most visible success story, has long capitalised on its reputation as a host for global events from the Rugby, Cricket and soccer world cups to hosting major music festivals, attracting world superstars like Chris Brown, Beyonce to the Cape Town Jazz Festival. The economic benefits noted stretch beyond ticket sales but accommodation, local transport, food services, and long-term branding.
Inspired by the session, turning the lens back home what is Botswana doing to plug into this thriving sector as we prepare to host the world relays next year? Can our nation, which is globally celebrated for its pristine wildlife and rich cultural heritage, tap into sports and entertainment tourism? Acting Botswana Tourism Organisation (BTO) spokesperson Samuel Lephalo was candid in outlining both the potential and current limitations of the proposed ideas. “Sports and entertainment events are key drivers of tourism in Botswana. They attract international visitors and stimulate domestic travel,” he shared.
