Sports Tourism Market Size, Share, Growth & Industry Analysis, By Type (Active Sports Tourism, Event-based Sports Tourism), By Activity (Adventure Sports, Health & Wellness, Spectator Sports), By End User (Individual Travelers, Groups, Corporate Travel), and Regional Analysis, 2024-2031

Sports Tourism Market: Global Share and Growth Trajectory

Global Sports Tourism Market size was recorded at USD 695.71 billion in 2023, which is estimated to be valued at USD 792.45 billion in 2024 and reach USD 1858.76 billion by 2031, growing at a CAGR of 13% during the forecast period.

The global sports tourism market is set for remarkable growth, driven by increasing popularity of sports events and rising trend of travel for sports-related activities. Sports tourism involves traveling to different locations to participate in or watch sports events. It offers travelers a unique combination of entertainment, physical activity, and cultural experience. Many people seek to engage in sports during their travels. The market is benefiting from rising disposable incomes, increased interest in health & wellness, and global popularity of major sports events.

Key Market Trends Driving Product Adoption

Several key trends govern the sports tourism market. Major sporting events such as the Olympics, FIFA World Cup, Super Bowl, and Wimbledon continue to attract millions of international visitors, significantly driving the demand for sports tourism packages. As awareness of health and wellness grows, many travelers are increasingly seeking experiences that encompass fitness retreats, cycling tours, yoga sessions, and various wellness activities. The rising popularity of adventure sports like trekking, hiking, skiing, and scuba diving is further influencing the demand for specialized experiences. Technological advancements in travel apps, booking platforms, and virtual reality (VR) are enhancing the sports tourism experience by simplifying the planning processes for tourists. Additionally, the trend of integrating local culture, history, and cuisine into sports tourism offerings provides travelers with richer and more immersive experiences.

Major Players and their Competitive Positioning

The sports tourism market is competitive, with key players such as TUI Group, Expedia Group, Thomas Cook, Travel Leaders Group, and BCD Travel leading the way. These companies are expanding their offerings by introducing customized packages and collaborating with sports organizations & local tourism boards. Additionally, small niche players are focusing on adventure sports and eco-tourism to meet the growing demand for unique experiences in sports tourism.

Consumer Behavior Analysis

Consumer behavior in the sports tourism market is shaped by various factors. Travelers are increasingly attracted to major sports events and are willing to travel long distances to attend them, especially well-known events like the Olympic Games and the FIFA World Cup. Many people are also prioritizing travel experiences that involve physical activities such as skiing, hiking, and cycling, reflecting the rising trend of fitness and wellness tourism. Additionally, tourists want experiences that combine physical activity with cultural immersion, fine dining, and opportunities to explore local traditions. As a result, travelers are increasingly looking for personalized options, such as exclusive access to sporting events or private fitness retreats.

Pricing Trends

Pricing for sports tourism varies widely depending on the type of sport, location, and exclusivity of the event. High-profile events like the Olympics or FIFA World Cup typically entail premium pricing, especially for VIP packages that offer exclusive access. In contrast, localized sports tourism experiences, such as fitness retreats or adventure sports, offer a range of pricing options for different budget levels. Price flexibility and package customization are anticipated to gain prominence as more travel companies enter the market and competition increases.

Growth Factors

Several factors are fueling the sports tourism market.

• Increased Disposable Income: People are spending more on sports-related travel experiences now that they have more disposable income, especially for unique or once-in-a-lifetime opportunities.
• Rising Popularity of Sports: The popularity of global sports like football, cricket, tennis, and basketball is also boosting interest in sports tourism, particularly for major events like the World Cup and the Super Bowl.
• Health Consciousness: The demand for sports tourism options that focus on fitness, wellness retreats, and adventure sports is rising as more individuals become health-conscious.  
• Social Media Influence: Social media plays a big role in sports tourism by promoting sports events and travel destinations, making more people aware of their travel options. Influencers and travel bloggers are inspiring people to explore sports-related experiences.

Regulatory Landscape

Sports tourism is influenced by several regulatory factors, including visa requirements, travel restrictions, and event-specific regulations. Governments and local authorities are focused on ensuring the safety and security of tourists attending large-scale sporting events. Adhering to rules concerning tourism, event management, and hospitality is vital for the market growth and smooth operation of sports tourism activities.

Recent Developments/ Market Highlights

The sports tourism market has registered significant developments in recent years. One major change is increased digital engagement. Online platforms and apps are making it easier for travelers to book fitness retreats, sports events, and guided tours. Additionally, tour operators are customizing their travel offerings, providing specialized experiences like golf tours, adventure sports packages, and cycling trips. Travel agencies & companies are forming partnerships with tourism boards and sports leagues, allowing them to offer exclusive travel experiences and VIP packages. Post pandemic, the demand for major sporting events and local sports tourism experiences rose, particularly those that emphasize outdoor activities and wellness tourism.

Current and Potential Growth Implications

a. Demand-Supply Analysis:

The demand for sports tourism is expected to stay strong, especially in regions with high interest in major global sporting events. Moreover, travel companies are expanding their offerings to cater to a variety of preferences. This is expected to boost the supply of sports tourism.

b. Gap Analysis:

The sports tourism market is growing; however, some gaps remain to be addressed. Travelers looking for experiences at lesser-known or local sporting events may find limited options, especially in areas with less developed tourism infrastructure. Additionally, as interest in sports tourism increases, the need for sustainable practices in travel, tourism services, and event management rises. Finally, in the wake of the pandemic, it remains important to implement stronger health and safety protocols to protect tourists, particularly during large-scale sports events.

Top Companies in the Sports Tourism Market

• TUI Group
• Expedia Group
• Thomas Cook
• Travel Leaders Group
• BCD Travel
• Sports Travel International
• Altour
• RSD Travel
• World Sports Tourism Group

Sports Tourism Market: Report Snapshot

Sports Tourism Market: High Growth Segments

The following segments are expected to witness the highest growth in the sports tourism market:

• Adventure Sports: Rising popularity of adventure sports, including skiing, hiking, and surfing, is expected to drive the demand for sports tourism.
• Event-based Sports Tourism: Major events like the FIFA World Cup, Olympics, and tennis Grand Slams continue to boost international sports tourism.

Major Innovations

Key innovations in the sports tourism market include:

• Technology-driven Experiences: The use of digital platforms, VR, and online booking tools is revolutionizing the way travelers plan and engage in sports tourism.
• Tailored Travel Packages: Customized travel experiences, including VIP access to sports events and personalized fitness retreats, are gaining popularity, offering more value to travelers.
• Sustainability Initiatives: Tourists are emphasizing eco-friendly practices in travel, accommodation, and event management as they look for sustainable options in sports tourism.

Potential Growth Opportunities

• Emerging Markets: As sports tourism continues to grow globally, emerging markets in Asia, Africa, and Latin America present significant opportunities for expansion, especially with the rise of regional sporting events and a growing middle class.
• Wellness Tourism: The integration of wellness tourism with sports activities, such as yoga retreats, spa resorts, and fitness boot camps, presents a lucrative growth opportunity in the market.
• Sustainable Tourism: Growing demand for eco-friendly travel options is encouraging the development of sustainable sports tourism offerings.

Kings Research says:

The global sports tourism market is registering substantial growth, driven by rising interest in sports events, active travel experiences, and health and wellness tourism. Innovations and sustainability will play a key role in shaping the future of sports tourism as the market evolves.