Sports Tourism Market Size & Forecast Report - 2026 to 2030

The global sports tourism market size was valued at around USD 0.7 trillion in 2025 and projected to grow at a robust CAGR of around 17% during the forecast period from 2026 to 2030. The market is witnessing strong expansion, supported by the growing scale of international and domestic sporting events, rising participation in recreational and adventure sports, and increasing demand for experience-driven travel. The market growth is driven by higher disposable incomes, advanced sports infrastructure, and expanding sports leagues. North America dominates the sports tourism market, owing to the presence of major professional leagues such as the NFL, NBA, MLB, and NHL, frequent large-scale events, and high spending on sports-related travel. Meanwhile, Asia Pacific is the fastest-growing region, fueled by rising sports participation, government investments in sports infrastructure, and increasing international event hosting. The market is primarily led by active sports tourism, as travelers increasingly favor participation-based activities such as marathons, skiing, and adventure sports, reflecting a broader shift toward immersive and lifestyle-oriented travel experiences.

Market Insights:

• Global sports tourism market valued at ~USD 0.7 trillion in 2025 and expected to grow at a CAGR of ~17% (2026–2030).
• North America dominates the market; Asia Pacific is the fastest-growing region.
• Football / Soccer is the largest segment by sports type.
• Active sports tourism leads over passive tourism in revenue and growth.
• Mega sporting events drive major travel influx and tourism revenue.
• Rising health, wellness, and experiential travel trends boost active participation.
• Technological integration (AI, AR/VR, digital ticketing) enhances fan engagement.
• Sustainability and eco-friendly practices increasingly influence travel choices.
• Major players: TUI Group, Thomas Cook, Expedia, Booking Holdings, BAC Sport, Gullivers Sports Travel, QuintEvents, Fanatic Sports.
• Strategic partnerships and collaborations among travel agencies, event organizers, and leagues are shaping growth.
• Active tourism offers longer stays and higher per-capita spending than passive tourism.
• Digital platforms and mobile apps are crucial for booking, personalization, and global outreach.

Market Snapshot:

Key Drivers Accelerating the Sports Tourism Market Growth:

The sports tourism market is being driven by evolving consumer preferences that blend travel with immersive experiences and active lifestyles. A surge in international, regional, and amateur sporting events—from major global tournaments to niche adventure races—is generating significant travel demand, as spectators and participants alike plan trips around these gatherings. Enhanced digital platforms and mobile apps make trip planning more accessible and personalized, while rising disposable incomes and lifestyle spending mean travelers are willing to invest more in travel tied to sports experiences. Furthermore, the growing popularity of active sports tourism, such as marathons, cycling tours, and outdoor adventure events, taps into the broader trend of health-oriented experiential travel, making sports events a core motivator for tourism decisions. According to recent research by GSIQ, the number of people identifying as sports tourists could grow by as much as 63% in the coming years, highlighting immense future engagement and demand across global markets.

Technology and strategic industry initiatives are also key accelerators of sports tourism growth. Innovations in fan engagement tools, augmented and virtual reality, AI-enhanced experiences, and seamless e-ticketing are reshaping how travelers experience sports events and destinations, elevating both live attendance and digital interaction. Sports tourism is also benefiting from industry collaborations and focused events that spotlight innovation and business models for the sector; for example, FITUR Sports 2026 in Madrid will emphasize innovation, sustainability, and new business frameworks in sports tourism, underscoring how the industry is evolving toward more sustainable and technologically advanced travel offerings. These factors, combined with supportive policies by tourism boards and public-private initiatives to attract sporting events, are strengthening the economic impact of sports tourism and creating broader opportunities for destinations worldwide.

Industry Trends Fueling the Sports Tourism Market Growth:

One of the most prominent trends shaping the sports tourism market is the rise of immersive, experience-driven travel, where visitors increasingly seek not just event attendance but meaningful engagement with sports culture and activities. Travelers are combining sports participation—such as marathons, triathlons, and adventure sports—with sightseeing, local cuisine experiences, and wellness offerings, reflecting a broader shift toward holistic, personalised travel experiences that merge physical activity with leisure and exploration. Providers and destinations are responding by curating multi-day packages that blend competition, training opportunities, cultural immersion, and health-focused amenities, making sports tourism appealing across diverse age groups and interests.

