Sports Tourism Market Analysis

Sports Tourism Market Analysis

Based on tourism, the market is divided into active, passive, and nostalgia. In 2023, the passive segment accounted for a market share of around 55%. Passive tourism is on the rise, with travelers increasingly opting for leisurely spectating experiences overactive participation. This trend reflects a growing interest in relaxed enjoyment of sports events and cultural immersion, augmenting the demand for spectator-friendly destinations and experiences.
 

For instance, in January 2023, Saudi Arabia launched investment funds focused on sports & entertainment events. The Public Investment Fund (PIF) formed SRJ Sports Investments, which aims to accelerate the growth of the sports sector in Saudi Arabia. By enhancing the sports sector's infrastructure and offerings, such investments create more diverse & attractive opportunities for leisurely spectating experiences, catering to the preferences of passive sports tourists.
 

Based on the sales channel, the sports tourism market is categorized into online booking platforms, direct bookings, travel agencies, social media platforms, and others. In 2023, the online booking platforms segment accounted for a business share of 43% and is projected to grow by 2032. The sports tourism market is witnessing a surge in the demand for online booking platforms. With seamless accessibility and comprehensive offerings, these platforms empower travelers to easily plan and customize their sports-related vacations, increasing convenience and enhancing the overall booking experience.
 

For instance, in November 2023, at the World Travel Market (WTM) London, MyTicketPro unveiled a reliable sports ticketing platform designed specifically for the tourism industry. This platform provides a reliable solution for travel professionals to access verified live ticket inventory for sports events. This enhances convenience and reliability, catering to the growing demand for seamless online booking experiences in sports tourism.
 

Europe dominated the sports tourism market with a major share of over 40% in 2023. Europe is witnessing a surge in multi-sport vacations, blending cultural exploration with active experiences such as hiking, cycling, and skiing. Travelers seek immersive adventures, driving demand for destinations offering diverse sporting activities amid scenic landscapes and historical sites.
 

For instance, in December 2023, LaLiga, the professional football league in Spain, partnered with Turespaña, the Spanish Tourism Board, to promote Spanish tourism through football. Through this collaboration, visitors are encouraged to explore Spain for its football matches as well as its rich cultural heritage, diverse landscapes, and various recreational activities. This initiative enhances the overall appeal of Spain as a destination for sports tourism, catering to travelers seeking immersive experiences beyond attending football matches.