Running Through Africa’s Diverse Landscapes: How the Continent Is Becoming the New Stage for Global Sports Tourism

Sports Tourism in Africa

Africa is rapidly emerging as one of the world’s leading destinations for sports tourism and active travel, from iconic marathons and trail running events to trekking adventures and conservation-focused races. As demand for experience-driven holidays continues to grow, more travelers are seeking authentic journeys that combine physical challenge, extraordinary landscapes, and meaningful cultural encounters.

According to UN Tourism, sports tourism already accounts for around 10 percent of global tourism spending, with strong growth expected in the years ahead. The World Economic Forum estimates that the global sports tourism market could expand from approximately US$609 billion in 2023 to as much as US$1.7 trillion by 2032. Industry analysts forecast annual growth rates of around 17 percent through 2030, with emerging and unconventional destinations gaining increasing appeal.

“Across Africa, visitors find a rare mix of spectacular scenery, authentic cultural experiences, and professionally organized sporting events that remain uncrowded,” says Hanna Kleber, founder of Voice4Africa. “Travel is increasingly about transformative experiences that create lasting connections with people and places.”

Across the continent, sports events are generating economic value, supporting conservation efforts, and strengthening rural communities while contributing to more sustainable tourism development.

South Africa: World-Class Marathon Destination

South Africa has become a key hub for sports tourism. The Comrades Marathon in KwaZulu-Natal—recognized by Guinness World Records as the world’s oldest and largest ultramarathon—attracted over 22,000 runners in 2025 and delivers significant economic impact for Durban and Pietermaritzburg. Accommodation demand peaks during race week.

Cape Town is also rising as a global marathon destination. The Cape Town Marathon is on track to join the World Marathon Majors series, attracting growing international participation. In 2025, South Africa hosted 138 marathon and ultramarathon events, including community-focused races such as the Peace Run.

Kenya, Tanzania and Uganda: Sport with Conservation Impact

Across East Africa, endurance events increasingly combine sport, conservation, and community benefit. The ForRangers Ultra and Lewa Safari Marathon integrate challenging routes with wildlife protection initiatives. The ForRangers Ultra, spanning 230 kilometres across Laikipia, raised around €150,000 for conservation in 2025.

In Tanzania, the Kilimanjaro Marathon supports local community projects around Africa’s highest peak. In Uganda, the Rwenzori Marathon highlights how sport can unlock tourism in emerging destinations, drawing international runners to the Rwenzori Mountains and boosting local economies.

“The marathon strengthens our rural communities in Rwenzori. The long-overlooked Kasese region has evolved into a magnet for international runners and nature enthusiasts,” says Amos Wekesa, founder of the event and tour operator. “Registrations from 34 countries and hotel and lodge occupancy rates exceeding 75 percent highlight the economic opportunities sports tourism can create for the region.”

Angola: Pioneering New Routes Through Untouched Terrain

Less familiar destinations are also increasingly using sporting events as catalysts for tourism development. In Angola, the Meia Maratona da Paz in Luanda, a half marathon celebrating peace in the country, is attracting a growing number of international participants. In the scenic Huíla Highlands, the Água da Chela Lubango Half Marathon ranks among the country’s most picturesque running events.

Trail running in Iona National Park offers exceptionally remote and rugged desert experiences in one of the world’s oldest deserts. While the park has so far hosted mainly trail-running test events for rangers, conservation organization African Parks plans to make organized outdoor experiences accessible to visitors in the future. Covering 15,000 square kilometres in the northern Namib Desert, the park is characterized by sweeping sand dunes, rocky plains, ancient Welwitschia plants and dramatic coastal scenery.

Trekking and Outdoor Adventures: Experiencing Africa on Foot

Beyond organized races, demand for individual trekking and outdoor experiences across Africa continues to grow. Climbing Mount Kilimanjaro in Tanzania remains one of the continent’s most iconic active travel experiences, attracting thousands of international visitors every year. Across East and Southern Africa, trekking, trail running and multi-day hiking tours are increasingly becoming part of sustainable tourism offerings that combine immersive nature experiences with local value creation and cultural exchange. As the worlds of sports tourism, adventure travel and sustainability converge, African destinations are ideally positioned to attract a growing, cross-generational audience of active and conscious travelers from around the globe.