where is sports tourism most popular

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What it is : Sports tourism is a type of tourism activity which refers to the travel experience of the tourist who either observes as a spectator or actively participates in a sporting event generally involving commercial and non-commercial activities of a competitive nature.

Why it Matters : 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.

Sports Tourism Events

1 st World Sports Tourism Congress

2 nd World Sports Tourism Congress

UN Tourism International Conference on Tourism and Sports

UN Tourism / South Africa International Summit on Tourism, Sport and Mega-events

UPCOMING SPORTS TOURISM EVENTS

3 rd World Sports Tourism Congress (more information coming soon)

UN TOURISM PUBLICATIONS ON SPORTS TOURISM

Sport & Tourism

Sport and Tourism are two driving forces for the promotion and sustainable economic development of tourism destinations. To better understand the links between tourism and sport and to increase the awareness of the benefits of their joint contributions, UN Tourism and the International Olympic Committee (IOC) jointly organized the First World Conference on Sport and Tourism in Barcelona on 22-23 February 2001. This publication contains the studies prepared for the Conference as well as the speeches delivered there.

Sport Tourism and the Sustainable Development Goals (SDGs)

Tourism can contribute to sustainable development and the achievement of the 17 Sustainable Development Goals (SDGs). This overview illustrates how sport tourism can contribute to the SDGs and what needs to be considered when developing sport tourism to ensure its contribution to sustainable development. The comparative strength of sport tourism lies in: Engagement in physical activities; Opportunities for interactions; and High development potential almost anywhere. Thanks to these characteristics, sport tourism can play an important role in achieving various SDGs if developed with consideration.

Maximizing the Benefits of Mega Events for Tourism Development

A mega event benefits a host destination in terms of attracting visitors to the event and drawing global attention to the destination. However, in addition to such short-term benefits, it can be a catalyst for longer-term tourism development in various aspects from economic to social. This publication on Maximizing the Benefits of Mega Events for Tourism Development provides practical references on what a host destination can do to fully leverage the event opportunity for tourism development with a variety of illustrative cases. Although the report refers to insights from mega events, the practical references can be applied to any scale of events in any destination.

Walking Tourism – Promoting Regional Development

Walking tourism is now one of the most popular ways to experience a destination. It allows tourists to better engage with local people, nature and culture. It also meets the growing demand of travellers of outdoor activities in general, including when they travel. Walking tourism can be developed anywhere as a sustainable tourism offer with a relatively small investment. It can bring about social and economic benefits to residents and communities if properly developed and managed. This report showcases various successful examples of walking tourism and aims to serve as a practical reference for destinations with a focus on the role of walking tourism in regional development.

Sports Tourism in Latin America

Tourism and sport are key cultural elements of today’s world and have significant impact on modern society and international tourism. With this in mind, the WTO has carried out a new study aimed at providing a more complete analysis of the role that sports tourism and sports in general among the products offered in Latin America by European tour operators and tourism websites.

Sport and Tourism – Introductory Report

Sport and Tourism have a major socio-economic impact, appreciated in most civilian societies and increasingly recognized by governments. This is one of the many conclusions of this report which was prepared for the First World Conference on Sport and Tourism jointly organized by the International Olympic Committee (IOC) and WTO.After developing a theoretical framework for the system of Sport and Tourism and analysing the future trends of sport and sports tourism this report looks at the different socio-economic impacts of sport and tourism and how they can be managed best.

Sport Activities during the Outbound Holidays of the Germans, the Dutch & the French

The World Tourism Organization (WTO) and the International Olympic Committee (IOC) prepared this study on the level and characteristics of the sport activities engaged in during holidays abroad. Germany, the Netherlands and France were chosen for this study. These countries ranked among the leaders in terms of international tourism expenditure in 1999. Even though this study does not cover all the major generating markets, we are sure that it gives a clear picture of the importance of sport activities in tourism, and it makes many suggestions. This study also deals with many practical aspects, e.g.: length of stay, expenditure, seasonal demand, booking patterns, accommodation, and consumer profiles such as gender, age, social status, and area of residence.

What is sports tourism and why it is so big?

