Nielsen Sports South Africa has announced its partnership with WTM Africa to host and deliver the Sports & Events Tourism Exchange (SETE) Conference, a platform designed to strengthen the relationship between sport and tourism and unlock new economic opportunities for the continent.
The initiative will debut at WTM Africa 15 April 2026, at the Cape Town International Convention Centre, bringing together sports rights holders, federations, tourism authorities, destination marketing organisations, and global travel trade stakeholders alongside a dedicated conference programme focused on the growing influence of sport as a catalyst for travel demand and destination marketing.
According to Tumelo Selikane, Managing Director of Nielsen Sports SA, the initiative reflects a strategic focus on strengthening the relationship between sport and tourism across South Africa and the broader African continent.
“Sport is one of the most powerful drivers of travel demand globally. South Africa already hosts an extraordinary calendar of sporting events that attract international participants and spectators such as the Sanlam Cape Town Marathon, Total Sports Two Oceans Marathon, Comrades Marathon, Cape Town Cycle Tour, Absa Cape Epic, Betway SA20, the HSBC SVNS Cape Town rugby tournament, and the Sunshine Tour’s year-round golf schedule.
International properties such as LIV Golf and the NBA Basketball Africa League have also brought global attention to the country, while the upcoming 2027 ICC Cricket World Cup presents a significant opportunity to further elevate inbound sports tourism.
Our goal is to ensure that these events are fully leveraged as tourism assets that drive sustained economic value,” said Selikane.
Beyond elite competitions, school sport tournaments across South Africa generate substantial domestic and regional travel, with teams, parents, and extended families travelling in large groups to attend festivals and competitions.
At Nielsen Sports SA, ongoing research highlights the strong relationship between sport and travel behaviour. The Nielsen Fan Insights show that more than 90% of respondents indicate a strong interest in travelling locally, while those interested in participating in sport and fitness activities indicate a 93% interest in travelling locally, reinforcing sports enthusiasts as a key target market for the travel industry.
“Sports fans are highly motivated travellers,” Selikane added. “Understanding their behaviour and motivations is critical for tourism stakeholders looking to understand and deliver on their demands.”
Olivia Gradidge, Marketing Manager of WTM Africa, comments, “I am thrilled about the relaunch of SETE in partnership with Nielsen Sports SA. This new initiative not only strengthens our content programme but also brings together key industry decision-makers under the Sports umbrella. We are proud to host a platform packed with vital insights and educational content designed to empower and grow businesses across the industry. This forward-thinking approach marks an exciting new chapter for the SETE conference. I look forward to welcoming attendees this year and witnessing the impactful collaborations that will undoubtedly emerge.”
She further adds, “This initiative is a major step for our industry. It brings clear educational content and practical insights to help businesses make smarter, more informed decisions. I’m really excited about how SETE will support and work to grow our industry. “
Through SETE and its broader sports tourism initiatives, Nielsen Sports SA aims to work more closely with tourism bodies, destination marketing companies, and national tourism agencies to position sport as a strategic driver of travel and economic development.
The company plans to support the industry through specialised research and intelligence, including:
- Sports fan travel behaviour insights
- Tourism demand analysis
- Event-driven travel insights
- Economic impact studies
- Tourism intelligence development
These insights will help Destination Management Companies (DMCs), tourism authorities, and rights holders better understand why visitors travel and how sport influences destination demand, enabling more effective travel packages, partnerships, and destination marketing strategies.
“WTM Africa places us at the centre of the global travel trade ecosystem,” Selikane said. “Our presence there allows us to contribute meaningfully to the tourism conversation and demonstrate the value that sport brings to the industry.”
“We believe sports rights holders must start looking beyond the traditional ‘business of sport’ lens and fully embrace the business of tourism,” Selikane said. “Sport, travel, hospitality, and destination marketing are part of the same ecosystem. When these sectors collaborate intentionally, the impact is exponential.”
Nielsen Sports SA intends for SETE to become a long-term platform for collaboration and innovation, with plans to grow the initiative annually in partnership with WTM Africa.
“We are incredibly excited about launching this initiative and look forward to building it year on year as a cornerstone platform for sports tourism in Africa.”
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Author: Franco D’Onofrio from Twiga Communications on behalf of Nielsen Sports.
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