As Botswana’s economic landscape continues to look uncertain, and overreliance on minerals, especially diamonds falters, sports tourism is now becoming a recurring topic of discussion.
This sector, once ignored, is among the many believed to have a potential to rapidly advance and contribute to reviving the country’s staggering economy. Former sports ministers as well as sports administrators have expressed their opinions on utilizing sports as a means to bolster Botswana’s Gross Domestic Product (GDP).
And this is not without cause. According to Coherent Market Insights, “the sports tourism market is estimated to be valued at USD 869.47 bn in 2025 and is expected to reach USD 2 046.78 bn by 2032, growing at a compound annual growth rate of 13% from 2025 to 2032.”
While conversations have always taken place on how Botswana can tap into this multi-billion-dollar industry, nothing concrete has been done. The country has been seemingly reluctant to invest in the sports sector and infrastructure to leverage on sports tourism to boost the country’s tourism sector.
Botswana is universally renowned for its pristine natural landscapes and vibrant cultural legacy. As the country gears up to host the prestigious World Relays next year, a unique opportunity opens for the country to see firsthand the potential of this sector. It presents the country with a unique opportunity to leverage these assets and position itself as a prime destination for sports enthusiasts and entertainment seekers alike.
Despite the opportunity that awaits, many are not convinced the country is serious enough to seize it. Local sports commentator and presenter Monty Gaomokgwa says for as long as the country does not take sport as an industry that can help boost the economy, we must forget about Sport tourism.
“It is truly unfortunate that we often perceive sports merely as a means to pass the time; however, if we can shift our mindset and recognize its potential as a significant industry, we have the opportunity to generate substantial revenue that could significantly enhance and contribute to the growth of the economy.”
What is even more frustrating has been the country’s seeming reluctance to ride on the successes of local athletes to promote Botswana. This is despite the country boasting of some of the finest athletes with great potential to act as global ambassadors, effectively promoting the country’s valuable mineral resources.
“Our Athletes popularity and influence could play a vital role in marketing our exquisite tourist attractions, such as the breathtaking Okavango Delta. The possibilities for their contributions in enhancing our global image are truly limitless”.
For her part, the Chairperson of Women and Sport Botswana (WASBO) Keenese Katisenge-Tizhani says the country’s sports tourism sector has great potential. She believes events like the Khawa Dune Challenge, Horse Races, and world-class competitions like the FNB Botswana Golden Grand Prix highlight the potential of the sector.
Katisenge-Tizhani believes Botswana should take a leaf out of countries who have turned to the sport tourism sector to grow their economy. In her opinion, the sector can add as much value to the country’s economy as the diamonds and the beef industry do.
“We can learn from countries such as Rwanda, which now hosts the Basketball Africa League and Tour du Rwanda, drawing thousands of visitors and international investors and strategically positioning sport as a driver of tourism. South Africa’s approach to mega-events, leveraging the 2010 FIFA World Cup to boost infrastructure and local business, is another example.”
To tap into the sector and maximize its economic impact, she says Botswana needs a deliberate national sports tourism strategy to market ‘our sporting calendar globally to attract participants and fans.’
She highlights that sport has the potential to generate employment opportunities, invigorate local businesses ranging from those in the hospitality sector to artisan crafts. Above all, it can enhance Botswana’s reputation as an energetic and dynamic location, thereby establishing it as an essential industry that contributes extensively to economic development across various sectors.
