What is sports tourism? 

Sports tourism is one of the fastest-growing sectors in the global travel industry, with a projected value of more than US$1.7 trillion by 2032. According to the Travel & Tourism at a Turning Point report, published in July 2025 by the World Economic Forum in collaboration with Kearney, 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 observes as a spectator or actively participates in a sporting event”.

10 key aspects of sports tourism

Here are 10 key aspects of sports tourism, covering both spectator and participatory travel, and highlighting why it’s one of the fastest-growing segments in global tourism:

• Spectator tourism: Travel driven by the desire to attend live sporting events, such as the Olympics, FIFA World Cup, Formula 1, Wimbledon, or NFL’s Super Bowl – often as part of a larger trip or vacation.
• Participatory tourism: Involves travellers who actively take part in sports, such as marathons, triathlons, cycling tours, surf camps, or amateur competitions – blending travel with personal achievement.
• Major events and mega tournaments: The hosting of international sporting events brings huge spikes in inbound tourism, with significant economic, branding, and infrastructure impacts on the destination.
• Recreational and adventure travel: Includes sports-themed travel like hiking, golf, skiing, scuba diving, surfing, and more – appealing to both amateur enthusiasts and leisure seekers. Wellness and fitness travel are other segments driving growth.
• Youth and school sports travel: Team tournaments, training camps, and exchange programmes where young athletes travel for competitions, education, or cultural exchange.
• Heritage and iconic venues: Tourists visit historic stadiums, museums, or athlete hometowns, such as Camp Nou in Barcelona, the CR7 Museum in Madeira, or the Muhammad Ali Center in Louisville.
• Sports-themed resorts and facilities: Destinations or resorts designed around sports offerings – from golf and tennis resorts to diving lodges and cycling villages – often with professional-grade infrastructure.
• Fan tourism and club loyalty: Fans travel internationally to follow their favourite clubs, teams, or athletes, often combining passion with cultural discovery.
• Digital and media influence: Social media, streaming, and online content amplify awareness of events and experiences, driving spontaneous bookings and destination interest.
• Economic and destination development: Sports tourism supports job creation, regional investment, and long-term branding, making it a strategic pillar for national tourism boards and cities.

Expert definitions of sports tourism

Here we look at what sports tourism is and an expert’s view on its impact…

UN Tourism 

“Sports tourism is a type of tourism activity which refers to the travel experience of the tourist who either observes as a spectator or actively participates in a sporting event generally involving commercial and non-commercial activities of a competitive nature. Sports tourism is a fundamental axis, generating around 10% of the world’s expenditure on tourism. It has an estimated growth rate of 17.5% between 2023-2030, moving masses intra and intercontinentally. Sports tourism can promote social, economic and environmental action, it accelerates development and can leave a long-lasting positive legacy. Sports and Tourism are interrelated and complementary. Today, sports tourism is one of the fastest-growing sectors in tourism. More and more tourists are interested in sport activities during their trips whether sports are the main objective of travel or not. Sport events of various kinds and sizes attract tourists as participants or spectators and destinations try to add local flavours to them to distinguish themselves and provide authentic local experiences. Mega sport events such as the Olympics and World Cups can be a catalyst for tourism development if successfully leveraged in terms of destination branding, infrastructure development and other economic and social benefits.”

See unwto.org/sport-tourism

Akis Tsolis, CEO, Active Travel Group

The CEO of Active Media Group, organisers of the Navarino Challenge and Santorini Experience in Greece, wrote on gtp.gr: “Aside from the obvious and vast benefits of travel, sports tourism is great for the economy for one simple reason: it generates economic impact through direct spending into a community. Sports tourism is a rapidly growing niche in the travel/tourism industry. In fact, we at ActiveMedia Group share the belief that it is the fastest growing segment within the travel industry today, generating billions of dollars every year. Sports tourism is a trend that’s not going away and is expected to continue growing.”