Download Sample, The Rise of Sports Tourism and Its Long-Lasting Effects on Global and Local Economies
Sports tourism has emerged as a dynamic and rapidly expanding sector of the worldwide tourism industry that represents approximately 10% of global tourism expenditure and this industry is projected to expand in upcoming years, changing how individuals travel and how locations engage with global visitors. Sports tourism promotes leisure activities and acts as a crucial driver for social, economic, and environmental change. By drawing in significant numbers of attendees and fans, sports tourism promotes both regional and national growth, strengthens local economies, and increases the prominence of locations worldwide. Events such as the Olympics or World Cup present significant chances for countries to utilize tourism for enduring legacies that assist in enhancing infrastructure, encouraging cultural exchanges, and fostering a sense of pride and community in both host cities and involved nations.
As disposable income rises in various regions, particularly in emerging markets, more people are willing and able to spend on leisure activities, including sports tourism. Leisure is important to more than 80% of people in many countries with leisure spending, for the whole population in the UK being more than GBP 212 billion as well as consumer spending on recreational activities in the United States was US$624.2 billion over the five years to 2024. Travelers are looking for real and unique experiences, and sports offer such experiences, whether it's the excitement of competing, watching a big sports event, or enjoying the local culture around sports, tourists are attracted to the special stories that different places share through their sports traditions.
Additionally, the intersection of sports, media, and digital platforms has become a powerful driver for the growth of sports tourism. Influencers and athletes leverage social media to connect with fans which increases the excitement surrounding major sporting events and encourages travel, as international travel rebounds post-COVID-19, sports enthusiasts are eager to involve themselves in live experiences. As around 1.1 billion tourists traveled internationally in the first nine months of 2024 with global tourism sector recovered 98% of pre-pandemic levels. Consequently, destinations are increasingly blending sports with authentic local experiences such as showcasing culinary traditions or cultural heritage alongside a high-profile event like a tennis tournament. This approach creates multi-layered tourism experiences, enriching travelers’ journeys while positioning destinations as unique cultural hubs. Sports tourism is no longer just about attending an event but exploring a full spectrum of cultural and recreational opportunities.
Mega-events like the Olympics and World Cup offer unparalleled opportunities for cities to elevate their global profile, reshaping perceptions and attracting massive tourism flows. These events offer a platform for destinations to make lasting impacts, fostering investments in infrastructure and public services that create long-term value. Cities that strategically focus on sustainable tourism development improving transport systems, enhancing public facilities, and focusing on eco-friendly practices can continue to benefit from increased visitor numbers long after the event has ended. Furthermore, the social impact of these events is profound, fostering community pride, job creation, and local engagement. The long-lasting effects of these investments, when managed properly, offer a blueprint for cities to leverage sports tourism as a catalyst for broader economic and social growth.
As disposable income rises in various regions, particularly in emerging markets, more people are willing and able to spend on leisure activities, including sports tourism. Leisure is important to more than 80% of people in many countries with leisure spending, for the whole population in the UK being more than GBP 212 billion as well as consumer spending on recreational activities in the United States was US$624.2 billion over the five years to 2024. Travelers are looking for real and unique experiences, and sports offer such experiences, whether it's the excitement of competing, watching a big sports event, or enjoying the local culture around sports, tourists are attracted to the special stories that different places share through their sports traditions.
Additionally, the intersection of sports, media, and digital platforms has become a powerful driver for the growth of sports tourism. Influencers and athletes leverage social media to connect with fans which increases the excitement surrounding major sporting events and encourages travel, as international travel rebounds post-COVID-19, sports enthusiasts are eager to involve themselves in live experiences. As around 1.1 billion tourists traveled internationally in the first nine months of 2024 with global tourism sector recovered 98% of pre-pandemic levels. Consequently, destinations are increasingly blending sports with authentic local experiences such as showcasing culinary traditions or cultural heritage alongside a high-profile event like a tennis tournament. This approach creates multi-layered tourism experiences, enriching travelers’ journeys while positioning destinations as unique cultural hubs. Sports tourism is no longer just about attending an event but exploring a full spectrum of cultural and recreational opportunities.
Mega-events like the Olympics and World Cup offer unparalleled opportunities for cities to elevate their global profile, reshaping perceptions and attracting massive tourism flows. These events offer a platform for destinations to make lasting impacts, fostering investments in infrastructure and public services that create long-term value. Cities that strategically focus on sustainable tourism development improving transport systems, enhancing public facilities, and focusing on eco-friendly practices can continue to benefit from increased visitor numbers long after the event has ended. Furthermore, the social impact of these events is profound, fostering community pride, job creation, and local engagement. The long-lasting effects of these investments, when managed properly, offer a blueprint for cities to leverage sports tourism as a catalyst for broader economic and social growth.
