SPORTS TOURISM MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2025-2032)

Sports Tourism Market Size and Trends

The sports tourism market is estimated to be valued at USD 869.47 Bn in 2025 and is expected to reach USD 2,046.78 Bn by 2032, growing at a compound annual growth rate (CAGR) of 13% from 2025 to 2032.

Key Takeaways

• By Sports Type, Soccer /Football is anticipated to dominate the global sports tourism market in 2025. This dominance is driven by the sport's massive global fan base and the hosting of major international tournaments, which attract millions of travellers seeking to experience live matches and associated events.
• Based on Tourism type, the Passive tourism segment is expected to lead the market in 2025. This is attributed to the growing interest in participation-based sports activities, such as marathons, cycling tours, and adventure sports, where tourists engage directly in sporting events rather than merely spectating.
• Based on Region, North America is projected to be the leading region in the global sports tourism market in 2025. This is due to the continent's rich sporting heritage, well-established infrastructure, and the frequent hosting of high-profile international sports events, which collectively attract a substantial number of sports tourists.

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Market Overview

The sports tourism market has seen consistent growth over the past few years. Factors, such as increasing sports events, growing popularity of adventurous sports, increasing marketing and promotion of sports, and newer destinations, are fueling the growth of the sports tourism industry. The rising popularity of sports among people combined with increasing travel and higher disposable income levels has also boosted the demand for sports tourism globally. Furthermore, many countries and local destinations now consider sports tourism as an opportunity to promote tourism and boost local economic development. This has driven governments across the world to invest in sports infrastructure and actively bid for various national and international level sporting events.

Current Events and Their Impact on the Sports Tourism Market

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Role of AI (Artificial Intelligence) in Sports Tourism

 AI-powered platforms can analyze user preferences, budgets, and past travel behavior to offer customized travel itineraries, including sports events, accommodation, and local attractions. This personalization improves user satisfaction and engagement. In May 2024, the Slovenian Tourist Board launched three new initiatives to enhance and promote its sports tourism globally. These include the new ‘Slovenia – Sports Destination’ website, an AI-powered virtual assistant called Alma on the Slovenia.info portal, and a series of audio stories showcasing Slovenia’s tourism attractions.

Segmental Analysis

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Sports Tourism Market Insights, By Sports Type

Soccer/football contributes the highest share of the market owing to its widespread popularity and fan engagement

Soccer/Football holds the dominant position in the global sports tourism market, accounting for 38.3% of the total share. Its global popularity, spanning both developed and emerging markets, is fueled by a deeply passionate fan base and year-round league and tournament calendars. The unmatched enthusiasm of football fans drives high attendance at domestic league matches and international events alike, with iconic stadiums such as Camp Nou and Old Trafford becoming global pilgrimage sites. Sports tourism packages offering match tickets, travel, and accommodation are frequently sold out well in advance, especially during major tournaments like the FIFA World Cup and UEFA Euro.

Recent examples highlight this growing trend. Germany had a major tourism surge during the UEFA Euro 2024, with millions of fans travelled across the country for live matches. Similarly, in the lead-up to the 2026 FIFA World Cup, jointly hosted by the U.S., Canada, and Mexico, preparations are already underway as fans from around the world plan their visits, despite logistical hurdles like long U.S. visa wait times. These examples underscore football’s unmatched ability to drive consistent, large-scale tourism globally, further positively influencing the sports tourism market revenue.

Insights, By Tourism Type

Passive tourism contributes the highest share owing to the broader appeal of spectating diverse sporting events

Passive tourism is the largest segment within the sports tourism market, accounting for 37.2% of the total share. It involves traveling to watch sporting events without direct participation, making it accessible to a wide demographic. The appeal lies in its simplicity—spectators can enjoy the energy of live events without needing athletic ability. Major events like the Super Bowl draw massive passive tourism crowds. For instance, the 2024 Super Bowl saw over 123 million viewers and a significant influx of fans to Las Vegas, as highlighted by MSN. Tourists often seek short-term exposure to different sports rather than long-term commitments, opening opportunities for multi-event travel packages, such as combining a baseball game with a motorsport race. Group experiences, organized championship trips, and hosted tours further enhance engagement, especially for families and first-timers. This is further positively influencing the sports tourism market forecast.