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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?

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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.

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State of the Industry Report for the $91.8 Billion Sport Tourism Industry

Contact: Jackie Reau Game Day (513) 708-5822 [email protected]

Note to media: To request a full report or to email Al Kidd, President & CEO of Sports ETA, please contact Jackie Reau.

Sports ETA releases its “State of the Industry” Report  for the $91.8 Billion Sport Tourism Industry

FORT WORTH, TEXAS (May 3, 2022) – Sports ETA, the only trade association for the sports events and tourism industry, released its annual State of the Industry Report for 2021 resulting in the sports tourism sector’s direct spending impact of $39.7 billion which generated a total economic impact of $91.8 billion, supporting 635,000 full-time and part-time jobs and generating $12.9 billion in taxes.

The association’s last research report, “2019 State of the Sports Tourism Industry Report in America presented by the Sports Events and Tourism Association in partnership with the Northstar Meetings Group” was released in 2020 to benchmark 2019, and concluded that U.S. sports-related travelers, event organizers and venues spent a total of $45.1 billion in 2019, an increase of over five percent from the previous year. Those travelers generated $103.3 billion in direct, indirect and induced business sales.

The study was led by Dr. Jennifer Stoll, who leads research efforts for Sports ETA, in partnership with Northstar Meetings Group, the leading multi-platform brand for dedicated meeting and business planners and sports event organizers, and the presenting sponsor of the association’s “Annual State of the Industry” research report.

The analysis draws on the following data sources to quantify sports tourism, which includes adult and youth amateur events and collegiate tournaments (The economic impact analyses conducted within the report exclude professional sports and collegiate regular-season games.):

• Sports ETA: destination membership survey data
• Longwoods International: traveler survey data, including spending and visitor profile characteristics for sports tourism nationwide
• Bureau of Economic Analysis and Bureau of Labor Statistics: employment and wage data, by industry
• Bureau of Transportation Statistics: U.S. domestic average itinerary fares
• U.S. Travel Association: domestic travel data
• STR: lodging data
• Sports attendance data

“Our annual State of the Industry report shows that the sport tourism industry has an economic impact of $91.8 Billion supporting 635,000 jobs in our member communities across America,” said Al Kidd , President & CEO of Sports ETA.

Additional major findings in the 2021 State of the Industry Report include:

• In 2020, the COVID-19 pandemic cancelled or delayed sports events across the country and those events that took place had fewer spectators per participant. Ultimately, the number of sports travelers decreased 46.5% year-over-year to 96 million in 2020. The sector rebounded quickly in 2021 increasing 82.0% year-over-year. The 175 million sports travelers in 2021 was only 2.6% lower than the high-water mark established in 2019.
• Sports travelers, event organizers, and venues spent $9.7 billion on transportation, $8.4 billion on lodging, and $7.5 billion on food and beverages. Recreation, retail, and tournament operations rounded out spending, registering $5.3 billion, $5.0 billion, and $3.7 billion, respectively. The lodging sector accounted for 21% of all sports-related travel spending. In 2021, sports-related travel generated 66.5 million room nights, which is an important factor given that hotel taxes are a primary funding source for many entities.

View the 2021 State of the Industry Report .

About Sports ETA:

As the only trade association for the sports events and tourism industry, Sports ETA is the most trusted resource for sports commissions, destination marketing organizations (DMOs), and sports event owners. Sports ETA is committed to the success of more than 600 member organizations and 2,500 sports event professionals. We promise to deliver quality education, ample networking opportunities and exceptional event management and marketing know-how to our members and to protect the integrity of the sports events and tourism industry.  For more information, visit  SportsETA.org .

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United States Sports Tourism Market

Analysis of the United States Sports Tourism Market by Sports Event Tourism, Nostalgia Sports Tourism, Active Sports Tourism, and Passive Sports Tourism

The Winning Play- The United States Sports Tourism Drives Economic Growth and Community Development. FMI Discovers Market Trends.

