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‘E-biking is booming’: Much Better Adventures launches new e-bike holidays 
22Jul By Sports Tourism NewsNo Comments
Hotels & Resorts, Trends

‘E-biking is booming’: Much Better Adventures launches new e-bike holidays 

Travel company Much Better Adventures is expanding its portfolio of cycling trips with five new e-biking holiday itineraries. Catering to the growing interest in the e-bike trend, the new collection takes travellers from the highlands of northern Vietnam to Peru's Sacred Valley, culminating at the iconic Machu Picchu and to the beaches of Costa Rica.  The itineraries meet the rising demand for immersive travel among all generations of travellers with e-bikes opening up harder-to-reach destinations for those who are seeking a challenge but want it to feel achievable. These new trips join a line-up of e-bike-friendly adventures that combine riding with hiking, paddling, wild swimming and local food and wine. Sam Bruce, co-founder of Much Better Adventures, said: “E-biking is boomi...
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Strangest sporting events: the weird and wonderful world of sport
22Jul By Sports Tourism NewsNo Comments
Events, Sports Travel

Strangest sporting events: the weird and wonderful world of sport

When we think of sport, traditional activities like football, basketball, and tennis often come to mind. However, the world is full of unique, bizarre, and downright strange sporting events that challenge our perception of competition and athleticism.  These weird and wonderful sports highlight the diverse and imaginative ways to find entertainment – whether it’s racing down a hill after cheese, balancing on unicycles while playing polo, or enduring ferrets in your trousers. Here we take a look at some of the weirdest sports and the strangest sporting events that take place around the world. Main image: Dave Farrance, CC BY-SA 3.0 via Wikimedia Commons World Gravy Wrestling Championships (England) Location: Rose & Bowl Pub, Stacksteads, Lancashire, England The Wor...
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Como 1907: luxury football travel on Italy’s Lake Como
20Jul By Sports Tourism NewsNo Comments
Editor's Pick, Sports Business, Sports Travel

Como 1907: luxury football travel on Italy’s Lake Como

In May, Italian football club Como 1907 officially unveiled SENT Tourism, its in‑house luxury tour operator designed to bring football fans closer to the emotional, cultural, and aesthetic world of Lake Como. The initiative seeks to extend the club’s identity beyond Serie  A by crafting immersive travel experiences that merge matchday excitement with Italian elegance. Rooted in the club’s transformation under Djarum Group/Sent Entertainment Ltd and president Mirwan Suwarso, SENT Tourism represents the next chapter of Como’s ambition to become a premier football tourism destination, leveraging its stunning lakeside stadium and localised brand ecosystem. New stadium plans unveiled  SENT Tourism is not the only big announcement made in recent months by Como 1907 – the redevelopment o...
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Dubai T100 Triathlon Weekend 2025

The second edition of the Dubai T100 Triathlon Weekend, held in collaboration by the Professional Triathletes Organisation (PTO) and Dubai Sports Council (DSC), will take place from 13-16 November 2025. The Dubai T100 is part of the 2025 T100 Triathlon World Tour, which also includes events in Singapore, San Francisco, Vancouver, London, the French Riviera, Valencia and Wollongong. The 2025 tour finishes with the T100 World Championship final in Qatar from 11-13 December.  Held at Meydan Racecourse, the Dubai event includes a 100km Triathlon and Sprint Triathlon for individuals and a Corporate Duathlon Relay for teams of two or three. General registration is open for amateur triathletes to take part in the 100km race (2km swim, 80km bike, 18km run) and the Sprint distance (750m swim,...
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Sports hospitality trends: global market value to reach $74.32 billion by 2036 
19Jul By Sports Tourism NewsNo Comments
Editor's Pick, Sports Business

Sports hospitality trends: global market value to reach $74.32 billion by 2036 

The global sports hospitality market is on a sharp growth trajectory, according to a new report published by Credence Research. Valued at US$8.35 billion in 2018, the market expanded to US$15.23 billion in 2024 and is projected to reach US$74.32 billion by 2036, registering a compound annual growth rate (CAGR) of 14.12%. This explosive growth is being fueled by the rising global appeal of major sporting events and a growing appetite for premium experiences among corporate clients and high-net-worth individuals. Demand for VIP suites, exclusive access packages, fine dining, and behind-the-scenes experiences is soaring across flagship events such as the FIFA World Cup, UEFA Champions League, NFL’s Super Bowl, Wimbledon, and Formula 1. What’s driving market growth? Premium sports exp...
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FIFA World Cup 26: what hospitality packages are available?
19Jul By Sports Tourism NewsNo Comments
Sports Business

FIFA World Cup 26: what hospitality packages are available?

