According to UN Tourism, the specialised agency for tourism within the United Nations, sports tourism is one of the fastest-growing sectors worldwide, both in size and market volume. In 2023, the market reached an approximate value of $609 billion and it is projected to grow at a Compound Annual Growth Rate (CAGR) of around 16% between 2024 and 2030. The tourism and sports sectors are inextricably linked and play a key role in enhancing economic diversification, growth, and social development in many destinations by creating jobs and supporting businesses in cities and rural communities. The increasing popularity of major sporting events attracts more and more domestic and international visitors. Tourism and sports are committed to contributing to the UN’s Sustainable Development Goals (SDGs). Destinations globally recognise the potential of this segment and seek to position themselves as Sports Tourism destinations by investing in sporting infrastructure, bidding to host sports events, and implementing marketing strategies to promote their sports offer.

A market report by Allied Market Research found that the global sports tourism industry was pegged at $323.42bn in 2020. However, it is expected to reach $1.8 trillion by 2030, growing at a compound annual growth rate (CAGR) of 16.1% from 2021 to 2030.

The report revealed that by region, Europe and North America held the largest share in 2020 – accounting for nearly two-fifths of the market, due to the presence of a large population and high participation in sports activities. However, the global sports tourism market across Asia-Pacific is projected to register the highest CAGR of 17.7% during the forecast period of 2021 to 2030, owing to increase in sports participation and sports event hosting.

Sports tourism: a fast-growing niche

The sport and travel industries go hand-in-hand. Whether it is fans attending a match or an event, or if it is teams and officials travelling to fixtures or competitions, sports tourism is now a major niche in the travel industry.

It’s not just Fifa World Cups, the Olympics or major events that are driving the sector, but also team travel, school sports and smaller competitions. 

Did you know that the global sports industry is estimated to be worth between US$480bn and US$620bn, according to research by A.T. Kearney. Globally, travel and tourism’s direct contribution to GDP was approximately US$4.7trillion in 2020, according to a report by Statista.

UN Tourism describes sports tourism as “one of the fastest growing sectors” in the travel industry. It also states that international sports tourism is worth US$800bn and accounts for 10% of the world’s tourism industry. 

Here we look at what sports tourism is and an expert’s view on its impact…

UN Tourism’s definition of sports tourism 

“Sports tourism is a fundamental axis, generating around 10% of the world’s expenditure on tourism. It has an estimated growth rate of 17.5% between 2023-2030, moving masses intra and intercontinentally. Sports tourism can promote social, economic and environmental action, it accelerates development and can leave a long-lasting positive legacy. Sports and Tourism are interrelated and complementary. Today, sports tourism is one of the fastest-growing sectors in tourism. More and more tourists are interested in sport activities during their trips whether sports are the main objective of travel or not. Sport events of various kinds and sizes attract tourists as participants or spectators and destinations try to add local flavours to them to distinguish themselves and provide authentic local experiences. Mega sport events such as the Olympics and World Cups can be a catalyst for tourism development if successfully leveraged in terms of destination branding, infrastructure development and other economic and social benefits.”

Impact of sports tourism 

Akis Tsolis, CEO of Active Media Group, organisers of the Navarino Challenge and Santorini Experience in Greece, wrote on gtp.gr:

“Aside from the obvious and vast benefits of travel, sports tourism is great for the economy for one simple reason: it generates economic impact through direct spending into a community. Sports tourism is a rapidly growing niche in the travel/tourism industry. In fact, we at ActiveMedia Group share the belief that it is the fastest growing segment within the travel industry today, generating billions of dollars every year. Sports tourism is a trend that’s not going away and is expected to continue growing.”

The ChatGPT answer to this question…

What is the definition of sports tourism, how does it benefit the economy and what can we expect in the future?

Sports tourism refers to the act of traveling to a destination with the purpose of participating in or watching a sporting event. It involves a wide range of activities, including attending professional sports games, participating in amateur sports tournaments, and visiting sports-related attractions such as museums or stadiums.

Sports tourism can benefit the economy in several ways. Firstly, it generates revenue for local businesses such as hotels, restaurants, and retail stores. Secondly, it creates employment opportunities in the tourism and hospitality industries. Thirdly, it attracts investment in sports infrastructure such as stadiums and training facilities, which can benefit the local community beyond the tourism industry. Additionally, sports tourism can help to promote a destination as a sports hub, which can attract further sporting events and opportunities.

In the future, we can expect sports tourism to continue to grow, driven by the increasing popularity of sports and the ease of travel. Technological advancements such as virtual reality may also create new opportunities for sports tourism, allowing fans to experience sporting events remotely. Additionally, as sustainability becomes an increasingly important factor in tourism, sports tourism may shift towards more eco-friendly practices, such as promoting sustainable transportation and reducing waste.