Africa Unites Behind New Golf Tourism Convention to Drive Investment, Tourism and Economic Growth.

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Johannesburg, South Africa: Africa is home to some of the world’s most spectacular golf courses, breathtaking landscapes and unforgettable tourism experiences. Yet despite its enormous potential, the continent accounts for only a small share of the global golf tourism market.

The official launch of the Africa Golf Tourism Convention (AGTC) 2026 marks a significant step towards changing that narrative.

Hosted at the Birchwood Hotel & OR Tambo Conference Centre in the City of Ekurhuleni, leaders from government, tourism, business and the golf industry came together to launch this continental platform, designed to position Africa as a leading golf tourism destination while driving investment, trade, business events and economic growth.

Taking place from 18 – 21 August 2026 in Gauteng, AGTC will bring together tourism authorities, golf clubs, resorts, investors, airlines, destination marketing organisations, hospitality brands, corporate leaders and policymakers from across Africa and international markets to unlock partnerships and showcase Africa as one marketplace.

Neo Peete, Founder and Convention Director of AGTC, said golf tourism presents a unique opportunity to stimulate tourism, create jobs, support local businesses and attract international visitors.

“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. When Africa works together, we become far more competitive on the global stage.”

Beyond the Convention itself, AGTC aims to leave a lasting legacy through initiatives including the Hosted Buyer Programme, Destination Showcase, She Belongs Women’s Forum, and the Caddie Ambassador & Youth Skills Development Programme, ensuring the benefits of golf tourism extend to communities across the continent.

Welcoming the Convention to Gauteng, Nonnie Kubeka, Executive Director of the Gauteng Convention & Events Bureau, said hosting AGTC reflects the province’s ambition to remain Africa’s leading destination for business events.

“Business events create lasting economic value by supporting local businesses, creating jobs and positioning destinations globally. We are proud that Gauteng will host the inaugural Africa Golf Tourism Convention, bringing together leaders from across the continent to collaborate, innovate and invest in Africa’s future.”

As Africa’s economic hub and gateway to the continent, Gauteng offers world-class infrastructure, accessibility and business tourism expertise, making it an ideal host for an event of this scale.

From a destination marketing perspective, Barba Gaoganediwe, Head of Destination Marketing and Communications at the Gauteng Tourism Authority, said collaboration remains central to unlocking Africa’s tourism potential.

“No destination can unlock its full potential alone. By working together, destinations and industry partners can collectively market Africa, diversify tourism experiences and encourage travellers to explore more of our continent.”

A highlight of the launch was a leadership panel discussion exploring “The Future of Golf Tourism in Africa: Positioning the Continent Through Tourism, Trade & Investment.” The discussion reinforced golf tourism as a catalyst for investment, entrepreneurship, women’s empowerment, youth employment and destination competitiveness.

Delegates also received a preview of the inaugural Convention programme, which will feature keynote presentations, destination showcases, investment forums, business-to-business meetings, exhibitions, networking events and a Golf & Demonstration Day at Serengeti Estates.

The Convention comes at a pivotal time as African countries seek new ways to grow visitor economies, attract investment and increase intra-African travel under the African Continental Free Trade Area (AfCFTA).

When Africa tells one story, markets itself as one destination and collaborates as one continent, the opportunities are limitless.

One Continent. Many Fairways. One Marketplace.

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