Sports tourism can “play a key role in helping tourism destinations and businesses diversify”, UN Tourism said after the 3rd World Sports Tourism Congress (WSTC) in Madrid from 28-29 November 2024. To achieve this, “public and private cooperation will be essential for the future of this growing sector”.
The 3rd WSTC gathered worldwide experts and leaders of sports and tourism at the Santiago Bernabéu Stadium in Madrid. Co-organised by UN Tourism and the Government of the Region of Madrid, with support of Visit Nayarit and Turkish Airlines, the Congress highlighted the transformative potential of sports tourism as a driver of economic growth, social development, and sustainability.
UN Tourism Secretary-General Zurab Pololikashvili said: “This Congress, as well as the whole line of activity on Sports Tourism developed by UN Tourism through the Affiliate Members and Public-Private Collaboration Department, represents the continuation of a path we embarked upon several years ago. The World Sports Tourism Congress was designed as a platform to exchange and generate knowledge, showcasing best practices, and fostering connections. Working together, we can make Sports Tourism a key driver of economic diversification for destinations worldwide.”
Mariano de Paco Serrano, Regional Minister of Culture, Tourism, and Sports, of the Region of Madrid, added that: “Madrid is a leading region and a point of attraction for all those who want to enjoy sports in a unique setting. In addition to its cultural, heritage, and leisure offerings, it provides a vast array of sports activities for a wide audience. Furthermore, the regional government is committed to improving the quality of life for its citizens through physical activity and sports.”
The WSTC featured 40 speakers across 10 panels, addressing a variety of topics such as government strategies, sponsorship trends, best practices in sports tourism and sustainability, reinforcing its position as a unique platform for dialogue and the exchange of knowledge. The congress also featured conversations with inspiring sports figures, including Gilberto Godoy, UN Tourism Ambassador for Sports Tourism and volleyball Olympic medallist from Brazil; Gabriela Szabo, Romanian track and field Olympic medallist and former Minister of Youth and Sports; and Teresa Perales, swimmer, and 28-time Paralympic medallist.
UN Tourism officially welcomed Perales among its Ambassadors for Sports Tourism, recognising her as an example and symbol of perseverance given her important contributions to sports and the promotion of inclusivity in tourism.
Main image: UN Tourism Secretary-General Zurab Pololikashvili (Credit: UN Tourism/unwto.org)