Africa Golf Tourism Convention in Ekurhuleni Spotlights Investment, Trade and Youth Development (17–21 August)

Held from 17 to 21 August, the convention focused on the role of golf tourism in connecting tourism, trade and investment across the continent.

The event was hosted in partnership with the City of Ekurhuleni and the ACSA International Indaba Centre, with the city using the convention to showcase its infrastructure, connectivity and tourism offering.

Speaking at the convention, Ekurhuleni executive mayor Alderman Nkosindiphile Xhakaza said the city wanted to position itself as more than a transit point.

“We do not want Ekurhuleni to be known merely as the city people pass through on their way to somewhere else. We are a destination in our own right - a city where people arrive, stay, experience, invest and return.”

That focus formed part of the wider convention programme, which looked at golf tourism beyond the course, including travel, accommodation, local experiences, business opportunities and investment.

Investment and trade

Buyers and exhibitors participated in business and investment meetings, destination showcases, and networking sessions during the convention.

Discussions covered destination development, investment, sustainability and the business of golf, while the programme included an Investment Lounge and Destination Investment Showcase intended to connect destinations and businesses with potential investors and partners.

AGTC founder and convention director Neo Peete said the event was intended to bring governments, tourism boards, investors and private-sector businesses into the same conversation around golf tourism.

“Africa has all the ingredients to become one of the world's leading golf tourism destinations. AGTC creates a platform for governments, tourism boards, investors and the private sector to collectively showcase Africa's diverse tourism offering.”

Youth and emerging businesses

Youth development and emerging businesses also featured in the programme.

The convention opened with the Caddie Ambassador & Youth Skills Development Programme, while the programme included the She Belongs Women’s Forum and an SMME and Innovation Pavilion designed to connect emerging businesses with industry stakeholders.

The convention culminated at Serengeti Estates with the AGTC Golf & Demonstration Day, which included golf, demonstrations, networking, prize-giving and the official closing of the inaugural event.

The convention was held under the theme Positioning Africa Through Golf, Tourism, Trade & Investment with One Continent. Many Fairways. One Marketplace as its rallying call.