Regional Insights

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North America Sports Tourism Market

North America continues to lead the global sports tourism market, driven by its robust sports culture, world-class infrastructure, and a lineup of high-profile events that attract millions of domestic and international visitors annually. Cities like Las Vegas have transformed into premier sports tourism destinations, hosting major events such as NFL games, Formula 1 races, NHL matches, and WNBA games. This diversification has significantly boosted tourism, with over 2 million people visiting annually to attend sporting events, tripling the numbers from 2022. The city's infrastructure, including over 151,000 hotel rooms and venues located near the Strip, makes it ideal for hosting large events. Looking ahead, North America's sports tourism landscape is poised for further growth. Houston announced to host part of the 2026 FIFA World Cup, with local organizers preparing extensively to welcome international fans. Additionally, the surge in women's sports fandom is creating new travel niches. Events like the Paris 2024 Olympics and the UEFA Women's Euro are becoming travel destinations, with fans keen to support female athletes. Domestically, new professional leagues, including the Professional Women's Hockey League, have launched in the U.S., attracting large audiences and sparking investment. These developments underscore North America's dynamic and evolving sports tourism market.

Asia Pacific Sports Tourism Market

The Asia Pacific region is emerging as the fastest-growing global sports tourism market. Countries such as China, India, Japan, Australia, and the GCC nations are experiencing rising participation and viewership across multiple sports, driving significant regional demand. This growth is underpinned by expanding middle-class populations and increasing discretionary incomes, which are fueling consumer spending on leisure and travel-related experiences, including sports-focused trips. Governments across the region are actively investing in sports infrastructure and sustainable tourism. For instance, Thailand announed to host the 33rd Southeast Asian (SEA) Games in December 2025, with events spread across Bangkok, Chonburi, and Songkhla. The games will feature 50 medal sports and three demonstration sports, with a strong emphasis on environmental sustainability and regional tourism growth . Similarly, Hong Kong is leveraging events like the 2025 Rugby Sevens, held at the newly opened Kai Tak Sports Park, to reinvigorate its tourism economy. The event drew record attendance and contributed to a 20% surge in overseas hotel bookings, highlighting the region's ability to attract international visitors through major sporting events . These initiatives are positioning Asia Pacific as a key growth engine in the global sports tourism market.

India Sports Tourism Market

India's sports tourism sector is experiencing significant growth, driven by initiatives like the Khelo India Beach Games and the state's focus on adventure tourism. The Khelo India Beach Games, held in Diu, showcased emerging sports such as sepaktakraw, with athletes like Khushbu Chaoba Devi Oinam earning recognition for their performances. This event not only highlighted the country's sporting talent but also attracted tourists, boosting local economies and promoting regional tourism. In parallel, Odisha is positioning itself as a premier adventure tourism destination. The state government has finalized the Odisha Adventure Tourism Guidelines-2025, aiming to develop adventure tourism opportunities across all 30 districts. Activities such as rafting in Satkosia and hot air ballooning over Hirakud are part of this initiative, which also includes training and certifying youth for various adventure activities. This strategy aligns with the broader goal of transforming Odisha into a key tourism hub under the 'Think India, Think Odisha' vision.

Australia Sports Tourism Market

Australia continues to solidify its position as a premier destination for sports tourism, with significant events and strategic initiatives driving growth. The upcoming Rugby World Cup 2027, scheduled from October 1 to November 13, is poised to be a major economic boon. With seven host cities, including Sydney, Melbourne, Brisbane, and Perth—the tournament is expected to attract approximately 250,000 international visitors, generating an estimated AUD 1.3 billion in direct visitor expenditure. This influx underscores Australia's appeal as a world-class sports destination and highlights the economic impact of hosting international sporting events. This is further propelling the sports tourism market demand.

