South African sport fans are not shying away from travel despite rising airfares. This is according to sport travel specialists who say that, while ongoing geopolitical instability continues to affect routing and ticket pricing, demand for major sporting events remains high.
Shelley Duffield, Team Leader Sports & Incentives at Tourvest Meeting & Events, notes events like the upcoming FIFA World Cup, Rugby World Cup, Olympic Games and major European fixtures continue to perform strongly.
Demand for headline events such as Formula 1 and Wimbledon also continues to grow, says Angie Cachao, Product & Contract Executive at Thompsons Holidays.
“The only real short-term dip in demand is usually linked to events taking place in the Middle East,” says Philip Bourdin, GM of the Sports Division at Rennies BCD.
Subtle changes
TMCs agree that South African travellers are opting for a more curated or strategic approach to sports travel, prioritising value-driven itineraries and high-profile sporting events.
“What we are seeing is a shift in purchasing behaviour, with longer decision cycles and increased price sensitivity,” says Duffield.
Clients are also looking at destinations closer to home, or those that are more cost-effective, particularly regional events or markets with better air access from South Africa, she adds.
According to Duffield, budget adjustments often include shorter stays and lower-tier accommodation. Securing flights and accommodation in advance helps mitigate price volatility, while tiered packages cater for different budgets. She adds that value-added inclusions can improve a package’s overall appeal while helping to justify spend.
“While capacity constraints may ease over time, there are indications that elevated pricing and more volatile airlift patterns could persist in the medium to long term.” For this reason, she expects more clients to opt for the cost certainty of all-inclusive sports packages.
Those who are unwilling to travel are usually deferring travel to 2027 instead of cancelling outright, says Cachao, who adds that some clients prefer to wait for a more stable international environment before committing.
Choosing more efficient itineraries points to travellers adapting rather than backing away from travel entirely, notes Cachao. “Sports travel is increasingly becoming more intentional and premium-focused,” she says, adding that clients are prioritising more iconic events even when it requires additional planning and flexibility.
Travellers are adjusting other aspects of their trip in order to still attend tournaments, often opting for different airline routings to manage costs more effectively, says Bourdin.
Softer demand
The demand for mid-tier events has softened, with clients less likely to travel for events that don’t offer a unique travel component, preferring to enjoy those events via broadcasts instead, says Duffield.
“Interest tends to soften where events are less established, less accessible or where visa challenges create additional barriers,” says Bourdin.