Technology integration is another powerful trend transforming the sports tourism landscape. Digital platforms are enhancing pre-trip planning, ticketing, and on-site experiences through features like AI-powered travel itineraries, dynamic ticket-travel bundles, and AR/VR fan engagement tools that bring fans closer to the action both physically and virtually. Mobile apps now offer real-time event updates, behind-the-scenes content, and interactive experiences, while blockchain-based solutions improve secure ticketing and access. This technological evolution not only simplifies logistics but also broadens the appeal of sports tourism, attracting tech-savvy travellers who value seamless, connected experiences.

A third major trend is the growing emphasis on sustainability and responsible tourism within sports travel. Eco-friendly practices—such as carbon-neutral event operations, sustainable transportation options, and green certifications for stadiums and venues—are becoming key differentiators for destinations aiming to attract environmentally conscious travellers. Additionally, wellness and adventure elements, including yoga and outdoor activities, are increasingly integrated into sports tourism offerings, reflecting rising demand for travel that nurtures both physical and mental well-being. This emphasis on sustainability and wellness not only aligns with broader global tourism priorities but also enhances destination appeal by connecting sports experiences with environmental stewardship and community support.

Future Opportunities Reshaping the Sports Tourism Market’s Evolution:

The expanding scale of sporting events worldwide presents a major opportunity for stakeholders across the sports tourism ecosystem. With events such as the 2026 Commonwealth Games in Glasgow attracting athletes, support teams, and fans from around the world, destinations that host major multi-sport competitions stand to benefit from substantial increases in inbound travel, hotel occupancy, and local spending, boosting long-term tourism appeal beyond the event itself. Additionally, research shows the global sports tourism market is expected to add hundreds of billions in growth between 2025 and 2029, driven by an increasing number of sports events and rising participation in both spectator-based and participatory travel, presenting opportunities for tour operators, accommodation providers, and event organizers to develop tailored packages and services to capture this expanding audience. For travel platforms and hospitality brands, the trend of bundling dynamic ticket-travel packages and personalized itineraries using AI can further unlock traveler convenience and loyalty, helping convert casual fans into repeat sports tourists.

Another compelling opportunity lies in youth, amateur, and grassroots sports tourism, which is increasingly driving travel and spending. Growth in youth and amateur tournaments—evidenced by the significant economic impact of events recognized for their contribution to local economies—highlights how non-elite competitions can become powerful engines of regional tourism and business growth. Moreover, emerging initiatives that combine sports with cultural and social engagement, such as community-based football scouting roadshows in Andhra Pradesh aimed at developing talent while promoting tourism heritage, illustrate how public-private collaborations can deepen community involvement and generate broader travel interest. These trends encourage destinations and market participants to innovate beyond traditional event tourism—by integrating sports with education, culture, and sustainability—to attract diverse traveler segments and build year-round tourism value.

Sports Tourism Market Restraining Factors:

The sports tourism market faces several restraining factors that can limit its growth despite strong demand fundamentals. High travel and accommodation costs, particularly around major international sporting events, often restrict participation to higher-income travelers and reduce accessibility for mass audiences. The market is also sensitive to economic slowdowns, geopolitical tensions, and currency fluctuations, which can quickly impact discretionary spending on leisure travel. In addition, infrastructure constraints in emerging destinations—such as limited stadium capacity, transport connectivity, and hospitality facilities—can hinder their ability to host large-scale events efficiently. Regulatory challenges, including visa restrictions, safety regulations, and crowd-management compliance, further add to operational complexity and costs for organizers and travelers alike. Moreover, increasing concerns around environmental impact and overcrowding at major events are prompting stricter sustainability norms, which, while necessary, can increase costs and slow project approvals, collectively acting as key restraints on the overall expansion of the sports tourism market.

