South Africans are rushing to secure sports incentives for upcoming global events, but supply is tightening and planning windows are shrinking.
The surge in demand is due to South African team performances at the Rugby World Cup and African Cup of Nations, say experts at Tourvest MICE, who also warn that hopping on this corporate fan base’s field is not that simple.
A Travel News poll, with over 250 respondents, revealed that agents are seeing the most enquiries for the Rugby World Cup 2027 in Australia (32%), the F1 Grand Prix 2026 (27%) and the FIFA World Cup 2026 in the US, Canada and Mexico.
Shelley-Dee Duffield, Team Leader Sports & Wellness and Incentives at Tourvest MICE, said incentive bookings mirrored these trends.
Sports itineraries, she said, required quality accommodations close to the sport venues, detailed knowledge of local logistics, transfer timings and route restrictions.
“But the biggest challenge with a lot of these sporting events in incentives is having a client decide far enough in advance because, with these complex itineraries, there is a lot that needs to be planned,” said Duffield. “Clients can't decide that they are going to the Grand Prix, for example, a month before because those tickets are sold out almost as soon as the tickets come out.”
Ticket availability is a major hurdle, as many distributors prioritise clubs and season ticket holders, leaving few options for South African travellers.
“We really rely on ground support for the tickets because there is no Ticketpro or Ticketmaster selling the tickets,” said Duffield. “This expertise comes with experience and from our relationships on the ground, with tour leaders and DMCs.”
Rugby World Cup
“We have just come off the back of the Rugby World Cup, which was huge for South Africa and the industry,” said Duffield.
She said Tourvest saw far more corporates taking employees than families travelling for leisure due to the high cost. Interest is expected to continue ahead of the women’s British & Irish Lions tour, and the 2027 Rugby World Cup in Australia, despite some challenges with visas.
F1 Grand Prix
“The F1 Grand Prix is an exceptionally popular, once-in-a-lifetime experience, with affordable packages and events across the globe,” said Duffield. Due to its popularity, getting tickets can prove to be challenging, she added.
She said the complexity with Grand Prix itineraries often involved the add-ons, which included dining experiences with track views, cultural tours and merchandise retail opportunities.
FIFA World Cup
“Soccer is huge, but soccer is not as adaptable for packages.”
She said the upcoming FIFA World Cup would be especially complicated for South African travellers.
“FIFA 2026 is big. However, the complex packages and meeting the budgets are challenging, so we have not seen a big uptake. Once the matches are finalised in December, we will possibly see more uptake, as South Africa and other African countries have qualified.”
She said South Africans wanting to attend FIFA would likely end up in Mexico, rather than Canada and the US. She said this was due to a combination of visa acceptance challenges, complex on-ground itineraries as the match cities were far apart, and the unpredictable geopolitical environment.
Despite the limited air access into Mexico, Duffield said the cultural experience of football in the region combined with better pricing, might make the country an attractive and affordable option for corporates.
Additionally, add-on experiences in the region are abundant for soccer experiences. Duffield said she was looking into fan park experiences with DMCs and local football museum and stadium tours.
