Beyond Sightseeing: How Lifestyle Sports are Redefining Luxury Travel in South Africa
2025-07-16
Skift
- The Rise of the Active Traveller: Forget traditional sightseeing – South African hotels and destinations are tapping into a growing trend: the active luxury traveller. Lifestyle sports like running, golf, tennis, and the increasingly popular pickleball are becoming key drivers of travel decisions.
- Attracting High-Value Guests: These aren't just casual hobbyists; they're discerning travellers with significant spending power. By catering to their passion for sport, hotels and destinations can attract a high-value demographic seeking unique and enriching experiences.
- More Than Just a Game: It's about creating a holistic experience. Think luxury running retreats with expert coaching, world-class golf courses combined with spa treatments, or vibrant pickleball tournaments followed by gourmet dining. The focus is on blending athletic pursuits with premium comfort and indulgence.
- South Africa's Advantage: South Africa boasts incredible natural landscapes perfect for running and cycling, world-renowned golf courses, and a growing interest in racquet sports. This presents a significant opportunity for the tourism sector to capitalise on this trend.
- What Hotels and Destinations Need to Do: To succeed, establishments need to invest in facilities, partnerships with sporting professionals, and curated experiences. Offering personalized training plans, equipment rentals, and social events will further enhance the appeal.
- The Future of Travel: The trend towards lifestyle sports tourism is only set to grow. South African businesses that embrace this shift will be well-positioned to attract a new generation of luxury travellers seeking adventure, wellness, and a connection to the outdoors.