Market Segments Insights:

By Sports Type: The Football/soccer Segment Dominated the Global Sports Tourism Market in 2025

The global sports tourism market is bifurcated into sports type, tourism type, event type, age group, tourist type, and geography. On the basis of sports type, the football / soccer segment is the dominant segment in the global market, owing to its unparalleled global reach, massive fan base, and continuous calendar of high-profile international and domestic events. Mega tournaments such as the FIFA World Cup, UEFA European Championship, Copa América, along with elite club competitions like the UEFA Champions League, English Premier League, La Liga, and Bundesliga, consistently attract millions of international travelers. Football tourism is not limited to match attendance alone; it extends to stadium tours, fan festivals, training camps, club museums, and supporter travel packages, which collectively generate sustained tourism revenue throughout the year rather than being concentrated around single events.

Additionally, football’s dominance is reinforced by its strong presence across both developed and emerging economies, making it a truly global driver of sports-related travel. Unlike niche or premium sports, football appeals to a broad demographic, enabling higher spectator volumes and repeat travel behavior. Governments and tourism boards frequently leverage football events to boost destination branding, infrastructure development, and long-term visitor inflows, particularly in North America, Europe, Asia Pacific, and the Middle East. The sport’s ability to combine mass participation, emotional fan engagement, and commercial scalability positions football/soccer as the largest and most influential sports type within the sports tourism market, maintaining its leadership well into the forecast period.

By Tourism Type: The Active Sports Tourism Sub-category Holds the Largest Share of Global Sports Tourism Market

On the basis of tourism type, the global sports tourism market is further segmented into active sports tourism and passive sports tourism. The active sports tourism segment dominated the global market in 2025, driven by the strong shift in traveler preferences toward participation-based and experience-led travel. Unlike passive tourism, where travel is limited to event dates, active sports tourism encourages longer stays and repeat visits as travelers engage in activities such as marathons, cycling tours, skiing, trekking, golf vacations, and adventure sports. This segment benefits from the global rise in health consciousness, fitness lifestyles, and wellness tourism, particularly among millennials and working professionals who combine leisure travel with personal achievement and physical well-being. As a result, active participants typically generate higher overall spending on accommodation, training programs, equipment, and local services, strengthening the segment’s revenue dominance.

Moreover, active sports tourism offers greater scalability and year-round demand compared to passive sports tourism, which is often dependent on fixed event calendars. Destinations can host amateur competitions, training camps, and recreational sporting activities across multiple seasons, reducing revenue volatility and attracting diverse traveler groups. Governments and tourism boards increasingly promote active sports tourism as a sustainable and inclusive growth model, as it distributes tourism benefits more evenly across regions and local communities. This flexibility, combined with rising global participation in recreational and endurance sports, firmly positions active sports tourism as the leading and most resilient segment within the sports tourism market.

The sports tourism market research report presents the analysis of each segment from 2020 to 2030 considering 2025 as the base year for the research. The compounded annual growth rate (CAGR) for each respective segment is calculated for the forecast period from 2026 to 2030.

Global Sports Tourism Market Segmentation:

By Sports Type:

• Spray-tray Type Deaeration
• Spray Type Deaeration
• Vacuum Type Deaeration

By Tourism Type:

• Oxygen Removal
• Water Heating
• Aroma & Flavor Retention
• Others

By Event Type:

• Food
• Beverage
• Beauty and Cosmetics
• Healthcare
• Chemicals
• Consumer Goods
• Others

By Age Group:

• 25–44 Years
• Below 25 Years
• Above 45 Years

By Tourist Type:

• Domestic Sports Tourism
• International Sports Tourism

By Region:

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East & Africa

Regional Analysis: North America Leading the Global Sports Tourism Market

As of 2025, North America is the dominant region in the global sports tourism market, supported by its highly developed sports ecosystem, strong consumer spending power, and concentration of world-leading professional leagues. The region hosts some of the most commercially successful sporting organizations, including the NFL, NBA, MLB, NHL, MLS, and NASCAR, which attract millions of domestic and international travelers annually. Regular seasons, playoffs, and mega-events such as the Super Bowl, NBA Finals, US Open (tennis), Masters Tournament (golf), and Formula 1 races create a continuous flow of sports-driven travel rather than one-time tourism spikes. Advanced transportation networks, premium stadium infrastructure, and a mature hospitality industry further reinforce North America’s leadership position.

