With the countdown underway for the LIV Golf South Africa, to be held from March 19-22, 2026 in Steyn City, South African Tourism is reinforcing its international strategy by positioning the country as a benchmark destination for golf tourism.
The tournament, part of a multi-year agreement, will feature top players such as Jon Rahm and Bryson DeChambeau, along with the local Stinger Golf Club team. The event showcases South Africa's golf offerings to a global audience while also boosting the visibility of the country's other tourist attractions, including safaris, coastal destinations, wine regions, and cultural routes.
Integration between sport and tourist experience
The competition is presented as a key platform for linking golf with the diverse experiences available in South Africa. In this context, South African Tourism has developed customized travel packages geared towards this segment, available through its official channels and also promoted via the LIV Golf platforms.
During the event, six tourism exhibitors will be present in Steyn City, offering the more than 80,000 expected attendees the opportunity to access complete travel proposals within the country.
Furthermore, the tournament's proximity to the Easter period creates an additional opportunity to extend stays, encouraging visitors to explore other destinations beyond the sporting event.
A high economic value segment
Golf tourism continues to solidify its position as a strategic segment within the global travel industry. According to industry data, travelers motivated by this activity spend approximately 120% more per day than the average tourist.
In South Africa, the golf industry contributes approximately 49 billion rand to the economy, in addition to generating positive impacts in terms of socio-economic development.
“Sports tourism represents a key segment within global travel. Hosting the LIV Golf South Africa allows us to showcase South Africa as a destination, with more than 450 world-class golf courses and a wide variety of memorable experiences ready to be explored,” said Dr. Shamilla Chettiar, Interim CEO of South African Tourism.
Global projection and segment growth
The growing interest in themed travel and sports experiences positions international events such as the LIV Golf as fundamental tools for attracting new audiences.
In this scenario, South Africa consolidates its proposal as a comprehensive destination, capable of combining world-class infrastructure for golf with a diverse, competitive and constantly expanding tourism offering.