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Sports Tourism: State of the Industry 2023

Sports-related travel is a substantial, billion-dollar industry.

Commissioned by the Sports Events and Tourism Association (ETA) and in partnership with Northstar Meetings Group, Tourism Economics assisted in the production of the recently released 2023 State of the Industry Report—a crucial resource that offers a comprehensive analysis of the impact of the sports-related travel industry. 

The report is conducted every two years to track trends on key metrics, including industry direct spending, economic impact, tax revenue and job creation. Additional highlights focus on valuable destination profile information, such as budget sizes, event dynamics, staffing and key performance indicators.

Together, these insights serve as a leading tool for advocacy among all industry segments.  Learn more about Sports ETA and this biennial report here .  

Key highlights from the report conclude that in 2023: 

• 63% of cities that responded said sports are the top room-night generator in their communities
• The sports-events industry had a direct economic impact of $52.2 billion ,  $128 billion in total economic impact and generated $20.1 billion in taxes
• More than 200 million people traveled to youth and adult amateur sports, plus collegiate championships
• Sports-related travel generated more than 73 million room nights
• The industry supported a combined  757,600 full-time and part-time jobs

Learn more about conducting an economic impact study with our team.

Industry Reports

2023 State of the Industry Report

2023 State of the Industry Report (Executive Summary)

Comprehensive Analysis

2021 state of the industry report.

Sports ETA’s State of the Industry Report is a crucial resource that offers a comprehensive analysis of the impact of the sports-related travel industry. It is widely recognized as a leading tool for advocacy among all industry segments.

The report is produced with the valuable support of our partners at Northstar Meetings Group and is conducted every two years to track trends on key metrics, including industry direct spending, economic impact, tax revenue, and job creation.

The report also provides vital destination profile information, such as budget sizes, event dynamics, staffing, and key performance indicators. To ensure the accuracy and reliability of the report, Sports ETA also partners with the leading firm, Tourism Economics, in its development.

2021 Report Key Findings

A catalyst for pandemic recovery.

The COVID-19 pandemic severely impacted the tourism industry; however, sports-related tourism served as a catalyst for pandemic recovery. This is evident in the strong bounce-back seen in several indicators, including traveler volume, spending, and economic impact.

Direct Spending & Economic Figures

In 2021, the direct spending and economic figures for sports-related tourism were nearly 10% less than pre-pandemic numbers ($39.7B vs. $45.1B, respectively). However, it is worth noting that the improvement seen in the sports-related tourism industry is much steeper than that of other tourism segments.

Value of Sports Related Tourism

The economic impact of sports events and tourism in the United States was $91.8B in 2021. This figure is even greater than the combined net worth of the top 17 NFL franchises, highlighting the immense value that sports-related tourism brings to the US economy, according to Forbes 2022.

2019 State of the Industry Report

The 2019 State of the Industry Report is a critical tool for understanding the state of the sports events and tourism industry before the COVID-19 pandemic. The report provides valuable insights into the industry’s growth and performance, offering a benchmark for evaluating the sector’s recovery from the pandemic’s impact. As the pandemic has caused unprecedented disruptions and challenges in the tourism industry, the 2019 report serves as a crucial reference point for understanding the industry’s pre-pandemic baseline, including its trends, challenges, and opportunities.

State-Focused Industry Reports

Use the arrows to scroll through our collection of state-level industry research and resources.

2021 State Association Budget Study

Dive into state association structures, budgets, memberships, and funding parameters.

2019 State Association Research Study

Gain insight into state associations and distribute information to better resource Sports ETA members.

State of the industry podcasts

The sports tourism rebound.

In this podcast, SportsTravel Editor and Publisher Jason Gewirtz, speaks with the president and CEO of Sports ETA, Al Kidd, and Jennifer Stoll, the founder of Stoll Strategies, to talk through, not only the details of the statistics in the report, but how we can all use this information to advocate for the importance of sports-related travel and tell a more global story of why the work we do day in and day out matters. 

The $45 Billion Case for Sports-Related Travel

In this podcast, SportsTravel Editor and Publisher Jason Gewirtz, the president and CEO of Sports ETA, Al Kidd, and Jennifer Stoll, the lead researcher on the project, discuss the data in the new survey and how destinations and event organizers can take advantage of the numbers that will serve as a benchmark as the industry continues its recovery.

Sports ETA is grateful to Northstar Meeting Group, our State of the Industry sponsor, for their support in making these industry-wide resources possible.

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Sports Tourism Market Size, Share, Competitive Landscape and Trend Analysis Report, by Product, Type and Category : Global Opportunity Analysis and Industry Forecast 2021-2030

CG : Travel & Luxury Travel

Report Code: A13076

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The global sports tourism market size was valued at $323,420.0 million in 2020, and is projected to reach $1,803,704.0 million by 2030, registering a CAGR of 16.1% from 2021 to 2030.

Sports, travel, and tourism are all interrelated. Sports tourism is now a well-established niche market in the travel industry, whether it is professional athletes or officials attending tournaments and events or fans flying to a country to witness a global sports league.

The tourism industry is rapidly expanding. Tourism is an excellent way to escape the monotony of everyday life. Many people prefer a short or long vacation to break the monotony of life. However, as a generation grows older, the definition of tourism shifts toward exploration. Traditional culture, values, cuisine, monuments, and lifestyles have caught the interest of the X and Y generations, as they provide tourists with a memorable and long-lasting experience. Countries such as the U.S., the UK, Germany, France, Spain, and Australia are popular for sporting events and attract both domestic and international visitors from all over the world. Furthermore, many developing countries, such as India, Sri Lanka, and Brazil, are investing in infrastructure to attract a larger customer base, which is expected to drive the global sports tourism market.

Sports events are cancelled for a variety of reasons, including a lack of financial resources. Sports event planning necessitates a significant investment of both time and money. Sports events are organized by a large number of people, which means they necessitate a significant investment. Organizers of sporting events frequently exhibit excessive commercialism and poor financial management, making poor strategic decisions about ticket prices and sponsors. The Indian Premier League (IPL), Pakistan Super League (PSL), and Big Bash League are all franchise-based sports leagues. A lack of financial support for franchisee teams, on the other hand, can result in event cancellation, which can harm the sports tourism market. As a result, the cancellation of sporting events due to lack of financial resources will restrain the growth of the sports tourism market.

Motorsport segment is expected to grow at highest CAGR of 17.4% during the forecast period.

To broaden the reach and popularity of sports, new tournaments are being held in existing venues to attract more spectators, and new venues for existing tournaments are being established to attract more spectators. As the number of sports tourists has increased, there is a greater demand for more seating capacity at sporting venues around the world. Large seating capacities result in higher ticketing revenue generation because sports event venues can accommodate a larger number of visitors. Increased revenue from tickets and sports packages will drive the growth of the sports tourism market. Many sports clubs and events are working to increase their capacity to accommodate sports tourists. As a result, new tournaments held in existing venues will create lucrative revenue-generating opportunities for the sports tourism market.

The global sports tourism market demand has been negatively affected by the COVID-19 outbreak. However, as things return to normal and vaccination campaigns pick up speed, sports tourism is expected to fully recover by 2022. People are becoming more health-conscious, and it is expected that they will actively participate in sporting activities to fulfil their desire for a healthy and active lifestyle. When the situation improves and travel restrictions are lifted, sports tourism will regain momentum due to the global population's never-ending love and passion for sports.

Domestic segment held the major share of 56.0% in 2020

Travel restrictions across borders may hinder the growth of the sports tourism industry. Major countries such as India, China, and other densely populated Asia-Pacific countries, may take longer to fully vaccinate their populations. This could cause the sports tourism market to recover slowly. As a result, various nations’ government policies imposing travel restrictions can have a direct impact on the sports tourism market and may impede the global sports tourism industry's growth.

Passive segment held the major share of 59.0% in 2020

The global sports tourism market is segmented on the basis of product, type, category, and region. On the basis of product, the market is categorized as football/soccer, cricket, motorsport, tennis, and others. As per type, it is divided into domestic and international. Based on category, the sports tourism market is bifurcated as active and passive. Region-wise, the sports tourism market is analyzed across North America, Europe, Asia-Pacific, and LAMEA. 

Europe held the higest market share of 36.8% in 2020

As per the sports tourism market forecast, due to the enormous popularity and love for football among the global population, the football/soccer segment was the highest revenue contributor in 2020. Domestic segment accounted for the majority of market share. Government development policies as well as large investments in sports infrastructure such as playing fields, stadiums, and sports clubs, have significantly aided the domestic segment's growth. Due to an increase in sports activities and events across various countries, the passive segment captured the greatest share of the sports tourism market. According to the sports tourism market trends, region-wise, Europe is expected to dominate the market. Due to presence of all the major football playing nations and clubs in Europe made Europe an integral part of the football industry.

The prominent sports tourism industry players include BAC Sports, QuintEvents, Sports Travel & Hospitality Group, MATCH Hospitality, THG Sports, Club Europe Holidays Ltd, Gullivers Sports Travel Limited, Inspiresport, DTB Sports Hospitality, Event Management Ltd, and Great Atlantic Sports Travel.

Key Benefits For Stakeholders

• This report provides a quantitative analysis of the current trends, estimations, and dynamics of the global sports tourism market from 2021 to 2030 to identify the prevailing market opportunities.
• Porter’s five forces analysis highlights the potency of buyers and suppliers to enable stakeholders to make profit-oriented business decisions and strengthen their supplier–buyer network.
• In-depth analysis of the market segmentation assists to determine the prevailing market opportunities.
• Major countries in each region are mapped according to their revenue contribution to the global industry. 
• The market player positioning segment facilitates benchmarking while providing a clear understanding of the present position of the key market players.
• The report includes analyses of the regional as well as global market, key players, market segments, application areas, and growth strategies.

Key Market Segments

• Football/Soccer
• International

By Category

• Netherlands
• Rest of Europe
• New Zealand
• Rest of Asia-Pacific
• South Africa
• Rest of LAMEA

  Sports Tourism Market Report Highlights

Analyst Review

According to the insights of CXOs of leading companies, sports tourism is one of the fastest growing segments in the tourism industry. Whether sports are the primary goal of the trip or not, more and more tourists are interested in participating in sports activities while on vacation. Sporting events of all sizes and shapes gather tourists as participants or spectators, and destinations attempt to add local flavors to events and provide authentic local experiences. Mega sporting events, such as the Olympics and World Cups, can serve as a platform for tourism development if successfully leveraged in terms of brand equity, infrastructure development, and other socioeconomic benefits.

Sports and tourism are closely connected and mutually beneficial. Sports, whether it is played as professional, hobbyist, or leisure activities necessitate extensive travel to play and compete in various locations and countries. Major sporting events, such as the Olympic Games, football and rugby championships, have evolved into powerful tourism attractions, significantly contributing to the tourism industry.

Sport is a big attraction and thus, a significant economic source, both from the ACTIVE side of those who participate in sports and from the PASSIVE side of those who watch the sport ‘live.’ Active or passive sports involve a flow of millions of people travelling, resulting in a high volume of business. Thus, sports tourism has evolved as a profitable business.

• Travel Destinations
• Luxury Accommodations
• Travel Packages
• Adventure Travel
• Travel Experiences
• Cultural Travel
• Luxury Travel Experiences
• Travel Retail

The global sports tourism market size was valued at $323,420.0 million in 2020, and is projected to reach $1,803,704.0 million by 2030, registering a CAGR of 16.1% from 2021 to 2030. The market growth is attributed to rising popularity of sports, growing participation in sports, growing infrastructure, rising disposable income, and government initiatives to promote sports tourism.

The global sports tourism market is projected to reach $1,803,704.0 million by 2030, registering a CAGR of 16.1% from 2021 to 2030. The rising popularity of sports, growing participation in sports, growing infrastructure, rising disposable income, and government initiatives to promote sports tourism are the factors that are expected to boost the growth of the sports tourism market across the globe.

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Product launches, mergers and acquisitions, joint ventures, and geographic expansions are key strategies used by market players. The key players in the global sports tourism market include BAC Sports, QuintEvents, Sports Travel & Hospitality Group, MATCH Hospitality, THG Sports, Club Europe Holidays Ltd., Gullivers Sports Travel Limited, Inspiresport, DTB Sports Hospitality and Event Management Ltd., and Great Atlantic Sports Travel.

The global sports tourism market is segmented on the basis of product, type, category, and region. On the basis of product, the market is categorized as football/soccer, cricket, motorsport, tennis, and others. As per type, it is divided into domestic and international. Based on category, the sports tourism market is bifurcated as active and passive. Region-wise, the sports tourism market is analyzed across North America, Europe, Asia-Pacific, and LAMEA.

The base year calculated in the report is 2020. The year 2020 was an exceptional year characterized by the outbreak of COVID-19 disease and its rapid spread across the globe. It caused a huge adverse impact on the sports tourism industry due to the lockdown and travel ban strictly imposed by the government in various countries.

The increased number of athletic events around the world and mobile ticketing is expected to fuel the global sports tourism market growth. Moreover, the rising popularity of sports, growing participation in sports, growing infrastructure, rising disposable income, and government initiatives to promote sports tourism are the factors that are expected to boost the growth of the sports tourism market across the globe.

By product, the football/soccer segment was the highest revenue contributor in 2020, due to enormous popularity and love for football among the global population. By type, the domestic segment held the largest market share. Government development policies and large investments in sports infrastructure such as playing fields, stadiums, and sports clubs, have significantly contributed to the growth of the domestic segment.

Government initiatives, geo-political relations between countries, growth of infrastructure favoring sports tourism, rising number of local and national sports events are few of the major factors that have a huge impact on the global sports tourism market.

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Sports Tourism Market

Global Opportunity Analysis and Industry Forecast 2021-2030

What is sports tourism and why it is so big?

Sports tourism is BIG business. We all know that sport tourism involves sporting activity, that much is pretty obvious, but there is much more than a game of sport involved in the multi million Dollar global industry. In this article I will explain what sports tourism is, I will tell you about the different types of sports tourism and I will discuss the benefits of sports tourism.

