The global market of enthusiasm: Why sports tourism is becoming a decisive force for the economy, infrastructure and regional culture

Sports tourism combines travel with sporting activities, from mega-events such as the Olympic Games and the FIFA World Cup to active sports trips and training camps. It stimulates the local economy, promotes infrastructure, culture and community, and is growing rapidly worldwide with a market value of over £560 billion. Popular sports destinations such as Somabay, Tenerife and Mauritius offer comprehensive sports infrastructure, leisure activities and emotional experiences for international sports travellers.

Sports and tourism are closely linked. Sports tourism refers to travelling to sporting events where tourists either actively participate or attend as spectators. This includes both commercial and non-commercial competitions and events that attract millions of people in a variety of formats. Destinations use sporting events specifically to highlight local features and create authentic experiences, while mega-events such as the Olympic Games or the FIFA World Cup often act as catalysts for tourism and boost a region’s economic impact in the short term. Sports tourism has long been more than just a niche market: according to UN Tourism, it now accounts for around 10% of global tourism revenue. The market is forecast to grow at a rate of 17.5% between 2023 and 2030, which will have a significant impact on international travel. In addition to economic benefits, sports tourism can also promote social, environmental and infrastructural development and strengthen local communities in the long term.

To better understand the diversity of this growing segment, it is worth taking a look at the different forms that sports tourism takes. Sports tourism can be divided into three main categories. Event-based sports tourism includes travel to major events such as the Super Bowl, Wimbledon or the Tour de France, where fans support their favourite teams or athletes and experience local culture. Active sports tourism is aimed at travellers who want to be physically active themselves, whether it’s running marathons, cycling races, diving or mountain climbing. Nostalgia and heritage tourism involves visits to historic sports venues, halls of fame or sports museums such as the Baseball Hall of Fame Museum in Cooperstown or the Camp Nou football stadium in Barcelona.

Regional differences in sports

The most popular sports vary significantly depending on the region. While football dominates in the United Kingdom, Germany and Mexico, American football is the focus in the United States and ice hockey in Canada. In Japan, baseball attracts large audiences. At the same time, there is growing interest worldwide in authentic, locally-based experiences surrounding sporting events. According to a survey by Expedia Group, 57% of sports travellers plan to attend a local sporting event during their trip; among Gen Z and millennials, the figure is as high as 68%. This clearly shows that sports tourism goes far beyond the actual event and combines adventure, culture and community.

Market value and economic significance of sports tourism

This growing demand is also reflected in the global market value. In 2023, the global market value was already over 560 billion US dollars and, according to Skift, could grow to 1.3 trillion US dollars by 2032. Major events such as the 2026 FIFA World Cup and the 2028/2032 Olympic Games ensure that this trend will continue unabated. An international survey of 2,000 sports travellers in eight countries conducted by Expedia Group showed that 51% had recently travelled to a single game, while 37% had attended events lasting several days. Most sports trips lasted between two and six days, with 17% lasting a week or longer. Young fans between the ages of 16 and 34 were particularly willing to travel internationally, with 56% travelling abroad for their last sporting event. The proportion was particularly high in countries such as Canada, Germany and France.

The influence of mega-events

Mega-events have a particularly strong influence on sports tourism. For example, UEFA EURO 2024 in Germany attracted 2.7 million ticket holders, 44% of whom came from abroad, with an economic impact of £7.44 billion. The 2024 Olympic Games in Paris attracted around 11.2 million visitors and led to a 42% increase in tourist numbers in the first week compared to the previous year, while the French central bank estimated a 0.25 percentage point increase in GDP in the third quarter of 2024. In the United States, Super Bowl LVIII in Las Vegas generated approximately $1 billion in local economic impact, with average visitor spending of $2,660. The F1 Las Vegas Grand Prix generated approximately $934 million in 2024, after the event brought in around $1.5 billion to the local economy in 2023. The 2023 Rugby World Cup in France led to total expenditure of €1.8 billion and a net effect of €871 million.

These examples show how strongly sports tourism stimulates local economies, increases demand for hotels, restaurants and transport, and creates jobs. At the same time, more and more cities are investing in modern infrastructure to attract international sporting events and athletes.

Emotional and social dimensions

In addition to economic indicators, emotional and social factors also play a key role. Most sports travellers are accompanied by friends, partners or family – in the USA, 44% of fans travel with their family. For many, it is not only the event itself that is important, but also spending time together, discovering the destination, meeting certain athletes or participating in cultural activities. Priorities differ depending on the country of origin: for US travellers, family time is particularly important; in Japan, meeting athletes is crucial; while for Mexicans, experiencing the destination is the main focus. Studies also show that sports travel increases well-being, reduces loneliness and strengthens intergenerational bonds.

Somabay and Tenerife as examples of successful sports tourism

Destinations such as the Egyptian peninsula of Somabay show how successful implementation can look in practice. It offers a comprehensive infrastructure for athletes, families and remote workers all year round – from hotels and marinas to numerous leisure activities and internationally recognised sports facilities such as a 50-metre Olympic pool, tennis and golf academies, and kite and windsurfing stations. The offer is complemented by training camps, cultural excursions to Luxor or Cairo, and desert safaris. At the same time, social and family aspects are taken into account, such as childcare, junior academies and local CSR programmes. As a result, Soma Bay attracts international sports tourists who come not only for the events, but above all for the emotional experience and unique atmosphere.

Tenerife also uses sporting events specifically to promote tourism and the economy. At DEKA Tenerife 2025, around 2,000 athletes will compete at the Iván R. Ramallo Stadium in Los Realejos. The event combines functional fitness training with hybrid sports formats in ten fitness zones. The final of the DEKA Spain National Series attracts international athletes and spectators and increases the added value for tourism thanks to the island’s mild climate and well-developed infrastructure.

Hotels also offer numerous opportunities for sporting activities. Guests will find high-quality sports facilities at LUX* Grand Baie in Mauritius, for example, with ‘Muscle up on the roof’, the first outdoor wellness experience on the roof of the Indian Ocean with two 30-metre Olympic-standard running tracks. The 4-star Hotel Zafiro Alzinar Mar also has a state-of-the-art fitness room and a semi-Olympic pool for sports-loving holidaymakers.

These destinations and hotels impressively demonstrate that sports tourism today means much more than just competitions. Modern sports trips combine professional infrastructure, leisure and cultural experiences, and social interaction, creating emotional bonds and attracting international visitors – whether for training camps, professional tournaments or multidisciplinary events.