Sports Tourism Market Size 2025-2029
The sports tourism market size is forecast to increase by USD 701.6 billion at a CAGR of 12.9% between 2024 and 2029.
- The market is experiencing significant growth, driven by the increasing number of sporting events and the development of virtual reality technology. These factors are creating new opportunities for businesses to engage fans and tourists alike, offering immersive experiences that extend beyond the physical event. However, market expansion is not without challenges. Regulatory hurdles and financial constraints have led to the cancelation of several sports events, tempering growth potential. Despite these obstacles, companies can capitalize on the market's momentum by focusing on innovative solutions and strategic partnerships. The integration of technology, such as virtual reality, into sports tourism offerings, can help mitigate the impact of event cancellations and provide fans with unique experiences that transcend geographical boundaries.
- Additionally, collaborations with sports organizations and travel agencies can expand reach and create new revenue streams. By staying attuned to market trends and addressing challenges proactively, businesses can effectively navigate the dynamic sports tourism landscape and seize opportunities for growth.
What will be the Size of the Sports Tourism Market during the forecast period?
- The market is experiencing significant growth and innovation, with digital marketing playing a pivotal role in reaching consumers. Mountain biking and ski resorts are popular attractions, driving demand for adventure tourism. Sporting events and festivals serve as key catalysts, boosting destination marketing and tourism branding. Tourism infrastructure development is crucial for accommodating the increasing number of visitors.
- Sports tourism certification ensures adherence to industry standards, enhancing consumer trust. Sports governing bodies and associations collaborate to create a harmonious environment, fostering growth in the sports tourism sector. Ski resorts and mountain biking trails leverage digital marketing strategies, adhering to
How is this Sports Tourism Industry segmented?
The sports tourism industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD billion" for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.
- Type
- Domestic sports tourism
- International sports tourism
- Product
- Soccer tourism
- Cricket tourism
- Tennis tourism
- Others
- Area
- Passive sports tourism
- Active sports tourism
- Destination
- Urban Centers
- Coastal Regions
- Mountain Areas
- Travel Services
- Tour Packages
- Accommodation
- Geography
- North America
- US
- Canada
- Europe
- France
- Germany
- Italy
- Spain
- UK
- Middle East and Africa
- UAE
- APAC
- China
- India
- Japan
- South Korea
- South America
- Brazil
- Rest of World (ROW)
- North America
By Type Insights
The domestic sports tourism segment is estimated to witness significant growth during the forecast period.
The market is characterized by the participation and attendance of domestic tourists at various sports events within their countries. Domestic sports tourism encompasses expenditures on hospitality, merchandise, and transportation related to these events. The convenience of intra-region transportation and the use of uniform regional currencies contribute to the popularity of domestic sports tourism. Professional sports leagues and teams facilitate fan travel between venues, further increasing domestic tourist attendance. Fitness events, water sports, mountain biking, golf courses, and adventure tourism are popular domains within sports tourism. Tourism stakeholders invest in tourism infrastructure, sports facilities, and digital marketing to attract and engage tourists.
Sustainability and environmental impact are becoming significant considerations in sports tourism development. Amateur sports, spectator events, and sports training also contribute to the market's growth. Social media marketing, customer relationship management, and online booking platforms streamline the tourist experience. Sports apparel, equipment, and mobile apps cater to the needs of active holidaymakers. Tourism policy and partnerships play a crucial role in sports tourism promotion and investment. Sports tourism development continues to evolve, integrating data analytics and event management to enhance the overall tourist experience.
The Domestic sports tourism segment was valued at USD 546.90 billion in 2019 and showed a gradual increase during the forecast period.
Regional Analysis
Europe is estimated to contribute 35% to the growth of the global market during the forecast period.Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
Europe serves as the leading market for sports tourism, with an abundance of professional sports teams and events attracting both participants and spectators. The region's governments, including the UK, foster community engagement by promoting active lifestyles. The UK government, for instance, collaborates with major sports organizations like the PREMIER LEAGUE, Rugby Football Union, and England Hockey to offer competitive sports opportunities to school students. This initiative contributes significantly to the region's sporting culture, which has high penetration among the general public. Sports tourism development is further bolstered by various fitness events, sports equipment manufacturers, and tourism stakeholders.
Digital marketing and social media platforms play a crucial role in promoting sporting events and travel packages. Adventure tourism, including water sports, mountain biking, and ski resorts, adds to the diversity of sports offerings. Tourism policy and infrastructure investments facilitate the growth of sports tourism, while golf courses and sports facilities cater to leisure tourists. Environmental impact is a growing concern in sports tourism, with a focus on sustainable practices and sports apparel. Amateur sports and sports training programs cater to a wide range of customers, from beginners to professionals. Online booking and mobile apps streamline the customer experience, while event management and customer relationship management ensure a seamless experience for visitors.
