Sports Tourism Market Size, Share, Trends & Growth

Sports Tourism Market Outlook

According to the report by Expert Market Research (EMR), the global sports tourism market size achieved a value of USD 609.42 billion in 2024. Aided by the increasing popularity of sports events, growing disposable incomes, and a surge in international travel, the market is projected to grow at a robust compound annual growth rate (CAGR) of 16.7% from 2025 to 2034, reaching a value of USD 2,446.44 billion by 2034.

Sports tourism refers to travel that involves attending or participating in sports events, ranging from large-scale international tournaments to local recreational activities. This type of tourism is characterized by travelers who are motivated by a particular sports event, destination, or activity, and it encompasses a wide range of sports, including football, tennis, the Olympics, motorsport, and more. The Global Sports Tourism Market benefits from various factors such as increasing interest in international sports events, the growing number of leisure and adventure sports travelers, and rising tourism investments from governments and the private sector.

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Key Market Drivers

Rising Popularity of International Sports Events: Major international sports events, such as the FIFA World Cup, the Olympic Games, the Super Bowl, and tennis Grand Slam tournaments, have seen a surge in viewership and participation over the past decade. The increasing popularity of these events draws millions of sports fans from around the world who are eager to experience these events in person. For instance, the 2022 FIFA World Cup in Qatar and the 2024 Paris Summer Olympics are expected to drive significant growth in the Global Sports Tourism Market as they attract global audiences. As sports events become more accessible and broadcasted worldwide, the desire to experience these events in person has encouraged more travelers to visit host countries, significantly boosting the tourism industry.

Growing Interest in Adventure and Leisure Sports: In addition to large-scale international sports events, there has been an increasing interest in adventure sports and recreational activities such as hiking, cycling, surfing, skiing, and mountain biking. As individuals seek unique and immersive travel experiences, destinations offering these types of activities have seen an uptick in tourism. Countries like Switzerland, New Zealand, and Canada have capitalized on this trend by offering world-class adventure tourism experiences. The growing demand for personalized, active vacation experiences has led to a broader definition of sports tourism, expanding beyond traditional spectator-based events to include outdoor activities, fitness retreats, and wellness tourism. This shift has contributed to the growth of niche markets within the broader Global Sports Tourism Market landscape.

Improved Global Connectivity and Accessibility: The rise in affordable air travel, coupled with advances in transportation infrastructure, has made it easier for people to attend sports events in destinations previously considered remote or difficult to reach. Airlines, hotel chains, and local governments are increasingly catering to sports tourists by offering tailored packages that include tickets to major events, hotel stays, and transportation services. Furthermore, the growth of digital platforms for booking travel experiences has facilitated the planning and booking of sports tourism packages, making it more accessible to a global audience. Improved connectivity has not only increased the accessibility of major sports events but also contributed to the popularity of regional and local sports tourism, where smaller events are gaining international attention.

Sports Tourism for Wellness and Fitness: Wellness and fitness tourism is another growing segment of the Global Sports Tourism Market. With an increased global focus on health and wellness, travelers are now seeking destinations that offer fitness programs, wellness retreats, and sports-based leisure activities. Yoga and fitness retreats in Bali, Thailand, and Costa Rica, along with marathon and cycling tourism in various countries, have become increasingly popular among travelers seeking to combine their passion for sports with relaxation and rejuvenation. This growing interest in health-conscious travel is further supported by the increasing awareness of the benefits of physical activity and outdoor sports.

Government and Private Sector Investments: Governments around the world are heavily investing in sports infrastructure to attract international events and tourism. Hosting prestigious sporting events often leads to increased tourism revenue, local job creation, and long-term infrastructure development. For instance, countries like Japan, Qatar, and Brazil have invested heavily in sports venues and related infrastructure in preparation for high-profile events. Likewise, private-sector companies are also capitalizing on the growth in sports tourism by organizing sports tours, event packages, and fan experiences. These investments, combined with a strategic focus on attracting tourists, are essential in supporting the growth of the Global Sports Tourism Market industry.

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Sports Tourism Market Segmentation

The Global Sports Tourism Market pruning shears market can be divided based on type, sports ,tourism, breakup by region.

Market Breakup by Type

Domestic
International

Market Breakup by Sports Type

Soccer/Football
Cricket
Basketball
Tennis
Hockey
Others

Market Breakup by Tourism Type

Active
Passive
Nostalgia

Market Breakup by Region

North America
Europe
Asia Pacific
Latin America
Middle East and Africa

Competitive Landscape

Some of the major players explored in the report by Expert Market Research are as follows:

Navigo Tours LLC
BAC Sport Limited
DreamTeam Italy srl
Destination Sport Group Limited
Gullivers Sports Travel Ltd.
AllSports International
Australian Sports Tours
Sportsnet Corporation Pty Ltd
DTB Sports Hospitality and Event Management Limited
Premium Sport Tours Pty. Ltd.
XLSportsTours
TravelOsports
Others

Challenges in the Sports Tourism Market

Despite its rapid growth, the Global Sports Tourism Market faces a few challenges that could impact its future development. The most prominent of these is the potential for over-tourism, especially in popular destinations that host major events. This can lead to overcrowding, environmental degradation, and local resentment. Additionally, the impact of global crises such as the COVID-19 pandemic has shown how vulnerable the market can be to disruptions. While the industry has begun to recover, future events may still face uncertainties related to health and safety concerns.

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