SPORTS TOURISM MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2024-2031)

Market Size and Trends

The sports tourism market is estimated to be valued at USD 769.37 Bn in 2024 and is expected to reach USD 1787.72 Bn by 2031, growing at a compound annual growth rate (CAGR) of 12.8% from 2024 to 2031.

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The sports tourism market has seen consistent growth over the past few years. Factors, such as increasing sports events and mega 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.

 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. Witnessing top athletes battling it out on the field and cheering for favorite teams with thousands of other excited fans in the stadium creates memorable experiences that last a lifetime. Many travelers see attending worldwide famous championships like the FIFA World Cup, Wimbledon Championships or the Super Bowl as a "bucket list" goal. Even niche adventure sports are gaining popularity among certain demographics who seek thrills while on vacation. Event organizers are leveraging this trend by promoting destinations aggressively to attract sports fans from overseas which boosts overall tourism. The physical and cultural atmosphere surrounding big ticket sporting extravaganzas has become a major attraction in itself.

Market Concentration and Competitive Landscape

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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. 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 industry.

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The sports tourism market faces several challenges. Countries compete fiercely to attract major sporting events which require large investments that do not always generate expected returns. Dependence on only a few popular sports makes the market vulnerable to fluctuations. Security concerns also impact travel to some destinations that host major tournaments. Changing trends and evolving consumer preferences add unpredictability. Income levels and local infrastructure in areas seeking to develop sports tourism are not always sufficient to sustain growth.

 Market Opportunities: Growing popularity of niche and amateur sports

The growing popularity of nsporting 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 future demand. Development of ancillary facilities and services stands to maximize tourism revenue from competitive and participatory sports.

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Soccer/Football stands out as the dominant sports type segment within the overall sports tourism market with 37.8% of the market share. This can be attributed to several factors that continue to drive growth within this segment. Football has established itself as the world's most popular and widely followed sport, with massive fanbase across both developing and developed countries. The passion and enthusiasm of football fandom is unparalleled when compared to other sports. Major domestic and international football leagues and tournaments attract huge TV audiences and stadium attendances every season. This organic, grassroots fan engagement lays the foundation for strong demand in football-focused sports tourism activities. Travelling to attend major live matches featuring favorite clubs and national teams is a joyous experience for hardcore football aficionados. Iconic stadiums like Camp Nou and Old Trafford have become pilgrimage sites for fans from across the globe. Sports tourism packages involving match tickets, accommodation and transportation sell out quickly whenever popular football events are held in a destination. The scale, frequency and global footprint of franchise football also allows for continuity in the soccer/football tourism experience all year round.

Insights, By Tourism Type: Passive tourism contributes the highest share owing to the broader appeal of spectating diverse sporting events

Among tourism types within the sports tourism market, passive tourism accounts for the largest segment with 36.7% of the market share. Passive tourism involves traveling to spectate and observe sporting events without directly participating. This attracts the broadest range of demographics as it does not require high levels of physical ability or sporting skills. Simply enjoying live game atmospheres and soaking in the energetic vibes is enjoyment enough. The diverse variety of pro sports, college games, and grassroots tournaments available to watch expands the addressable audience for passive tourism offerings immensely. Rather than committing long-term to a single sport, many passive tourists seek brief exposure to different codes during brief getaways. This presents opportunities to package event tickets spanning multiple sports. Hybrid packages incorporating a baseball game, followed by a motorsports race the next day can appeal to casual fans. Organized passive tourism trips focusing on major championships or all-star weekends in a destination work well too. The social and shared experience aspects of watching sports with a group increase trip stickiness for passive tourists. With stable sports schedules and families getting more travel-inclusive, demand for multi-day passive tourism itineraries is surging. Innovations like hosted sport tours shepherding first-timers effectively are bridging gaps. Growth projections for this space remain upbeat on account growing interest across demographics plus the development of niche sporting competitions/leagues globally. In summary, passive tourism's simple yet varied value proposition resonates strongly industry-wide.

Regional Insights

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North America has established itself as the dominating region in the global sports tourism market with 38.9% of the market share. With strong sporting culture and fan following, countries like the U.S. and Canada receive large numbers of domestic and international sports tourists each year. Major sports leagues in the region like the NFL, NBA, NHL, MLB, etc. enjoy huge popularity not just in North America but globally as well. This has ensured a steady flow of tourists for major games and tournaments held in the region. Many American and Canadian cities have leveraged this advantage to actively promote themselves as sports destinations. This has significantly boosted their sports tourism economies. Additionally, the developed nature of transportation and accommodation industries in North America means visitors can plan and experience sporting trips with ease.

Moving eastwards, Asia Pacific has emerged as the fastest growing regional market for sports tourism. Countries like China, India, Japan, Australia, and GCC nations have seen increasing sports tourism footprint in recent years. Asia Pacific rising economic power and expanding middle class population have translated to more discretionary spending on leisure activities like sports tourism. Regional governments have also proactively promoted sports and are investing in infrastructure to strengthen their position as hosts for global tournaments. This focus on diversifying economies is attracting both regional and international sporting events as well as associated tourist footfalls. Even tier two cities in Asia Pacific are leveraging low cost infrastructure to woo lucrative domestic sports tourism demand.

Market Report Scope

Key Developments

• In February 2024, Loves Park City, Illinois, entered a new deal with the Rockford Park District to promote sports tourism and bring thousands of athletes and visitors to Loves Park.
• In February 2024, Sri Lanka's Sports and Tourism Minister regarding the launch of extensive strategies to boost sports tourism in the country underscores the significant potential for enhancing both the tourism sector and sports industry. Minister Fernando emphasized the beneficial outcomes expected from these initiatives, emphasizing the dual advantages they offer to tourism and sports in Sri Lanka.
• In February 2024, JETSETLIFE officially launched the world's premier sports travel marketplace.

*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.

Market Segmentation

•  Sports Type Insights (Revenue, USD Bn, 2019 - 2031)
  • Hockey
  • Soccer/Football
  • Cricket
  • Basketball
  • Tennis
  • Others
•  Tourism Type Insights (Revenue, USD Bn, 2019 - 2031)
  • Active
  • Passive
  • Nostalgia
• Regional Insights (Revenue, USD Bn, 2019 - 2031)
  • 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.
  • TUI Group
  • World Travel, Inc.