What is sports tourism?

Sports tourism definitions, sports tourism statistics, football world cup, six nations rugby championship, the olympics, the super bowl, calgary olympic park, maracana football stadium, rio de janiero, barcelona olympic park, tough mudder race, london, martial arts holidays, south korea, surfing holidays, portugal, golf tours, florida, yoga retreats, bali, football fans- manchester united spectators, boxing fans- anthony joshua followers, british & irish lions rugby spectators, australian cricket fans, benefits of sport tourism, sports tourism: conclusion, further reading on sports tourism.

Sports tourism is the act of travelling from one locality to another, with the intention of being in some way involved with a sporting activity or event .

Many people believe that sports tourism relates only to watching a sporting event. However, this is not correct. The sports industry is much more than this.

Sports tourism encompasses travelling for your own sporting purposes, such as a yoga teacher training course, a badminton competition or to learn to surf. Sports tourism includes attending sporting events such as a Formula One race or a Premiership football match. Sports tourism includes nostalgic visits to places of historical importance, such as the Olympic stadium in Barcelona or to see memorabilia related to your favourite sporting hero, such as the museum at the Maracana football stadium in Rio de Janeiro.

There are, in fact, four main types of sport tourism. These types are known as:

• Sport Event Tourism
• Active Sport Tourism
• Nostalgia Sport Tourism

Passive sports tourism

While sports tourism has not always been extremely popular, during the recent decade the amount of people attending out of area sporting events has drastically increased. People are now traveling far and wide just to attend their favorite events, and it is no wonder as to what has encouraged the sudden spike in popularity.

Sport tourism is a relatively new concept, although it has been around for a long time.

There are many academic studies which delve into the concept of sports tourism, particularly sports tourism that involves large sporting events, such as the football World Cup or the Olympic Games. Some scholars and sports tourism stakeholders have attempted to define the term sports tourism.

According to Neirotti (2003), sports tourism can be broadly described as;

‘Including travel away from one’s primary residence to participate in sports activity, for recreation or competition purposes, travel to observe sport at grassroots or elite level, and travel to visit a sports attraction such as a sports museum, for instance’.

Weed and Bull (2004), provide a conceptualisation of the sports tourism phenomenon as;

‘A social, economic and cultural phenomenon arising from the unique interaction of activity, people and place’’.

Gammon and Robinson (2003) state that sports and tourism is;

‘Not just about the management and operation of mega events; it also concerns offering consumer-specific sports and tourism-related services and experiences to the sports tourist.’

Read also: Sustainable tourism- everything you need to know

Gammon and Robinson (2003) further argue that the sports tourism industry cannot be defined easily and that there should be different definitions according to the type of sports tourism that is being discussed. They visualise this in the model below.

Today, sport is regarded as the world’s largest social phenomenon. And, tourism is predicted to become the world’s biggest industry early in the next century. So it doesn’t take a genius to work out that sports tourism is pretty big business!

The sports tourism industry has grown considerably in recent years. In 2016 the sports tourism industry was worth $1.41 trillion and this figure is expected to increase to approximately $5.72 trillion by 2021. This is a whopping 41% growth in only four years!

**Studying sports tourism? I recommend- Sports Tourism: Participants, Policy and Providers **

The sports tourism industry makes up a significant part off the overall tourism industry. Some people claim that this figure is as high as 25%, meaning that a quarter of all tourism in the world is sports related!

The importance of sports tourism is further emphasised by the media statements from the World Tourism Organisation (WTO) and the International Olympic Committee (IOC), which in 2004, announced their commitment to reinforce their partnerships on collaboration in the sports and tourism domain. They stated that; 

‘Tourism and sport are interrelated and complementary… both are powerful forces for development, stimulating investment in infrastructure projects such as airports, roads, stadiums, sporting complexes and restaurant-projects that can be enjoyed by the local population as well as tourists who come to use them.

This demonstrates that sports tourism has a wider economic and social impact than simply the sporting occasion itself. It provides social and economic opportunities for the local population , as well as visitors to the area.

The different types of sport tourism

Sport tourism can be segregated into four main types: sport event tourism, nostalgia sports tourism, active sports tourism and passive sports tourism. Below I have provided a short explanation of what each type of tourism is, along with some examples.

Sport event tourism

Sports event tourism is tourism which centres around a sporting event. Sporting events can be of any size and importance, however it tends to be the major sporting events which gain the most gravitas.

Hallmark events, such as the Olympics or football World Cup, are important centres for sport event tourism, bringing millions of tourists to the host destination.

Smaller events, such as the Henley Regatta in the United Kingdom or a national tennis competition also clarify as sport event tourism.

An often overlooked example of sport event tourism are amateur sporting events. Events such as regional school competitions, youth sporting leagues and non-profit community based sport events are just a few examples.

Wimbledon, also known as ‘The Championships’ is the oldest tennis tournament in the world. A prestigious sporting event, Wimbledon is often associated with the upper class, where spectators sip sparkling wine and Pimms whilst dressed in their best frocks.

Knowing very little about tennis, I attending Wimbledon a couple of years ago just to experience this famous event, which is an integral part off British heritage!

Dating back to 1877, Wimbledon has been held at the All England Club in Wimbledon, on the outskirts of London, each year. The tennis is played on outdoor grass courts, which is unlike tennis matches played in many other parts of the world.

Wimbledon is one of the four Grand Slam tennis tournaments, the others being the Australian Open, the French Open and the US Open.

The tournament takes place in late June/early July each year.

The football World Cup, known officially as the FIFA World Cup, is an international football tournament held every four years.

The  Fédération Internationale de Football Association  (FIFA) is the sport’s global governing body. The football consists of mens only teams and boats the most skilled footballers in the world.

Teams must first pass the qualification phase, which takes place over the preceding three years. After this, 32 teams, including the automatically qualifying host nation, compete in the tournament. The World Cup tournament generally lasts about one month.

The Six Nations Championship is an annual international rugby union competition that takes place. It involves what are considered to be the six best nations in terms of rugby in Europe The six nations are:

The Six Nations tournament begins on the first weekend in February each year and finishes with ‘Super Saturday’ on the second or third Saturday in March.

Each team is required to play every other team once (making a total of 15 matches). Each team will play one match at home and one match away from home.

I attended a six nations match once and whilst I’m really not into rugby (surprise!), I really enjoyed the sophisticated and supportive atmosphere at the venue.

Inspired by the ancient Greeks, the modern Olympic Games have been running since 1896. But, in fact, the games have been played in some form or another since long before this date.

The Olympics is perhaps the most famous and the most popular international sporting event. It features both summer and winter sports competitions which take place every four years. Like many other major sporting events, the Olympics are held in a different location each time.

Read also: Slow tourism: Everything you need to know

The Olympics involves thousands of athletes from around the world who compete in a range of different sports, from trampolining to running. Over 200 nations participate in the event.

The Super Bowl is the annual championship of the National Football League (NFL). Based in the Unites States of America, this is the most popular sport tourism event of the year.

Some interesting facts include The Super Bowl being the second-largest day for food consumption in the USA (after Thanksgiving) and the Super Bowl being the most-watched American television broadcast of the year.

Nostalgia sports tourism

Nostalgia sport tourism involves travelling to famous sport-related tourist attractions.

Nostalgia sports tourism may celebrate sports of the past or the present. It may include visiting museums or exhibitions, visiting sporting hall of fames or visiting sporting venues.

The nostalgia sports tourist does not need to be actively participating in sport or to be spectating. They may simply want to learn more or to reminisce.

Here are some examples of popular nostalgia sport tourism attractions.

We visited Calgary Olympic Park on travels through Canada with a baby and loved it!

WinSport’s Canada Olympic Park (COP), (formerly known as Paskapoo Ski Hill) was one of the venues used in the 1988 Winter Olympics. Nowadays, it is open to the general public and iw well known for its ski jumping, bobsleigh and luge.

Whilst we did learn a little bit about the Olympics on our visit here, we actually sent more time on the luge ride than anything else because it was so much fun!

The Maracana is a famous football stadium in Rio de Janeiro, Brazil. The stadium is rich in history and was once the largest stadium in the world.

The stadium was opened in 1950 to host the FIFA World Cup. The venue has seen attendances of 150,000 or more at 26 occasions. Over time terraces were replaced with seating, and after the renovation for the 2014 FIFA World Cup, the Maracana’s original capacity was reduced to 78,838.

Nowadays, it is popular to take a tour to visit the Maracana stadium, like I did when I travelled to Buenos Aires with my friend who is football mad!

The Olympic Village, known in Spanish as La Vila Olímpica del Poblenou is an area in the Sant Martí district of Barcelona, Spain.

The Barcelona Olympic Village was built in the late 1980s and early 1990s in preparation for the 1992 Summer Olympic Games, which were held in Barcelona.

Nowadays, visiting the Barcelona Olympic Village is a popular sports tourism activity undertaken by many tourists visiting Barcelona.

Active sports tourism

Active sports tourism is when a person travels to actively participate in their chosen sport, or when they travel for other reasons, but taking part in sport is an important part of their tourism experience.

Active sports tourists can be segregated into three classifications: The amateur sports tourist; the hobbyist sports tourist and the professional sports tourist.

I would say that I would generally come under the first category. I am an amateur (at best!) at every sport I try my hand at. But, I still like to give it a go! I’ve attempted skiing in Argentina, kayaking in Vietnam and surfing in Costa Rica, to name but a few.

Read also: Business tourism: Everything you need to know

My husband, on the other hand, is usually either a hobbyist sports tourist or a professional sports tourist. He plays for badminton and football teams and loves playing a large number of sports in his free time. He is also a former athlete, having competed for Britain as a trampoline gymnast. As part of this role he travelled around the workload for professional sporting competitions. This qualified him as a professional sports tourist.

There are a large number of active sports that a tourist may choose to get involved with around the world. Here are a few that I have experienced on my travels. But there are sooo many other sports that you can get involved in as a sports tourist!

• Diving in the Galapagos
• Swimming at the Great Barrier Reef
• Playing tennis in Morocco
• Learning archery in Spain
• Going running in France
• Cycling in Amsterdam
• Taking yoga classes in Bali
• Learning tai chi in China
• Kayaking in Vietnam
• Sailing in Australia
• Skiing in Argentina
• Surfing in Costa Rica
• Playing baseball in Boston
• Hand gliding in Rio de Janeiro
• Fishing in The Gambia
• Climbing in Thailand
• Horse riding in Equador
• Walking in Jeju

Here are a few active sports tourism examples:

Did I ever tell you that I completed a Tough Mudder Race? This was a BIG achievement!

Tough Mudder is an endurance event. It is a an obstacle course, originally designed for army training. It is a test of the mind and body.

The race is usually between 10-12 miles in length. It includes a number of obstacles, many of which involve mud! The obstacles often play on common human fears, such as fire, water , electricity and heights.

**Buy now: Sport and Tourism – a recommended textbook for sports studies students!**

Common obstacles include:

• Arctic Enema – Participants plunge into a tank filled with ice water, where they must swim under the water and past an obstacle to the other side.
• Electroshock Therapy – This is where participants will run through a pit of mud where electric wires sway in the air. Participants will often get small electric shocks.
• Funky Monkey – Monkey bars over a pit of cold water. The bars are covered with a mixture of butter and mud.
• The birthing canal- A small, confined space that the participant must crawl through. The upper layer is filled with water so it feels like you are being compressed as you crawl through the tunnel.

Of course, you will need to travel to a Tough Mudder venue to be classified a sports tourism, but many people do!

Many people choose to travel to South Korea for martial arts holidays and Taekwondo-themed events. These might be amateur sports tourists, hobbyist sports tourists or professional sports tourists, depending on the level of involvement and activity type.

Portugal is a popular destination for surf holidays. You can go it alone, if you have the skills and ‘know-how’, or you can book a tour. There are a number of tour operator who offer specialised surfing holidays for all levels of sports tourists, ranging from beginner to advanced.

There are several golfing hotspots around the world. One of the most popular places to travel to for a golfing holiday is Florida . With its year-round pleasant weather and large open spaces, Florida welcomes golf tourists from all over the world to play on their first-class golf courses.

There are many parts of Asia that are known for the popularity of yoga. However, done attracts so many tourists as Bali. Bali is famous the world over for offering top quality yoga retreats and yoga teacher training courses.

Lastly, it is important to recognise that whilst sport is inherently active , not all those who participate or who are involved with the sport are themselves active. In fact, passive tourists can actually contribute more to the sport than those who are active!

A passive sports tourist is a person who is not actively participating in the sport. They are spectators or fans. Passive sports tourism involves tourists watching sport being played. This could take place at a major sporting event (qualifying this also as sports event tourism), or they could simply be supporting a family member of friend. Most passive sports tourists are fans.

Football, or soccer, is arguably the most well-known and popular sports in the world.

Manchester United is a particularly famous football club. It is estimated by the BBC that Manchester United has a whopping 659million football fans!

I always find is fascinating when I travel to a country that is so different and so far removed from my own, yet the locals are also quick to ask me about Manchester United!

Many sports tourists will follow Manchester United, or which ever football team is their favourite, around the world to watch their games.

Anthony Joshua is a British professional boxer. He has many millions of followers, both from the UK and abroad.

Anthony is a two-time unified heavyweight champion, having held the WBA (Super), IBF, WBO, and IBO titles since December 2019, and previously between 2016 and June 2019. At regional level, he held the British and Commonwealth heavyweight titles from 2014 to 2016.

Anthony Joshua participates in fights around the world and is often accompanies by his passive sports tourism supporters.

The British & Irish Lions is a rugby union team selected from players eligible for any of the Home Nations – the national teams of England, Scotland, Wales and Ireland. 

If rugby is your thing and your from Britain or Ireland, then this is a pretty big deal.

The Lions have many thousands of passive sports tourism supporters who cheat them on each match.