In addition, North America benefits from a strong culture of both active and passive sports tourism, giving it a broader and more resilient demand base. Large-scale marathons, endurance races, ski tourism, golf tourism, and youth and amateur sports tournaments significantly boost year-round travel, especially in the United States and Canada. Government and private sector investments in sports infrastructure, destination marketing, and upcoming global events—such as the 2026 FIFA World Cup hosted by the U.S., Canada, and Mexico—are expected to further strengthen the region’s dominance. This combination of recurring elite events, high per-capita spending, and diversified sports participation firmly establishes North America as the leading region in the sports tourism market.

Competitive Landscape:

The sports tourism market is highly competitive and fragmented, comprising both specialized sports travel providers and large global travel companies offering sports-centric packages and experiences. Key specialist players include BAC Sport, Gullivers Sports Travel Ltd., Inspiresport, XL Sports Tours, Navigo Sports, Dream Team Sports Tour, and Australian Sports Tours, which focus on curated event-based and participatory travel packages for major sporting events and fan experiences. These companies differentiate themselves through tailored itineraries, VIP access, and sport-specific expertise, targeting both passionate fans and niche traveler segments.

Alongside niche operators, several global travel and hospitality giants significantly influence the competitive landscape by integrating sports tourism offerings into broader travel services. Major names such as Expedia Group, Booking Holdings Inc., TUI Group, Thomas Cook Group, and Ctrip (Trip.com Group) leverage their extensive distribution networks, digital platforms, and consumer reach to provide comprehensive sports travel packages that bundle flights, hotels, event tickets, and local experiences. These players often use technology investments, partnerships with leagues and event organizers, and advanced digital booking capabilities to attract mainstream travelers and compete with specialized providers.

Competitive Dynamics & Strategies

Competition in the sector is driven by product differentiation, technological innovation, and strategic partnerships. Specialist providers like BAC Sport and Gullivers Sports Travel emphasize exclusive access and high-value experiences (e.g., VIP hospitality at the FIFA World Cup and Olympics) to build brand loyalty and justify premium pricing. Meanwhile, travel giants focus on scalability, convenience, and digital engagement, offering sports tourism as part of larger travel ecosystems and personalizing customer interactions through mobile apps, AI-driven recommendations, and seamless booking flows.

Strategic collaborations and sponsorships are also common—for example, TUI Group’s sponsorship of major sporting events extends its brand presence in the sports tourism niche. Additionally, there’s growing emphasis on sustainability and eco-friendly travel options, with several players launching packages that align with responsible tourism trends to attract environmentally conscious travelers. These competitive tactics collectively shape a dynamic marketplace where experience quality, technological integration, and global reach are key determinants of success.

Companies are exploring markets by expansion, new investment, the introduction of new services, and collaboration as their preferred strategies. Players are exploring new geography through expansion and acquisition to gain a competitive advantage through joint synergy. Key players operating in the global sports tourism market are Alfa Laval, Cornell Machine Co., Fulton Thermal Corporation, Inc., GEA Group, and Indeck Power Equipment Company.

Key Companies:

• TUI Group
• Thomas Cook Group
• Expedia Group
• Booking Holdings Inc.
• Sports Travel & Hospitality Group (STH Group)
• Gullivers Sports Travel Ltd.
• BAC Sport Limited
• QuintEvents LLC
• Sports Tours International
• PrimeSport
• Navigo Sports
• Others

Key Questions Answered by Sports Tourism Market Report

• Global sports tourism market forecasts from 2026-2030
• Regional market forecasts from 2026-2030 covering Asia-Pacific, North America, Europe, Middle East & Africa, and Latin America
• Country-level forecasts from 2026-2030 covering 15 major countries from the regions as mentioned above
• Sports tourism submarket forecasts from 2026-2030 covering the market by sports type, tourism type, event type, age group, tourist type, and geography
• Various industry models such as SWOT analysis, Value Chain Analysis about the market
• Analysis of the key factors driving and restraining the growth of the global, regional, and country-level markets from 2026-2030
• Competitive Landscape and market positioning of top 10 players operating in the market