Global Sports Tourism Market By Sports (Soccer Tourism, Cricket Tourism, Hockey Tourism, Tennis Tourism, Others) By Application (Passive Sports Tourism, Active Sports Tourism) By Type (Domestic Tourism, International Tourism) By Region, Competition Forecast & Opportunities, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 780.18 Billion
CAGR (2026-2031)	16.28%
Fastest Growing Segment	International Tourism
Largest Market	North America
Market Size (2031)	USD 1928.52 Billion

Market Overview

The Global Sports Tourism Market will grow from USD 780.18 Billion in 2025 to USD 1928.52 Billion by 2031 at a 16.28% CAGR. Sports tourism encompasses travel undertaken to observe or participate in sporting events outside a visitor's usual environment, ranging from mega-events to grassroots competitions. The Global Sports Tourism Market is propelled by robust drivers including increased government investment in stadium infrastructure and the strategic globalization of professional leagues which necessitates cross-border travel. These fundamental elements, distinct from passing consumer fads, foster higher attendee volumes and extend the geographic reach of athletic competitions. According to UN Tourism, in 2024, the sports tourism sector accounted for approximately 10% of the world’s tourism expenditure, highlighting its substantial contribution to the global economic landscape.

However, the market confronts a significant challenge in the form of intensifying operational and security costs for host destinations. The substantial financial requirements for venue upgrades, logistical management, and safety protocols can strain public budgets, potentially limiting the pool of cities capable of staging major tournaments. This high barrier to entry, coupled with the inherent seasonality of athletic schedules, creates financial volatility that poses a risk to the consistent expansion of the global industry.

Key Market Drivers

The Proliferation of International and Major Domestic Sporting Events serves as a primary catalyst for the Global Sports Tourism Market, converting passive spectating into active travel demand. Major tournaments act as anchors that compel fans to cross borders, creating concentrated spikes in visitor arrivals and spending that distinctively shape destination economies. This structural shift is underscored by rising consumer intent. According to American Express, March 2024, in the '2024 Global Travel Trends Report', 67% of Millennial and Gen Z respondents expressed interest in traveling for sporting events. This sentiment translates directly into volume during mega-events. For instance, according to Visa, August 2024, in the 'Visa Data Shows Boost in Tourism in France' release, Paris attracted 42% more Visa cardholders in the first week of the Olympic Games compared to the same period in the previous year.

Strategic Government Initiatives and Tourism Policy Integration further accelerate market expansion as nations leverage athletic hosting as a tool for economic revitalization. Governments are aggressively bidding for events to justify infrastructure modernization and generate substantial fiscal returns, effectively integrating sports into broader national tourism strategies. The economic efficacy of this approach is evident in recent large-scale executions. According to UEFA, August 2024, in the 'UEFA EURO 2024 generates economic impact of over €7.4bn in Germany' announcement, the tournament generated an economic impact of €7.44 billion for the host country. These strategic investments ensure the market is sustained by calculated policy frameworks designed to maximize visitor expenditure and long-term utility.

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Key Market Challenges

The Global Sports Tourism Market faces a substantial hurdle in the form of intensifying operational and security costs for host destinations. This financial burden creates a formidable barrier to entry, as the capital required for venue modernization, specialized infrastructure, and rigorous safety protocols often exceeds the fiscal capacity of many potential host cities. As these costs escalate, the pool of viable destinations capable of staging major tournaments shrinks, leading to a concentration of events in a limited number of wealthy regions. This geographic restriction prevents the industry from diversifying its market reach and exposes the sector to volatility, as the financial risks associated with hosting become difficult for public budgets to justify.

The impact of these soaring expenses is evident in the financial outlays for recent mega-events. According to the International Olympic Committee, in 2024, the total estimated budget required to organize and deliver the Paris Olympic Games reached approximately 9 billion euros. Such astronomical figures underscore the financial strain placed on host nations, deterring emerging economies from bidding for future events. This reluctance limits the supply of new sports tourism destinations, directly hampering the market’s potential for consistent global expansion and long-term sustainability.

Key Market Trends

The Surge in Women’s Sports Tourism is evolving from a niche segment into a primary economic engine, fundamentally altering destination marketing. Unlike traditional patterns where women's events were auxiliary, they now serve as standalone anchors driving significant visitor expenditure, independent of men's leagues. This shift is characterized by high-yield travelers specifically motivated by the growing competitiveness of female athletic tournaments, which often command distinct travel demographics compared to established male equivalents. This economic potency is evidenced by recent financial data. According to the Independent Fiscal Office, May 2025, in the 'Sports, Marketing & Tourism Series: 2024 U.S. Women's Open' report, economic activity related to the event generated $14.1 million in in-state spending, underscoring the fiscal revenue available to regions securing elite women’s competitions.