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The United States Sports Tourism Market Outlook (2023 to 2033)

Demand for sports tourism in the United States is expected to grow at a rapid 13.9% CAGR between 2023 and 2033. The amount of sports tourism in the United States is estimated to be US$ 50.42 billion in 2023, with a projected increase to US$ 185.317 billion by 2033.

The implementation of cutting-edge technology practices and the construction of massive sports stadiums, among other things, are predicted to boost demand for sports tourism in the United States.

The United States of America is considered one of the most popular sports tourist destinations. Even worldwide sports tourism data support this. According to market data, the United States sports tourism market accounts for around 10.5% of the global sports tourism market.

With the ability to host practically every type of sporting event, the United States is the best example of sports tourism. The reason for this is that not only is the area suitable for nearly any occasion, but the craftsmanship demonstrated by the event teams, combined with the appropriate use of technology, makes the entire event appear mind-boggling.

Sports tourism in the United States is quickly expanding in the context of the larger tourism business. It is currently one of the fastest-growing segments of the tourism business. This is projected to increase demand for sports tourism in the United States.

The United States Sports Tourism Market (From 2018 to 2022)

The United States Sports Tourism Market (From 2023 to 2033)

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Historical Comparison of the United States Sports Tourism Market between From 2018 to 2022 and From 2023 to 2033

The United States sports tourism market grew significantly between 2018 and 2022, with more domestic and foreign visitors attending sporting events nationwide. The market saw an increase in demand for tickets, lodging, and travel services, boosting local economies.

Football, basketball, baseball, and soccer drew enormous crowds, and cities hosted significant tournaments and finals. Because of the 2020 pandemic, numerous events were canceled or held without spectators, causing short drop-in sports tourism.

Looking ahead, the sports tourism business in the United States is expected to rebound and maintain its upward trend from 2023 to 2033. The reintroduction of major sporting events and the gradual relaxation of travel restrictions are likely to boost visitor numbers.

Technological advancements, such as virtual reality experiences and improved stadium facilities, may attract more sports tourists. The United States' strong sports culture and world-class sporting infrastructure will continue to position the country as a prominent destination for sports enthusiasts, adding to the market's long-term growth.

Factors Enabling Growth in the United States Sports Tourism Market

The Upward Trend of Sporting Events in America

An increase in athletic events is expected to benefit the tourism industry by drawing more tourists to sporting facilities, fueling demand for the United States sports tourism. This is primarily driven by sporting events such as the NFL and NBA.

Increasing Seating Capacity in United States’ Sports Venues

Large seating capacities increase ticket sales and income production since sports event venues can accommodate more sports tourists. Increased revenue from ticket sales and sports packages is likely to increase the popularity of sports tourism in the United States.

Several sports clubs and events attempt to increase seating capacity to welcome sports tourists. As a result, new competitions staged in existing stadiums are expected to generate beneficial revenue for players in the sports tourism business.

From Obscurity to the Spotlight: Lesser-known Sports Gain Traction in the THE UNITED STATES

Certain sports, such as cricket, are not particularly popular in the region, but investments are also being made to establish infrastructure for such sports. The Major Cricket League (MCL) is scheduled to get a huge US$ 120 million investment to build facilities in Philadelphia, New York, Miami, and San Francisco.

The Evolution of Technology

Due to technological advancements and widespread sports coverage, the demand for sports tourism in the United States is increasing. Live, and on-demand coverage is available everywhere.

The technology is also used in sports venues, where fans can observe the games in a larger format. Aside from that, athletes wear sensors, GPS is used to track the position in case the players commit a mistake, and various wearable technologies are utilized to avert accidents.

New online platforms have made checking in and handling the ticketing process easier and simpler, attracting a larger audience to sporting events.

This has fueled growth across E-Commerce websites and numerous social media handles, allowing fans to buy and sell tickets without going via ticketing services. As a result, the United States sports tourism market share is expected to increase rapidly between 2023 and 2033.

Everything from boots and outfits to helmets, pads, gloves, and sporting equipment is being updated with new high-tech and high-function features. Scoreboards are automated and linked to all global networks, and supporters can access wireless internet in stadiums. With such improvements, sports tourists are becoming more interested in traveling to see various sporting events, which is predicted to increase the adoption of sports tourism in the United States during the projection period.