Cricket is pretty big in Australia. So big, in fact, that the Australian cricket team has an estimated 24million supporters! Many of these supporters travel with the team around the world as passive sports tourists.

As with any type of tourism , there are a range of benefits and advantages of sports tourism. Whilst the most obvious is perhaps the economic advantage of tourism , there are also positive social impacts as well as environmental impacts . Below I provide some examples:

• Sports encourages tourists to visit the area
• Sports tourism creates economic growth through tourists booking hotel rooms, eating in restaurants and opening money in local shops
• Sports tourism helps to create exposure and enhances a positive image for the local community
• Many sports tourism infrastructures and facilities can also be used by members of the host community
• The development of sports tourism helps to build a sense of community
• Sports tourism has the potential to attract high-yield visitors and repeat visitors
• It can provide opportunity to develop new infrastructure in the area
• The media can help to promote the destination
• Sports tourism can improve overall tourist numbers
• Money made from sports tourism can be reinvested into the local economy
• Sports tourism creates jobs for local people
• Sports tourism which relies on the natural environment may result in better environmental management and preservation

Whilst there are many positive impacts of sports tourism, however, it is also important that there are a number of negative impacts too. Aspects such as environmental degradation when gold courses, employing foreign rather than local people for major sporting events and locals who feel that their cultural norms are being overlooked (such as not covering your shoulders in the Middle East, for example), are just a few example of negative impacts of sports tourism.

It is clear that sports tourism is big business. Whether its events sports tourism, active sports tourism, nostalgic sports tourism or passive sports tourism, there is a huge market for tourists worldwide. However, as with any type of tourism, sports tourism must be carefully managed to ensure that it is sustainable .

For more information on sports tourism, I recommend the texts below;

• Sports Tourism: Participants, Policy and Providers – explains sports tourism as a social, economic and cultural phenomenon that stems from the unique interaction of activity, people and place.
• Sport Tourism Development – a text book covering the growth and development of sport tourism.
• Sport Tourism Destinations: Issues and Analysis – with contributions from international experts, this book looks at the dramatic effects sports tourism has on the economy and future of tourism destinations. 
• Sport and Tourism – This book proposes a groundbreaking theoretical model which explores globalization, mobility and authenticity providing insight into the unique interrelationship that exists in a sport tourism context between activity, people and place.

• Sport + Travel Magazine

What is sports tourism? 

According to a market report by Allied Market Research , the global sports tourism industry was pegged at $323.42bn in 2020. However, it is expected to reach $1.8 trillion by 2030, growing at a compound annual growth rate (CAGR) of 16.1% from 2021 to 2030.

The report revealed that by region, Europe and North America held the largest share in 2020 – accounting for nearly two-fifths of the market, due to the presence of a large population and high participation in sports activities. However, the global sports tourism market across Asia-Pacific is projected to register the highest CAGR of 17.7% during the forecast period of 2021 to 2030, owing to increase in sports participation and sports event hosting.

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Sports tourism: a fast-growing niche

The sport and travel industries go hand-in-hand. Whether it is fans attending a match or an event, or if it is teams and officials travelling to fixtures or competitions, sports tourism is now a major niche in the travel industry.

It’s not just Fifa World Cups, the Olympics or major events that are driving the sector, but also team travel, school sports and smaller competitions. 

Did you know that the global sports industry is estimated to be worth between US$480bn and US$620bn, according to research by A.T. Kearney . Globally, travel and tourism’s direct contribution to GDP was approximately US$4.7trillion in 2020, according to a report by Statista .

UN Tourism describes sports tourism as “one of the fastest growing sectors” in the travel industry. It also states that international sports tourism is worth US$800bn and accounts for 10% of the world’s tourism industry. 

Here we look at what sports tourism is and an expert’s view on its impact…

The United Nations’s definition 

What UN Tourism said about sports tourism:

“ Sports tourism is a fundamental axis, generating around 10% of the world’s expenditure on tourism. It has an estimated growth rate of 17.5% between 2023-2030, moving masses intra and intercontinentally. Sports tourism can promote social, economic and environmental action, it accelerates development and can leave a long-lasting positive legacy.

“ Sports and Tourism are interrelated and complementary. Today, sports tourism is one of the fastest-growing sectors in tourism. More and more tourists are interested in sport activities during their trips whether sports are the main objective of travel or not. Sport events of various kinds and sizes attract tourists as participants or spectators and destinations try to add local flavours to them to distinguish themselves and provide authentic local experiences. Mega sport events such as the Olympics and World Cups can be a catalyst for tourism development if successfully leveraged in terms of destination branding, infrastructure development and other economic and social benefits.”

Impact of sports tourism 

Akis Tsolis, CEO of Active Media Group , organisers of the Navarino Challenge and Santorini Experience in Greece, wrote on gtp.gr :

“Aside from the obvious and vast benefits of travel, sports tourism is great for the economy for one simple reason: it generates economic impact through direct spending into a community.  Sports tourism is a rapidly growing niche in the travel/tourism industry. In fact, we at ActiveMedia Group share the belief that it is the fastest growing segment within the travel industry today, generating billions of dollars every year. Sports tourism is a trend that’s not going away and is expected to continue growing.”

The ChatGPT answer to this question…

What is the definition of sports tourism, how does it benefit the economy and what can we expect in the future.

Sports tourism refers to the act of traveling to a destination with the purpose of participating in or watching a sporting event. It involves a wide range of activities, including attending professional sports games, participating in amateur sports tournaments, and visiting sports-related attractions such as museums or stadiums.

Sports tourism can benefit the economy in several ways. Firstly, it generates revenue for local businesses such as hotels, restaurants, and retail stores. Secondly, it creates employment opportunities in the tourism and hospitality industries. Thirdly, it attracts investment in sports infrastructure such as stadiums and training facilities, which can benefit the local community beyond the tourism industry. Additionally, sports tourism can help to promote a destination as a sports hub, which can attract further sporting events and opportunities.

In the future, we can expect sports tourism to continue to grow, driven by the increasing popularity of sports and the ease of travel. Technological advancements such as virtual reality may also create new opportunities for sports tourism, allowing fans to experience sporting events remotely. Additionally, as sustainability becomes an increasingly important factor in tourism, sports tourism may shift towards more eco-friendly practices, such as promoting sustainable transportation and reducing waste.

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Men’s golf: horizon irish open 2024, men’s golf: 2024 bmw pga championship, santorini experience 2024, cricket: icc women’s t20 world cup 2024, uae , navarino challenge 2024, privacy overview.

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Top 10 sports tourism trends for 2024.

From site selection to experience enhancing, we look at the top trends in sports tourism.

The trends in sports tourism for 2024 highlight a diverse and evolving landscape, catering to a wide range of interests and leveraging the latest technological advancements. Here, we take our annual look at the lay of the land.

Emphasis on Experience: Participants travel to play in the games, but any athlete will tell you there is much more to tournaments than what happens inside the lines. Sports planners are seemingly doing a better job at recognizing this fact by building on downtime for teambuilding activities and securing locations that provide enhanced opportunities. “My memories are at the hotels and restaurants, and traveling to the cities and having these awesome experiences that weren't always on the court,” recalls Team Travel Source Chief Experience Office Ainsley Harris, who was a top volleyball player in her youth. 

Common itinerary items, particularly among high school students, include stops at universities and Halls of Fame to get a better sense of what awaits them in the future, says Steve Goris, senior vice president of KemperSports Venues. “I don't think the experience has to be tied to more of the you know, traditional vacation amenities like ziplining, etc. I just think it needs to be tied to a diverse set of entertainment opportunities that are different from what they would experience in their hometowns,” he said.

Focus on Families: There's a notable division among sports tourists between those actively participating in sports, those attending events, and recreational athletes seeking to include sports activities during their vacations. Just as the athletes are being more purposely driven to activities before and after games, parents, siblings, and other family members are being treated as more than simply “heads in beds” by savvy destinations, says “We look at tourism as a gateway to the county,” says J.C. Poma, executive director of sports, visitation, and entertainment for Chesterfield County, Va. “Heads in beds is a funding mechanism. It completes the model.”

The end game for CVBs and sports commissions is obvious: Make the case for families to return, regardless if a competition is at the center of a trip.

Sports as Marketing: Many destinations are owning their passion for sports as a way to recruit tournament planners and athletes. Visit Hattiesburg, Miss., says its “Baseburg” campaign–including a World Series advertisement–is a smashing success for the community once best known for its public arts. “Everybody is searching for that authentic experience that helps you be part of something bigger than who you are,” says Visit Hattiesburg CEO Marlo Dorsey. “We have a collective ambition to really position Hattiesburg as something very special.”

Girls Sports Step Up:  The most eye-popping numbers in sports tourism are coming from the women’s side, particularly in volleyball. The University of Nebraska vs. Omaha game in Lincoln drew national headlines when more than 92,000 fans attended. Two weeks after that game, Marquette and Wisconsin set an NCAA regular season indoor attendance record (17,037) during a match at Fiserv Forum in Milwaukee. The trend continued at the women’s Final Four in Tampa, Fl., in December: the national semifinals between Nebraska-Pitt and Wisconsin-Texas at Amalie broke the indoor record at 19,598 and the record then fell again during the national championship with 19,727 in attendance to watch Texas sweep Nebraska. USA Volleyball Director of Events Kristy Cox adds that the NCAA’s decision to move the championship to a Sunday also meant a larger TV audience. Cox adds such big numbers are representative of a larger movement. 

“I think that it's a lifetime sport and once girls get exposed to it and boys get exposed to it, they just love it,” says Cox. “ I think that they're getting exposed at a younger age now. Everybody's working really hard on the grassroots movement of getting it out there in the form of clinics so that they can get a taste for it. I also feel like everybody's doing a really, really good job with all our junior clubs.”

Overseas Influx?: There is a growing appetite for more than traditional American favorites. Rugby has an opportunity to find a niche with the buildup to the men’s and women’s World Cups coming to the U.S. in 2031 and 2023, respectively. “This is going to be our springboard for our development as a sport, not only in terms of huge numbers and people watching, but in terms of our competitiveness at the national team level,” predicts Brandy Medran, USA Rugby’s general manager of commercial and events. Another internationally adored game with a chance to make a move in the States is cricket, which won a spot in the 2028 Summer Games in Los Angeles. If the U.S. fields a competitive team, there will be a lot of chirping for more leagues and tournaments.

The Paris Effect: Leap years make NGBs jump for joy as the Summer Games put the spotlight on sports not necessarily in the spotlight otherwise. How will rock climbing and break dancing capitalize the upcoming exposure? This will certainly be a pivotal year to recruit new athletes to sports in an era with so many options.

Data Driven: While sports emphasize statistics, sports tourism is still playing catch up with data-driven decisions. Greater reliance on technology is important across all fields of sports tourism, says Mike Hill, vice president of sales and business development at GroupHousing Travel. “Certain housing companies lack real-time technology, leaving them blind to current housing situations,” he warns. Participants and families need information distributed quickly and accurately or the entire experience could be derailed.

Don’t Call It a Fad: Pickleball is certainly having a moment with the opening of Rhythm & Rally in Macon, Ga., the sport’s largest indoor venue. USA Pickleball is also moving its headquarters to Pure Pickleball, a massive new facility coming to Scottsdale, Az. “We’re busting at the seams,” says Jose Moreno, the NGB’s chief marketing and strategy officer. “We’re growing like crazy.”

The Game’s Afoot: Beyond the huge ratings both the NFL and college football get, flag football is arguably the world’s fastest growing sport. It, too, is headed to the 2028 Summer Games, which will only feed the passion–particularly among women, whether they are Swifties or not.

Eight states, including Arizona, New York, Georgia, and Florida, have already made flag football a varsity high school sport. Hundreds of intramural teams compete at a high level on college campuses, which leads Izell Reese, CEO of RCX Sports and executive director of NFL FLAG, to believe major conferences could jump in within the next year. The Summer Games could end up being a similar catalyst for the women’s game, just as has occurred with women’s college and professional basketball.

To say the least, Reese is high on the sport’s global prospects. “The playbook is already there,” he says. “Now, we’re going to see how we replicate what we’ve done in the U.S.”

World Cup Site Selection: Last but not least, the biggest sports tourism news this year could be when FIFA announces where the 2026 World Cup quarterfinals and beyond will take place. The cities chosen in 2022 are certainly anxious awaiting the decisions, each with different goals. No destinations are shooting higher than Dallas and New York, the favorites to host the championship. 

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Sports Tourism Market Analysis Europe, APAC, North America, South America, Middle East and Africa - US, Germany, UK, France, Japan - Size and Forecast 2024-2028

• Published: Jun 2024
• SKU: IRTNTR44823

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Sports Tourism Market Size 2024-2028 

The sports tourism market is projected to grow by USD 771.4 billion at a CAGR of 15.2% between 2023 and 2028. This significant growth is driven by several key factors. The sports tourism industry is rapidly growing due to several factors. Global sporting events are attracting larger crowds, increasing demand for hotels and travel services. Sports venues are expanding to accommodate more spectators, creating new business opportunities. Government initiatives to promote sports events and develop infrastructure such as roads, transportation, and hotels are also boosting market growth. Estimated to be worth billions, sports tourism attracts worldwide visitors and significantly boosts local economies with events like the Olympics and FIFA World Cup. This market research report details key drivers, trends, and challenges for the forecasted period.

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Market  Dynamics

The market is a significant segment in the global tourism industry, with an increasing number of tourists seeking unique and memorable experiences. Destinations like Spain, Portugal, and Australia are known for their sports tourism offerings , including tennis tournaments in Markets like Spain and Portugal, and cricket tours in Australia. These events attract a large number of tourists, contributing to the economic development of these regions. The trend towards experiential travel and the growing popularity of digital platforms have also influenced the sports tourism industry. Events are now being live-streamed and marketed extensively online, making it easier for fans from around the world to engage with their favorite sports and teams. The industry is also seeing a rise in the number of sports-themed tours and packages, offering fans the opportunity to visit iconic sports venues and learn about the history and culture of their favorite sports. The future of sports tourism looks promising, with advancements in technology and a growing emphasis on creating immersive and personalized experiences for tourists. The market is a dynamic sector encompassing a wide range of activities and services.

