From conversations around trade, investment and tourism to the fairways of Ekurhuleni, the inaugural Africa Golf Tourism Convention (AGTC) 2026 demonstrated what is possible when Africa comes together to market its golf tourism offering.
Held from 17 to 21 August, AGTC brought together exhibitors, hosted buyers, government representatives and industry leaders from South Africa, across Africa and international markets, creating new connections and opening conversations about the future of golf tourism on the continent. The convention was built around the theme “Positioning Africa Through Golf, Tourism, Trade & Investment” and the rallying call “One Continent. Many Fairways. One Marketplace.”
For the City of Ekurhuleni, the convention provided an opportunity to showcase its destination offering. As host city, Ekurhuleni partnered with the ACSA International Indaba Centre to host the event, highlighting the city’s infrastructure, connectivity and potential as a tourism destination.
During his keynote address, Executive Mayor Alderman Nkosindiphile Xhakaza said: “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 message reflected the broader AGTC vision: golf tourism extends far beyond the golf course. It encompasses travel, accommodation, local experiences, business opportunities, investment and the communities that benefit from tourism.
For AGTC Founder and Convention Director Neo Peete, the convention was about changing how Africa tells and markets its golf tourism story. “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.”
Throughout the convention, buyers and exhibitors engaged through business and investment meetings, destination showcases and networking opportunities, with discussions spanning destination development, investment, sustainability and the business of golf. The AGTC Deal Room, Investment Lounge and Destination Investment Showcase were designed to connect destinations and businesses with investors and potential partners.
The convention also placed youth, women and emerging businesses within the broader golf tourism conversation. It 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, bringing delegates together for golf, demonstrations, networking, prize-giving and the official closing of the inaugural event.
From the conference room to the fairways, AGTC delivered a clear message: Africa has an opportunity to work together, market together and grow together.
The inaugural convention has laid the foundation for a continental marketplace where golf can serve as a catalyst for tourism, trade, investment, skills development and economic opportunity.