Global Sports Tourism Market Growth Driven by Major Events and Rising Fan Participation Worldwide
The worldwide sports tourism sector is divided into segments according to the type of sport, with major players including football (soccer), cricket, motorsports, tennis, and various other sports. Football dominates sports tourism, fueled by its global appeal and fervent fanbase. Iconic events like the UEFA Champions League and FIFA World Cup draw millions yearly, creating surges in demand for hotels, tours, and tickets with emphasis on attending events as a spectator such as watching a soccer match. Passive tourism dominates the sports tourism market, fueled by the global attraction of live events like the Olympics, World Cup, and professional league matches. This form of tourism thrives on the unique fan experience, blending the excitement of witnessing high-stakes competitions with the cultural and social dynamics of iconic sporting venues. Passive tourism accounts for a larger market share attributed to the widespread appeal of live sports events worldwide.
Local leagues also play a pivotal role, transforming host cities into vibrant hubs of economic activity, showcasing football's unparalleled influence on tourism dynamics. Domestic sports tourism dominates in Europe and North America, driven by locals attending high-profile events within their regions, fueling regional economies. Meanwhile, international sports tourism is gaining momentum as fans venture abroad for prestigious events like the Olympics, reflecting a growing desire to combine travel with iconic, once-in-a-lifetime sports experiences. Over 9.5 million of the ten million tickets for the Paris 2024 Olympic Games were sold, with various sports achieving record attendance figures with 743K spectators attending Paris 2024 events on 30th July alone. Additionally, over 3.4 million spectators attended the 2022 FIFA World Cup matches in total with a 96.3% average attendance capacity and more than 7.5 million spectators attended UEFA Champions League 2023/24.
Local leagues also play a pivotal role, transforming host cities into vibrant hubs of economic activity, showcasing football's unparalleled influence on tourism dynamics. Domestic sports tourism dominates in Europe and North America, driven by locals attending high-profile events within their regions, fueling regional economies. Meanwhile, international sports tourism is gaining momentum as fans venture abroad for prestigious events like the Olympics, reflecting a growing desire to combine travel with iconic, once-in-a-lifetime sports experiences. Over 9.5 million of the ten million tickets for the Paris 2024 Olympic Games were sold, with various sports achieving record attendance figures with 743K spectators attending Paris 2024 events on 30th July alone. Additionally, over 3.4 million spectators attended the 2022 FIFA World Cup matches in total with a 96.3% average attendance capacity and more than 7.5 million spectators attended UEFA Champions League 2023/24.
Recent Trends in the Sports Tourism Industry
- Major sporting events foster cross-cultural exchanges, benefiting local economies and promoting repeat visits
- Sports tourism is diversifying, with growing interest in adventure sports, such as hiking, skiing, and surfing
- Travelers are seeking tailored sports tourism experiences with comprehensive travel packages, including accommodations and transport
- Esports events are attracting large, global audiences, creating new travel packages and fan engagement opportunities
- After pandemic restrictions, there is a noticeable surge in demand for live sports experiences and travel to large-scale events
- Social media is being leveraged to enhance fan experiences, encourage event tourism, and promote local culture
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Geopolitical Instability Hampers Global Sports Tourism and Event Participation
Geopolitical tensions have a profound and often negative effect on sports tourism, directly influencing international participation and attendance. Countries involved in conflict or political instability, like Israel & Gaza or Russia & Ukraine, prompt governments to issue travel advisories, creating significant barriers to tourism. These heightened security concerns spanning cyberattacks, terrorism, and civil unrest further discourage potential tourists. In politically sensitive areas, international sports tournaments may face cancellations or reduced participation, amplifying the economic repercussions. The way the media presents geopolitical risks influences public opinion and is vital in how travelers judge the safety and appeal of participating in events overseas. Policymakers should attentively observe geopolitical changes and promote favorable diplomatic ties to protect the tourism sector, making certain that significant sporting events stay appealing and reachable to international audiences.
The Sports Tourism Sector is Set for Rapid Growth with Event Participation and Investments in Infrastructure Development
The global sports tourism market is poised for rapid growth, fueled by rising interest in major international events and active sports participation. By 2030, this sector is expected to significantly influence global travel and economic trends. Strategic investments in sports infrastructure, including advanced stadiums, arenas, and accommodations, have been crucial in addressing the increasing demand. For instance, in 2024, Europe advanced newbuild and renovation stadium projects with Serbia completing 8,000-seat stadiums in Loznica and Leskovac, Germany inaugurating the 34,000-seat Wildparkstadion, and Spain modernizing Camp Nou (105,000 capacity) and Santiago Bernabeu (84,000 capacity) set for completion. Cities are transforming into hubs for marquee events, leveraging sports tourism to boost local economies, create jobs, and enhance urban development. This shift underscores the sector’s role as a catalyst for economic and community revitalization worldwide.