FIFA and On Location, the official hospitality provider for the FIFA World Cup 26, have announced a broader range of hospitality packages that are now available to purchase at FIFAWorldCup.com/Hospitality and through authorised sales agents. Featuring 48 teams from six confederations, the FIFA World Cup 26 will take place from 11 June until 19 July 2026, with games held at 16 locations across the three host nations in North America. Following May’s launch of series packages for matches in the United States, football fans around the world can now secure premium access to the largest FIFA World Cup ever through a diverse range of hospitality offers, whether the matches are taking place in Canada, Mexico or the US. Hospitality packages for the tournament include:   Single Match: Fa...
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‘25 by 75’: is this the ultimate travel bucket list for sport and culture?
15Jul By Sports Tourism NewsNo Comments
Bucket List, Editor's Pick, Sports Travel

‘25 by 75’: is this the ultimate travel bucket list for sport and culture?

Few people turn a casual chat into a life-enriching, global odyssey – but that’s exactly what David M. Carter and his longtime friend George Ross have done with their “25 by 75” sport and culture bucket list.  Carter, a renowned sports business consultant and university professor, has built a career around the intersection of sport, strategy, and storytelling. Now, he’s channeling that same insight into a personal mission with his friend: to attend 25 of the world’s most iconic sporting and cultural events – each in a different country and representing a different sport – before turning 75.  With 13 of the 25 already ticked off the list, Sports Tourism News spoke with Carter about the unique challenge, his favourite events so far, and what’s next on the schedule… Top ima...
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The Sports Tourism Blog: why Wimbledon is the undisputed champion of tennis slams
15Jul By Sports Tourism NewsNo Comments
Editor's Pick, Events, Sports Travel

The Sports Tourism Blog: why Wimbledon is the undisputed champion of tennis slams

With another Wimbledon championships coming to a close, tennis fans around the world have a slightly empty feeling, writes Ramy James Salameh. It's a feeling that's similar to finishing a good book and waiting for the next page-turner to arrive, especially that first Monday morning after the weekend climax of the finals. One thing to help fill the void though, is the continued communications from The All England Lawn Tennis & Croquet Club that drops into your inbox and dissects the championship by numbers. As a tennis fan and player, it is not the amount of strawberries and cream sold that peaks my attention, but the stats related to the on-court action. The glitter and sequins could have barely been swept up after the Wimbledon Champion’s Ball and the club’s data boffins hav...
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Vilamoura, Portugal: a sports travel guide 
13Jul By Sports Tourism NewsNo Comments
Guides, Holidays & Trips

Vilamoura, Portugal: a sports travel guide 

Nestled along Portugal’s stunning Algarve coast, Vilamoura is a premier sport and golf travel destination resort where elite facilities, wellness escapes, and world-class events attract both professional athletes and active holidaymakers alike.  From championship golf courses and top-tier tennis academies to cutting-edge retreats and water-based adventures, Vilamoura offers a perfect balance of performance and pleasure. The resort will also soon be home to a new sports centre – an elite campus designed to cater to both professional athletes and the wider community. The centre will feature official-size football fields, a world-standard athletics track, and a wide range of multi-sport facilities. https://www.youtube.com/watch?v=mYNMtHXdxKg Most popular attractions in Vilamoura ...
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Demand grows for active travel in Spain’s lesser-known regions
13Jul By Sports Tourism NewsNo Comments
Holidays & Trips, Trends

Demand grows for active travel in Spain’s lesser-known regions

Spain is seeing a surge in demand for active travel experiences, as three UK independent tour operators – Headwater, Pura Aventura and Naturetrek – report a marked shift in booking trends toward more immersive, activity-based holidays. Travellers are increasingly drawn to Spain’s lesser-known regions, seeking out walking, cycling and nature-focused adventures that go beyond the traditional sun-and-city breaks. In response, the operators have expanded their offerings to include immersive nature-based, cultural, and active adventures – from scenic cycling routes through Extremadura to wildlife-focused treks in Andalucia and multigenerational activity family escapes in the Pyrenees. Sharon Zanni, product manager for mainland Spain and the Balearics at Headwater, said: “We have seen a go...
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Sports tourism global value to hit $1.7 trillion by 2032 – World Economic Forum report
13Jul By Sports Tourism NewsNo Comments
Editor's Pick, Sports Business

