South African tourism businesses leveraged the global spotlight of the LIV Golf tournament to position the country as a premium golf and lifestyle destination, while unlocking new sales, partnerships and international market access.
Exhibitors say the event attracted a high concentration of affluent global travellers, presenting a rare opportunity for local businesses to engage directly with decision-makers and high-net-worth individuals.
Luxury travel firms target high-end global audience
Fairways and Frontiers CEO Nkululeko Nxasana said the company showcased bespoke ultra-luxury golf travel experiences that combine top golf courses with private aviation, luxury accommodation and curated African experiences such as golf safaris.
Nxasana said the platform allowed the business to position South Africa as a world-class luxury golf destination while establishing itself as a gateway to elite golf travel.
“The LIV Golf platform gave us direct access to a highly concentrated audience of high-net-worth individuals and global executives, enabling immediate pipeline opportunities for high-value experiences,” he said.
Similarly, Air Blade Aviation CEO Tony McPherson said the company presented its Fly-In Golf Experiences, which integrate private jet and helicopter travel with access to top golf courses and luxury hotels.
“We expected the event to generate strong direct sales leads, particularly from international visitors already engaged in luxury golf tourism,” McPherson said.
He added that the platform also opens doors to partnerships with global tour operators, concierge networks and hospitality brands, helping expand the company’s footprint in key international markets.
Positioning SA as a multi-experience destination
Beyond aviation and luxury travel, destination management companies used the platform to showcase South Africa’s diverse tourism offering.
Gary Geyer, managing director of African Signature Golf Travel, said the company promoted multi-destination packages that combine golf with experiences such as Cape Town, the Winelands and Big Five safaris.
“The platform allowed us to position South Africa as a complete destination, not just for golf but for diverse, high-value travel experiences,” he said.
Geyer added that the event enables businesses to build relationships with international tour operators, expand into niche segments such as women’s golf travel, and generate new bookings.
Meanwhile, Malethola Matube, founder of Etlang koVaal, showcased a mix of golf tourism packages, Proudly South African apparel, African golf wear, locally produced wine and premium atmospheric water.
Matube said participation was aimed at securing investors, collaborations and export opportunities, particularly for locally produced wine and fashion products.
Challenges remain despite global exposure
While exhibitors are optimistic about the opportunities, they acknowledge several challenges associated with participating in an event of this scale.
Nxasana noted that standing out in a competitive, luxury-driven environment remains a key hurdle, particularly as global brands compete for the same high-value audience.
“There is also the need to balance exclusivity with accessibility while ensuring meaningful engagement with the right clients,” he said.
McPherson highlighted operational challenges, including managing high volumes of interest while maintaining personalised engagement, as well as the complexity of converting leads into confirmed bookings for bespoke offerings.
For smaller players, cost pressures remain a concern. Matube pointed to high transportation and accommodation costs, as well as the need to ensure sufficient stock availability during the event.
Geyer added that effectively communicating South Africa’s full tourism offering within limited timeframes can be difficult, particularly when international visitors may associate the country with only one aspect, such as safari or golf.
A strategic boost for tourism SMEs
Despite these challenges, industry players agree that the LIV Golf platform provided significant value for South African SMEs seeking to scale globally.
McPherson said the country offered a compelling golf tourism proposition, combining championship courses, scenic landscapes and world-class hospitality at competitive value.
“LIV Golf gives us the opportunity to showcase not just a product, but a destination that genuinely rivals the best in the world,” he said.
As global tourism continues to rebound, events of this scale are increasingly seen as critical platforms for SMEs to access international markets, strengthen partnerships and position South Africa as a leading luxury travel destination.
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