Key Market Driver

Rising focus on seating capacity expansion is a key driver boosting the market growth. This surge has led to a greater demand for larger seating capacities at these venues globally. Increased seating capacity translates to higher ticket revenue, as more spectators can attend these events, contributing to the expansion of the market. An increase in sporting events and the resulting influx of people. Industry specialists forecast continued growth due to the cultural significance of the Games and the demand from domestic tourists and international visitors.

New stadiums and venues, showcasing Art and Architecture, are being established to accommodate major tournaments and events, expanding the sports travel market and sports destination market. Revenue generation from sporting events tourism is a significant contributor to the tourism industry. Sports Tourism Trends include adventure tourism experiences for athletes and spectators alike, making the world a more interconnected network of sports destinations in various regions. Consequently, sports clubs and events are prioritizing venue expansion to cater to tourists. These initiatives to enhance seating capacity are set to attract more tourists, thereby propelling the global market in the foreseeable future.

Significant Market Trends

The increasing number of fan zones is a major market trend influencing the market. The stakeholders of the industry are focusing on attaining a wider audience to showcase tournaments and expand their reach benefiting the industry. However, the official arenas and stadiums for sporting events have a limited spectator handling capacity and the number of tickets available for the event. This restricts the number of tourists that can witness sports events live in a stadium. To counter the issue, an increasing number of tournaments are focusing on establishing official fan zones. These fan areas can be established in the same region or city hosting the sports event, or in various other cities and regions different from the host.

The fan arenas broadcast the events on large screens. These arenas also carry out numerous supporting and engaging activities. With an increase in the number of events, the number of fan zones is also expected to increase. Various sporting organizations, such as UEFA and BCCI, have established their official fan zones across different regions.

Major Market Challenges

The growing popularity of other tourism industries is a major market challenge hindering the growth of the market.   The sports industries encompasses various forms of travel, including cultural, medical, and adventure tourism. Cultural tourism , involving the exploration of a region's art, architecture, religion, and lifestyle, dominates the global tourism sector and is on the rise. This trend will impact the growth of the market. However, the market faces challenges from the growing popularity of health and adventure tourism. Health tourism involves seeking medical treatment and wellness abroad, driven by travelers from countries like Bangladesh, Oman, Nigeria, and Uzbekistan. Adventure sports are also gaining ground, with countries like Australia, New Zealand, and Spain, attracting enthusiasts. The increasing demand for alternative tourism forms will hinder the market's growth.

Market  Segmentation

The market is thriving, fueled by the excitement of events like UEFA Champions League, Formula 1, and NASCAR. These events draw enthusiasts to iconic destinations, making them premier travel destination spots. Through partnership initiatives and strategic partnerships , host cities enhance their destination appeal, offering unforgettable visitor experiences. With a focus on sustainable practices and eco-friendly initiatives, the industry is committed to reducing carbon footprints and promoting environmental awareness. This concerted effort ensures overall sustainability, contributing significantly to regional tourism revenues and economic growth by hotels, shops, and food restaurants. As travelers seek predictable conditions for travel and outdoor activities, sports tourism emerges as a dynamic sector, attracting potential tourists and showcasing top-tier athletes in captivating settings . Adventure races, facilitated by travel agencies and tour operators, draw participants seeking adrenaline-fueled experiences. Hospitality chains and event management companies collaborate to create immersive experiences for sports tourists, positioning destinations as premier destinations.

The market growth by the domestic sports tourism segment will be significant during the forecast period. It is the most popular type segment in the market. Tourists travel to various events organized in their respective countries as participants or spectators. The sports travel sector experiences significant economic growth, particularly in the domain of domestic sports tourism, hotel industries, local shops, and food industries. and helps countries in their economical growth. This type of tourism draws a large number of visitors to stadiums for participating in or spectating various sports events within their countries. The industry's economic impact is substantial, with tourists spending on hospitality, merchandise, and adventure experiences related to sports events. Domestic sports leagues are major attractions, with trends indicating an increasing number of fans traveling across venues. Sports teams facilitate transportation, enhancing accessibility. The convenience of intra-region transportation, uniform regional currencies, and familiar cultural backgrounds drives the sector's growth. Domestic sports tourism offers unique experiences, fueling the interest of both participants and spectators. Stadiums serve as economic hubs, generating revenue and creating jobs. This trend underscores the importance of the sports travel sector in the economy. It also includes the expenditure by domestic tourists on hospitality and merchandise products related to that particular sporting event.

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The domestic sports tourism segment showed a gradual increase in market share from USD 512.00 billion in 2018. Many domestic leagues are held across the globe. These leagues have a higher proportion of domestic tourists due to the easy availability of intra-region transportation, the convenience of using a uniform regional or national currency, and familiarity with the culture and languages. An increasing number of teams are aiding the transportation of their fans across different venues. For instance, in Qatar, the government of Doha provides several transport options to fans when they arrive in the country, which includes free shuttle buses, the Doha Metro, taxis and cab services, and dedicated bus and taxi lanes for fans. The above factors will drive the growth of the market during the forecast period.

Europe  is estimated to contribute 46% 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.

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Europe stands out as the primary hub, given the multitude of sports events hosted within the region. Sporting teams and events enjoy substantial popularity and active participation, both from athletes and spectators. Various European governments, including the UK, actively promote a healthy lifestyle and engagement in sports. The UK government, for instance, fosters a sports-centric culture among school students through partnerships with major sporting entities like the PREMIER LEAGUE, the Rugby Football Union, and England Hockey. These collaborations offer students avenues for competitive participation, leading to a widespread and deeply ingrained sporting culture among the general public.

Market Customer Landscape

The market research 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 report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.

• Segment Overview

The market research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in "USD billion" for the period 2024 to 2028, as well as historical data from 2018 to 2022 for the following segments. 

• International
• Soccer tourism
• Cricket tourism
• Tennis tourism
• Rest of Europe
• Saudi Arabia
• South Africa
• Rest of the Middle East & Africa

Market Analyst Overview 

The market is a dynamic subset of the broader tourism industry, focusing on the intersection of travel and sporting events, reflecting market growth analysis. Catering to the adventurous traveler, it encompasses the adventure tourism market and sports travel market, offering unique experiences and destinations for enthusiasts, and contributing to market research and growth. Sporting events become key attractions, driving the growth of sports destination markets and attracting visitors from around the globe, emphasizing market growth and forecasting. From marathons to championship games, a wide array of activities and packages cater to diverse interests, highlighting Market forecasting and the growth of Opportunities. These agencies curate unforgettable experiences, tapping into the rising demand for active travel and addressing market Challenges.

The market is witnessing robust growth, driven by the popularity of various sports events such as Motorsport , Triathlons , NBA , Basketball , and Baseball . Events like the Mens FIH Pro League attract sports enthusiasts and travelers alike, contributing to the growth of the industry. With the emergence of strategic partnerships and event-hosting initiatives, destinations are enhancing their appeal as premier travel destinations. Visitors seek unique experiences, leading to sustained growth in leisure travel. Major sporting events like the FIFA World Cup , UEFA Champions League , and Formula 1 further boost tourism, attracting spectators from around the globe. As a result, the market continues to flourish, offering memorable experiences for travelers and sports fans alike. 

With world-class sports events and live entertainment, the industry projects significant value, leveraging historical data to understand visitor numbers and seasonal fluctuations. However, infrastructure limitations and financial challenges pose pitfalls, necessitating long-term sustainability measures. Despite challenges, training centers and recreational facilities cater to sports enthusiasts, contributing to conservation efforts and promoting tourism practices. Sports tourism continues to captivate adventurers, offering captivating frontiers and unparalleled experiences for travelers worldwide.

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What are the Key Data Covered in this Market Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the market growth and forecasting of the market between 2024 and 2028
• Precise estimation of the size of the market size and its contribution to the parent market
• Accurate predictions about upcoming market trends and analysis and changes in consumer behavior
• Growth of the market industry across Europe, North America, APAC, South America, and Middle East and Africa
• Thorough market growth analysis of the market’s competitive landscape and detailed information about companies
• Comprehensive market analysis and report on the factors that will challenge the market research and growth of market companies

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1 Executive Summary

• Executive Summary - Chart on Market Overview
• Executive Summary - Data Table on Market Overview
• Executive Summary - Chart on Global Market Characteristics
• Executive Summary - Chart on Market by Geography
• Executive Summary - Chart on Market Segmentation by Type
• Executive Summary - Chart on Market Segmentation by Product
• Executive Summary - Chart on Market Segmentation by Area
• Executive Summary - Chart on Incremental Growth
• Executive Summary - Data Table on Incremental Growth
• Executive Summary - Chart on Company Market Positioning

2 Market Landscape

• Parent Market
• Data Table on - Parent Market
• Market characteristics analysis
• Value Chain Analysis

3 Market Sizing

• Offerings of companies included in the market definition
• Market segments
• 3.3 Market size 2023
• Chart on Global - Market size and forecast 2023-2028 ($ billion)
• Data Table on Global - Market size and forecast 2023-2028 ($ billion)
• Chart on Global Market: Year-over-year growth 2023-2028 (%)
• Data Table on Global Market: Year-over-year growth 2023-2028 (%)

4 Historic Market Size

• Historic Market Size - Data Table on Global Sports Tourism Market 2018 - 2022 ($ billion)
• Historic Market Size - Type Segment 2018 - 2022 ($ billion)
• Historic Market Size - Product Segment 2018 - 2022 ($ billion)
• Historic Market Size - Area Segment 2018 - 2022 ($ billion)
• Historic Market Size - Geography Segment 2018 - 2022 ($ billion)
• Historic Market Size - Country Segment 2018 - 2022 ($ billion)

5 Five Forces Analysis

• Five forces analysis - Comparison between 2023 and 2028
• Bargaining power of buyers - Impact of key factors 2023 and 2028
• Bargaining power of suppliers - Impact of key factors in 2023 and 2028
• Threat of new entrants - Impact of key factors in 2023 and 2028
• Threat of substitutes - Impact of key factors in 2023 and 2028
• Threat of rivalry - Impact of key factors in 2023 and 2028
• Chart on Market condition - Five forces 2023 and 2028

6 Market Segmentation by Type

• Chart on Type - Market share 2023-2028 (%)
• Data Table on Type - Market share 2023-2028 (%)
• Chart on Comparison by Type
• Data Table on Comparison by Type
• Chart on Domestic sports tourism - Market size and forecast 2023-2028 ($ billion)
• Data Table on Domestic sports tourism - Market size and forecast 2023-2028 ($ billion)
• Chart on Domestic sports tourism - Year-over-year growth 2023-2028 (%)
• Data Table on Domestic sports tourism - Year-over-year growth 2023-2028 (%)
• Chart on International sports tourism - Market size and forecast 2023-2028 ($ billion)
• Data Table on International sports tourism - Market size and forecast 2023-2028 ($ billion)
• Chart on International sports tourism - Year-over-year growth 2023-2028 (%)
• Data Table on International sports tourism - Year-over-year growth 2023-2028 (%)
• Market opportunity by Type ($ billion)
• Data Table on Market opportunity by Type ($ billion)

7 Market Segmentation by Product

• Chart on Product - Market share 2023-2028 (%)
• Data Table on Product - Market share 2023-2028 (%)
• Chart on Comparison by Product
• Data Table on Comparison by Product
• Chart on Soccer tourism - Market size and forecast 2023-2028 ($ billion)
• Data Table on Soccer tourism - Market size and forecast 2023-2028 ($ billion)
• Chart on Soccer tourism - Year-over-year growth 2023-2028 (%)
• Data Table on Soccer tourism - Year-over-year growth 2023-2028 (%)
• Chart on Cricket tourism - Market size and forecast 2023-2028 ($ billion)
• Data Table on Cricket tourism - Market size and forecast 2023-2028 ($ billion)
• Chart on Cricket tourism - Year-over-year growth 2023-2028 (%)
• Data Table on Cricket tourism - Year-over-year growth 2023-2028 (%)
• Chart on Tennis tourism - Market size and forecast 2023-2028 ($ billion)
• Data Table on Tennis tourism - Market size and forecast 2023-2028 ($ billion)
• Chart on Tennis tourism - Year-over-year growth 2023-2028 (%)
• Data Table on Tennis tourism - Year-over-year growth 2023-2028 (%)
• Chart on Others - Market size and forecast 2023-2028 ($ billion)
• Data Table on Others - Market size and forecast 2023-2028 ($ billion)
• Chart on Others - Year-over-year growth 2023-2028 (%)
• Data Table on Others - Year-over-year growth 2023-2028 (%)
• Market opportunity by Product ($ billion)
• Data Table on Market opportunity by Product ($ billion)

8 Market Segmentation by Area

• Chart on Area - Market share 2023-2028 (%)
• Data Table on Area - Market share 2023-2028 (%)
• Chart on Comparison by Area
• Data Table on Comparison by Area
• Chart on Passive sports tourism - Market size and forecast 2023-2028 ($ billion)
• Data Table on Passive sports tourism - Market size and forecast 2023-2028 ($ billion)
• Chart on Passive sports tourism - Year-over-year growth 2023-2028 (%)
• Data Table on Passive sports tourism - Year-over-year growth 2023-2028 (%)
• Chart on Active sports tourism - Market size and forecast 2023-2028 ($ billion)
• Data Table on Active sports tourism - Market size and forecast 2023-2028 ($ billion)
• Chart on Active sports tourism - Year-over-year growth 2023-2028 (%)
• Data Table on Active sports tourism - Year-over-year growth 2023-2028 (%)
• Market opportunity by Area ($ billion)
• Data Table on Market opportunity by Area ($ billion)