Tour operators are increasingly offering tailored sports tourism packages, including transport, accommodation, event tickets, and local experiences which make it easier for tourists to access comprehensive sports travel experiences. For instance, in August 2024, Sports Tours International partnered with First Class Holidays to offer personalized itineraries for marathon runners, enhancing their travel experience. The collaboration will provide tailored holiday extensions for participants in events like the Tokyo 2025 Marathon. First Class Holidays' new Japan brochure, featuring diverse itineraries, will launch in August 2024. Customizable packages appeal to a wider range of tourists with different interests, whether they are participating in or spectating sports. Additionally, in December 2024, GameAbove Sports partnered with Sports Travel Group and Golf Traveller, investing millions to expand Golf Traveller's operations in North America. This collaboration combines GameAbove's sports investment expertise with Golf Traveller's luxury golf tourism services. GameAbove also recently acquired stakes in the Brisbane Bullets and BIG3’s Detroit team.
Tour operators are increasingly offering tailored sports tourism packages, including transport, accommodation, event tickets, and local experiences which make it easier for tourists to access comprehensive sports travel experiences. For instance, in August 2024, Sports Tours International partnered with First Class Holidays to offer personalized itineraries for marathon runners, enhancing their travel experience. The collaboration will provide tailored holiday extensions for participants in events like the Tokyo 2025 Marathon. First Class Holidays' new Japan brochure, featuring diverse itineraries, will launch in August 2024. Customizable packages appeal to a wider range of tourists with different interests, whether they are participating in or spectating sports. Additionally, in December 2024, GameAbove Sports partnered with Sports Travel Group and Golf Traveller, investing millions to expand Golf Traveller's operations in North America. This collaboration combines GameAbove's sports investment expertise with Golf Traveller's luxury golf tourism services. GameAbove also recently acquired stakes in the Brisbane Bullets and BIG3’s Detroit team.
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Mega-Events and Investments in Europe and MEA Building the Future of Global Sports Tourism
Europe leads the global sports tourism market, with cities like London, Paris, and Madrid drawing millions of fans annually. These capitals excel at hosting premier events, offering a blend of cutting-edge venues, rich sports heritage, and exceptional hospitality, creating memorable experiences for global visitors. The region's diverse sports offerings range from water sports, diving, and fishing to golf, cycling, and skiing, while adrenaline activities and running also attract enthusiasts. Europe’s sports tourism thrives on its active traveler base and cultural integration, making it a hotspot for combining sports with adventure, nature, and cultural experiences.
The sector’s rapid growth is fueled by increasing health awareness, accelerated by the COVID-19 pandemic, and European sports tourists are known for higher-than-average spending, benefiting local economies year-round. Mega-events like the FIFA World Cup and Wimbledon remain highlights but face sustainability challenges. As travelers seek eco-conscious and meaningful experiences, sustainable tourism models and immersive sports activities are redefining the industry, positioning Europe as a leader in post-pandemic sports tourism.
The Middle East and Africa (MEA) region is witnessing a dramatic rise in sports tourism with major events like the 2022 FIFA World Cup in Qatar, which contributed up to US$4.1 billion to Qatar’s GDP and spurred a 365% rise in foreign visitors, have redefined the global sports landscape. The GCC’s focus on football is unparalleled, with Saudi Arabia's US$2.3 billion investment in the sport in 2022. Hosting the FIFA World Cup in 2034 and high-profile signings like Cristiano Ronaldo are propelling the region's global influence. Moreover, Formula 1 has become a pivotal attraction, with Saudi Arabia, Bahrain, Abu Dhabi, and Qatar hosting races that draw global audiences and catalyze industrial investments like Bahrain’s Bell Racing Helmets facility. The DP World Tour Championship and growing esports market, bolstered by Saudi Arabia’s US$38 billion esports hub investment, are expanding the region's sports portfolio.
Africa is also making paces, with Rwanda leveraging partnerships with Arsenal and PSG to generate US$445 million in tourism revenue in 2022. Events like the Tour du Rwanda and Basketball Africa League have positioned Rwanda as a sports tourism leader, drawing 1.63 million visitors annually. Investments in infrastructure, like Saudi Arabia’s NEOM city for sports, Rwanda’s BK Arena, and Bahrain’s F1-linked facilities, underscore the region’s commitment to long-term growth. The young, tech-savvy population, rising media rights revenues, and integration of sports into national economic plans ensure the MEA region remains a global sports powerhouse. With unparalleled investment and strategic foresight, MEA is set to further dominate sports tourism in the coming decades.
The sector’s rapid growth is fueled by increasing health awareness, accelerated by the COVID-19 pandemic, and European sports tourists are known for higher-than-average spending, benefiting local economies year-round. Mega-events like the FIFA World Cup and Wimbledon remain highlights but face sustainability challenges. As travelers seek eco-conscious and meaningful experiences, sustainable tourism models and immersive sports activities are redefining the industry, positioning Europe as a leader in post-pandemic sports tourism.
