What is sports tourism, and why is it on the rise?

Travel has always been about discovery—exploring new places, meeting new people, and immersing oneself in different cultures. But for many, the journey isn’t just about the destination: it’s about the experience. Whether people travel closer to the roar of a stadium or the intensity of competition, sports tourism is redefining the way people see the world.

What was once a niche interest has now exploded into a market worth billions, with fans traveling the world to watch (and sometimes even participate in) their favorite games. Sports tourism isn’t just a trend. It has become a movement in its own right, a merging of adventure and devotion, where travel becomes more than a vacation.

Curious? Click through to find out how this thrilling part of a holiday has been on many bucket lists.

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The rise of sports tourism -

Once a niche, sports tourism has evolved into a colossal industry worth over US$600 billion, with projections suggesting it could reach $2.8 trillion by 2033. Fans are now combining travel with sporting events and transforming the way people experience both sports and tourism.

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A personal journey -

Interestingly, sporting events often serve as a major motivator for travel. The allure of both the tournament and the destination can create an unforgettable experience for travelers.

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A booming business -

Sports tourism now accounts for 10% of the global travel market. Destinations are investing heavily in hosting events since they recognize the economic boost, increased global profile, and long-term tourism benefits that come with welcoming passionate traveling fans.

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The success factor -

Much like in sports, momentum matters in sports tourism. Countries witnessing the positive financial impact of hosting major tournaments are eager to follow suit, even if they lack a strong sporting culture. Success breeds ambition, which fuels the sector’s expansion.

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The ‘I was there’ effect -

Some companies have even started offering curated sports travel experiences, allowing fans to witness historic moments firsthand. Whether it’s a Formula 1 weekend or an extended cricket tour, the appeal of attending iconic sporting events continues to grow.

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Milestones and memories -

Major birthdays and anniversaries are increasingly being celebrated with bucket-list sports trips. A 60th or 70th birthday spent at the FIFA World Cup or the Grand Prix is especially becoming a sought-after experience for older generations.

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Meet the stars -

Premium sports travel packages now offer fans unique experiences like brunches with famous athletes. One company called Spectate has an Abu Dhabi Grand Prix trip, for example, which includes a meet-and-greet with Guenther Steiner, the former Team Principal of Haas Formula One Team.

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The rise of active sports tourism - Beyond simply watching sports, more travelers are also participating. Running marathons, cycling Tour de France stages, or playing golf on legendary courses are becoming key attractions as tourists endeavor to combine physical activity with travel and adventure.

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Cycling’s global impact -

Grand cycling events like the Tour de France are tourism powerhouses, with host cities paying millions for the privilege. The Grand Départ alone attracts over 10 million spectators, with far-reaching benefits for local economies.

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Barcelona’s Olympic legacy -

Barcelona’s 1992 Olympics transformed the city’s economy and infrastructure, turning it into a global tourism hot spot. The long-term benefits of hosting elite sporting events continue to inspire other cities to follow in its footsteps.

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Marathon tourism -

Running events like the New York and Tokyo marathons attract thousands of international participants annually. Companies like Sports Tours International ensure runners gain entry and have well-planned travel experiences, which proves that marathons are much more than just races.

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Golf’s prestigious pull -

Golf tourism thrives on the sport’s history and prestige. Some companies send thousands of enthusiasts to legendary courses and major tournaments like the Ryder Cup and the Masters, delivering both spectator and participation experiences.

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A spiritual golf experience -

For some, visiting Augusta National is akin to a pilgrimage. Some golf fans describe watching the Masters live as a life-changing experience. This truly reinforces the deep emotional connection that can be created between sports and travel.

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Women’s sports’ growing influence -

The popularity of women’s sports events is surging considerably, as seen in record-breaking crowds for events like the 2022 UEFA European Women's Championship final. This is driving a more diverse audience to sports tourism, with more women traveling for major sporting events than ever before.

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The F1 phenomenon -

Formula 1 has seen rapid global growth, largely thanks to Netflix’s 'Drive to Survive.' With a growing and increasingly diverse fan base, F1 races are among the most popular sports tourism events, spanning 24 races across the world.

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Sports documentaries -

Following F1’s success, other sports are investing in behind-the-scenes docuseries to engage fans and entice them to attend events live. From tennis to horse racing, these productions drive deeper connections with audiences and often lead to increased sports-related travel.

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More events, more options -

Not only are fans being invited to travel for games, the sporting calendar is also expanding to meet demand. The 2028 Olympics will feature 35 sports (up from 21 in 1984), while the FIFA World Cup is growing to 48 teams. For sports tourists, the choices have never been greater.

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The Vegas sports revolution -

Las Vegas, long known for boxing, has rebranded itself as a sports tourism hub. With the addition of the Las Vegas Grand Prix, the city is leveraging sports to attract millions of visitors.

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Economic impact -

Las Vegas reports that its sports strategy generates billions in annual revenue. Events don’t just fill stadiums—they drive hotel bookings, restaurant sales, and broader tourism spending, which makes sports a key part of city planning.

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Portable sporting spectacles -

Sporting events are also becoming more flexible in location. Hosting the FIFA World Cup in Qatar once seemed improbable, but it resulted in record tourist arrivals. Future events may become even more geographically diverse.

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The Saudi sports agenda -

Saudi Arabia is investing billions into sports, hosting major international events across boxing, cycling, and sailing. The kingdom’s strategy mirrors Qatar’s, using sports as a tool to reshape its global image and boost tourism.

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The power of television -

Televised sporting events also act as global advertisements for host cities. The Paris 2024 Olympics and the Qatar 2022 World Cup put their locations into the minds of viewers and have most likely influenced future travel decisions.

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Travel affordability -

Accessible flights and increasing global connectivity has made sports tourism easier than ever. Fans can now travel across continents with greater ease to watch their favorite teams, meaning that global sporting events are more accessible to everyday travelers.

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Behind the scenes -

For avid fans, stadium tours have also been a reason to partake in sports tourism, since they offer an exclusive, behind-the-scenes look at legendary venues. Walking through the players’ tunnel, standing pitchside, or visiting VIP areas brings an entirely new appreciation for the atmosphere and history of a sporting arena.

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Global landmarks -

Some stadiums are also more than just sports venues—they are cultural landmarks that attract visitors year-round. Places like Wembley (pictured) and Madison Square Garden are woven into the fabric of their respective cities. Fans travel across the world to stand in the same places where historic matches and sporting moments have unfolded.

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Club museums -

Club museums are also enticing to sporting enthusiasts. From trophy rooms to interactive exhibits, these museums tell the story of sports in ways that engage visitors of all ages and invite all manner of travelers to partake.

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All the benefits -

Stadium tours and sports museums give fans a reason to visit cities outside of match days, which certainly boosts local tourism year round. Even casual visitors unable to attend live games can experience the atmosphere of a world-famous sporting venue.

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The downside -

Not all sports tourists have a fairy-tale ending. Planning is crucial for sports trips, and many travelers have found themselves unable to attend certain sporting events due to lack of essential preparation.

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More than a game -

Sports tourism has truly embraced its ideals of passion, history, and culture that has made sports so deeply ingrained in societies around the world. As new destinations embrace this growing industry, the future of sports tourism may just become even more exhilarating.

Sources: (National Geographic) (UN Tourism) (Sports Tourism News) (Sports Destination Management)