9 Customer Landscape

• Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

10 Geographic Landscape

• Chart on Market share by geography 2023-2028 (%)
• Data Table on Market share by geography 2023-2028 (%)
• Chart on Geographic comparison
• Data Table on Geographic comparison
• Chart on Europe - Market size and forecast 2023-2028 ($ billion)
• Data Table on Europe - Market size and forecast 2023-2028 ($ billion)
• Chart on Europe - Year-over-year growth 2023-2028 (%)
• Data Table on Europe - Year-over-year growth 2023-2028 (%)
• Chart on APAC - Market size and forecast 2023-2028 ($ billion)
• Data Table on APAC - Market size and forecast 2023-2028 ($ billion)
• Chart on APAC - Year-over-year growth 2023-2028 (%)
• Data Table on APAC - Year-over-year growth 2023-2028 (%)
• Chart on North America - Market size and forecast 2023-2028 ($ billion)
• Data Table on North America - Market size and forecast 2023-2028 ($ billion)
• Chart on North America - Year-over-year growth 2023-2028 (%)
• Data Table on North America - Year-over-year growth 2023-2028 (%)
• Chart on South America - Market size and forecast 2023-2028 ($ billion)
• Data Table on South America - Market size and forecast 2023-2028 ($ billion)
• Chart on South America - Year-over-year growth 2023-2028 (%)
• Data Table on South America - Year-over-year growth 2023-2028 (%)
• Chart on Middle East and Africa - Market size and forecast 2023-2028 ($ billion)
• Data Table on Middle East and Africa - Market size and forecast 2023-2028 ($ billion)
• Chart on Middle East and Africa - Year-over-year growth 2023-2028 (%)
• Data Table on Middle East and Africa - Year-over-year growth 2023-2028 (%)
• Chart on US - Market size and forecast 2023-2028 ($ billion)
• Data Table on US - Market size and forecast 2023-2028 ($ billion)
• Chart on US - Year-over-year growth 2023-2028 (%)
• Data Table on US - Year-over-year growth 2023-2028 (%)
• Chart on Germany - Market size and forecast 2023-2028 ($ billion)
• Data Table on Germany - Market size and forecast 2023-2028 ($ billion)
• Chart on Germany - Year-over-year growth 2023-2028 (%)
• Data Table on Germany - Year-over-year growth 2023-2028 (%)
• Chart on UK - Market size and forecast 2023-2028 ($ billion)
• Data Table on UK - Market size and forecast 2023-2028 ($ billion)
• Chart on UK - Year-over-year growth 2023-2028 (%)
• Data Table on UK - Year-over-year growth 2023-2028 (%)
• Chart on France - Market size and forecast 2023-2028 ($ billion)
• Data Table on France - Market size and forecast 2023-2028 ($ billion)
• Chart on France - Year-over-year growth 2023-2028 (%)
• Data Table on France - Year-over-year growth 2023-2028 (%)
• Chart on Japan - Market size and forecast 2023-2028 ($ billion)
• Data Table on Japan - Market size and forecast 2023-2028 ($ billion)
• Chart on Japan - Year-over-year growth 2023-2028 (%)
• Data Table on Japan - Year-over-year growth 2023-2028 (%)
• Market opportunity by geography ($ billion)
• Data Tables on Market opportunity by geography ($ billion)

11 Drivers, Challenges, and Opportunity/Restraints

• 11.1 Market drivers
• 11.2 Market challenges
• Impact of drivers and challenges in 2023 and 2028
• 11.4 Market opportunities/restraints

12 Competitive Landscape

• 12.1 Overview
• Overview on criticality of inputs and factors of differentiation
• Overview on factors of disruption
• Impact of key risks on business

13 Competitive Analysis

• Companies covered
• Matrix on companies position and classification
• ATPI Ltd. - Overview
• ATPI Ltd. - Product / Service
• ATPI Ltd. - Key offerings
• BAC Sports Ltd. - Overview
• BAC Sports Ltd. - Product / Service
• BAC Sports Ltd. - Key offerings
• DTB Sports Management Ltd. - Overview
• DTB Sports Management Ltd. - Product / Service
• DTB Sports Management Ltd. - Key offerings
• Fanatic Sports Pvt. Ltd. - Overview
• Fanatic Sports Pvt. Ltd. - Product / Service
• Fanatic Sports Pvt. Ltd. - Key offerings
• Gala Management Services Ltd. - Overview
• Gala Management Services Ltd. - Product / Service
• Gala Management Services Ltd. - Key offerings
• Global Sports Travel and Tours Pty Ltd. - Overview
• Global Sports Travel and Tours Pty Ltd. - Product / Service
• Global Sports Travel and Tours Pty Ltd. - Key offerings
• International Sports Management Inc. - Overview
• International Sports Management Inc. - Product / Service
• International Sports Management Inc. - Key offerings
• ITC Travel Group - Overview
• ITC Travel Group - Product / Service
• ITC Travel Group - Key offerings
• JTB India Pvt. Ltd. - Overview
• JTB India Pvt. Ltd. - Product / Service
• JTB India Pvt. Ltd. - Key offerings
• Match Hospitality AG - Overview
• Match Hospitality AG - Product / Service
• Match Hospitality AG - Key offerings
• QuintEvents LLC - Overview
• QuintEvents LLC - Product / Service
• QuintEvents LLC - Key offerings
• Sports Tours International Ltd. - Overview
• Sports Tours International Ltd. - Product / Service
• Sports Tours International Ltd. - Key offerings
• Sports Travel and Hospitality Group Ltd. - Overview
• Sports Travel and Hospitality Group Ltd. - Product / Service
• Sports Travel and Hospitality Group Ltd. - Key offerings
• Sportsnet Corp. Pty Ltd. - Overview
• Sportsnet Corp. Pty Ltd. - Product / Service
• Sportsnet Corp. Pty Ltd. - Key offerings
• travelOsports - Overview
• travelOsports - Product / Service
• travelOsports - Key offerings

14 Appendix

• 14.1 Scope of the report
• Inclusions checklist
• Exclusions checklist
• Currency conversion rates for US$
• Research methodology
• Information sources
• Data validation
• Validation techniques employed for market sizing
• Data synthesis
• 360 degree market analysis
• List of abbreviations

Frequently Asked Questions?

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UN Tourism systematically collects tourism statistics from countries and territories around the world in an extensive database that provides the most comprehensive repository of statistical information available on the tourism sector. This database consists mainly of more than 145 tourism indicators that are updated regularly. You can explore the data available through the UN Tourism database below:

145 Key Tourism Statistics

Data on inbound, outbound and domestic tourism, international tourism flows, tourism industries, employment and other indicators.

Economic Contribution and the SDGs

Data on the economic contribution of tourism and the implementation of relevant standards, such as the Tourism Satellite Account (TSA) and the System of Environmental-Economic Accounting (SEEA).

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The European market potential for sports tourism

Sports tourism is a very diverse market. Sports events fans, as well as group and individual participation in sports are important niches. Before the COVID-019 pandemic, sports tourism was one of the largest growth markets. We expect many opportunities to reappear as travel restrictions are lifted. This is especially true for individual participation in sports, which contributes the most to sustainable and stable revenues.

Contents of this page

• Product description
• What makes Europa an interesting market for sports related tourism?
• Which European countries offer most opportunities for sports related tourism?
• Which trends offer opportunities on the European sports related tourism market?

1. Product description

Sports tourism involves travel to watch, practice or compete in a sporting activity or event. It can be segmented into nine niche markets.

Table 1: Niche market within the sports tourism sector

Source: Molgo/ CBI

This study does not address walking tourism .

A sports tourism trip is defined as a holiday for the purpose of watching a major sporting event, such as the Olympic Games, or participating in an organised sporting event or activity, as part of a group or as an individual. The sports tourism trip consists of three specialist niches:

• attenders of mega sports events
• group participation in sports
• individual sports participants

Figure 1: The niches, specialist niches and passion groups of sports tourism

Source: CBI

This study provides an overview of sports tourism as mentioned in figure 1, but mainly focuses on sports tourism trips. Some niches, such as cycling tourism , diving tourism and wellness tourism , are covered in separate CBI studies.

2. What makes Europa an interesting market for sports related tourism?

The organization of sports events can stimulate tourism. Hosting events will attract sporters and spectators. A large share of these spectators will use the opportunity to spend money at your destination. They will eat in your restaurants, sleep in your accommodations and participate in the culture, adventure or nature trips you provide. The benefits of sports tourism are thus not limited to the host of the event. They help the entire community. Collaboration between hosts of sports events and providers of tourism is therefore important.

European sports tourists are very interested in immersive experiences. In general, they are very active travellers. They are therefore likely to want to get to know your country and enjoy all kinds of side activities. This offers opportunities for tour operators who provide cultural tourism , adventure tourism and nature tourism as well.

In the coming years, sports tourism from Europe is expected to grow, especially for participants and their families. Globally, the annual growth rate has been estimated at 35%. This growth is due largely to an increased feeling amongst Europeans that they are responsible for their own health. The COVID-19 pandemic has further accelerated this need to work on personal health.

Another advantage of attracting sports tourists is that these tourists tend to spend more money than the average tourist does in the destination country. Sports tourism offers year-round activities, leading to a more balanced stream of revenue throughout the year. It also stimulates sports for locals. Investment in sports tourism further helps to improve the domestic sports infrastructure in the destination.

Sports tourism represents about 10% of the global expenditure on tourism . According to VynZ research, Europe had the largest market in the global sports tourism industry in 2019 , followed by North America. The global sports tourism market was valued at €1.5 billion in 2018 and was expected to grow to close to €7 billion by 2023, which is an average annual growth rate of 36%, making it the fastest growing tourism market.

Opportunities within niche market s

The opportunities in outbound sports-tourism trips from Europe vary by niche market and by specialist niche market. Table 2 provides an indication of the size of these markets by describing the share of European tour operators offering trips within these niches.

Table 2: Niche market within sports tourism

Source: ETFI, 2021

This section describes opportunities for all niche markets, as well as for some specialist niche markets.

Water sports

Europeans are interested in many different water sports, both as a main activity and as a side activity. Two specialist niches that offer many opportunities are surf tourism and canoeing/kayaking.

Most surfers visit single destinations, from which they visit several different beaches. Surfing tourists generally spend a large portion of their money at the destination. You can profit from this by offering the basics, such as surf courses, surfing gear rentals, food, beverages and accommodations. Many surfers are also interested in side activities (e.g. snorkelling), wellness (e.g. yoga and meditation) and cultural trips to nearby towns (including fishing areas). In addition to excellent waves, many European surfers prefer to avoid large crowds. For more information, read our study on surf tourism from Europe .

Canoeing and kayaking offer opportunities mainly as primary or secondary activities. One example of canoeing as a primary activity is a 13-day safari along the Zambesi River . Many Europeans enjoy the opportunity to combine physical exercise with true immersion in nature. When offering these activities, it is very important to be specific about the level of fitness and experience required, as well as to provide sufficiently specific details about the length of the trail and the materials provided. As an alternative, many trips include a trip of several hours in a kayak or canoe as a secondary activity. 

Important aspects to consider when providing water sports include safety measures, safety protocols and expertise.

Snorkelling and diving

Snorkelling and diving tours are also very popular with European tourists. Operators can provide them as either a main activity or a side activity. The disappearance of coral reefs has increased both the demand for visiting coral reefs and the importance of protecting them. Informing your customers about how to behave underwater is therefore very important. For more information, read our study on dive tourism .

Figure 2: A beautiful, well-preserved underwater environment can attract many tourists.

Source: photo by Leonardo Lamas on Pexels

Fishing tourism

Fishing tourism can take place in either fresh water or sea water, and from either a boat or the coast. Incorporating sustainability into your fishing tour is a must for many Europeans. You can do this in many ways. The following are several examples:

• Provide jobs to fishery workers who have lost their jobs (due to overfishing), thereby giving back to the community.
• Do not fish in areas that are important for breeding, thereby giving nature the opportunity to replenish itself.
• Eat your catch as a replacement for the meat or fish that tourists would otherwise consume.
• Release your catch, unless it is an invasive species.
• Take measures to reduce litter.

Germany has about 1.73 million anglers who hold fishing permits, more than 3 million people who have fished at least once, and 174 thousand recreational sea fishers.

The United Kingdom has around 823,000 sea anglers. The number of fresh-water anglers is unknown. The Netherlands has about 1.12 million anglers, including 500,000 who occasionally fish in the sea. This represents 6.4% of the population, which is a very high ratio compared to other European source countries.

More statistics and other information on angling in European countries is available on the website of the European Anglers Alliance .

Golf tourism

According to GlobeNewsWire, Europe has the largest global golf market , with a 44% market share. The UK has the largest source market in Europe. Interesting trends in the golf market include an increasing market share of female golfers and younger golfers (Generations Y and Z) who are taking more interest in the sport.

Adrenaline activities

Adrenaline activities include many different groups with a passion for specific activities, like rock climbing, mountain boarding, caving, ziplining, heli-biking, snow kiting, snow shoeing, base jumping, wing suiting, bungee jumping, paragliding and many more.

Because all of these activities have the potential to be dangerous without the proper experience, you will need highly experienced staff to organize them. One country that has been very successful with adrenaline activities is Laos, which features two as national highlights. The first experience is tubing in Vang Vieng , where tourists follow the flow of a wild river in a tube. The ticket price includes a tube, as well as a tuk-tuk ride back to town. The second activity is the Gibbon Experience , which offers the opportunity of ziplining from mountain to mountain, with a chance of encountering gibbons.

Some adrenaline activities, including ziplining and tubing, are often side activities. Others attract athletes who are training and preparing at home for these holidays (e.g. rock climbing).

Cycling tourism

Cycling tourism is a growth market, driven by trends including slow and conscious travel, the urge to connect with nature, and the desire to travel sustainably. The COVID-19 pandemic has further accelerated the growth of cycling tourism. Tour cycling is the largest segment within the European market for cycling tourism. The largest source markets for cycling tourism are Germany, the United Kingdom and the Netherlands.