The Middle East and Africa (MEA) region is witnessing a dramatic rise in sports tourism with major events like the 2022 FIFA World Cup in Qatar, which contributed up to US$4.1 billion to Qatar’s GDP and spurred a 365% rise in foreign visitors, have redefined the global sports landscape. The GCC’s focus on football is unparalleled, with Saudi Arabia's US$2.3 billion investment in the sport in 2022. Hosting the FIFA World Cup in 2034 and high-profile signings like Cristiano Ronaldo are propelling the region's global influence. Moreover, Formula 1 has become a pivotal attraction, with Saudi Arabia, Bahrain, Abu Dhabi, and Qatar hosting races that draw global audiences and catalyze industrial investments like Bahrain’s Bell Racing Helmets facility. The DP World Tour Championship and growing esports market, bolstered by Saudi Arabia’s US$38 billion esports hub investment, are expanding the region's sports portfolio.
Africa is also making paces, with Rwanda leveraging partnerships with Arsenal and PSG to generate US$445 million in tourism revenue in 2022. Events like the Tour du Rwanda and Basketball Africa League have positioned Rwanda as a sports tourism leader, drawing 1.63 million visitors annually. Investments in infrastructure, like Saudi Arabia’s NEOM city for sports, Rwanda’s BK Arena, and Bahrain’s F1-linked facilities, underscore the region’s commitment to long-term growth. The young, tech-savvy population, rising media rights revenues, and integration of sports into national economic plans ensure the MEA region remains a global sports powerhouse. With unparalleled investment and strategic foresight, MEA is set to further dominate sports tourism in the coming decades.
The report provides a detailed overview of the sports tourism market insights in regions including North America, Latin America, Europe, Asia-Pacific, and the Middle East and Africa. The country-specific assessment of the sports tourism market has been offered for all regional market shares, along with forecasts, market scope estimates, price point assessment, and impact analysis of prominent countries and regions. Throughout this market research report, Y-o-Y growth and CAGR estimates are also incorporated for every country and region, to provide a detailed view of the sports tourism market. These Y-o-Y projections on regional and country-level markets brighten the political, economic,c and business environment outlook, which are anticipated to have a substantial impact on the growth of the sports tourism market. Some key countries and regions included in the sports tourism market report as follows:
| North America | United States, Canada |
| Latin America | Brazil, Mexico, Argentina, Colombia, Chile, Peru, Rest of Latin America |
| Europe | Germany, United Kingdom, France, Italy, Spain, Portugal, Russia, Switzerland, Netherlands, Denmark, Norway, Sweden, Austria, Finland, Rest of Europe |
| Asia Pacific | China, India, Japan, South Korea, Australia & New Zealand, Singapore, Malaysia, Indonesia, Thailand, Philippines, Vietnam, Rest of Asia Pacific |
| Middle East and Africa | GCC Countries, South Africa, Nigeria, Egypt, Turkey, Morocco, Tanzania, Ghana, Uganda, Kenya, Jordan, Rest of MEA |
Sports Tourism Market Research Report Covers In-depth Analysis on:
- Sports tourism market detailed segments and segment-wise market breakdown
- Sports tourism market dynamics (Recent industry trends, drivers, restraints, growth potential, opportunities in sports tourism industry)
- Current, historical, and forthcoming 10 years market valuation in terms of sports tourism market size (US$ Mn), share (%), Y-o-Y growth rate, CAGR (%) analysis
- Sports tourism market demand analysis
- Sports tourism market regional insights with a region-wise market breakdown
- Competitive analysis – key companies profiling including their market share, product offerings, and competitive strategies.
- Latest developments and innovations in the sports tourism market
- Regulatory landscape by key regions and key countries
- Sports tourism market sales and distribution strategies
- A comprehensive overview of the parent market
- A detailed viewpoint on sports tourism market forecast by countries
- Mergers and acquisitions in the sports tourism market
- Essential information to enhance market position
- Robust research methodology
- Frequently Asked Questions -
What are the key trends driving the sports tourism market?
Key trends include the rise of adventure sports, eco-tourism, a growing focus on wellness tourism, and increased participation in both amateur and professional sporting events, which fuel the expansion of this market.
What factors are driving the demand for sports tourism in emerging markets?
Increasing disposable incomes, better access to international travel, and the rising popularity of international sports events are key drivers for the growth of sports tourism in emerging markets.
What types of sports tourism are most popular globally?
Adventure tourism, event-based tourism, wellness tourism, and eco-tourism are some of the most popular types, with travelers participating in activities like hiking, marathons, and attending high-profile sports events.
