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 observes as a spectator or actively participates in a sporting event”.
Social media and digital content platforms are cited as key accelerators. Online coverage of tournaments, athlete storytelling, and behind-the-scenes videos are increasing fan engagement, while also motivating active travellers to participate in marathons, fitness races, and adventure competitions worldwide. Recreational sports tourism – including cycling, running, triathlons, and amateur team sports – is expected to be a major contributor to this surge.
This dramatic rise in sports-related travel forms part of a broader tourism boom. The WEF projects that by 2034, the global travel and tourism industry will support 30 billion tourist trips annually, contributing a staggering $16 trillion to global GDP. That figure will represent over 11% of the entire world economy, underlining the central role travel will play in shaping the economic future of the planet.
Asia is on track to become the world’s fastest-growing tourism economy, with India and China representing more than 25% of all outbound international travel by 2030. Countries like Sri Lanka, Thailand, Indonesia, and Saudi Arabia are also expected to experience significant growth due to substantial investment in their tourism sectors.
The report highlights how the post-pandemic rebound has created a new travel landscape, marked by higher expectations around experience, sustainability, digital services, and personalisation. Sports tourism, with its community-driven spirit and emotional resonance, is uniquely positioned to thrive in this context – appealing to both spectators and participants seeking meaning, identity, and connection through travel.
As mega-events like the Olympics, FIFA World Cup, and Formula 1 races continue to captivate global audiences, and participatory events such as marathons and fitness challenges expand, the sports tourism economy is set to become a cornerstone of global travel. The WEF report signals a new era in which travel, sport, and technology combine to drive tourism growth at scale.
See the full report at weforum.org
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