Sports Tourism Market

Sports Tourism Market Size

The sports tourism market was worth $564.7 billion in 2023 and is expected to grow at a rate of more than 10% per year from 2024 to 2032. The tourism and sports industries are working together more and more, which creates synergies that lead to new sports tourist experiences. Joint marketing campaigns and hosting events are two examples of partnership initiatives that make a place more appealing, improve visitors' experiences, and keep sports tourism growing.

For example, in September 2023, the Los Angeles Tourism & Convention Board and AEG, a major sports and live entertainment firm, said they will work together on a strategic level. The goal of this agreement is to boost tourism for both groups by promoting Los Angeles as a top vacation spot for sporting events and leisure travel. The alliance also wants to bring fans and vacationers from all over the world closer to the city. This shows that both parties are committed to the growth of world-class sports and live entertainment.

The sports tourism sector is growing quickly because of the rise of sports infrastructure and facilities. Sports tourists will be more likely to visit a place if it has modern stadiums, arenas, training centers, and leisure facilities. Better infrastructure makes it possible to have bigger events and gives people the chance to play sports, go to training camps, and compete in tournaments all year long. This will bring more visitors and more money to the destination.

In the market, where travelers look for thrilling activities and engaging experiences, safari tourism stands out as a fascinating new area. Safari tourism in the sports arena guarantees thrill-seekers an unequaled adventure into the heart of athletic prowess and competitive spirit.

Seasonal changes are a big problem for the sports tourism sector because they affect the number of people that come to events and the money they make. Because many sports events depend on good weather, fewer people participate or watch them during the off-season. This inconsistency can make it hard for event organizers to make money, which can hurt their long-term viability and profitability. It could keep some tourists away who like to know what to expect when they go and enjoy outdoor activities, which would limit the market's growth potential.

Sports Tourism Market Trends

The market is moving toward more environmentally friendly and sustainable methods. As people become more aware of the environment, they are looking for places to visit and things to do that focus on conservation, reducing carbon footprints, and responsible tourism. As an example, FITUR Sports 2024 named France 2024 its Olympic and Sports Destination Global Partner in January 2024. The goal of this agreement is to make France 2024 a sports tourist destination during the International tourist Trade Fair. The program shows that the government is serious about eco-friendly practices and responsible tourism, which helps the market stay sustainable as a whole.

Major sports events are getting more and more important to the market. As events like the Olympics, FIFA World Cup, and big championships become more popular around the world, places are using them to draw in tourists. The appeal of seeing great athletes compete on a worldwide scale has led to a rise in travel to host cities, which has increased tourism income and economic growth in those areas.

Sports Tourism Market Analysis

The market is split into three groups based on tourismactive, passive, and nostalgic. The passive category made up over 55% of the market in 2023. More and more people are choosing passive tourism, which means they want to watch things happen instead of doing things themselves. This trend shows that more and more people want to enjoy sporting events and culture in a more relaxed way, which increases the need for places and activities that are good for spectators.

For example, in January 2023, Saudi Arabia started investment vehicles that specialize on sports and entertainment events. The Public Investment Fund (PIF) started SRJ Sports Investments to help the sports industry in Saudi Arabia grow faster. These kinds of investments make the sports sector's infrastructure and offers better, which gives passive sports tourists more options for fun ways to watch sports.

Depending on how the sales are made, the sports tourism market is divided into online booking sites, direct bookings, travel agencies, social media sites, and other types of sites. The online booking platforms segment made over 43% of the company share in 2023 and is expected to rise by 2032. There is a growing need for online booking systems in the sports tourism business. These platforms make it easy for travelers to plan and tailor their sports-related vacations because they are easy to access and provide a wide range of options. This makes the booking process more convenient and enjoyable overall.

For example, in November 2023, MyTicketPro showed off a trustworthy sports ticketing platform made just for the tourism industry at the World Travel Market (WTM) London. This technology gives travel experts a trustworthy way to get verified live ticket inventory for sports events. This makes things more convenient and reliable, which is what sports tourists want more and more of when they book online.

