Cultural Affairs and Sport

Sport and cultural events, together with Tourism have a natural synergy and well-hosted events amplified by a clear tourism strategy can have a positive impact on the economy, the destination’s image and the lives of the citizens of the Western Cape.

The Department of Cultural Affairs and Sport (DCAS) plays a vital role in promoting both cultural and sporting events as part of the broader tourism strategy of the Western Cape Government, Tourism Blueprint 2030, to boost the local economy and attract foreign and domestic visitors. The integration of these events into tourism efforts is multifaceted, with a focus on leveraging the province’s rich cultural heritage, vibrant art and cultural scene, and world-class sporting facilities.

A DCAS official chairs the Western Cape Events Forum, a whole-of-government structure of the Western Cape Government to ensure an integrated approach to investment in the events sector. These events not only showcase the province’s rich heritage and sporting prowess but also stimulate local economies, attract foreign tourists, and promote sustainable, inclusive tourism that benefits both visitors and residents alike. Here are some interventions the DCAS uses to integrate cultural and sporting events into the WCG tourism strategy:

1. Promoting Cultural Heritage through Events:

The Western Cape is home to a diverse range of cultural traditions, which the DCAS actively promotes through festivals and events. These celebrations showcase the region's unique heritage and create immersive experiences for both domestic and international tourists. Some notable examples include:

• Cultural Festivals such as the Klein Karoo Nationale Kunste Fees (KKNK) in Oudtshoorn, the Cape Town Carnival, the Prince Albert Jazz Festival, the Tweede Nuwe Jaar Minstrel Festival, Suidoosterfees, the Open Book Festival are just some of the  key cultural celebrations that DCAS is involved in and which are key to promoting the province’s  arts and music scene. These events attract both cultural tourists and the media, highlighting the province's role as a global cultural hub.

2. Leveraging Sport as a Tourism Drawcard

Sporting events are a cornerstone of the Western Cape’s tourism strategy, especially considering the province’s renowned sports infrastructure and its appeal to adventure tourism. The DCAS actively organizes and supports a range of major sporting events that have a direct impact on tourism.  On average over 100 events are supported throughout the province on an annual basis. Some examples include:

• The Cape Town Cycle Tour: It is the largest timed cycle race in the world. It attracts thousands of international and local participants and spectators, boosting tourism and local businesses.
• Absa Cape Epic: It is one of the world’s premier mountain bike stage races, held annually in the Western Cape. Spanning 8 days, the event covers approximately 700 kilometres of rugged terrain, and climbing through the Western Cape’s scenic landscapes including mountains, vineyards and nature reserves. It attracts professional riders and amateurs alike from all over South Africa and the world.
• Rugby Events: With South Africa being a rugby powerhouse, the DCAS helps in hosting local and international rugby tournaments, such as the annual Sevens Rugby tournament in Cape Town in December, rugby events throughout the province drawing sports tourists and media attention.
• Cape Town Marathon & Two Oceans Marathon: These prestigious races attract global participation and tourism, contributing significantly to local economies through hospitality and retail sectors.
• In the last two years the Western Cape has hosted the World Cup for Rugby Sevens, the World Hockey Masters, The Women’s T20 Cricket World Cup and the Netball World Cup 2023 for women.

3. Collaborations with Tourism Bodies

The DCAS collaborates with entities like Wesgro (the official tourism, trade, and investment promotion agency for the Western Cape) and South African Tourism to ensure that cultural and sporting events are well-integrated into the broader tourism campaigns. Through these collaborations, the DCAS helps to:

• Market Events Globally: International tourists are encouraged to visit the Western Cape through targeted marketing campaigns highlighting cultural festivals, sporting events, and the unique attractions of the region.
• Incorporate Local Culture in Broader Campaigns: Cultural and sporting events are included in the region’s tourism brochures, websites, and social media, reinforcing the Western Cape as a diverse and dynamic tourist destination.

5. Economic Impact of Museums and Local Business Involvement

• DCAS supports 32 Museums around the Western Cape. Most of these Museums are key economic nodes in their towns, as tourist attractions. DCAS also partners with other heritage institutions both public and private which host exhibitions and performances that reflect the diverse cultural history of the Western Cape. The department partners with these organizations to enhance tourism.

Cultural and sporting events bring substantial benefits to the local economy. The DCAS ensures that these events contribute to job creation, and local craftsmanship, by engaging local artists and performers. Cultural events often provide platforms for local artists, musicians, and performers, creating income opportunities and promoting regional culture. This was well executed during the Netball World Cup 2023, where platforms for artists from the MOD programme were created.

In the last Case for Sport (2018) (Research document) compiled by the UWC it is estimated that the sport and Recreation industry brings in R8.8billion into the Western Cape which translates in 2.2 percent of the provincial GDP.