Accent shifts to incentives
THE value of the outbound
sports tourism market to
South Africa is difficult
to quantify as there is no
reliable data available for this
sector of the travel industry,
says Greg Taylor, gm of Pure
Tours. Contributing to the
fragmentation of this data, is
that sports events tend to be
included in business or leisure
trips and are rarely standalone
holidays. Nevertheless,
15 years of experience in the
game, leaves Greg estimating
the market to be a fair size.
Tertia Summerford,
marketing manager at
Edusport, says the cyclical
nature of sports travel,
peaking around big events
such as World Cups, makes
it difficult to quantify the
outbound sports tourism
sector. “Travel is also
dependent on how well a
particular team is doing,” she
says. “For example, more
travellers would have gone
to Brazil if Bafana made it
through.”
Although she can’t give yearon-year
figures, Tertia says
Edusport sent over
2 000 supporters to Brazil
for the Soccer World Cup
2014, while in 2011 it sent
over 1 200 fans to the Rugby
World Cup in New Zealand.
The company anticipates the
same numbers for next year’s
Rugby World Cup in England.
“As official travel agents
for the Hong Kong Sevens,
Edusport sends some 150 to
200 passengers each year to
this tournament.”
Jimmy Kuys, business
development manager at Sure
Makro Sports Travel, also
saw an impressive demand
for the Rugby World Cup in
New Zealand, and expects
yet more for the World Cup in
England next year. “There are
a lot more flights available to
the UK than to New Zealand,
which makes it a lot easier
for travellers. This will be
a big World Cup for South
African travellers, despite the
fact that it is going to be very
expensive.”
According to Jimmy, the
price for the Rugby World Cup
has gone up considerably
over the years. He recalls
the World Cup in Wales in
1999, when the exchange
rate was R10 to the pound
and packages would sell
from R17 000pps. Today,
the rand trades at just over
R18 to the pound. Combined
with inflation, this means
packages have quadrupled in
price. A package for the semifinals
or finals in England
now starts at about
R80 000pps for a 10-night
stay and economy-class
flights. “The man in the street
does not have that kind of
money,” says Jimmy.
High package prices
combined with pressure on
disposable income have led
to an overall decline in sports
travel, according to Jimmy,
but fortunately the incentive
market is still going strong
when it comes to sports
tourism. In 1999, he says,
there was a 50/50 split
between incentive travellers
and leisure travellers. Today,
the balance has shifted, with
90% incentive bookings and
10% individual bookings.
Greg has noticed the same
strong shift. He says the
inclusion of a sports event
in an incentive programme is
a highly motivating element.
“With South Africa having
such a rich sporting history,
there is always going to be a
demand for outbound sports
tourism, which I believe
is growing along with the
success of our local teams
and exposure to events
through media like DStv. What
better way is there to see
an exciting new destination
than combining it with your
favourite sporting event?”
Work through officials
SPORTS tourism is a
lucrative industry that
appeals to a great number
of travel agents. However,
there are some pitfalls that
travel agents should keep
in mind when venturing into
this sector.
According to Greg Taylor,
sports tourism is a very
specialised field and can
be extremely risky at times.
“Advance payments have
to be made in many cases
for tickets, accommodation
and flights. If the packages
have not been sold before
the event they become a
perishable good, worthless
after the event date.” The
same applies for skiing
packages, as tour operators
commit large financial
resources to hotel and flight
allocations.
It is important, says Greg,
for agents to familiarise
themselves as far as
possible with events. “When
selling sports tourism
packages, ticketing is often
the hardest part. Finding
reliable tickets to events is
not as easy as you think.
There are so many fake and
illegal tickets out there you
can’t just deal with any Tom,
Dick or Harry. It is therefore
advisable to use a reputable
tour operator, who has
many years of experience
in this niche market.”
Jimmy Kuys says travellers
need to be assured that
when they leave South
Africa their tickets and
documentation are in order.
Travel agents should work
with tour operators with
official appointments by
official sports bodies.
This is also the advice
from Tertia Summerford,
who says travel agents
should purchase packages
through officially appointed
channels with a good track
record and experience.
“It is helpful to have good
knowledge about the
event, seat allocations and
stadium locations. This is all
important to ensure the trip
runs smoothly.
Legend Lodges opens new Signature Clubhouse
LEGEND Golf & Safari
Resort’s much-awaited
Signature Course
Clubhouse will open in
November. The official
launch will take place
over the weekend of
November 27-30 with a
host of activities planned.
The Signature
Clubhouse is set to
become the hub of the
Entabeni resort. It has
a pro shop, members’
lounge, second putting
green and men’s and
ladies’ change rooms.
There are also two
new restaurants, a
boma, a sky-top bar, an
outdoor activity shop
and fitness gym.
Look out for these events
over the next year...
The event takes place on
the island city’s Marina
Bay Street Circuit and was
the inaugural Formula One
night race and the first
street circuit in Asia.