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The Resilience of the United States Sports Tourism Market

Skyrocketing Ticket Prices Pose Challenges for the United States Sports Tourism

The high cost of tickets is one of the most significant difficulties linked with the sports tourism business in the United States. These tickets are only affordable to some, and people often hesitate to spend so much on an event that lasts only a few hours.

Seasonal Restrictions

Skiing and snowboarding, for example, are largely dependent on seasonal circumstances. While the United States provides various sports possibilities throughout the year, some places may be restricted due to weather conditions. This may impact the country's overall attractiveness as a sports tourism destination. Promoting alternate sports and events during off-peak seasons can help alleviate this problem.

Consumer Preferences Are Shifting

Sports tourists' interests and needs are continually changing. Visitors increasingly seek more engaging and experiential travel experiences, such as opportunities to engage with local communities, participate in sports activities, and attend sporting events. Adapting to these evolving preferences necessitates ongoing market research, innovation, and the provision of personalized experiences to diverse sectors of sports visitors.

Shifting Paradigms: Exploring Recent Trends in the United States Sports Tourism Industry

According to Future Market Insights, North America will be one of the most appealing markets during the forecast period. The United States accounted for approximately 85.5% of the North American sports tourism market in 2023 and is predicted to increase rapidly.

The demand for United States sports tourism is expected to increase for various reasons, including a desire to view live sporting events following the COVID outbreak. The United States is one of the largest organizers of international sporting events such as the World Cup, the Olympics, and other international tournaments.

Travel agencies and organizations are implementing clever business methods to attract customers and sports tourists to develop a stronger position in the sports tourism sector by offering enticing bargains, discounts, and a variety of other travel packages that visitors can't resist.

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Comparative View of Adjacent The United States Sports Tourism Market

The United States Sports Tourism Market:

The United States Sustainable Tourism market:

South Korea Tourism market:

Category – Wise Insights

Which kind of booking channel has the highest volume across the forecast period.

The THE UNITED STATES sports tourism market is dominated by the online booking segment.

Due to the popularity of tourism and how well it has performed over time, tickets to such events can now be purchased and made available through Internet platforms.

Since using an online booking or mobile application platform offers a direct, hassle-free digital transaction, instant tracking, and increased security, tourists choose to do so. Online booking has become more commonplace all around the world as a result of the ability of travelers to utilize the internet to research and compare information on travel destinations, lodging options, restaurants, and other factors.

Which Tourism Type Is Most Popular?

Active sports tourism is the most popular type of tourism in the united states sports tourism business..

Active sports tourism has the largest market share in terms of total market share. Growth can be ascribed to millennials and younger adults' increased fondness for online games, as they have already had enough exposure to them. Active sports, as the name implies, entail active real-time participation of players in the arena and are more entertaining than online games.

Which Sport is the Most Popular and Widely Watched In The United States?

Football is the most popular sport in the united states..

American football is the most watched spectator sport in the country. It is so popular that its championship tournament, the Super Bowl, is viewed by over half of all United States television homes and broadcast in over 150 countries worldwide.

People in America are not only watching football at home. In the United States, people flock to stadiums to watch games.

What Tour Type is Favoured by Sports Tourists in the United States?

Package travel will dominate the United States sports tourism sector between 2023 and 2033.

Tourists frequently choose package travel because tour companies provide numerous package travel tours, some of which can be customized. Whereas in package tours, the operators even deliver some things not included in other types, such as lodging, significant discounts on package tours, etc.

Which Market Sector is Predicted to Rule the United States Sports Tourism Market Based on Consumer Orientation?

The market share that belongs to men is supposed to be the leading.

The explanation is that there are currently more males than ever passionate about sports and willing to pay anything to see these events. The market share of the women's category has, however, also seen a dramatic increase. The cause is raising awareness and an increase in the number of working women compared to ten years ago. Therefore, in the upcoming years, the market can witness different figures.

Which Age Group is Predicted to Rule the United States Sports Tourism Market?

In the United States sports tourism market, the age group of 26 to 35 has a significant market share.