Data analytics and spectator events provide valuable insights for sports organizations and tourism promoters. Sports partnerships and tourism investments contribute to the overall growth of the sports tourism industry. Tourism branding and destination marketing help attract visitors to various sports destinations. Sports equipment and sporting goods companies benefit from the increasing demand for sports tourism. The integration of these entities creates a dynamic and evolving the market.
Market Dynamics
Our researchers analyzed the data with 2024 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
What are the Sports Tourism market drivers leading to the rise in the adoption of Industry?
- The surge in the number of sporting events serves as the primary catalyst for market growth. The market is experiencing significant growth due to the increasing number of sporting events worldwide. These events, both national and international, serve as key drivers in promoting sports tourism. New tournaments are being held at existing venues to attract larger crowds, while new facilities are being constructed to accommodate expanding events and increase their reach and popularity. Social media marketing plays a crucial role in promoting sports tourism by engaging fans and spectators. Customer relationship management is also essential in providing excellent experiences for visitors, leading to repeat business and positive word-of-mouth promotion. Sporting goods and mobile apps are integral components of the sports tourism industry, offering convenience and enhancing the overall experience for participants and spectators.
- Data analytics is another essential tool, providing valuable insights into market trends, consumer behavior, and event performance. Spectator events continue to be a significant draw for sports tourism, with fans traveling from around the world to attend major tournaments and matches. As the market continues to evolve, it is essential for companies to stay informed and adapt to the latest trends and consumer preferences.
What are the Sports Tourism market trends shaping the Industry?
- VR technology is currently undergoing significant development, making it a prominent trend in the market. This advancement represents a notable shift in technology, offering new possibilities for immersive experiences.
- The integration of Virtual Reality (VR) technology in the sports industry is a developing trend that may significantly impact the market. VR technology creates immersive, interactive environments using computers and software, enabling users to engage in virtual activities. In sports, this technology offers simulated experiences such as stadium views, suite access, player information, and game rewind features. Although still in its infancy, the number of VR applications in sports is increasing.
- For instance, Facebook Spaces, a VR-enabled social networking application, allows users to interact with others in virtual spaces. As VR technology advances, it may potentially reduce the need for physical attendance at sports events, which could have implications for the sports tourism industry.
How does Sports Tourism market faces challenges face during its growth?
- The financial constraints leading to the cancellation of sports events pose a significant challenge to the industry's growth. This issue, which is mandatory for organizations to address, can negatively impact the industry's progress and success.
- Sports tourism is a significant contributor to local economic development, driven by the hosting of various sports events that attract tourists worldwide. These events range from professional sports leagues to fitness events and water sports. The stakeholders involved in sports tourism development include tourism policy makers, community organizations, sports equipment companies, and sports leagues. The costs associated with organizing, managing, and marketing sports events have grown significantly due to the increasing competition to reach a broader audience and expand fan bases.
- Professional sports leagues, such as the Indian Premier League (IPL), Pakistan Super League (PSL), and Big Bash League, among others, operate on a franchise model to secure investor backing. Investor support is crucial for covering the expenses related to marketing, players and staff, and infrastructure. By collaborating with stakeholders and fostering community engagement, sports tourism can generate substantial economic benefits while promoting a healthy and active lifestyle.
Exclusive Customer Landscape
The sports tourism market forecasting report includes the adoption lifecycle of the market, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the sports tourism market report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape
Key Companies & Market Insights
Companies are implementing various strategies, such as strategic alliances, sports tourism market forecast, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the industry.
TUI Group (Germany) - This company specializes in sports tourism, delivering comprehensive travel solutions for teams and athletes. Our services ensure smooth event coordination, accommodations, and logistics management. We prioritize originality to elevate search engine exposure and provide round-the-clock support for uninterrupted experiences. Our expertise lies in meticulously handling all travel arrangements, enabling athletes and teams to focus on their performances.
The industry research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:
- Abercrombie & Kent (United States)
- ATP Tour, Inc. (United States)
- Booking Holdings (United States)
- Cox & Kings Ltd. (India)
- Expedia Group (United States)
- FIFA (Switzerland)
- Flight Centre Travel Group (Australia)
- G Adventures (Canada)
- H.I.S. Co., Ltd. (Japan)
- Intrepid Travel (Australia)
- International Olympic Committee (Switzerland)
- Jet2holidays (United Kingdom)
- Kuoni Travel (Switzerland)
- MakeMyTrip Limited (India)
- REI Adventures (United States)
- Sports Travel and Tours (United States)
- Thomas Cook Group (United Kingdom)
- TUI Group (Germany)
- WTA Tour, Inc. (United States)
- Yatra Online, Inc. (India)
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key industry players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
Recent Development and News in Sports Tourism Market
- In February 2024, the International Olympic Committee (IOC) and Airbnb, the world's leading community-driven hospitality marketplace, announced a groundbreaking partnership to provide accommodations for the Olympic and Paralympic Games' athletes, officials, and fans (IOC, 2024). This collaboration marked a significant shift in the sports tourism industry, as it represented the first time Airbnb had been authorized to offer its services for such a large-scale event.