Europe dominated the sports tourism market with a major share of over 40% in 2023. Europe is witnessing a surge in multi-sport vacations, blending cultural exploration with active experiences such as hiking, cycling, and skiing. Travelers seek immersive adventures, driving demand for destinations offering diverse sporting activities amid scenic landscapes and historical sites.

For instance, in December 2023, LaLiga, the professional football league in Spain, partnered with Turespaña, the Spanish Tourism Board, to promote Spanish tourism through football. Through this collaboration, visitors are encouraged to explore Spain for its football matches as well as its rich cultural heritage, diverse landscapes, and various recreational activities. This initiative enhances the overall appeal of Spain as a destination for sports tourism, catering to travelers seeking immersive experiences beyond attending football matches.

Sports Tourism Market Share

BAC Sports and Gullivers Sports Travel Ltd. hold a significant market share in the market. These prominent players in the market are primarily focused on curating and providing comprehensive travel experiences tailored to sports enthusiasts and fans. These companies specialize in organizing travel packages, tours, and accommodations for major sporting events, tournaments, and competitions across the globe. They leverage their expertise and industry connections to offer a wide range of services, including ticket procurement, transportation arrangements, accommodation bookings, hospitality packages, and guided tours, ensuring that sports tourists have seamless and enjoyable experiences from start to finish.

Moreover, major players in the market also play a pivotal role in promoting sports tourism destinations and events, both domestically and internationally. They collaborate closely with event organizers, sports federations, venues, and local authorities to create compelling marketing campaigns and promotional initiatives aimed at attracting sports enthusiasts and fans. By highlighting the unique attractions, cultural experiences, and hospitality offerings of each destination, these companies strive to enhance the overall appeal and visibility of sports tourism, driving increased attendance, participation, and economic impact for host cities and regions.

Sports Tourism Market Companies

Major players operating in the sports tourism industry are

• BAC Sports
• Grand Slam Tennis Tours
• Gullivers Sports Travel Ltd.
• Marathon Tours & Travel
• Navigo Sports Tour, LLC
• Premium Sport Tours
• Saddle Skedaddle
• WorldStrides Sports
• XL Sports Tours
• Xtreme Gap Year

Sports Tourism Industry News

• In February 2024, JETSETLIFE debuted as the leading marketplace for sports travel worldwide. Utilizing advanced technology, the company will provide access to previously unavailable pre-booked inventory and exclusive entry to prestigious global sporting events. It will offer a distinct secondary marketplace, where fans can effortlessly list & trade travel bookings including non-cancellable ones, mirroring the ease of buying and selling sports tickets.
• In June 2023, ITW UXP and Club Vistara forged a partnership to enhance travel experiences for sporting events both domestically and internationally. Serving as the airline's retail and lifestyle partner, ITW UXP curates tailor-made sports-themed packages for avid travelers. These packages encompass event tickets, transportation, lodging, sightseeing opportunities including stadium tours and the chance for interactions with athletes.

The sports tourism market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue (USD Billion) from 2018 to 2032, for the following segments

Market, By Sports

• Soccer/Football
• Cricket
• Basketball
• Tennis
• Hockey
• Others

Market, By Tourism

• Active
• Passive
• Nostalgia

Market, By Sporting Activity

• Adventure sports tourism
• Individual sports tourism
• Team sports tourism
• Spectator sports tourism

Market, By Booking Channel

• Online booking platforms
• Direct bookings
• Travel agencies
• Social media platforms
• Others

The above information is provided for the following regions and countries

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Nordics
  • Rest of Europe
• Asia Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea
  • Southeast Asia
  • Rest of Asia Pacific 
• Latin America
  • Brazil
  • Mexico
  • Argentina
  • Rest of Latin America
• MEA
  • UAE
  • Saudi Arabia
  • South Africa
  • Rest of MEA