People in this age group are working and strongly desire to travel and see new locations. People in this age group are better able to use the information that is accessible because they have a greater understanding of the world around them.

Which tourist category holds the largest market share in the sports tourism industry in the United States?

The majority of the market for tourists of all types is made up of domestic travelers.

The explanation is that domestic travelers know more about a location's history and game schedules. Additionally, booking a ticket and traveling to the site are more reasonably priced for domestic than foreign visitors. Domestic tourists encounter this kind of seamlessness more frequently, contributing to their larger market share.

How can Manufacturers Scale their Businesses in the United States Sports Tourism Market?

• Offer unique and customizable sports tourism experiences to attract a diverse customer base.
• Invest in infrastructure and facilities to accommodate larger groups and events.
• Forge strategic partnerships with sports organizations and teams to expand market reach.
• Leverage digital marketing and social media to target sports enthusiasts and travelers.
• Provide exceptional customer service to build a strong reputation and encourage repeat business.
• Expand product offerings to include sports-related merchandise and memorabilia.
• Develop specialized packages and promotions targeting different sports niches.
• Establish strong distribution channels through collaborations with travel agencies and online platforms.

Competitive Landscape

The United States sports tourism market is defined by a select group of established players and emerging entrants. A lot of major United States sports tourism players are putting more emphasis on the expanding trend of sports tourism. The major United States sports tourism players are diversifying their services to maintain market share.

Leading players in the United States and foreign businesses there concentrate on growth and new opportunities to extend their companies throughout the US islands. They have essentially started a pricing war to offer all services at reduced prices.

Key the United States Sports Tourism Market Players

• Sports Travel and Tours
• Roadtrips.com
• Victory Sports Tours
• Sporta Tours
• St. Thomas Water Sports
• Alliance Sports Travel
• Florida First Sports
• Sports travel Inc.
• Doctor Gumbo Tours
• Omega World Travel

Novel Breakthroughs and Advancements

Key segments, by sports type:.

• Football/Soccer
• Motorsports

By Sports Tourism Type:

• Sports Event Tourism
• Nostalgia Sports Tourism
• Active Sports Tourism
• Passive Sports Tourism

By Consumer Orientation:

By booking channel:.

• Phone Booking
• Online Booking
• In-Person Booking

By Tourist Type:

• International

By Tour Type:

• Independent Traveler
• Package Traveler

By Age Group:

• 15-25 Years
• 26-35 Years
• 36-45 Years
• 46-55 Years
• 66-75 Years

Frequently Asked Questions

What is the united states sports tourism market size in 2023 .

The market is valued at US$ 50.4 billion in 2023. 

Who are the Key Market Players? 

Sports Travel and Tours, and Roadtrips.com are the key market players. 

How Big will the United States Sports Tourism Market?

The market is estimated to reach US$ 185.3 billion by 2033. 

What Drives the Market Growth? 

Rising seating capacity in the United States sports venues to fuel the market prospects. 

Which is the Key segment by Booking Channel? 

The online booking segment is likely to remain preferred through 2033. 

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Sports Tourism Trends for 2022 ‘The New World’

We have a secret …  sports saved the tourism industry’s bacon in 2020 and 2021.

Yes, COVID-19 knocked us all for a loop, but one great thing came from it. Most tourism leaders across the country finally realized the value sports brings to the collective table. We say most because, ironically, there are still some destinations that are talking about when leisure travel and the meetings industry will bounce back. The answer may be “never” but some are still holding out hope that the tourism industry will be back to normal in the near future.  We think that is very unlikely. Sports tourism will continue to drive the bus for our industry in 2022 and likely the years that follow.

For our seventh edition of the SPG trends article, we did a little something different this year.  We reached out to our entire Huddle Up Group team as well as a couple of key industry gatekeepers to compile this year’s list.

Without further ado, we offer you the top 10 trends we are closely following as we move into 2022.

