South Africa – Sports & Tourism Destination

TAKING place from October 22 -24 this yearat the Durban International Convention Centre (ICC), the Sports & Events Tourism Exchange (SETE) Exhibition and Conference, will play a fundamental role in promoting sports and tourism in South Africa.

The event as a whole is aimed at positioning South Africa as a sport tourism destination.

Sport tourism is one of the fastest growing areas of the global travel and tourism industry.  Quite obvious are the links between the Hospitality, Leisure, Sport and Tourism Networks – highlighting the interplay between these markets and the economies of the driving countries.

Sports Tourism is a fast-growing industry with South Africa benefitting from this trend after successfully hosting three world cup events – the 1995 Rugby World Cup, the 2003 Cricket World Cup and the 2010 FIFA World Cup amongst other major international sports events.

The SETE 2013 is taking a proactive move to strategically align Africa as a whole, as the arena that has the potential and capabilities of hosting international events and sporting teams, especially during their winter months for training purposes.

“SETE is aimed at promoting South Africa as an events destination. The two-day conference attracts leaders from the sports and tourism industries from the private and public sectors to debate issues of importance to the growth of sports tourism in the country.

Alongside the conference is a two-day exhibition where international buyers are hosted to meet with product in South Africa that has the capacity and ability to host international events,” comments Sugen Pillay, Business Development director of Thebe Exhibitions and Projects Across the three days, SETE provides the opportunity for businesses from the sports and tourism industries to collaborate during the 2-day conference, an exhibition and networking events. SETE attracts over 1000 visitors who are decision makers in the sports industry.

This year the conference will not only assess the progress achieved in the implementation of the strategy set in place in 2012, but will also examine the role of local government in supporting major events, understand global sponsorship trends and accessing finance for major events. A key focus this year will also be to understand the challenges and opportunities with growing sports tourism in Africa. Experts will debate the need and key

elements of a strategic framework to ensure that Africa is globally competitive as a sports tourism continent.

Of these experts, Martine Ainsworth-Wells owner of destination marketing and communications agency, Ainsworth-Wells, in London is one of the experts who will be presenting at the 2013 SETE. Martine will be discussing “How to Manage a Successful Domestic Event aimed at Promoting Domestic Travel”.

Professor Thomas Duncan Hinch, another one of the experts, who is from the University of Alberta, Canada will be discussing “Growing Sport Tourism on the African Continent” and Jon Schmieder, Founder-CEO of the Huddle Up Group, LLC and a 16-year veteran in the sports tourism and events industry will be presenting on “What Influences Decisions of International Sports Federations Hosting Events in Africa”.

The event will also welcome pre-selected high caliber International Hosted Buyers, a larger scope of services and products specifically related to tourism and sport and also expose Africa’s finest destinations to the Sporting and Event fraternity.


The Sports and Events Tourism Exchange is hosted by the KwaZulu-Natal Department of Economic Development and Tourism, partnered by CATHSSETA, SASCOC, Tourism KZN and Durban Tourism, and supported by Durban KZN Convention Bureau. 

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