The eruption of the crowd, the feeling of camaraderie and the sweet taste of victory—sporting events unite people like nothing else. From the Super Bowl to the FIFA World Cup, it’s clear that sports fanatics quickly become travelers when a major event is announced.
It’s no surprise that the UNWTO recognizes sports tourism as the fastest-growing sector in the tourism industry. As the lines between fandom and travel blur, destinations have a unique opportunity for economic growth, boosting their visitation and leaving lasting impressions on an audience of global travelers by leaning on sports tourism.
Understanding the Rise of Sports Tourism
Sports tourism has always been a growing segment, but its trajectory declined in 2020 when the COVID-19 pandemic forced many sporting organizations to continue without an audience. Now, the industry is coming back with a vengeance. According to the 2024 American Express Global Travel Trends report, nearly 60% of respondents were interested in traveling for sporting events in 2024—a noticeable increase from the pandemic years. With mega sporting events coming to North America soon like the summer Olympics in Los Angeles and the FIFA World Cup, as well as the increase in experience-based travel, it’s no surprise sports tourism will see a rise by the end of the decade. According to the UNWTO, sports tourism is expected to grow at a rate of 17.5% between 2023 and 2030.
But it’s not just sporting events; participatory sports are also seeing a rise as more and more travelers look for unforgettable experiences like skiing or hiking to cross off their bucket list when traveling the world. Skyscanner found that 56% of 25-to-34-year-olds want to explore destinations they visit by running or cycling, allowing tourists to better engage with local culture and nature.
Key Drivers of Sports Tourism
The resurgence is also influenced by content like Netflix’s Formula 1: Drive to Survive and Full Swing, which give fanatics behind-the-scenes access to their favorite stars. These shows not only deepen the connections fans have to the sports but also inspire them to travel to get in on the action. For example, many have visited Formula 1 races across the world from the Middle East to Europe, while iconic events like The Masters have drawn loyal attendees to Augusta, Georgia, year after year. Social media is also a driver of these sporting events, with organizations like the NBA, FIFA, NFL and UFC amassing millions of followers on various channels, showcasing how sports fans indulge online.
Arival’s 2024 research shows a growing demand among travelers for experiences over material goods. Sporting events align perfectly with this trend. Whether it’s a Formula 1 race or a local baseball game, these events offer fans the opportunity to take part in unique experiences, which makes sports tourism a key factor in the shift towards experience-based travel.