Some of the Lions fans that turned The Gabba red when the Lions took on the Wallabies during the 2001 tour of Australia © Getty Images

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British and Irish rugby fans have sidestepped the global recession and are set to follow the Lions to South Africa in their thousands.

The elite tourists embark on their eagerly-awaited tour this evening and they are set to be joined by 50,000 fans who have stumped up an estimated £40million to share in the latest piece of Lions history.

The four official tour operators will take in excess of 30,000 fans to the three Test matches in Durban, Pretoria and Johannesburg. But, once the independent travellers have been taken into account, insiders expect the full Lions support to number around 50,000 for the tour.

In addition Adidas expect to sell more Lions jerseys this year than Real Madrid or Chelsea shirts to underline the fact that the Lions remain big business despite a faltering tour, both on and off the field, to New Zealand in 2005.

Thousands of supporters set to take advantage of South Africa's relative proximity to fly in and out for a Test weekend instead of undertaking a longer tour.

Justin Hopwood, head of sales and marketing at Mike Burton Travel, who are responsible for managing the official travel packages, said: "It has been hard since September 2008 with the change in the financial situation and the economies around the world but it hasn't dampened the enthusiasm or the commitment of a true rugby fan wanting to experience the Lions in South Africa.

"The next two tours in Australia and New Zealand are long haul. You can do a weekend away for a South Africa tour. The economy and everyone's personal financial situation has changed the way people are doing the tour - but not how many are doing it.

"England Rugby Travel, for example, had 4,500 advance registrations from people who paid to get on the waiting list. That is the kind of enthusiasm there is for the Lions tour.

"(Lions manager) Gerald Davies always calls it rugby's last great adventure. The fact the Lions is once every four years, and once every 12 years in South Africa, delivers a unique sporting occasion. The fans going over there have illustrated that, I think."

Inspired by the victory over South Africa in 1997 and the steady growth of rugby's popularity through the professional era, supporters travelled to Australia in 2001 in droves. The Australian Rugby Union were caught by surprise at the sheer numbers who managed to get tickets for the first Test and dressed Brisbane's Gabba in a sea of red.

The Lions also enjoyed magnificent support in New Zealand four years ago, with convoys of camper vans winding their way around the country following the tour. Sir Clive Woodward took a brutally professional approach and the Lions still ended up losing 3-0. This time around McGeechan is reverting back, as much as is possible, to the old amateur ethos.

Every time the Lions come together they face an uphill battle. They have only ever won four Test series. But the fans still flock. The traditions matter to rugby people and the Tests this summer will be rammed with Lions fans.

"That picture three or four minutes before kick-off on June 20 will be one to stay in the mind for a long time, no matter what the result," Hopwood predicted. "The Brisbane Test in Australia, there was an entire red blanket. New Zealand tried to address that as well and I am sure South Africa will too.

"The stadiums for the Test matches hold 50-60,000 and I think it is fair to say the numbers of South Africa supporters will be balanced with the numbers of Lions fans. People still talk about their 1997 experiences. The players do and the fans do. I have no doubt this will be a pretty similar memory."

After that 1997 tour, there were genuine concerns whether the Lions concept could survive deeper into the professional era, with all the conflicting ambitions that exist between the club and international game.

But, in many ways, Hopwood believes the Lions is now a fans-driven brand. The numbers of people who follow the tours and spend money supporting the team ensures it has simply not been allowed to die out.

"The Lions brand lives organically. It lives off its own success and strength. Just look at the plain facts about what it means to the world of sport," said Hopwood. "The rugby public in South Africa are desperate for it. They have been looking forward to it since 1997 and the Lions fans love it. Name another sport where something similar happens. There isn't one. It is incomparable."