Sport

Durban July a sport tourism winner

29 July 2010

The Vodacom Durban July, one of South Africa's premier horse-racing events, takes place on Saturday. It was first held at its present home Greyville in 1897 and, with history and tradition playing a big role, is set to inject a massive R500-million into KwaZulu-Natal's economy.

Using figures generated in a thorough survey done after the 2008 Vodacom Durban July, and analysing trends and similarities between the current race-day and last year's event, regional tourism bosses are bullish that the 2010 Vodacom Durban July will match if not exceed the successes of the 2009 event.

"Bookings are right up there with the busiest Vodacom Durban Julys," hospitality service provider Mike Holmes of Event World said this week.

Not-negotiable social event

"We all know that we are still feeling the economic recession, and many private individuals and corporates overspent on the World Cup, but this event seems to be a not-negotiable part of people's social diaries," Holmes added.

Conservatively using the figures generated for the 2008 event and ignoring inflation, the statistics reveal that 26% of those that attend the Vodacom Durban July fly in from outside of the province, and spend on average R8 333 on the weekend in Durban.

A further 34% of the 55 000 race-day patrons travel to the race-day from outside of Durban, and spend an average R1 300 during the event.

The direct personal spending on hospitality, food, drink, clothing and related services, such as transport and accommodation exceeds R300-million. However, the research has also shown that this direct spend on the event triggers further immediate economic activity for the region's hospitality industry, equalling approximately R158-million.

Record-breaking betting spree

Add to this figure the spend on betting on the 12-race card, which most observers believe should match the record-breaking betting spree experienced last year, when the 2009 Vodacom Durban July itself attracted R32.4-million in betting spend, while the entire race-day saw R90.7-million wagered over the 12 races at totes across the country.

Combined, the Vodacom Durban July looks set to see over R500-million changing hands over the coming weekend, reinforcing the value of sport tourism, and the valuable attraction of iconic events such as the Vodacom Durban July.

"The Vodacom Durban July does much more than just attract visitors to KwaZulu-Natal for the weekend," said Tourism KZN CEO Ndabo Khoza. "It brands Durban and the province as a slick, sophisticated and world class destination."

Global reach

"With the global reach of the Vodacom Durban July, this is where the real impact of the event lies," he added.

In the wake of the Fifa World Cup, the KwaZulu-Natal region is bathing in the benefits of sporting tourism as this weekend too Pietermaritzburg hosts UCI BMX World Championships, an event that in its own right is bringing millions into the regional economy.

Analysts add that the real marketing value of the event is hidden in these figures, as the massive media exposure that goes with these events, and the television broadcasts in particular, actively endorse the region as a premier tourist destination, triggering secondary activity in the local tourist market.

SAinfo reporter