South Africans travelling to the Rugby World Cup (RWC) 2027 in Australia are expected to drive strong demand for official travel packages, but the country's large South African expat community also presents agents with an opportunity to sell longer, higher-value itineraries.
While many supporters are likely to stay with friends and relatives, South Africa's official RWC travel agents (Edusport, Rennies BCD Sport and SA Rugby) told Travel News that combining match attendance with family visits and broader Australian holidays created scope for itinerary extensions.
RWC demand builds
“The demand and interest in Rugby World Cup 2027 have been exceptional. South Africans are more passionate than ever about supporting the Springboks on their Rugby World Cup journey, particularly following the team's recent success on the world stage,” said Edusport CEO, Nicky Bell.
Unlike many international sporting events, where supporters often wait until finalists are confirmed before purchasing tickets, South Africans are already showing strong interest in the quarter-finals, semi-finals and final, with Sydney proving particularly popular as the host of the tournament's key matches.
“The quarter-finals are popular as it is a knock-out stage where the Springboks are very likely to feature, and against a tough opponent, creating great rugby tests,” said Illana Pereira, Managing Executive of SA Rugby Travel.
Philip Bourdin, the GM of Rennies BCD Sport, also noted that the quarter finals were currently garnering the most attention, as he speculates that it could see the Springboks face off with either New Zealand or Australia.
Pereira added: “The finals are also popular right now as people absolutely love watching a World Champion being crowned and are very optimistic about South Africa's chances of making the finals.”
VFR creates opportunity
Unlike France (the host of the 2023 RWC), which many South Africans combined with wider European leisure or business travel, Australia was a dedicated long-haul destination rather than a stopover, said Bourdin.
“In the case of Australia, it is not en route to somewhere else, so travellers must actively select to travel to Australia to experience this RWC event. Australia is also a long-haul destination and comes at a price, so the majority of demand and early sales are amongst the die-hard supporter base,” said Bourdin.
“That said, the potential of a third in a row and fifth title overall certainly adds impetus to a South African consumer’s decision.”
However, because of the large South African expat community, visiting friends and family would certainly be added motivation to attend this RWC, he said, noting that agents should use this to expand their clients’ itineraries.
“Australia is a very attractive market to South African travellers because many supporters may have friends and family living in cities such as Sydney, Brisbane and Perth, making the tournament an opportunity to combine a world-class sporting event with a personal holiday and family reunion,” agreed Bell.
RWC 2027 packages
Official Rugby World Cup travel packages also allow agents to cater for travellers planning to stay with friends or relatives while still securing official match tickets and other benefits.
"Attending the RWC matches is always controlled by access to match tickets and consumers can either look to purchase tickets through the Worldwide Ballot system or an Official Travel Agent. While the Worldwide Ballot is the cheapest solution for direct ticket access, not all applicants will be successful in securing what they have requested in such an over-subscribed ballot system," said Bourdin.
"The Official Travel Agents are then the next best solution for a match ticket."
He explained that official travel agents may sell packages without accommodation, provided they included return flights and match tickets.
"This then allows a South Africans visiting friends and family to buy their Official Travel Packages that include their return air ticket, official match tickets and the likes of stadium transfers, whilst still having the flexibility to stay with their friends and family."
Bell added that Edusport's packages could also be upgraded with curated supporter experiences.
"These include exclusive pre-match events, golf experiences, food and wine experiences, sightseeing opportunities and social gatherings with fellow supporters.
"These additions transform the trip from simply attending a rugby match into a complete Rugby World Cup experience."
Beyond the rugby
For the travellers who are looking to combine their World Cup experience with quality family time, Australia offers a range of other attractions that agents can add to the sports itinerary.
Pereira explained that SA Rugby Travel was offering a range of sightseeing experiences that would take travellers to iconic places in Australia. This includes a cruising excursion to the Great Barrier Reef, visiting Uluru (Ayers Rock) at sunset, exploring the Sydney Harbour and Opera House, a wildlife experience at Kangaroo Park as well as walking trails at the famous Bondi and Cogee Beaches.
“Australia offers a wealth of opportunities. Popular options include exploring the food and wine regions of the Hunter Valley, experiencing the Gold Coast, exploring Melbourne's sporting culture, or enjoying iconic destinations such the Northern Territory. These extensions allow travellers to combine a Rugby World Cup adventure with a broader Australian holiday,” said Bell.
Bourdin also highlighted the country’s amazing beaches and unique wildlife options, famous foods and wines and plentiful local heritage and culture.
“These make Australia a formidable destination and any travel agent should be able to provide an enormous selection of possibilities to their clients.”