Jimmy Kuys says South
Africans love this Grand
Prix, as it is so much more
than a motor race. This
year, Robbie Williams and
Jennifer Lopez will perform
at the event, which is “a
massive family event” that
goes the extra mile.
Cricket World Cup, February 14-March 29, 2015
Australia and New Zealand
will host 2015 Cricket
World Cup jointly. This is
the second such event to
be played in Oceania, and
is expected to draw South
Africans.
A total of 49 matches
will be played in 14
venues. Australia will
stage 26 games at
grounds in Adelaide,
Brisbane, Canberra,
Hobart, Melbourne, Perth
and Sydney while New
Zealand will host 23
games in seven cities,
including Auckland,
Christchurch, Dunedin,
Hamilton, Napier, Nelson
and Wellington. The final
match of the tournament
will take place at the
Melbourne Cricket Ground.
Hong Kong Sevens, March 27-29 2015
Hong Kong is the ultimate
destination for all Sevens
fans, providing partying,
shopping and three days
of rugby action at Hong
Kong Stadium.
Rugby World Cup, September 18-October 31, 2015
The eighth Rugby
World Cup will be held
in England with the
finals taking place at
Twickenham. Tournament
organisers, England 2015,
and the International
Rugby Board have
confirmed that 2,3m
tickets will be available
across the tournament’s
48 matches.
Specials from Pure Tours
See the Manchester
United-Liverpool game
from R17 990pps for a
three-night package from
December 12-15, including
accommodation at the
Double Tree by Hilton
Manchester with breakfast
daily. Flights excluded.
Travel to the Dubai Sevens
and stay three nights
(December 4-7) at the
Grand Excelsior Hotel
Dubai with breakfast
daily. Packages start from
R11 990pps including
transfers, TIC insurance,
visas and memorabilia but
exclude flights and taxes.
Take advantage of a
R19 250pps special to
watch the England-South
Africa game in the UK on
November 15. Stay three
nights at the Premier Inn
Euston with breakfast
daily. Price includes match
tickets as well as transfers
and insurance but
excludes flights and taxes.
See Ireland vs South Africa
in Dublin in November from
R10 810pps. Arrive in
Dublin on November 7 and
stay for three nights at a
central four-star hotel with
full Irish breakfast daily.
The package includes
tickets, transfers and travel
insurance but excludes
flights.
A package of R16 650pps
is on offer for travellers
wanting to see the
Wales-South Africa game
in November. Arrive in
Wales on November 28
and stay for three nights
at a four-star Cardiff hotel
with breakfast daily. The
price includes hospitality
match tickets as well
as transfers and TIC
insurance. It excludes
flights.
For the F1 event of
the year in Singapore,
Pure Sports is offering
packages for R16 660pps.
Arriving on September
19 and staying for three
nights at the Peninsula
Excelsior Hotel. The
package includes Padang
Grandstand race tickets,
as well as transport,
travel insurance and
accommodation. Flights
excluded.
Top Five sports tourism trends
Greg Taylor shares the
top five sports tourism
trends for 2014:
➊ Bookings made at the
last minute when teams
are confirmed.
➋ Only the best available
tickets are required by
travellers, regardless of
extra costs.
➌ Any time, any day –
fans are happy to travel
considerable distances to
watch their favourite team
and fly back in two days if
necessary.
➍ Mixing business
and pleasure – sports
packages are often
combined with a business
trip.
➎ What recession? As
bad as the economy gets,
people are always willing to
spend on their passions.
Team sports promote F1 packages
TEAM Sports is currently
promoting packages for the
Italian and Singapore F1
Grands Prix in September,
as well as the Abu Dhabi
event in November.
All packages offer threeday
tickets for grandstand
seats, and accommodation
in four-star properties, return
flights and the services of a
tour manager.
The Italy package, priced
from R24 595, includes a
full day trip to Maranello,
the home of Ferrari,
and includes lunch. The
Singapore deal, from
R24 995, includes metro
tickets and a branded golf
shirt. In Abu Dhabi, the
package includes access to
after-race concerts.Taxes
are excluded.
Photocap: Need for speed
Singapore Airlines is offering packages to the 2014 Formula 1 Singapore Airlines Singapore
Grand Prix at the Marina Bay Street Circuit from September 19-21. F1 packages, which include
return flights, three nights’ accommodation at selected hotels and race tickets, start from
R19 450pps. At the starting line is Brenda Mitchell, direct sales manager.
Did you know?
Sure Makro Sports Travel is official agent for the following upcoming sports tours:
Singapore GP (September 21, 2014);
Springboks’ Autumn Tour to Ireland, Wales, Italy and England (November 2014);
ICC Cricket World Cup, Australia and New Zealand (February/March 2015);
Hong Kong Sevens (March 2015); and
Rugby World Cup, England (September/October 2015).
