Tourism SMEs are preparing to tap into the economic potential of the 2026 LIV Golf Tournament, as the government positions the global sporting event as a catalyst for high-value tourism, investment, and inclusive growth.
The announcement follows South Africa’s strongest tourism performance on record. Between January and December 2025, the country welcomed 10.48 million international arrivals. A 17.6% year-on-year increase and well above the global average growth rate of 4%.
Tourism Minister Patricia de Lille said the momentum underscores South Africa’s growing stature as a global events destination.
“Events of this scale deliver measurable economic impact across the tourism value chain, from accommodation and transport to food services, logistics, and local suppliers,” said De Lille.
Tourism currently sustains 1.8 million direct and indirect jobs, with an estimated one job created for every 13 international arrivals. De Lille noted that high-value visitors linked to major sporting events typically stay longer and spend more, supporting small businesses and community-based tourism experiences.
“Hosting LIV Golf provides an opportunity to position South Africa within the premium global travel market, while showcasing the depth and diversity of our tourism offering,” she said, adding that business and sporting events remain a key lever in the country’s tourism growth strategy.
In Gauteng, the provincial government is aligning the tournament with its Growing Gauteng Together 2030 blueprint, positioning the province as Africa’s premier global events destination.
Barba Gaoganediwe, spokesperson for the Gauteng Tourism Authority, described golf tourism as a high-value segment.
“Golf tourists stay longer and spend more on accommodation, dining, transport, and leisure,” he told Vutivi Business News.
SMEs have opportunity to design golf tourism packages
He said tourism SMEs have an opportunity to design golf tourism packages and curate travel bundles that combine LIV Golf tickets with township golf tours, safari experiences, and luxury stays, extending visitor spend beyond the event itself.
While procurement for the tournament is led by organisers and promoters, Gaoganediwe said the government has a responsibility to ensure that public funds used to support and leverage the event drive inclusion.
“We are prioritising black women and youth-owned tour operators, media up-sellers and creatives in the services we will require to fully leverage this platform,” he said.
According to township-based operators, the tournament presents both opportunity and uncertainty.
Kgomotso Pooe, director of Soweto Tours, said the company is preparing to capitalise on the anticipated influx of visitors by offering transportation and curated township experiences.
“We are preparing to utilise the tournament to offer our services to tourists who will be attending, including transportation, tour packages, and curated township experiences,” said Pooe.
“SMEs must stay updated on open opportunities, follow every communication channel, check relevant links, and actively seek opportunities rather than waiting to be appointed,” he said.
Operators in other provinces watching developments closely
Beyond Gauteng, operators in neighbouring provinces are also watching developments closely. North West-based adventure tourism operator Katlego Mogopodi, CEO of Mogopodi Adventures, said the tournament has the potential to stimulate activity across multiple SME segments.
“The tournament can positively impact SMEs in tourism, accommodation, transport, catering, creative services, and guided experiences,” Mogopodi said. “High-spend visitors and international media exposure can drive bookings, brand visibility, and short-term revenue growth.”
He added that, for well-positioned businesses, the opportunity extends beyond the event itself. “There is also potential to build long-term partnerships and leverage the platform to showcase South Africa as a premium yet diverse destination,” he said.
However, Mogopodi cautioned that meaningful participation will depend on access to timely and structured information.
“At this stage, clear and targeted communication for SMEs appears limited. Larger service providers and established operators often receive early engagement, while smaller and youth-owned businesses remain on the periphery,” he said.
He called for structured interventions such as open supplier databases, SME briefings, and stronger collaboration with local tourism associations to improve preparedness and participation.
“Smaller businesses may struggle with capacity, financing, and meeting international event standards without adequate support,” Mogopodi said. “If inclusion is not intentionally designed into the planning process, there is a real risk that the benefits will remain concentrated among a few established players.”