Simultaneously, the Rise of Adventure and Active Participation Tourism represents a structural pivot from passive observation to immersive athletic engagement. Travelers are increasingly constructing itineraries around personal physical challenges—such as marathons, amateur cycling tours, and obstacle races—rather than solely attending professional matches as spectators. This trend decentralizes tourism flows, as participation-based events often utilize natural landscapes rather than massive stadium infrastructure, spreading economic benefits to peripheral and rural regions. The demand for such active experiences is reshaping global booking behaviors. According to Sabre, January 2025, in the 'Sabre survey results reveal 2025's key travel trends' release, close to 30% of travelers are prioritizing outdoor pursuits and sports activities during their leisure trips, signaling a sustained move towards performance-oriented travel.

Segmental Insights

Based on industry analysis and insights from the United Nations World Tourism Organization (UNWTO), the International Tourism segment is recognized as the fastest-growing category within the Global Sports Tourism Market. This rapid expansion is primarily driven by the increasing proliferation of mega-events, such as the Olympic Games and FIFA World Cup, which necessitate extensive cross-border travel. Furthermore, governments globally are actively upgrading infrastructure and easing visa regulations to position their nations as premier sports destinations. This strategic support, combined with a rising consumer preference for immersive, bucket-list experiences at iconic foreign venues, is significantly accelerating international demand.

Regional Insights

North America holds a dominant position in the Global Sports Tourism Market, driven by its extensive network of modern stadiums and the immense commercial appeal of professional leagues such as the NFL, NBA, and MLB. These organizations ensure a consistent flow of domestic and international visitors by delivering high-demand competitive events. Furthermore, the region reinforces its leadership by securing major global tournaments, including the FIFA World Cup and the Olympic Games, which catalyze infrastructure improvements and tourism inflows. The U.S. Travel Association highlights that sports travelers typically generate higher spending per trip than general leisure tourists, solidifying the region’s economic command of this sector.

Recent Developments

• In September 2024, Qatar Airways solidified its position in the global sports market by becoming the Official Airline Partner of the UEFA Champions League. This agreement, which extends until 2030, granted the airline extensive branding rights and exposure during one of the world’s most prestigious football competitions. The partnership was intended to facilitate travel for international fans attending matches across Europe, aligning with the carrier's strategy to connect global destinations through sports. The collaboration also included sponsorship rights for other major tournaments, such as the UEFA Super Cup and the UEFA Youth League, further expanding the company's footprint in sports tourism.
• In May 2024, TUI launched a new range of specialist package holidays specifically designed for the TUI Palma Marathon Mallorca. These curated travel products included flights, accommodation, transfers, and race registration, offering a seamless experience for participants and spectators. The initiative followed the company's agreement to become the title sponsor and exclusive distribution partner for the marathon, reinforcing its commitment to the Balearic Islands as a key sports tourism destination. This product launch was part of a broader strategy to combine travel and sporting events, catering to the increasing number of tourists seeking active and experience-based holidays.
• In February 2024, Expedia was announced as the Official Travel Partner of Liga MX in the United States and Mexico through a collaboration with TelevisaUnivision. This strategic alliance focused on facilitating travel for soccer fans attending matches in both countries, capitalizing on the league's significant cross-border following. The partnership enabled the online travel agency to integrate its branding into multiplatform programming and host fan activations at major events like the Champion of Champions match. By leveraging this relationship, the company sought to strengthen its presence in the sports travel market and provide tailored booking solutions for millions of dedicated supporters.
• In January 2024, Marriott Bonvoy and SpringHill Suites by Marriott established a multi-year strategic partnership with the U.S. Soccer Federation, designating the hotel chain as the official lodging partner. This collaboration was designed to enhance the experience for fans traveling to support the U.S. Men’s and Women’s National Teams. Through this agreement, the company aimed to provide exclusive benefits and unique "Moments" for loyalty program members, such as player meet-and-greets and exclusive suite access. The initiative utilized the brand's extensive portfolio to support the growing demand for accommodation in the sports tourism sector across the United States.

Key Market Players

• BAC Sports
• Inspiresport
• Gullivers Sports Travel Ltd
• Dream Team Sports Tour
• Navigo Sports Tour, LLC
• Allsports Travel
• Australian Sports Tours
• Premium Sport Tours
• La Vacanza Travel
• XL Sports Tours

By Sports	By Application	By Type	By Region
Soccer Tourism Cricket Tourism Hockey Tourism Tennis Tourism Others	Passive Sports Tourism Active Sports Tourism	Domestic Tourism International Tourism	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Sports Tourism Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Sports Tourism Market, By Sports:

• Soccer Tourism
• Cricket Tourism
• Hockey Tourism
• Tennis Tourism
• Others

• Sports Tourism Market, By Application:

• Passive Sports Tourism
• Active Sports Tourism

• Sports Tourism Market, By Type:

• Domestic Tourism
• International Tourism

• Sports Tourism Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE