Betway SA20: How the cricket tournament is driving tourism in South Africa

The Betway SA 20 cricket tournament reached an exciting conclusion last Sunday with Sunrisers Eastern Cape securing their third title with victory over the Pretoria Capitals by six wickets.

The tournament has brought welcome reaction for its contribution in bringing tourists to South Africa.

Betway SA20 League Commissioner Graeme Smith said that Cape Town was a fitting choice to host the Final, given the City’s history with the competition and its deep connection to the game.

“The Betway SA20 Final has quickly become one of the biggest days on the South African sporting calendar, and the support we’ve seen across all seasons has been outstanding.”

Sunrisers coach Adrian Birrell said that he was proud of the performance of the Sunrisers Eastern Cape.

"I’m very proud. Four finals in a row is a fantastic achievement. I’m very proud of every player and the whole squad."

Brett Tungay, National Chairperson of Federated Hospitality Association of Southern Africa (FEDHASA) said that the Betway SA20 has been extremely important for South African tourism, both directly and indirectly.

“It has attracted international visitors, particularly from traditional cricket markets such as the UK, India and Australia, while also stimulating significant domestic travel. Fans are not only travelling to host cities for matches, but many are extending their trips to explore other parts of the country, which spreads tourism spend beyond the stadiums and into hotels, restaurants, attractions and transport services.”

Tungay added that international cricket and major sporting tournaments absolutely play a role in increasing tourist arrivals to South Africa.

“They provide a strong travel trigger, especially when combined with our favourable climate, competitive pricing and diverse leisure offerings. Sporting events also enhance South Africa’s global visibility, reinforcing the country as a desirable and safe destination for both leisure and business tourism.”

Tungay said that from a hospitality and tourism perspective, there is a strong case for hosting more international cricket and similar sporting events.

“Sports tourism drives occupancy during shoulder periods, supports jobs, and delivers meaningful economic impact to host cities and surrounding regions. With the right collaboration between government, sporting bodies and the private sector, events like the SA20 can be powerful tools for tourism growth and destination marketing.”

The City of Durban hosted six matches of the tournament between December and January  with the City welcoming the boost to local tourism.

EThekwini Municipality’s Spokesperson Gugu Sisilana said that the eThekwini Municipality views hosting international sporting and cultural events as critically important to its tourism growth strategy.

“Such events significantly enhance Durban’s global visibility, reinforce the City’s positioning as a leading events and sports tourism destination, and attract both domestic and international visitors.”

Sisilana added that international events also deliver long-term value by strengthening destination confidence, stimulating repeat visitation, and unlocking opportunities for local businesses across the hospitality, transport, creative, and service sectors.

“For these reasons, the City continues to prioritise the attraction and hosting of globally-competitive events, as part of its broader economic development and tourism strategy.”

Sisilana said that the City firmly supports the hosting of additional international cricket fixtures, including matches featuring both the men’s and women’s Proteas teams.

"Such events present valuable opportunities to further stimulate tourism growth, diversify visitor markets, and increase overall economic impact.

Sisilana added that international cricket attracts travelling supporters, broadcast audiences, and media attention, all of which contribute to destination exposure and increased visitor spend. “Importantly, women’s international fixtures also support inclusivity, broaden the appeal of sports tourism, and align with the City’s commitment to equitable growth across all sectors.”

Umhlanga Tourism chairperson Naomi Crous said that Durban hosting the Betway SA 20 in Dec/Jan was a significant boost for Durban, Umhlanga, and the broader eThekwini region.

“Major events attract both domestic and international visitors, many of whom extend their stay to enjoy our beaches, restaurants, and other attractions. This directly benefits the local tourism industry - overall creating a positive ripple effect across the local economy. Events like the Betway SA 20 also elevate Durban’s global image as a vibrant, world-class sporting and tourist destination.”

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