Sports tourism global value to hit $1.7 trillion by 2032 – World Economic Forum report

A new report published by the World Economic Forum, in collaboration with Kearney, has positioned sports tourism as one of the fastest-growing sectors in the global travel economy, with a projected value of more than US$1.7 trillion by 2032. According to the report – Travel & Tourism at a Turning Point – sports tourism is one of several segments emerging as “significant growth drivers”, expanding at rates “exceeding sector averages”, and driven by rising global interest in live events, active travel experiences, and the power of digital engagement. Valued at US$609 billion in 2023, the sector is forecast to grow at a compound annual growth rate (CAGR) of 16%, reaching more than US$1.7 trillion in less than a decade. The report defines sports tourism as “where the tourist either obse...
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CR7 Life Museum: Cristiano Ronaldo attraction opens in Hong Kong
13Jul By Sports Tourism NewsNo Comments
Sports Business, Sports Travel, Venues & Stadiums

CR7 Life Museum: Cristiano Ronaldo attraction opens in Hong Kong

Hong Kong has strengthened its position as a global sports tourism destination with the launch of the CR7 Life Museum, the first of its kind in Asia dedicated to football legend Cristiano Ronaldo.  Located within the K11 Art & Cultural Centre, this immersive, state-of-the-art attraction offers visitors a unique window into the career and life of one of the greatest players in football history. Elevating Hong Kong’s sports tourism portfolio, the museum features Ronaldo’s most iconic memorabilia, from match-worn kits and golden boots to his impressive trophy collection, alongside immersive storytelling and interactive exhibits. Visitors can trace Ronaldo’s journey from his early days in Madeira to his global superstardom – a powerful narrative that appeals to both sports enthusia...
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Somabay: sport and adventure on Egypt’s Red Sea
13Jul By Sports Tourism NewsNo Comments
Guides, Holidays & Trips, Hotels & Resorts

Somabay: sport and adventure on Egypt’s Red Sea

Located on a private peninsula along Egypt’s Red Sea coast, Somabay is a luxury destination resort offering year-round sunshine, crystal-clear waters, and world-class amenities just 45 minutes from Hurghada International Airport. The resort is home to a collection of top-tier accommodations, including The Cascades Golf Resort, Kempinski Soma Bay, Sheraton Soma Bay, and The Breakers Diving & Surfing Lodge, each offering distinct styles – from family-friendly luxury to boutique surf culture.  A haven for active travellers, Somabay offers golf on a Gary Player-designed course, diving at its pristine house reef, and perfect kitesurfing conditions. Wellness is central, too, with the expansive Cascades Spa & Thalasso offering rejuvenation through hydrotherapy and thalassotherapy ...
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Event in focus: The Ocean Race Europe 2025
10Jul By Sports Tourism NewsNo Comments
Events, Guides

Event in focus: The Ocean Race Europe 2025

The final preparations are taking place ahead of the 2025 edition of The Ocean Race Europe, which will see seven mixed-gender crews made up of sailors from across 13 nations take on the 4,500-nautical mile multi-stage offshore challenge. This year’s edition is built on the foundations of the inaugural race in 2021 and is held under the banner of “Connecting Europe”. Starting in Kiel, Germany on 10 August, the race takes the fleet around Europe, with stops in England, Portugal, Spain, France, and Italy, before the teams arrive in Boka Bay, Montenegro, around 15-16 September and the Final Scoring Race on 20 September. The finish in Montenegro marks the first time in its over 50-year history that crews from The Ocean Race will compete on the Adriatic Sea. All seven teams will compete in...
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Marathon travel: 2025 Kangaroo Island Marathon in South Australia 
10Jul By Sports Tourism NewsNo Comments
Events, Holidays & Trips

Marathon travel: 2025 Kangaroo Island Marathon in South Australia 

Marathon Tours & Travel (MTT) is gearing up for its highly anticipated 2025 Kangaroo Island Marathon – scheduled for Sunday 24 August 2025 in the heart of Flinders Chase National Park on Kangaroo Island, South Australia. Originally launched in 2015 and acquired by MTT in 2024, the Kangaroo Island Marathon now forms a key part of its global Seven Continents Club adventure series. The course offers runners a spectacular journey through regenerating flora and fauna in this beautiful post‑bushfire landscape, undulating roads and trails, dramatic Southern Ocean coastlines, and the iconic Remarkable Rocks boardwalk. To ensure competitors have a seamless journey to the event, Marathon Tours and Travel offer flexible travel options, including: 3‑night Premium Packages (AU only): with...
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Elevate Golf: Northern Ireland to host golf tourism event in 2026 
9Jul By Sports Tourism NewsNo Comments
Sports Business

