South Africa Welcomes LIV Golf as Tourism Records Historic Growth
South Africa’s tourism sector is celebrating a landmark moment as Tourism Minister Patricia de Lille yesterday 29 January 2026 in Steyn City, Gauteng officially welcomed LIV Golf to South African soil, underscoring the country’s rising profile as a premier global events destination.
The announcement comes on the back of record-breaking tourism figures: between January and December 2025, South Africa attracted 10.48 million international arrivals, a 17.6% increase compared to the previous year. This growth far outpaced the global average of 4% and was accompanied by South Africa being named Best Destination: Africa 2025 by the Travel Weekly Reader’s Choice Awards.
Tourism as a Growth Engine
Minister de Lille emphasized that tourism sustains 1.8 million jobs nationwide, with one job created for every 13 international arrivals. Large-scale events such as LIV Golf stimulate demand across the tourism value chain — from hotels and restaurants to logistics, production crews, and local suppliers.
“High-value visitors travel longer, spend more, and extend their stay beyond the event itself,” she noted, highlighting the ripple effect on small businesses and community-based tourism.
Golf Tourism: A Premium Market
Golf tourism is among the most lucrative segments in global travel, attracting experience-led, high-spend visitors. Hosting LIV Golf positions South Africa within this premium market, offering international audiences a glimpse of the country’s award-winning golf courses, diverse landscapes, rich culture, and world-class hospitality.
Through international broadcast and digital platforms, LIV Golf will amplify South Africa’s destination marketing, showcasing the nation’s strengths as a proven global events host. Minister of Sports Arts and Culture, Gayton McKenzie remarked that; “South Africa isn’t just hosting golf. It’s hosting a movement. One that celebrates innovation, diversity, and the future of the sport.”
Confidence in South Africa’s Hosting Capability
South Africa’s inclusion on the LIV Golf calendar reflects strong international confidence in its infrastructure, aviation connectivity, and professional event delivery. The country has already secured 51 international business event bids in the current financial year, generating nearly R894.5 million in economic impact.
From the G20 Leaders’ Summit to the upcoming World Economic Forum Special Davos, South Africa continues to demonstrate its ability to host high-level global platforms that drive tourism, investment, and international collaboration.
Beyond the Fairway
Minister de Lille invited visitors to “come earlier and stay longer,” encouraging exploration of South Africa’s winelands, wildlife, culture, cuisine, and wellness offerings across all nine provinces.
“As we welcome LIV Golf, we are not simply hosting a tournament. We are showcasing a confident nation, a capable events destination, and a tourism sector that continues to drive inclusive growth and global relevance,” she said.
With LIV Golf teeing off at Steyn City, South Africa is set to shine on the world stage — not only as a sporting destination but as a vibrant, diverse, and welcoming country ready to share its Ubuntu with the world.
