At a Glance
- Morocco shines as a global sports tourism hub, hosting prestigious soccer events and offering world-class golf courses for enthusiasts.
- Kenya blends thrilling safari adventures with iconic sports, featuring world-class athletes like Eliud Kipchoge and events like the Safari Rally to captivate visitors.
- Rwanda’s cycling events enhance its eco-tourism appeal, while South Africa shines as a FIFA and Rugby World Cup host, showcasing world-class infrastructure and a vibrant sports culture.
Sports tourism is reshaping Africa’s economic and cultural landscape, blending the continent’s rich athletic heritage with its thriving travel industry.
African nations are leveraging sports as a driver for tourism, hosting world-class events and promoting unique sports-related experiences.
This synergy spurs economic growth, strengthens cultural ties, and enhances global visibility.
Morocco gears up for AFCON 2025
Morocco is set to host the 35th Africa Cup of Nations (AFCON) in 2025, marking its return as host after 37 years since the 1988 edition.
The announcement in September 2023 made during the meeting of the CAF Executive committee chaired by CAF President and Africa’s first Black billionaire, Patrice Motsepe heralds a new era for African football, with 24 teams participating, a significant growth from the earlier eight-team format.
The tournament builds on Morocco’s historic 2022 FIFA World Cup performance, where the Atlas Lions became the first African team to reach the semi-finals.
Preparations include upgrading iconic stadiums like Casablanca’s Mohammed V Stadium, Rabat’s Moulay Abdellah Stadium, and Marrakesh’s Marrakesh Stadium.
Modern venues such as Tangier’s Ibn Batouta Stadium and Agadir’s Adrar Stadium are also being expanded to welcome fans worldwide.
AFCON 2025 will showcase Morocco’s top-tier football infrastructure, boost tourism, and foster international partnerships, reinforcing the country’s bid to co-host the 2030 FIFA World Cup with Spain and Portugal.
Pioneering nations in sports tourism
Beyond Morocco, other African countries—Kenya, South Africa, Rwanda, Nigeria, Ghana, and Ethiopia—are harnessing sports to attract tourists, drive revenue, and elevate their global standing.
From marathons in Ethiopia to golf tournaments in South Africa and cycling events in Rwanda, these nations are positioning sports tourism as a cornerstone of their economic and cultural strategy. Sports tourism is not just a trend but a dynamic force shaping Africa’s future on the global stage.
Let’s delve into the top 7 African countries leveraging sports to drive tourism as researched by Shore.Africa.
- Morocco (Soccer and Golf)
Morocco leads Africa’s sports tourism, with soccer and golf as key attractions. Having hosted marquee events like the FIFA Club World Cup, it now gears up for the 2025 Africa Cup of Nations (AFCON), returning as host after 37 years.
Soccer fans flock to Casablanca and Marrakech for iconic matches, while world-class golf courses like Royal Golf Dar Es Salam in Rabat draw enthusiasts globally.
Strategic investments in sports infrastructure and marketing have solidified Morocco’s status as a premier destination for sports tourism. Notably, Morocco was recently bestowed with the honor of jointly hosting the 2030 World Cup with Spain and Portugal. This further solidifies its leadership in the global football arena, as the country has significantly, and consistently elevated its global footballing status in recent years.
- Kenya (Safari and Sports)
Kenya’s allure lies in its unique blend of safari adventures and sports tourism. The Safari Rally, a globally renowned motorsport event, has been a cornerstone of Kenyan tourism, captivating fans with its breathtaking routes across the country’s scenic landscapes.
The country’s athletic legacy, embodied by icons like marathon champion Eliud Kipchoge, further fuels interest. Training camps in the Rift Valley attract aspiring athletes and fitness enthusiasts eager to experience Kenya’s high-altitude facilities.
This combination of natural beauty and sports excellence makes Kenya a distinctive and thriving sports tourism destination.
- South Africa (Soccer and Rugby)
South Africa is a global sports powerhouse, renowned for hosting iconic events such as the 2010 FIFA World Cup and the Rugby World Cup. These tournaments showcased South Africa’s state-of-the-art sports infrastructure, including venues like the FNB Stadium and Ellis Park Stadium, which continue to draw tourists.
Beyond hosting events, South Africa’s national teams, like the Springboks and Bafana Bafana, inspire global admiration and attract fans worldwide. The country’s vibrant sports culture, combined with its rich heritage and diverse landscapes, makes it a leading sports tourism destination.
- Rwanda (Cycling)
Rwanda has rapidly positioned itself as a hub for cycling tourism. The Tour du Rwanda, an international cycling competition, draws participants and spectators to its challenging courses and picturesque routes.
Rwanda’s Congo Nile Trail offers an unmatched experience for cycling enthusiasts, with scenic views of Lake Kivu and vibrant local communities.
The government’s commitment to promoting cycling as a sport and tourism asset has transformed Rwanda into a global cycling destination. This focus aligns with the country’s broader strategy to leverage eco-tourism and sustainability to enhance its appeal on the global stage.
- Nigeria:
Nigeria’s vibrant sports scene, especially soccer and basketball, drives substantial tourism. The country has hosted continental tournaments like the African Nations Championship, and its passionate fanbase makes every match a thrilling experience.
Nigeria’s emergence in basketball, highlighted by D’Tigers’ international success, adds another layer to its sports tourism appeal.
- Ghana:
Ghana’s rich sports culture is anchored in soccer and boxing.
The Black Stars, Ghana’s national soccer team, have a dedicated global following, while the nation’s boxing heritage, showcased by champions like Azumah Nelson, attracts fans and aspiring athletes alike.
- Ethiopia:
Ethiopia’s legacy in athletics, particularly long-distance running, is unparalleled. Tourists visit training centres in Addis Ababa and participate in events like the Great Ethiopian Run.
The country’s cycling routes also add to its sports tourism offerings, making Ethiopia a diverse destination for active travellers.
Opportunities and figures
Africa’s sports tourism offers immense potential, driving growth through world-class infrastructure, expanded events, and new competitions. Collaboration among stakeholders and strategic investments boost jobs, community development, and global visibility. With innovation and digital storytelling, sports tourism is set to be a key economic driver.
- 10 percent: Tourism’s contribution to Africa’s GDP.
- 20 percent: Projected growth rate of Africa’s sports tourism industry (2020–2025).
- $10 billion: The estimated annual value of Africa’s sports tourism sector.
- 50 million: Estimated number of annual tourists visiting Africa for sports-related activities.
Morocco, Kenya, South Africa, Rwanda, Nigeria, Ghana, and Ethiopia are spearheading Africa’s sports tourism revolution.
Through world-class events, unique offerings, and strategic investments, these nations are showcasing the continent’s immense potential. Sports tourism not only fosters economic growth but also strengthens Africa’s global standing.
With the right investments and collaborations, Africa’s sports tourism industry is set to thrive, offering endless opportunities for innovation and cultural exchange.