Elevate Golf: Northern Ireland to host golf tourism event in 2026 

Golf tourism’s newest B2B event Elevate Golf is to be held in Northern Ireland for the first time in 2026. Taking place from 25-30 October, Elevate Golf 2026 will see the finest golf courses, resorts and accommodation providers connect with high-class international tour operators during tailor-made appointments, and in more casual surroundings on the golf course and at evening receptions. Elevate Golf – which will be in its third edition in 2026 – is held in two stages, with the first half of the six-day event in Northern Ireland. Here, a carefully selected pool of the best golf tour operators from across the globe will be hosted at the luxurious Galgorm Resort in County Antrim, experiencing the hotel's premium hospitality. Leanne Thorpe, director of Elevate Golf, said: “At Elevate G...
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2025 Global F1 Fan Survey: women, Gen Z and US fans power new era 
5Jul By Sports Tourism NewsNo Comments
Editor's Pick, Sports Business, Trends

2025 Global F1 Fan Survey: women, Gen Z and US fans power new era 

Formula 1 fandom is evolving – and it’s younger, more diverse, and more plugged-in than ever. According to the 2025 Global F1 Fan Survey, released by Formula 1 and Motorsport Network, the sport is in the midst of a generational and cultural shift, with women, Gen Z, and US fans emerging as powerful forces shaping the future of the grid. Conducted every four years, the survey gathered insights from more than 100,000 self-identified F1 fans across 186 countries. The results confirm what has been building over recent seasons: Formula 1 is no longer just a motorsport, it’s a cultural phenomenon. Women are leading the next wave of fandom, with female fans making up three in four of all new fans in the survey. Among Gen Z respondents, nearly half identify as female – highlighting the sport...
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Adventure travel trends 2025: fuelling a new wave of sports tourism 
5Jul By Sports Tourism NewsNo Comments
Editor's Pick, Trends

Adventure travel trends 2025: fuelling a new wave of sports tourism 

The global adventure travel industry has entered a new era – stable, focused, and increasingly connected to the fast-rising world of sports tourism. That’s one of the big takeaways from the 2025 Adventure Travel Trends & Insights Report, the annual benchmark study released by the Adventure Travel Trade Association (ATTA). Now in its 18th year, the report reveals how active, immersive travel experiences are not just bouncing back from the pandemic, but helping define a more meaningful future for global tourism. Drawing from multilingual survey responses between February and April 2025, the report reflects the real-world data and insights of hundreds of tour operators worldwide, based on their business activity during 2024. It’s a clear snapshot of what today’s adventure traveller wan...
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Dubai Sports World 2025

Dubai Sports World is back for its 2025 edition, running from 3 August to 2 September at a brand-new location inside the Sheikh Saeed Halls at Dubai World Trade Centre – just steps away from World Trade Centre Metro Station. This one-month sporting extravaganza transforms the summer heat into a season of indoor adrenaline, offering residents and visitors a packed schedule of activities, leagues, and tournaments in a fully air-conditioned environment. Whether you’re a seasoned athlete, weekend warrior, or just looking for a fun way to stay active with friends and family, Dubai Sports World 2025 delivers something for everyone. The event kicks off with a major new highlight: the Dubai Sports World Run IN, Dubai’s first-ever indoor half marathon on 3 August – a landmark event for runner...
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Brisbane: a sports travel city guide  
3Jul By Sports Tourism NewsNo Comments
Editor's Pick, Guides

Brisbane: a sports travel city guide  

Sun-soaked, laid-back, and brimming with sporting pride, Brisbane is one of Australia’s most exciting destinations for sports travel. With a strong calendar of major events, top-tier teams across multiple codes, and a stunning subtropical setting, Brisbane combines elite sport with an outdoorsy lifestyle, scenic river views, and easy access to beaches, islands, and hinterland hikes. And with the 2032 Summer Olympic Games on the horizon, the city is investing billions into sports infrastructure and tourism – making now the perfect time to visit. The Lions head to the Suncorp  One of Brisbane’s biggest sporting events in 2025 will be hosting the 1st Test match between Australia and the British & Irish Lions – a combined team of the best international rugby union players from Englan...
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EVENTS IN FOCUS