Sport Tourism Market Trends

Growing Interest in Experiencing Sports Events

The world of sports is expanding beyond televised games and amateur recreational activities. An increasing number of people are showing interest in traveling to various locations around the world to experience major sporting tournaments, competitions and championships in-person. A survey conducted in February 2025 across selected countries showed that nearly 85 percent of sports tourists intended to attend a sporting event within the next 12 months, while 58 percent planned to take two or more sports-related trips during the same period. This is further adding to the sports tourism market share.

Rising Health and Wellness Culture

In the modern world where hectic work schedules and unhealthy eating habits are leading to increased stress and illnesses, more individuals are realizing the importance of an active lifestyle with a focus on health and fitness. Regular exercise and participation in recreational sports are seen as great ways to engage both mind and body while also offering several mental health benefits. The Bureau of Labor Statistics reported that in 2019, 19.3 percent of the U.S. population participated in sports and exercise daily. Many travelers now consider wellness a priority when planning trips and look for destinations that can accommodate their passion for various physical activities from hiking, biking and watersports to tennis, golf or team sports. Several resorts and regions internationally have specially customized vacation packages to cater to this athletically-inclined crowd seeking sports and recreation alongside leisure. Sports tourism lets people indulge their interest and continue healthy routines even while enjoying other aspects of a trip, offering an optimal travel experience. This expanding health and wellness culture has become a major driver for the sports tourism market.

Sports Tourism Market Opportunities: Growing popularity of niche and amateur sports

The growing popularity of sporting traditions and events. Partnerships between public and private sectors can optimize existing assets. Demographic and economic shifts in emerging regions with burgeoning middle classes indicate strong sports tourism market demand. Development of ancillary facilities and services stands to maximize tourism revenue from competitive and participatory sports.

Market Concentration and Competitive Landscape

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Sports Tourism Industry News

• In June 2025, Gauteng, South Africa, will host the historic 2025 Basketball Africa League Finals at the SunBet Arena in Pretoria, marking the first time the country hosts this prestigious event and setting the stage for enhanced sports tourism and global recognition.
• In May 2025, Harbin, annunced its plan to build a permanent training center for winter sports. Supported by the Olympic Council of Asia, this plan aims to make Harbin and nearby places an important spot for winter sports training and tourism in Asia.
• In May 2025, Da Nang city leaders announced a plan to expand water sports and recreation along the coastline and Han River to boost tourism and improve community well-being.
• In January 2025, the Ministry of Tourism and Sports, together with the Tourism Authority of Thailand (TAT), unveiled the "Amazing Thailand Grand Tourism & Sports Year 2025" campaign, targeting 40 million international visitors and 2.8 trillion baht in tourism revenue for the year.
• In February 2024, JETSETLIFE officially launched the world's premier sports travel marketplace.

Market Report Scope

Analyst Opinion (Expert Opinion)

• One of the most significant trends shaping the sports tourism market is the growing demand for immersive and diverse sports experiences. Travelers today seek not only to watch sporting events but also to engage with them in innovative ways, including participatory sports, fan zones, and hybrid event packages. This shift is driven by evolving consumer preferences toward more personalized and interactive travel experiences, which is expanding the market beyond traditional sports spectatorship.
• Technology is also transforming sports tourism, particularly through digital platforms that enhance event accessibility and fan engagement. Mobile apps, virtual reality (VR), and augmented reality (AR) are increasingly integrated into sports tourism offerings, providing fans with immersive experiences such as live stats, behind-the-scenes access, and interactive content. These technologies also facilitate better event planning and management, improving the overall visitor experience.
• For instance, major sporting events now often deploy apps and digital ticketing systems that allow visitors to customize their schedules, access real-time updates, and participate in interactive fan activities. Additionally, virtual tours and live streaming options enable global fans to engage with events remotely, expanding the reach of sports tourism. This technology-driven evolution is expected to enhance visitor satisfaction and loyalty, driving growth in the sports tourism sector worldwide.