Several trends in the market for cycling tourism include the increased use of social media and blogs to spark inspiration for trips, the increased popularity of bike-packing and the desire for local experiences and immersion in nature. More information is available in our studies on opportunities in the European market for cycling tourism.

Ski tourism

For ski tourism, the landscape is the most important feature for selecting a destination. Although skiing is obviously the main activity on a ski holiday, many travellers also combine it with off-ski activities, such as wellness services, activities for children, and walking.

Dog-sled rides (68%), outdoor hot baths (67%) and sampling local products (54%) are all very appealing activities for French ski tourists.

One alternative to regular (downhill) skiing is cross-country skiing. While regular skiing is most popular with younger target groups, cross-country skiing tends to appeal to travellers 45 years of age and older.

Running tourism

Running tourism, or ‘runcations’, includes trips as a spectator for a running, competition, travel to participate in a running competition (e.g. a marathon), or travel to run trails without any competitive aim. To tap into this market, you could target the runners coming to visit or join a competitive event, or you could organize your own trail. When organizing running trails, it is essential to transport luggage for the runners. Many companies also provide running guides. Most long-distance running trails are sold through specialized tour operators. One example is a running trail through the mountains of Patagonia .

Fans of mega sports events

Mega sports events make up a substantial part of the sports tourism market. Some of the biggest sports events, such as the FIFA World Cup and the Olympic Games, provide great opportunities. In terms of tourism development, these events can be catalysts of economic opportunities, when there is proper use of destination branding and infrastructure development.

Many mega sports events are highly unsustainable from a tourism perspective. Some lead to over-tourism , but only for a very short period of time. Others require a lot of infrastructure that is soon abandoned afterwards. One more sustainable manner of coping with these high numbers of visitors in a short period is to accommodate some visitors with locals. Many visitors are likely to consider it appealing to live with locals for a few days to gain better insight into the culture of the destination country.

The actual game or event is not always the main objective for travellers who visit mega-sports events. Some events that do not qualify as mega-events (e.g. Wimbledon) also attract many travellers for their heritage and traditional value. Other events, like the Super Bowl, attract people for commercial and business purposes.

As COVID-19 restrictions are lifted and Europeans start travelling again, the number of spectators at mega-sports events is likely to continue to lag behind. Such events attract large numbers of people, thus providing an opportunity for the virus to spread freely . In addition, flying to long-haul destinations just to visit a sports event is not consistent with the trends of slow and sustainable travel.

Figure 3: Example of a spectator event in South Africa

Source: Flickr

Group participation in sports

Within group participation in sports, two different target groups can be distinguished: recreational sports teams and semi-professional athletes.

Recreational sports teams are groups that consist of a team, or in some cases an athlete, a coach and family members. The group is usually a team in team sports, like soccer, rugby, basketball, and others. The trips may either be organised by sports clubs, charity sports events or educational institutions, like schools and universities. European sports teams usually have very limited budgets, so they tend to travel domestic or within Europe. When travelling, these sports teams usually make use of their connections to arrange accommodation and transportation. Therefore, recreational sports teams can often be framed in the category of friends, family and relatives tourism . Destination countries where travel costs are low have most opportunity to seize this market. There are also opportunities for cross-selling, as most teams will also be interested in other tourism activities, such as short trips to the main touristic attractions.

Besides sport teams, professional athletes also offer an interesting market. Since these athletes tend to travel with their staff, they normally book as a group. Therefore, even athletes in individual sports, like tennis players, can be included in group participation. Although they are small in number, professional and semi-professional athletes tend to travel a lot for training as well as for competition. They have high demands for locations, as well as for comfort.

Some semi-professional athletes also bring their families on their trips. This target group is mostly interested in accommodation, transportation and sporting facilities, but may sometimes they also combine the sports trip with leisure activities and short trips. In recent years, it has become more common for professional and semi-professional athletes to bring family members with them. This is due in part to a trend in which working online and working while travelling has become common. Partners can keep working while travelling with their partners.

Because professional athletes travel a lot, they normally only work with a few suppliers to arrange their accommodation.

Individual sports participation

Individual sports participants include recreational participation in individual sports like marathon, triathlon and charity sport events, such as the Big Five Marathon in South Africa, which combines a marathon with a safari vacation. There are other events that have both professional and amateur athletes competing in the same event, such as the Kilimanjaro Marathon and Uganda Marathon . Small-scale events create the most positive social effects for locals and improve the image of host cities. Individual sports participants can also be classified in the free independent travellers category.

In addition to the ones above, e-sports also have very large fanbases. IN 2020 alone, e-sports are expected to create a global revenue of €1.3 billion . The fanbases for these sports consists mostly of people who also play electronic games, but on a recreational or sub-competitive level. Fans of e-sports fans vary widely in age, but mostly between the ages of 13 and 40. E-sports are a good target group for pulling in outbound tourists, as more than 70% of the visitors of these events are not local.

One new phenomenon in e-sports is the ‘game hotel’ ( e.g. EBlue ). A game hotel provides all facilities for gamers to prepare for their new tournament. It also provides the opportunity for e-sporters to meet with each other, as well as options for bringing fans and e-sporters in contact with other.

Especially when travelling to long-haul destinations, most amateur sport participants are interested in leisure-time side activities as well, either with or without their families. This offers opportunities to package sports tourism trips with other activities. One example is GlobalRunning, which offers the possibility of running a marathon and combining it with a city trip . They also offer possibilities for extend the trip with customized offerings.

Many travellers do not see a sports event as a principal reason for traveling, but they still seek involvement in competitive or non-competitive sports while travelling. Those events are most of the time loosely structured, non-competitive and socially connected. Most people within this market are physically active at home and want to continue to be while they are travelling for business or leisure.

Figure 4: Most surf tourists are independent travellers

Source: photo by Jess Loiterton via Pexels

Examples of developing country tourism companies focusing on sports include:

• Hooked Cabarete  in the Dominican Republic – This company targets surfers by blogging about surfing on websites visited by the European surfing community. They primarily offer accommodation, but also provide surfing gear and courses in collaboration with other companies. For more information on opportunities in this niche, read our study on surf tourism .
• Chairn Muay Thai Camp in Thailand – This company offers muay thai training as well as accommodations, but they also sell gear. Another example in the same category is Viator , where a muay thai champion gives lessons to all ages and skills.
• Aquanaut Diving Club  in Egypt – This company offers diving courses and underwater safaris, but also rents diving gear. For more information on opportunities in this niche, ready our study on diving tourism .
• EdwinDoran – This is an international organisation based in the UK and South Africa that offers sports tours to many countries, including Malaysia and South Africa. Besides training facilities, they also offer excursions and accommodation.
• Write blogs or create vlogs to attract sports tourists. Many European sports tourists are active in online communities, such as Wikiloc ,  More Dirt (for mountain bikers), and  Snorkelling Report (for snorkelling). In addition to websites, many apps gather large communities of sports enthusiasts, like  RouteYou  (for hiking and cycling, but also for canoeing and other sports).
• Focus on the age group between 15 and 39. Europeans in this age category participate most in sports . Although their budgets are generally smaller, students also offer an interesting market, because they participate most in sports, in comparison with other people , and are often open-minded and curious, which makes them a great group of first customers.
• Communicate with your target group in a way that appeals to them. Ideally, check your communication with your clients. Active sports participants give value to achievement, stimulation, power, and self-direction. While conformity, tradition, and security resonate more with sports fans and passive participants.
• Organise a small-scale sports event in collaboration with other tourism service providers in the area. Even small events can generate substantial revenue for the local community.
• Read our studies on specific types of sports tourism, such as cycling tourism , diving tourism , surfing tourism and walking tourism , if your company specialises in one of them.

Sports heritage and nostalgia

A rather small but relevant sports tourism niche is sports heritage and nostalgia, which attracts travellers looking for stadium tours, visits to sports museums, halls of fame, historic sports places and sports themed bars. Sports are an expression of a place’s heritage and help make tourist destinations unique. Some examples of this include sumo in Japan, rugby in New Zealand, and football (soccer) in Brazil. In addition to learning about traditional sports, tourists also want to learn about the local culture , which are often deeply intertwined.

Examples of companies offering sports heritage tourism include:

• Football Museum in Brazil – Located in the Pacaembu Stadium in São Paulo, the tour shows visitors the origin and history of football in Brazil, and why it is so beloved.
• Fanattic Sports Museum in India. This museum is a collection of rare sports artefacts related to India.

Sports tourism offers a great opportunity for generating revenue in low season, as many tournaments take place at times in which traditional tourism drops. Furthermore, a sports event is a great way of putting on the map a destination that otherwise would not be known to tourists.

• Make sure that the local community is friendly and kind to tourists. This offers a positive simulant for tourists to be fully immersed in the local sports and traditions.
• Turn a sports event into a multi-day festival by organising side events, which may help to extend tip duration and spending. Remember that a large number of visitors for spectator events will not guarantee any visitors in the future. Be creative about tourism activities after the events, for example, offering tours of the stadiums and training facilities.
• Add local flavours to the events and provide authentic local experiences to distinguish your destination from others. A tour of the stadiums and training complexes of the 2010 World Cup in South Africa, can also include visits to local communities.
• Combine accommodations with sports events, like Sportihome , which has a search tool per sport combined with nearby places to stay.

3. Which European countries offer most opportunities for sports related tourism?

Germany, France, and the United Kingdom offer the most opportunities in Europe, because these are the biggest markets in Europe. Denmark, Finland, and Austria offer smaller markets in size, but their residents do more sports travelling. Scroll over the map below to see the percentage of travellers who mention sports-related activities as their main reason to go on holiday, across different European countries.

Germany offers the largest market for sports tourism

Two-thirds of all German travellers prefer to engage in sports activities while on vacation . In 2017, Germans spent an average of €34 on sports, wellness and activity-related travel. In Germany, football (soccer) is the most popular sport, followed by ski jumping and biathlon. Figure 4 presents data on the most popular sports in Germany, where 66% of the population practise a sport at least once a week.

Most outbound sports tourism trips by Germans were for skiing (4.8 million trips), snowboarding (1.4 million trips), SCUBA diving (1.2 million trips), mountaineering (700 thousand trips), sailing (400 thousand trips), surfing (300 thousand trips), cycling (270 thousand trips), golf (250 thousand trips) and football (210 thousand trips). Egypt and Turkey were amongst the most popular sports tourism destinations.

Together with France, Germany has the second-largest number of golf tourists (4.6 million), and 18% of all Germans enjoy skiing.

Most German sports travellers book their trips through a German tour operator. They have very high quality standards. To target this market, you must sell a well-prepared and detailed range of products to German tour operators. For more information, read our tips for finding buyers and tips for doing business .

France: A source country with sports embedded in its culture

Sports are a big part of the cultural fabric in France. It is the home of the biggest cycling event in the world, the Tour de France, and the French were the champions of the FIFA World Cup 2018. The population of France is approximately 67 million, the French GDP is €2,4 trillion, which offers a great number of possible tourists and a large market to enter. The possible potential on the French market is showcased in their outbound tourism market: 69% of the population goes on vacation outside of France , the highest percentage in Europe.

In France, football (soccer) is the most important sport to watch, but rugby, tennis and cycling all have large fanbases. Figure 5 provides information into the most popular sports in France.

Together with Germany, France has the second-largest number of golf tourists (4.6 million) , and 13% of the French population enjoys skiing. In France, skiing is most popular with people 15–24 years of age.

The United Kingdom: Home to football, tennis and rugby

The United Kingdom has the second-largest revenue from sports events (behind only the United States). Before COVID-19, United Kingdom revenue from sports was expected to reach €627 million in 2020, with 3.2 million visitors. Football, tennis, rugby and other sports are very popular in the United Kingdom, so British travellers are likely to also experience these sports in other countries, or even plan a whole trip to play in or attend sports events. According to PXCOM, 25% of the British say they plan a vacation where they have the opportunity to attend a football game . In England alone (not the entire United Kingdom), an estimated 4.8 million people attended group exercise classes every week in 2018, and 11.5 million do it monthly, which suggests how the UK can be an interesting target market.

In the United Kingdom, football (soccer) is the most popular sport: 50.5 million attenders, followed by horse racing (5.9 million) and rugby (4.3 million). Figure 6 provides information about the most popular sports practised in the United Kingdom.

For British people who enjoy outdoor sports, cycling is most popular (20%), followed by hiking (12%), mountain biking (9%), BMX 7%), horseback riding (6%), motor sports (5%), rowing and paddling (5%), and skating (5%).

In terms of water sports, coastal walking (13.8%), outdoor swimming (10.4%), canoeing and subbing (3.1%), and angling (1.7%) are most popular with the British.

Over half of the British population (56%) hikes at least once a week.

The United Kingdom has the largest source market for golf tourism, with around 6.7 million golfers.

Denmark has a small market with high spending power

Most people in Denmark, a whopping 74%, claim to participate in sports or other physical activity at least once a week, which is a great indicator of possible interest in doing sports while on vacation. Denmark has a small population of only 5.8 million people, but a very high GDP per capita of €54 thousand.

Danes participate most in cycling (10.2%), followed by running and jogging (6.5%), swimming (5.7%) and football (soccer) (5.4%). Football (soccer) is the most popular sport in Denmark in terms of club membership: 350,000 members. Denmark is home to 667 thousand skiers.

Finland: Where almost all people practise sports

In Finland, 69% of the people exercise or play sports regularly or with some regularity , more than any other country in Europe. Finland has the lowest percentage (13%) of people that never play any sports nor exercise. With a population of 5.5 million and a GDP per capita of €45 thousand, Finland is a small but wealthy target country. Finns participate most in running and jogging (16%), followed by cycling (9.5%), gym and fitness (8.1%), swimming (6.65%) and hiking (3.4%). A very large share of the population (23%) goes skiing in winter.

