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The study reveals that while the love of sports is a primary driver, affordability, quality, and value are critical factors influencing travel decisions.
Interestingly, one in three sports tourists, defined as people who have stayed or intend to stay overnight to watch or participate in sports, prioritize the host destination itself. This suggests that locations have significant potential for growth addressing this audience group.
Hosting sports events opens up new opportunities for destinations to showcase their culture, environment, and attractions, encouraging visitors to extend their stay and explore beyond the stadium, with many recommending destinations to others after a visit.
From the US to China, regional differences highlight the diverse appeal of sports tourism. While pro sports dominate in developed markets, college sports are a major draw in countries like India and Malaysia, as well as the US. Meanwhile, safety, accessibility, and positive media buzz are universal concerns that can make or break the appeal of an event or destination.
As the industry grows, with a 63% increase in potential sports tourists, the challenge lies in converting interest into action. Affordability is perhaps the largest barrier, especially for first-time attendees, while repeat visitors want quality experiences and seamless event hosting. The industry will point to dynamic pricing and bundled travel packages as ways of solving the affordability issue, helping to attract travelers and walk-ups.
This report provides a roadmap for destinations and organizers to attract, engage and retain sports tourists.
By understanding what drives these travelers – whether it’s the excitement of a major tournament or the chance to combine sports with sightseeing – stakeholders can craft targeted strategies that deliver unforgettable experiences and drive long-term growth in sports tourism.
The study reveals that while the love of sports is a primary driver, affordability, quality, and value are critical factors influencing travel decisions.
Interestingly, one in three sports tourists, defined as people who have stayed or intend to stay overnight to watch or participate in sports, prioritize the host destination itself. This suggests that locations have significant potential for growth addressing this audience group.
Hosting sports events opens up new opportunities for destinations to showcase their culture, environment, and attractions, encouraging visitors to extend their stay and explore beyond the stadium, with many recommending destinations to others after a visit.
From the US to China, regional differences highlight the diverse appeal of sports tourism. While pro sports dominate in developed markets, college sports are a major draw in countries like India and Malaysia, as well as the US. Meanwhile, safety, accessibility, and positive media buzz are universal concerns that can make or break the appeal of an event or destination.
As the industry grows, with a 63% increase in potential sports tourists, the challenge lies in converting interest into action. Affordability is perhaps the largest barrier, especially for first-time attendees, while repeat visitors want quality experiences and seamless event hosting. The industry will point to dynamic pricing and bundled travel packages as ways of solving the affordability issue, helping to attract travelers and walk-ups.
This report provides a roadmap for destinations and organizers to attract, engage and retain sports tourists.
By understanding what drives these travelers – whether it’s the excitement of a major tournament or the chance to combine sports with sightseeing – stakeholders can craft targeted strategies that deliver unforgettable experiences and drive long-term growth in sports tourism.
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