Market Segmentation

•  Sports Type Insights (Revenue, USD Bn, 2020 - 2032)
• Hockey
• Soccer/Football
• Cricket
• Basketball
• Tennis
• Others
•  Tourism Type Insights (Revenue, USD Bn, 2020 - 2032)
• Active
• Passive
• Nostalgia
• Regional Insights (Revenue, USD Bn, 2020 - 2032)
• North America
• U.S.
• Canada
• Latin America
• Brazil
• Argentina
• Mexico
• Rest of Latin America
• Europe
• Germany
• U.K.
• Spain
• France
• Italy
• Russia
• Rest of Europe
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• ASEAN
• Rest of Asia Pacific
• Middle East & Africa
• GCC Countries
• Israel
• Rest of Middle East & Africa
• Key Players Insights
• Victory Sports Tours
• BAC Sports Ltd.
• DTB Sports Management Ltd
• Fanatic Sports Pvt. Ltd.
• Gala Management Services Ltd.
• Global Sports Travel and Tours Pty Ltd.
• International Sports Management Inc.
• ITC Travel Group
• JTB India Pvt. Ltd.
• KNT CT Holdings
• Match Hospitality AG
• QuintEvents LLC
• Sports Tours International Ltd.
• Sports Travel and Hospitality Group Ltd.
• Sportsnet Corp. Pty Ltd.
• The Hospitality Group
• Thomas Cook India Ltd.
• Travel sport
• Veda Sports Marketing Pvt. Ltd.
• TPI Ltd.

Sources

Primary Research Interviews from the following stakeholders:

• Interviews with sports tourism organizers, event management companies, sports federation officials, travel agencies specializing in sports travel, hospitality service providers, tourism boards, and industry experts focusing on sports tourism trends and consumer behavior.
• Specific stakeholders: Event managers, marketing heads, tourism officials, travel planners, hospitality managers, and sports association executives.

Databases:

• Sports Reference
• Scopus
• Web of Science

Magazines:

• Sports Travel Magazine
• Sports Business Journal
• Travel + Leisure
• National Geographic Traveller
• Adventure Travel Magazine

Journals:

• Journal of Sport & Tourism
• International Journal of Sports Marketing and Sponsorship
• Tourism Management
• Annals of Tourism Research
• Journal of Travel Research

Newspapers:

• The New York Times – Sports Section
• The Guardian – Sports & Travel
• Reuters Sports News
• BBC Sport
• ESPN News

Associations:

• International Association of Sports Tourism (IAST)
• World Tourism Organization (UNWTO)
• International Olympic Committee (IOC)
• Adventure Travel Trade Association (ATTA)
• National Sports Tourism Alliance (NSTA)

Public Domain Sources:

• United Nations World Tourism Organization (UNWTO) Reports
• World Travel & Tourism Council (WTTC) Data
• National Tourism Boards and Ministries of Tourism Reports
• Government Publications on Sports Events and Tourism Statistics

Proprietary Elements:

• Internal Sports Tourism Consumer Behavior Analytics
• Proprietary Historical Event Attendance and Revenue Data spanning the last decade
• Customized Survey Data from Industry Stakeholders and Travelers

*Definition : The sports tourism market involves travel to destinations where the primary purpose is to either actively participate in sports or to attend sporting events. This includes tourism for amateur and recreational sports, major professional sporting events and competitions, individual or team sports, extreme adventure sports, or travel to destinations known for their sporting facilities and attractions. People visit locations to play golf, go skiing, attend major soccer or football games, participate in hiking or cycling tours, go deep sea fishing, and others.