The South African T20 league, Betway SA20 is all set to begin its fourth season this December. As the organisers work to improve its sporting relations with India, the league staged a unique SA20 India Day event, an initiative aimed at enhancing engagement with one of its most devoted overseas fan bases.
Wesgro, the Western Cape’s official tourism agency and SA20 event partner, seized the benefit of the event to broaden its reach in a market that has grown in importance for South Africa. At the event, SportsMint Media had a brief conversation with Ms Julia Louw, Acting Chief Tourism Officer, Wesgro, wherein she explained how the league has transformed into a powerful platform to showcase South Africa’s tourism landscape, along with long-term economic impact for Wesgro
1. What made Wesgro choose SA20 as a platform to unlock the Indian market?
When we looked at SA20, we knew we had to leverage its market strength and its database. Today, one simply cannot build awareness without visibility and scale, and SA20 gives us both. We wanted to unlock the Indian market, and there was no better way than through sport, and specifically through cricket, which India loves deeply. We wanted to talk about South Africa as a destination, and we felt SA20 was the perfect partner to begin that conversation. So this was the ideal moment to build momentum. SA20, hosting matches for the first time with this level of global attention, creates a collective platform that puts South Africa on the map. That’s really how this relationship was formed.
2. With more cricket and major events coming to South Africa, what long-term economic impact do you foresee for Wesgro?
Wesgro’s mandate spans tourism, trade, and investment, and we’re already seeing major traction. Recently, we were in Mumbai with the Reliance Group and FreshPick to showcase the “Made in the Cape” platform. This platform highlights Western Cape products, from tea and spices to salt and dried fruit, and connects suppliers directly with international buyers. If a buyer in Mumbai wants tea from Cape Town, we match them with exporters and facilitate the trade relationship. There is a huge import–export opportunity between India and the Western Cape. Growing that trade volume strengthens the business case for direct flights, because airlines rely on cargo as much as tourism. This is why we are pushing both tourism and trade simultaneously; the long-term economic benefits for the region are massive.
3. Are you exploring collaborations with Indian sports bodies, airlines, or travel agencies to increase traffic into South Africa?
Absolutely. Just yesterday, I was already in discussions with several major tour operators based in Mumbai. These are the heavyweights responsible for selling South Africa as a destination. The only way to market a country to a population of 1.4 billion people is through partnerships—we cannot do it alone. We would love to collaborate with national carriers as well, because we desperately need direct air connectivity. There used to be a direct Johannesburg–Mumbai flight operated by Jet Airways, and unlocking similar direct access again is crucial. India has nearly 300 million middle-class consumers with disposable income who are eager to travel. To reach them effectively, we must work with partners—airlines, travel agents, tourism bodies—to make the journey easier and more appealing.
4. How do you plan to supercharge South Africa’s marketing efforts ahead of the 2027 World Cup, and what does the long-term vision for that strategy look like?
Our goal is to lay a long-term foundation through this partnership. Ahead of the World Cup, we want to showcase truly aspirational and visually striking destinations, especially along iconic stretches like the Western Cape’s coastal routes. Imagine bold, beautiful billboards along the Ocean Road and Western Highway, capturing the essence of South Africa ahead of a global event. This is where our partnership with South African Tourism becomes powerful: creating destination desire and strengthening the overall brand pull.
5. How would you balance tourism growth with sustainability, especially during big events like the SA20 or upcoming World Cup?
Sustainable tourism is a long-term vision. We cannot talk about “overtourism” in South Africa; we have significant unemployment, and tourism directly creates jobs. Until every household has economic opportunity, overtourism is not a concern. Compared to cities like Barcelona or Las Vegas that receive 15 million+ visitors, our numbers are still modest. There is huge room for growth.
Our sustainability focus is centred on conservation, wildlife protection, and responsible tourism. We ensure communities benefit, because when people see themselves as integral to the tourism economy, they become ambassadors. Sustainability for us is about ensuring tourism creates jobs and protects what makes South Africa unique.