Austria has the highest ratio of travellers with sports activities as the main reason for travel ling

A larger share of Austrians identify sports activities as a primary reason for going on a holiday, as compared to people in other European countries. In addition, 72% of the Austrians participate in sports or physical activities at least once a week. When on holiday, some may be looking to practise on their own, but many search for other challenging or unique activities like canoeing or scuba diving. Popular sports in Austria include football and tennis.

Austrians are very fond of skiing, with 34% of the population enjoying this sport each year, according to Statista.

• Focus on Austria, Finland or Denmark if your aim is maximum efficiency with a limited marketing budget.
• Focus on Germany, France or the United Kingdom if your aim is to penetrate the largest European sports markets. Update your knowledge by analysing statistics, for example, about the  German holiday market  and the  British holiday market .
• Collaborate with European tour operators and travel agents. During the COVID-19 pandemic, most European tour operators reduced their offerings outside Europe. Now that restrictions have been lifted, they will be looking for new collaborations with local travel agents. A list of travel agents specializing in sports tourism is available on the website of the International Sports Travel Agencies Association .

4. Which trends offer opportunities on the European sports related tourism market?

Digitalisation of sports events.

Digitalisation, increased demand for competitive sub-elite events, higher concern for safety, increasing demand for sustainability and changing demographics are the most important trends in sports marketing.

Technology advances have made sports information and sports events better available and accessible, facilitating people planning their trips more in advance. As online platforms improve and user knowledge grows, we expect information accessibility to increase further in the coming years.

Examples of new applications are:

• Runnin’City is an app that allows users to explore cities by running and to compare their running results with friends, as well as with celebrities. It also provides cities with opportunities for exposure as a runner-friendly destination.
• ThisRun is an app developed by TCS, a major sponsor of marathons worldwide. The app allows users to post about sites they have visited and to track their running statistics. It also provides interesting highlights of cities. This makes it possible for cities to promote their destinations to athletes.
• Put tickets and other services like accommodation for sale long before a planned event, so people can learn about it early, then plan and schedule accordingly.
• If you organise a regular sports event, promote it on social media and other online resources. Look into marketing companies specialised in sports tourism like Stir for inspiration on how to do this.
• Stream your sports event. Due to COVID-19, many travellers are still hesitant to travel to long-haul destinations for crowded events. Look into different streaming services like YouTube , Twitch and Livestream to see what fits best to your needs. Remember that for a stream of good quality you require reliable internet, software and hardware.

Increased demand in highly competitive sub-elite events

Sports events where individual performance matters more than competing against other participants are growing in popularity. These events include triathlons, Ironman races, mountain biking, etc. Many athletes engage in serious training programmes in preparation for their targeted events, but the difference between them and elite athletes, is that they are self-referenced instead of result orientated.

This demand is due in part to a large number of new sports that have been invented in recent years. Some of these sports have become very popular. One example is paddleball , which is especially popular in Spain.

Figure 9: Paddleball is a sport played on a small tennis court using smaller racquets.

Source: Shutterstock

These new sports offer opportunities for countries to host events, such as tournaments and championships. Another example is earthing . It was invented in Denmark and combines the most popular Olympic sports: running and swimming, for very short distances. Topend Sports provides a long list of new and unique sports , which might inspire you to host new events.

In many sports, it is also becoming more common for destinations to be the initiators of new events. In the past, the over-arching sports bodies were the organizers of events. By organizing your own event, you can also profit from the revenues emerging from other tourism activities, such as food and accommodations. This also generates opportunities for other companies that provide different tourism options for visitors. Partnering is therefore very important when hosting events for new (or established) sports.

• Plan your event far in the future, so athletes and visitors have sufficient time to plan. To make an event successful, you must attract enough participants. Sites as Eventbrite and Active provide a platform for people to register.
• Create spots for spectators, as participants often travel with their families and friends, which also creates extra opportunities of increasing revenue from accommodation, food and beverages services.

Concern for safety

The safety of athletes, teams and spectators remains an issue in the sports industry. Terrorism, which was a previous concern, now has been compounded with the COVID-19 pandemic, increasing security concerns around sports events.

• Train your employees in emergency procedures. Your employees are partly responsible for the execution of an evacuation plan in case of fire, terrorism, gas leaks and other threats to your guests. Look for other tips to ensure safety in sports event s, and read our tips on how to manage risks in tourism .
• Stay up to date on your own government’s safety regulations and COVID-19 rules.

More demand for sustainable events

Large sports organizations (e.g. FIFA) are increasingly considering sustainability when hosting events. For example, they have become more selective in the infrastructure they use. In the past, new stadiums were built for hosting new events. The focus is now more on the existing infrastructure or the construction of sustainable temporary stadiums. Sustainability is also more often part of the bidding requirements when drafting tenders. Large sports organizations are exhibiting increasing interest in reducing the CO2 footprint of the hosts of sports events.

This trend will mainly affect the organizers of large-scale events. It will also affect their suppliers, as organizers delegate the demand for sustainability to their suppliers. These demands are also likely to affect the organizers of smaller events, especially if they are hosted or supported by large sports organisations.

• Promote greener transportation (e.g. public transport) for fans.
• Involve the local community and give them the opportunity to sell their services. Promote local activities, accommodations and restaurants.
• Make a plan for re-using or recycling materials used for your event.
• Read the ‘ Green Sports Guide ’ for tips on how to make your event more sustainable, or read our study on how to be a sustainable tourism business .

Experience unique or famous sports places

A growing part of European travellers visit specific locations according to their sports passions, such as experiencing a unique visit to an important venue, visiting a famous sports place or event. In football (soccer), for example, fans often want to attend matches while travelling, such as the Superclásico in Buenos Aires, when local football rivals Boca Juniors and River Plate meet in one of football’s most famous derbies, attracting foreign fans who want to feel the match’s atmosphere.

The face of the sports tourist is changing

In the past, most sports tourists travelling abroad were white men. This profile is changing rapidly, as multi-generational families, female travellers, solo travellers and younger travellers are also booking sports tourism trips.

In general, multi-generational families are hard to satisfy, because—by definition—they include multiple generations, each with its own desires. Providing large accommodations with sufficient space for family members to retreat, as well as offering a ‘common room’ where they can share meals, is a key to success. Another consideration involves providing activities for children, so that parents can freely undertake their own sports activities.

For solo travellers (particularly women), safety and the opportunity to meet other people (in sports activities) are very important. If solo travellers are your target group, it is important to offer sports activities that solo travellers can enjoy and that offer them the opportunity to meet and train together. Safety includes the protection of valuables, as well as the provision of a safe environment for travel and training, where solo travellers will be safe from sexual or other forms of harassment.

Travellers of Generations Y and Z are more interested than other travellers are in immersive niche markets, as opposed to visiting the highlights of your country. Experiences with local communities are very important. One option could be to organize a game of street football with locals before watching a soccer match in the stadium.

• Use spectator events to attract visitors. Do not focus on one single event but build rather offer a series of events to have a steadier supply of visitors. For example, organise something around a famous football game, but also for another event a week later, and a third event planned two weeks later.
• Offer a variety of activities related to the sport to create an entire experience, which creates an extra dimension for the tourist to be involved in the sport and tradition they have just learned about. An example from New Zealand is combining a rugby heritage tour that includes a live Haka performance.
• Inform yourself about more opportunities for upcoming target groups, such as multi-generational families , solo travellers and Generation Y travellers .

This study was carried out on behalf of CBI by  Molgo  and  ETFI .

Please review our market information disclaimer .

• Entering the European market for sport tourism

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The new world has introduced us to a new traveller with new expectations. A solo traveller, a multi-generational family traveller, a traveller who enjoys open spaces and one who seeks diversity, sustainability and personal empowerment. Sports tourism also encompasses travellers who prefer local community interaction and immersive experiences with local communities, as well as those who prefer to engage and interact with other tourists and who prefer their own cultures and speaking their own languages.  New expectations and new offerings with a twist of what was and what will be—Sports Tourism addresses all these points. Lavonne Wittmann, sports tourism expert

Sports tourism has recently been one of the fastest growing sectors within the tourism industry. There is currently an increasing trend towards experience tourism, with active participation as an important component. If developed according to an appropriate strategy, sports tourism can have strong positive economic, social and environmental impacts at the local, regional and national levels. Countries could therefore incorporate it into their tourism development strategies, as well as for branding specific tourism destinations. I believe that this can be the case for several developing countries, which serve as sports tourism destinations within the tourism industry’ Kostas Alexandris, Professor of Tourism at the University of Thessaloniki

Related research

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• What trends offer opportunities or pose threats on the European outbound tourism market?
• What are the requirements for tourism services in the European market?
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• Traumatic Brain Injury & Concussion

Data on Sports and Recreation Activities

Sports- and recreation-related TBIs and concussions

About 7 out of 10 emergency department visits for sports- and recreation-related TBIs and concussions are among children ages 17 and under. 1 For this age group, boys have about twice the rate of emergency department visits for sports- or recreation-related TBIs and concussions than girls. 2 However, girls have a higher chance for sports-related concussion than boys in sports that use the same rules, like soccer and basketball. 2

Girls may experience sports-related concussions differently than boys .

Girls have a higher chance for sports-related concussion than boys in sports that use the same rules , like soccer and basketball.

You can protect young female athletes by learning about concussion signs and symptoms, keeping an eye out for unique risks, and advocating for policies that prioritize athlete safety for everyone .

REPORTING: Girls may be more likely to report a sports-related concussion than boys.

SYMPTOMS: Girls are more likely than boys to report severe and long-lasting symptoms following a sports-related concussion.

MENTAL HEALTH: Concussion symptoms that affect mental health are more common in girls.

CARE: Healthcare providers, including athletic trainers, are less likely to be present at the time of girls' sports-related concussions than boys.

RESEARCH: Fewer research studies focus on sports-related concussion among girls than boys.

Visit cdc.gov/HEADS-UP to learn more.

Research also shows that:

• Head impacts increase the risk for TBIs and other serious brain injuries. 3 4 The risk for head impacts is highest in contact sports, such as tackle football. Learn more about head impacts in tackle football and how to prevent them.
• Contact sports, including football, basketball, and soccer, are associated with 45% of all emergency department visits for sports- and recreation-related TBIs and concussions among children ages 17 and under. 5
• Bicycling and playground activities are also associated with high numbers of emergency department visits for TBIs and concussions among children. 2
• TBIs are the leading cause of death and disability among children who experience an all-terrain vehicle (ATV) crash. 6 The larger the engine and more powerful the ATV, the greater the chance of a child dying from a TBI or sustaining a severe TBI following an ATV crash. 6

Concussion rates by sport

Youth Sports with the Highest Rates of Concussion*

• Boys' tackle football [ TACKLING is responsible for 63% of concussions in high school football.]
• Girls' soccer
• Boys' lacrosse
• Boys' ice hockey
• Boys' wrestling [ 59% of concussions in high school wrestling are caused by TAKEDOWNS .]
• Girls' lacrosse
• Girls' field hockey
• Girls' basketball [ 51% of concussions among girls who play high school basketball resulted from COLLIDING WITH ANOTHER ATHLETE .]
• Boys' soccer
• Girls' softball

Learn more at cdc.gov/HEADSUP

*Concussions per 1000 athletic exposures

Halstead ME, Walter KD, Moffat K, LaBella CR, Brooks MA, Canty G, Diamond AB, Hennrikus W, Logan K, Nemeth BA, Pengel KB. Sport-related concussion in children and adolescents. Pediatrics. 2018 Dec 1;142(6).

Marar M, Mcilvain NM, Fields SK, Comstock RD. Epidemiology of concussions among United States high school athletes in 20 sports. Am J Sports Med. 2012;40(4);747-755.

The top ten sports with the highest rates A of concussion include: 7 8

• Boys tackle football
• Girls soccer
• Boys lacrosse
• Boys ice hockey
• Boys wrestling
• Girls lacrosse
• Girls field hockey
• Girls basketball
• Boys soccer
• Girls softball

Common causes of concussion by sport

• Almost all concussions among high school cheerleaders are linked to stunts (toss or lift). 8
• Most concussions in high school cheerleading happen during practice. 8
• Many high school cheerleaders who had a concussion as result of a stunt did not have a spotter (such as a teammate or coach). 8
• Defending and chasing a loose ball are the activities that most commonly lead to a concussion.
• Tackling is responsible for almost 2 out of 3 concussions in high school football. 8
• Almost half of concussions in high school football happen during running plays. 8
• Linebackers sustain 6 out of 10 of all concussions among high school football defensive athletes. 8
• Running backs sustain almost half of concussions among high school football offensive athletes. 8
• Concussions are 13 times more likely to happen during competitions versus practices in high school ice hockey. 8
• Almost 2 out of 3 concussions in high school ice hockey result from collisions among athletes. 8
• About 1 out of 3 concussions in high school ice hockey result from being body checked. 8
• Half of concussions in high school ice hockey are among athletes in the wing position. 8
• About 3 out of 4 concussions among boys who play high school lacrosse occurred as a result from collisions among athletes. 8
• Chasing a loose ball
• Body checking
• Nearly half of concussions among boys who play high school lacrosse were among midfielders. 8
• Ball handling/cradling
• Concussions are the most common type of injury in high school rugby. 9
• About 3 out of 4 concussions in high school rugby happen during tackling. 9
• About 1 out of 3 concussions among girls happens during heading.
• About 1 out of 4 concussions among boys happens during heading.
• Concussions sustained while heading the ball most commonly result from collisions among athletes. 8
• About 1 out of 4 concussions happen when an athlete is fielding a batted ball. 8
• Only 1 out of 20 concussions result from an athlete being hit by a pitch. 8
• In girls volleyball, outside hitters and setters are the most likely to get a concussion. 8
• Digging is the activity most commonly linked to concussions in girls high school volleyball. 8

Surveillance and research to support data-driven solutions

CDC conducts research on preventing TBIs and concussions and reducing the chance for disability and other potential effects of these injuries.