• Downsizing – Nearly every CVB, sports commission, or event organization we work with cut their staff in 2020 and 2021. Most reduced their working teams by 40-60% during the peak of the pandemic. Some have slowly started hiring people back, however many have not. A good number of folks figured out they could run with a leaner ship and are going to see if that is sustainable as things ramp back up.
• Alignment – In times of crisis, communication becomes more important. This was certainly true of the sports tourism industry over the past 20 months. The pandemic forced tourism driven organizations to fight for declining resources, which means they had to be able to effectively message their mission and impact and how that aligns with the community they represent. This forced alignment should bear fruit in the future as communication lines are more open now than in years past.
• Vulnerability – Many of the CEOs we have spoken to recently talked about the limited control they had over their funding sources. Most of the resources spent in our industry are discretionary. If nobody travels and bed taxes are not collected, tourism agencies suffer financially. If parents get furloughed, there is no money to spend on travel sports, including annual membership dues to NGBs. If events are cancelled, there are no registration fees collected and event owners lose a primary revenue source. It’s a vicious circle that leaves organizations at financial risk. The goal is to diversify revenue streams as much as possible so your organization is not vulnerable if one financial channel shuts down.
• Accountability – Resources are more limited today than in prior years. Given that we have to try to do more with less, the microscope is now on every transaction that is made. Every dollar has to have a good result and those that are tasked with governing our organizations are paying a lot more attention to how money is spent. Transparent organizations have a process for why decisions are made and document every move.
• Choices – Today, our industry has an unprecedented number of resources available to leverage in an effort to drive our organizations forward. There are more conferences, events owners, digital tools, certifications, and (of course) consultants that sports organizations can use in an effort to grow their impact. The key is choosing the right tools to engage with and work through that will drive the highest and most efficient return on investment. Going back to the previous item on accountability, industry leaders have to be sure and measure the results of every investment to preserve the integrity of their organizations.
• Focus – We can all agree the pandemic has changed the way we all do business. This would include adjusting the approach on what events we look to partner on, whether you are an event owner or a destination. It’s more important today to “right size” the events you seek to host or produce to generate maximum impact. This can include how we market the event, when it takes place on the calendar, and even if we limit capacity to create scarcity in the marketplace.
• Development Mentality – Destinations have been forced to become more of a creator than a responder. We work with many CVBs and sports commissions to help build a culture of “” These organizations are now leading efforts to develop physical products (new venues), develop new events, develop human capital (staff and board), and to develop relationships (with local sporting clubs and regional/national event owners). Today, tourism leaders are proving to be more proactive than reactive. They are seeking to create vehicles to push their sports tourism agenda forward. Develop your pathway or leave it to others to potentially choose your fate for you.
• Remote Control – This one is a carryover from last year’s list. Working remotely is not just a trend that industry was forced to adopt due to the pandemic. It is here to stay. If anything is the “new normal” this is it. Given that the generations entering the workforce today largely prefer flexibility, remote work teams were likely going to take over the business world anyway. COVID-19 just sped up the process. Some organizations we work with have decided to keep the remote work team in place, and a few in the extreme have decided to not renew their office leases.
• Silent Sports – Several outdoor sports have seen massive spikes in participation the past two years. Golf, canoe/kayak, and fishing (among others) all offer opportunities for those destinations that seek them. These “silent sports” have become a cornerstone for business development with many CVBs across the country.
• DMO vs. CVB – We have seen more CVBs transition to a bigger vision for their destinations. Numerous tourism bureaus are moving towards a destination marketing organization (or DMO) mission. The difference between the two is subtle but its important. DMOs are responsible for branding and marketing their destination beyond working to attract visitors as a primary mission. DMOs have a lot of verticals to contemplate and manage. Yes, tourism is one, but just one of many things a DMO blends into a community-wide strategy to put their destinations in the best light. We believe this trend is a good one in that DMOs typically have a broader stakeholder audience than CVBs might have, as the DMO works on promotional elements that would appeal to markets beyond tourism. These additional audiences could include the area’s business climate, economic development, politics, arts and culture, and the like.  By transitioning to a DMO, tourism suddenly has a more important and integrated seat at the larger table in these destinations.

While the past two years have been a rollercoaster, a lot of good has and will come from what we have all been through. Those that accept the challenges of the past and build from them rather than focus on them have a bright future ahead.

