Rugby’s economic impact: how the Springboks boost tourism in Durban

The economic contribution of the sport of rugby was brought into the spotlight as excitement continues to build as the Springboks prepare to play Argentina in Durban next weekend.

Andy Colquhoun, General manager: Communications South African Rugby Union (SARU) said that the Springboks normally have six home games per season as well as the Cape Town Sevens, which are internationally facing.

“A Bok test at Ellis Park generated R167m in direct expenditure in Gauteng, contributed R517m to Gauteng’s GDP, created 1,117 “annualised employment opportunities” and R70m in government taxes and attracted approximately 3,500 international visitors.”

Lee-Anne Singer, Federated Hospitality Association of Southern Africa (FEDHASA) Cape Chairperson, said that when rugby comes to town, the atmosphere is electric.

Stadiums are packed, hotels report higher occupancy, and restaurants, bars, and local attractions ride the wave.

“Because rugby is a winter sport, it fills a traditional low season for tourism and hospitality, which makes it especially valuable. The sports tourism market in South Africa is expected to reach nearly $ 3.9 billion (R67 Billion) this year, with strong growth ahead. Rugby is the cornerstone of our sports tourism economy.”

Singer added that international rugby boosts international visitors.

“As an example, the British & Irish Lions bring scale; up to 40,000 supporters travel with the team on tour, and South African hotels, flights, and restaurants feel that surge immediately. Most recently, the Barbarians’ tour to South Africa drew huge numbers, with Cape Town buzzing as travel packages sold out and fan zones filled. And here’s the long-term value: sports tourists are loyal.Many come back, often with friends or family, because once you’ve experienced South Africa around a rugby game, it’s something you want to relive.”

Singer said that every Springbok test is a catalyst for tourism.

“When fixtures are spread across provinces, the benefits ripple widely, from big metros to smaller towns. Combine the matches with festivals, fan parks, or cultural events, and you turn a single game into a multi-day visitor experience. That’s exactly what Rugby Sevens worldwide have mastered, and it’s an approach South Africa can grow.”

Romy Wenzel, Sapphire Coast Tourism, said that Durban is preparing for an unforgettable celebration as South Africans come together to support the Springboks and honour Heritage Day.

“The excitement doesn’t end at the stadium. Visitors and supporters are invited to explore the wealth of activities and attractions that make the Sapphire Coast, Upper KZN South Coast, a must-visit destination.”

Wenzel added that stretching from Athlone Park in the north to Clansthal in the south, and inland to Umbumbulu, the Sapphire Coast offers a diverse range of experiences that combine natural beauty, adventure, and authentic South African culture.

“Sapphire Coast Tourism is proud to welcome visitors during this special time of national pride. Heritage Day and the Springbok game in Durban provide fans with the perfect opportunity to experience the best of sport, culture, and leisure in one unforgettable visit. Whether you’re cheering for the Boks, celebrating Heritage Day with family and friends, or simply seeking adventure, the Sapphire Coast is ready to welcome you with open arms.”

Umhlanga Tourism chairperson Jeannie Sarno said that sports tourism is an important part of tourism.

“Umhlanga tourism welcomes any fans and sportsmen and their families when we host games in Durban.”

Sarno added that they are hoping that more bids are put forward and are successfully won to support sporting tourism.

“The private sector can also assist in ensuring that more events such as these are seen in our beautiful town in the future as it will bring along many tourism benefits.”

Brett Tungay, Fedhasa East Coast Chairperson, said that it's great news that another major sporting event will be taking place in Durban.

“This adds to the list of sporting events that Durban has hosted this year. It will be another bumper weekend for the Durban hospitality. It will really help the restaurants and the hotels. They will probably be filled to capacity next weekend. It's what we need and what has been working so hard to achieve as the hospitality industry along with KZN tourism. We need more events like this and are looking forward to a great weekend for businesses.”

BUSINESS REPORT