14.05.2026
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Sport boosts SA’s global image, drives tourism impact: Brand SA

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  • [FILE] Sports, Arts and Culture minister, Gayton McKenzie at Human Rights Day commemoration, in Kimberley

Brand South Africa says sport continues to play a key role in promoting social cohesion and strengthening South Africa’s international image.

Chief Executive Officer Neville Matjie says major sporting events and achievements continue to attract visitors to the country while fostering national pride and unity.

Among the sporting milestones highlighted are Bafana Bafana’s 1996 Africa Cup of Nations victory, the Springboks’ fourth Rugby World Cup title in 2023, and Banyana Banyana winning the 2022 Women’s Africa Cup of Nations.

South Africa’s international sporting profile has also been strengthened by the South Africa women’s national cricket team, who reached the ICC Women’s T20 World Cup finals in both 2023 and 2024.

Matjie says sport continues to unite people across racial and political divides.

“One thing that is for sure, sports unifies the whole country and it’s so exciting when you see soccer games or rugby games, and you see everyone across all lines of races, and you see across all lines of politics also supporting our teams. What it does for the country, it showcases the country as a destination of choice. A lot of people internationally in particular look at South Africa with a different view when our sporting teams do very well internationally. The Rugby Sevens has just done so well.”

“You’ve seen our teams now in Botswana, and when we host events here in South Africa, it inspires people and visitors to look forward to coming to South Africa. We just did lift golf shortly. and, you know, people want to go and play golf now in the United States. Similarly to how golf enthusiasts, when in Scotland, you know, they’re thinking of St. Andrews to go and play. We also created that same brand and our athletes and our sporting ambassadors really fly the flag high.”

Brand South Africa says international sporting achievements continue to support tourism growth while strengthening the country’s reputation abroad.

Promoting the South African brand – Neville Matjie shares more


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