LIV Golf tournament set to tee off tourism sector
Top international golfers, including Jon Rahm and Bryson DeChambeau, are set to headline the upcoming LIV Golf South Africa at Steyn City, with tourism officials hoping the global spotlight will boost South Africa’s appeal as a golf travel destination.
The upcoming LIV Golf South Africa tournament is expected to draw thousands of spectators to Steyn City later this month.
It’s also expected to give the country’s tourism sector a chance to promote South Africa as a leading global golf destination. The event, scheduled to take place from March 19 to 22, forms part of a multi-year commitment, and will feature some of the sport’s biggest names, including Jon Rahm and Bryson DeChambeau, alongside the South African team, Stinger GC.
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According to South African Tourism, the tournament is expected to attract more than 80 000 spectators over four days, and reach a global audience through international broadcast and digital platforms.
The tourism agency says it plans to use the international exposure to highlight the country’s more than 450 golf courses and encourage visitors to explore other travel experiences beyond the tournament. “Sports tourism represents an important segment of global travel,” said Shamilla Chettiar, acting CEO of South African Tourism.
“Hosting LIV Golf South Africa allows us to showcase Destination South Africa with over 450 world-class golf courses and a wide variety of unforgettable travel experiences ready to be explored.”
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Chettiar said the timing of the tournament, ahead of the Easter travel period, could also encourage visitors to extend their stays and explore other destinations in the country, including safari areas, coastal regions, wine routes, and major cities.
Golf tourism remains an important part of the tourism economy. Industry data indicates that golf travellers spend about 120% more per day than the average tourist, while the local golf industry contributes an estimated R49b to the national economy.
The LIV Golf series has expanded its global footprint in recent years, with tournaments hosted in several countries as it seeks to attract new audiences to the sport.
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