• Read research published by CDC.
• Learn more about the National Concussion Surveillance System , a state-of-the-art data collection effort that is underway to learn how many Americans (children and adults) get a TBI or concussion each year and the leading causes of this injury.
• Rates are based on concussions per 1,000 athletic exposures (participation in a game or practice).
• Coronado VG, Haileyesus T, Cheng TA, et al. Trends in Sports- and Recreation-Related Traumatic Brain Injuries Treated in US Emergency Departments: The National Electronic Injury Surveillance System-All Injury Program (NEISS-AIP) 2001-2012. J Head Trauma Rehabil . May-Jun 2015;30(3):185-97. doi:10.1097/HTR.0000000000000156
• Sarmiento K, Thomas KE, Daugherty J, et al. Emergency Department Visits for Sports- and Recreation-Related Traumatic Brain Injuries Among Children - United States, 2010-2016. MMWR . 2019;68(10):237-242. doi:10.15585/mmwr.mm6810a2
• Zuckerman SL, Totten DJ, Rubel KE, Kuhn AW, Yengo-Kahn AM, Solomon GS. Mechanisms of Injury as a Diagnostic Predictor of Sport-Related Concussion Severity in Football, Basketball, and Soccer: Results From a Regional Concussion Registry. Neurosurgery . Aug 2016;63 Suppl 1:102-112. doi:10.1227/neu.0000000000001280
• Kontos AP, Elbin RJ, Fazio-Sumrock VC, et al. Incidence of sports-related concussion among youth football players aged 8-12 years. J Pediatr . Sep 2013;163(3):717-20. doi:10.1016/j.jpeds.2013.04.011
• Waltzman DW, LS; Thomas, KE; Sarmiento, K. Trends in Emergency Department Visits for Contact Sports-Related Traumatic Brain Injuries Among Children — United States, 2001–2018. Morbidity and Mortality Weekly Report . 2020; https://www.cdc.gov/mmwr/volumes/69/wr/mm6927a4.htm
• Jennissen CA, Denning GM, Aitken ME, et al. American Academy of Pediatrics Recommendations for the Prevention of Pediatric ATV-Related Deaths and Injuries. Pediatrics . Oct 1 2022;150(4)doi:10.1542/peds.2022-059279
• Halstead ME, Walter KD, Moffatt K, et al. Sport-Related Concussion in Children and Adolescents. Pediatrics . 2018;142(6)doi:10.1542/peds.2018-3074
• Marar M, McIlvain NM, Fields SK, Comstock RD. Epidemiology of concussions among United States high school athletes in 20 sports. The American journal of sports medicine . 2012;40(4):747-755
• West SW, Shill IJ, Sick S, et al. It Takes Two to Tango: High Rates of Injury and Concussion in Ball Carriers and Tacklers in High School Boys' Rugby. Clinical journal of sport medicine : official journal of the Canadian Academy of Sport Medicine . Jan 12 2023;doi:10.1097/jsm.0000000000001118

The HEADS UP campaign helps people recognize, respond to, and minimize the risk of concussion or other serious brain injury.

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Leisure Travel

Travel and tourism in Russia - statistics & facts

Impact of the war in ukraine on tourism in russia, how many tourists visit russia each year, key insights.

Detailed statistics

Travel and tourism's total contribution to GDP in Russia 2019-2034

Travel and tourism's total contribution to employment in Russia 2019-2034

Tourism spending share in Russia 2019-2023, by purpose

Editor’s Picks Current statistics on this topic

Destinations

Leading outbound travel destinations in Russia 2022-2023

Number of outbound tourism trips from Russia 2014-2023

Leading source markets for travel to Russia 2021-2023, by arrivals

Further recommended statistics

• Premium Statistic Countries with the highest outbound tourism expenditure worldwide 2019-2023
• Premium Statistic Inbound visitor growth in CEE 2020-2024
• Premium Statistic Travel industry revenue distribution in Russia 2022, by segment
• Premium Statistic Tourism spending share in Russia 2019-2023, by purpose
• Basic Statistic Travel and tourism's total contribution to GDP in Russia 2019-2034
• Basic Statistic Travel and tourism's total contribution to employment in Russia 2019-2034
• Premium Statistic Travel transportation consumer price in Russia 2022, by type

Countries with the highest outbound tourism expenditure worldwide 2019-2023

Countries with the highest outbound tourism expenditure worldwide from 2019 to 2023 (in billion U.S. dollars)

Inbound visitor growth in CEE 2020-2024

Year-over-year inbound visitor growth in Central and Eastern Europe (CEE) and Central and Baltic Europe from 2020 to 2024

Travel industry revenue distribution in Russia 2022, by segment

Distribution of travel industry revenue in Russia in 2022, by segment

Distribution of travel and tourism spending in Russia from 2019 to 2023, by purpose

Travel and tourism's total contribution to GDP in Russia 2019-2034

Total contribution of travel and tourism to gross domestic product (GDP) in Russia from 2019 to 2034 (in trillion Russian rubles)

Travel and tourism's total contribution to employment in Russia 2019-2034

Total contribution of travel and tourism to employment in Russia from 2019 to 2034 (in million jobs)

Travel transportation consumer price in Russia 2022, by type

Average consumer price of travel transportation in Russia in 2022, by type (in Russian rubles)

Outbound tourism

• Basic Statistic Outbound travel expenditure in Russia 2011-2023
• Premium Statistic Number of outbound tourism trips from Russia 2014-2023
• Premium Statistic Leading outbound travel destinations in Russia 2022-2023
• Premium Statistic Number of outbound tourists from Russia 2023, by territory
• Premium Statistic Outbound tourist flow growth in Russia 2022, by destination
• Premium Statistic European Union (EU) Schengen visas issued in Russia 2010-2023

Outbound travel expenditure in Russia 2011-2023

Outbound travel expenditure in Russia from 2011 to 2023 (in billion U.S. dollars)

Number of outbound tourism trips from Russia from 2014 to 2023 (in 1,000s)

Number of outbound travel visits from Russia from 2022 to 2023, by destination (in 1,000s)

Number of outbound tourists from Russia 2023, by territory

Number of Russians travelling abroad for tourism purposes in 2023, by territory (in 1,000s)

Outbound tourist flow growth in Russia 2022, by destination

Growth in outbound travelers with tourism purposes from Russia in 2022 compared to 2019, by selected destination

European Union (EU) Schengen visas issued in Russia 2010-2023

Number of Schengen Area visas issued from applications to consulates in Russia from 2010 to 2023*

Inbound and domestic tourism

• Basic Statistic International tourism spending in Russia 2011-2023
• Basic Statistic Domestic travel spending in Russia 2019-2034
• Premium Statistic Number of inbound tourist arrivals in Russia 2014-2023
• Premium Statistic Leading source markets for travel to Russia 2021-2023, by arrivals
• Basic Statistic Number of nature protected areas in Russia 2015-2023, by type
• Premium Statistic Estimated demand for inbound tourism in Russia Q1 2014-Q2 2024
• Premium Statistic Inbound tourist flow growth in Russia 2020-2023
• Premium Statistic Tourist flow in Moscow 2019-2023
• Premium Statistic Tourist count in Saint Petersburg, Russia 2016-2023, by origin

International tourism spending in Russia 2011-2023

Spending of international tourists in Russia from 2011 to 2023 (in billion U.S. dollars)

Domestic travel spending in Russia 2019-2034

Domestic tourism expenditure in Russia from 2019 to 2034 (in trillion Russian rubles)

Number of inbound tourist arrivals in Russia 2014-2023

Number of inbound tourism visits to Russia from 2014 to 2023 (in 1,000s)

Leading inbound tourism markets visiting Russia from 2021 to 2023, by number of trips (in 1,000s)

Number of nature protected areas in Russia 2015-2023, by type

Number of nature conservation areas in Russia from 2015 to 2023, by type

Estimated demand for inbound tourism in Russia Q1 2014-Q2 2024

Estimated balance of demand for inbound tourism in Russia from 1st quarter 2014 to 2nd quarter 2024

Inbound tourist flow growth in Russia 2020-2023

Year-over-year growth in inbound trips for tourism purposes in Russia from 2020 to 2023

Tourist flow in Moscow 2019-2023

Number of tourist arrivals in Moscow from 2019 to 2023 (in millions)

Tourist count in Saint Petersburg, Russia 2016-2023, by origin

Number of tourists in Saint Petersburg, Russia from 2016 to 2023, by origin (in millions)

Travel industry

• Premium Statistic Travel industry organizations distribution in Russia 2022, by segment
• Premium Statistic Number of tourism companies in Russia 2010-2022
• Premium Statistic Average monthly travel industry salary in Russia 2014-2022
• Premium Statistic Most popular travel websites in Russia 2023, by traffic

Travel industry organizations distribution in Russia 2022, by segment

Distribution of travel industry organizations in Russia in 2022, by segment

Number of tourism companies in Russia 2010-2022

Number of travel agencies and reservation service establishments in Russia from 2010 to 2022

Average monthly travel industry salary in Russia 2014-2022

Average monthly salary in travel industry in Russia from 2014 to 2022 (in Russian rubles)

Most popular travel websites in Russia 2023, by traffic

Leading travel and tourism websites in Russia in August 2023, by monthly visits (in millions)

Package tours

• Premium Statistic Number of package tours sold in Russia 2014-2022, by type
• Premium Statistic Value of package tours sold in Russia 2014-2022, by type
• Premium Statistic Package tour cost in Russia 2014-2022, by type
• Premium Statistic Most popular travel destinations on package tours in Russia 2022

Number of package tours sold in Russia 2014-2022, by type

Number of package tours sold in Russia from 2014 to 2022, by tourism type (in 1,000s)

Value of package tours sold in Russia 2014-2022, by type

Total value of package tours sold in Russia from 2014 to 2022, by tourism type (in billion Russian rubles)

Package tour cost in Russia 2014-2022, by type

Average cost of a package tour in Russia from 2014 to 2022, by tourism type (in 1,000 Russian rubles)

Most popular travel destinations on package tours in Russia 2022

Number of tourists sent on tours by travel agencies in Russia in 2022, by destination (in 1,000s)

Accommodation

• Basic Statistic Paid travel accommodation services value in Russia 2015-2022
• Premium Statistic Travel accommodation establishments in Russia 2023, by federal district
• Basic Statistic Total room area in travel accommodation in Russia 2013-2022
• Premium Statistic Number of visitors in hotels in Russia 2010-2023
• Basic Statistic Number of hotel visitors in Russia 2023, by travel purpose
• Premium Statistic Overnight accommodation cost in Moscow monthly 2020-2023
• Premium Statistic Hotel occupancy rate in Moscow 2023, by segment
• Premium Statistic Average daily hotel rate in Moscow 2023, by segment
• Premium Statistic Glamping sites share in Russia 2023, by seasonality

Paid travel accommodation services value in Russia 2015-2022

Value of paid services provided by travel accommodation establishments in Russia from 2015 to 2022 (in billion Russian rubles)

Travel accommodation establishments in Russia 2023, by federal district

Number of collective accommodation establishments in Russia in 2023, by federal district

Total room area in travel accommodation in Russia 2013-2022

Total area of rooms in travel accommodation establishments in Russia from 2013 to 2022 (in 1,000 square meters)

Number of visitors in hotels in Russia 2010-2023

Number of visitors in hotels and similar accommodation establishments in Russia from 2010 to 2023 (in 1,000s)

Number of hotel visitors in Russia 2023, by travel purpose

Number of visitors in hotels and similar accommodation establishments in Russia in 2023, by purpose of travel (in 1,000s)

Overnight accommodation cost in Moscow monthly 2020-2023

Average cost of overnight accommodation in Moscow from May 2020 to September 2023 (in euros)

Hotel occupancy rate in Moscow 2023, by segment

Occupancy rate of quality hotels in Moscow from January to March 2023, by segment

Average daily hotel rate in Moscow 2023, by segment

Average daily rate (ADR) in hotels in Moscow from January to March 2023, by segment (in Russian rubles)

Glamping sites share in Russia 2023, by seasonality

Distribution of glamping sites in Russia as of June 2023, by seasonality

Travel behavior

• Premium Statistic Household expenditure on travel & recreation per capita in Russia 2014-2022
• Premium Statistic Reasons to not travel long-haul in Russia 2022
• Premium Statistic Intention to travel long-haul from Russia 2019-2022
• Premium Statistic Intention to travel to Europe in Russia 2019-2022
• Basic Statistic Summer vacation plans of Russians 2012-2023
• Premium Statistic Travel frequency for private purposes in Russia 2023
• Basic Statistic Average holiday spend per person in Russia 2011-2023
• Premium Statistic Attitudes towards traveling in Russia 2023
• Premium Statistic Travel product online bookings in Russia 2023
• Premium Statistic Internet use for travel booking in Russia 2014-2022

Household expenditure on travel & recreation per capita in Russia 2014-2022

Average household expenditure on travel and recreation per capita in Russia from 2014 to 2022 (in Russian rubles)

Reasons to not travel long-haul in Russia 2022

Main reasons for avoiding travel outside the Commonwealth of Independent States (CIS) in Russia from September to December 2022

Intention to travel long-haul from Russia 2019-2022

Index of intention to travel outside of the Commonwealth of Independent States (CIS) in Russia from January 2019 to December 2022 (in points)

Intention to travel to Europe in Russia 2019-2022

Index of intention to travel to Europe from Russia from January 2019 to December 2022 (in points)

Summer vacation plans of Russians 2012-2023

Where do you plan to spend your vacation this summer?

Travel frequency for private purposes in Russia 2023

Travel frequency for private purposes in Russia as of March 2023

Average holiday spend per person in Russia 2011-2023

How much money did you spend per person on holidays this summer? (in Russian rubles)

Attitudes towards traveling in Russia 2023

Attitudes towards traveling in Russia as of March 2023

Travel product online bookings in Russia 2023

Travel product online bookings in Russia as of March 2023

Internet use for travel booking in Russia 2014-2022

Share of online shoppers using the internet to order services related to travel booking in Russia from 2014 to 2022

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