South African Tourism has partnered with LIV Golf to host the league's inaugural South African tournament, part of a broader strategy to position the country as a premier golf tourism destination.
The tournament, scheduled for March 19 to 22, at Steyn City Golf Club in Gauteng, will feature top players including Jon Rahm, Cam Smith and South African Louis Oosthuizen. The Saudi-backed professional golf league launched in 2021 and represents a significant addition to South Africa's sports tourism calendar.
"This partnership allows us to showcase our exceptional golf offering while highlighting South Africa as a destination that delivers world-class experiences beyond the fairway," said Thandiwe Mathibela, acting chief marketing officer of South African Tourism.
The country has been actively developing its golf tourism sector, leveraging championship courses and year-round playing conditions. South African Tourism views golf as a key segment for attracting high-spending international visitors who typically extend their stays for leisure activities.
The LIV Golf event is expected to generate significant international media exposure for South African golf destinations. The tourism board hopes the tournament will drive repeat visitation and position the country as a golf hub for the region.
Golf tourism has become increasingly important for South Africa's recovery strategy, with the sport offering opportunities for longer stays and higher per-visitor spending compared to traditional safari tourism.