Du Preez, Elizabeth AnnKruger, Martinette2022-07-122022-07-122022-04Du Preez, E.A. & Kruger, M. (2022). Music event tourism as a means to encourage local travel: The case of the world choir games, South Africa, African Journal of Hospitality, Tourism and Leisure, 11(SE1):525-540. DOI: https://doi.org/10.46222/ajhtl.19770720.240.2223-814X (online)10.46222/ajhtl.19770720.240https://repository.up.ac.za/handle/2263/86116Events offer destinations the opportunity to showcase unique local resources and despite the challenges posed to this niche market, it can serve as part of post-COVID-19 recovery. Music events present experiences centred around unique local culture and serve the trend toward growth in domestic tourism. However, there is a dearth of literature on music event tourism from the Continent despite Africa being known for its rich cultures and popularity of music. Although a globally popular musical style, choir events are also underrepresented in the literature. This article describes local spectator segments of the World Choir Games held in South Africa, a first for the African continent, to identify the factors that drive positive perceptions of the host as a music event tourism destination. Data was collected from 350 spectators and segmentation carried out using cluster analysis. Results indicated two groups of spectators: Avid Exploring Supporters and Experienced Particular Supporters. Though the groups differ in motivations and experiences, both can contribute to sustaining this nicheen© 2022 AJHTL /Author(s) | Open Access – Online @ www.ajhtl.comNiche tourismMusic eventsChoral musicSpectatorsWorld Choir GamesArticle