- In June 2024, Nike, the global leader in athletic footwear and apparel, unveiled its new digital platform, Nike Tour, aimed at enhancing the sports tourism experience for fans (Nike, 2024). The platform allows users to book tours of Nike's manufacturing facilities, design studios, and museums, providing a unique behind-the-scenes look into the brand's operations and history. This technological advancement not only attracts more visitors but also creates a more engaging and interactive experience for sports enthusiasts.
- In October 2025, the European Union (EU) approved a â¬1.5 billion funding program to support the development of sustainable sports tourism infrastructure across its member states (European Commission, 2025). This initiative, known as the European Sports Tourism Alliance, aims to boost the growth of the sports tourism sector while promoting sustainable practices and reducing its environmental impact. The program is expected to create thousands of jobs and generate significant economic benefits for the EU.
- In December 2025, the Qatar Tourism Authority and FIFA, soccer's global governing body, signed a strategic partnership to promote Qatar as a sports tourism destination (FIFA, 2025). This collaboration includes the organization of various international sports events, such as the FIFA Club World Cup and the AFC Asian Cup, in Qatar, as well as the development of sports infrastructure and tourism facilities. The partnership is expected to attract millions of visitors and boost Qatar's economy.
Research Analyst Overview
The sports tourism industry is evolving rapidly, with a focus on sports festivals, sports camps, and sports clinics driving participation and engagement. Sports federations and sports associations are pivotal in organizing events and fostering growth. Investment in sports infrastructure development plays a crucial role in attracting tourists and supporting sports tourism strategies. Effective sports tourism management and sports tourism marketing help optimize visitor experiences, while sports tourism research provides valuable insights into emerging trends. Educational programs in sports tourism education are developing professionals to meet industry demands. The sports tourism impact is seen in both economic and social outcomes, with sports tourism growth opening new sports tourism opportunities. However, challenges like sustainability and logistics persist. Looking ahead, sports tourism innovation and the exploration of sports tourism future will continue shaping the sector's development. Sports tourism awards recognize excellence, and sports tourism trends highlight the ever-growing importance of this sector.
Spectator events, such as football matches, tennis tournaments, and Formula One races, continue to attract large crowds, while sports apparel and merchandise contribute to the overall revenue generated by the sports tourism industry. Tourism policy and investment play a crucial role in the development of sports tourism, with governments and local authorities recognizing the potential economic benefits. Online booking and mobile apps have streamlined the process of planning and booking sports tourism experiences, making it more accessible and convenient for travelers. However, the environmental impact of sports tourism is a growing concern, with stakeholders working to minimize the negative effects on local ecosystems and communities.
Amateur sports and community engagement initiatives are essential components of sustainable sports tourism development, ensuring that the benefits of sports tourism are shared equitably among all stakeholders. In conclusion, the market is a dynamic and evolving sector, driven by a range of factors, including local economic development, community engagement, and the growing popularity of various sports and adventure activities. Tourism stakeholders are continually adapting to meet the changing needs and preferences of tourists, utilizing digital marketing, customer relationship management, and data analytics to enhance the overall sports tourism experience. Sustainability and social responsibility are becoming increasingly important considerations, ensuring that the benefits of sports tourism are shared equitably among all stakeholders.
Dive into Technavio's robust research methodology, blending expert interviews, extensive data synthesis, and validated models for unparalleled Sports Tourism Market insights. See full methodology.
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Market Scope |
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Report Coverage |
Details |
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Page number |
213 |
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Base year |
2024 |
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Historic period |
2019-2023 |
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Forecast period |
2025-2029 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 12.9% |
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Market growth 2025-2029 |
USD 701.6 billion |
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Market structure |
Fragmented |
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YoY growth 2024-2025(%) |
11.6 |
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Key countries |
US, China, Japan, Germany, France, Spain, Canada, India, South Korea, France, Japan, Italy, Brazil, UAE, UK, Spain, and Rest of World (ROW)Mexico |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
What are the Key Data Covered in this Sports Tourism Market Research and Growth Report?
- CAGR of the Sports Tourism industry during the forecast period
- Detailed information on factors that will drive the growth and forecasting between 2025 and 2029
- Precise estimation of the size of the market and its contribution of the industry in focus to the parent market
- Accurate predictions about upcoming growth and trends and changes in consumer behaviour
- Growth of the market across Europe, APAC, North America, South America, and Middle East and Africa
- Thorough analysis of the market's competitive landscape and detailed information about companies
- Comprehensive analysis of factors that will challenge the sports tourism market growth of industry companies
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