Good luck to all in 2022.

Yours in Sport,

About the author: Jon Schmieder is the Founder of the Huddle Up Group LLC, a sports industry consulting company led by award winning executives.  Schmieder has 25 years of experience in leading sports tourism and events organizations through strategic growth and increased community collaboration.  The Huddle Up Group has worked with more than 250 sports organizations and destinations on over 150 strategic projects.  In 2017 the Huddle Up Group was given the Superior Service Award, the highest honor a consulting firm can earn from the National Association of Sports Commissions.  We can be reached at [email protected] or 602.369.6955.  To receive the weekly “Monday Huddle Up” visit www.HuddleUpGroup.com or sign up at www.tinyletter.com/JonSchmieder .

© Huddle Up Group, 2021

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8 big sports tourism trends for 2023.

The sports tourism industry continues to trend up. We look at the forces behind the trends.

Tim Morgan, chief sports officer at the Chattanooga Sports Commission , says the fiber optic-powered destination didn’t experience a dip from 2020 to 2022 in hosting sporting events. On the other hand, Greg Fante , the newly minted CEO of the Louisville Sports Commission , acknowledges his hometown’s numbers aren’t back to pre-pandemic levels. Such is the uneven nature of the sports tourism industry’s recovery from COVID-19.

Predicting the future is unknown, but it appears safe to say the worst of the pandemic is over. Arenas and stadiums across the country are full again. Generally speaking, Americans are back to many of their old routines. The expectation is 2023 will be the closest to the ways things were, albeit with a few twists. 

“We have seen an upward trend in event participation for our sport by around 10% to 20%,” reports Connor Shane, director of national events at USA Racquetball . “Our regional events are coming back online in full force this year after almost three years of seeing obstacles from COVID-19.”

What that means for sports tourism is a level playing field. Destinations are open for business and events are returning. The fact some of the industry’s most prominent leaders were in Qatar for the World Cup, prepping for this country’s turn in 2026, is a sign of how far we’ve come back.

The fact that it appears 2023 is the end of the tunnel the industry has been waiting for makes it a particularly pivotal year. Yes, travel sports appear to be back, but this is also a time to incorporate changes beyond the playing field. Time doesn’t stand still, and forward-thinking sports event professionals are looking for new opportunities to connect in meaningful ways with participants, parents and spectators.

Health and safety will always be a concern in sports, but perhaps the greater hurdle going forward are concerning economic headwinds. Finding coaches, refs and other staff necessary to keep tournaments running smoothly is not as easy as it used to be. Parents have proved they will put their children’s activities first, but they could face tough choices as inflation continues to raise prices.

Fante, a fourth-generation Louisvillian, stayed close to home professionals because of the positive impacts events have on his community.

“Sports matter because they promote active lifestyles, encourage personal growth and development, and create a sense of community,” he says. Or more succinctly, “Sports bring together,” he adds.

His comments come at an inflexion point for society, which appears split on many cultural issues. Sports has always been at the forefront of change and this era will not be different.

Here, we explore the trends sure to affect sports tourism in 2023 (and beyond) and how the industry is adapting to the needs of its base.

Good luck finding a hotter topic, especially given how far-ranging DEI initiatives have come in recent years. Last year, US Quidditch and Major League Quidditch teamed up to rebrand their sport to Quadball in an effort to distance themselves from Harry Potter author J.K. Rowling’s controversial comments about transsexuals. Questions about LGBTQ athletes participating in certain competitions are now political.

USA Fencing CEO Phil Andrews took the extraordinary step to share this LinkedIn post as the NGB’s response to human rights issues: “Beginning with the 2023-24 national tournament season and beyond, we'll give preference when selecting host cities for national tournaments to states without laws that harm members of LGBTQ communities as well as states that do not have laws undermining the reproductive health of women.”

Fante describes Louisville’s current inclusion efforts as “intentional,” a term many organizations would likely say about their initiatives. In the case of the Louisville Sports Commission, key actions include adding a specific diversity statement to its mission overview. More tangibly, a partnership with the city’s Urban League led to a top-of-the-line indoor track built at the Norton Healthcare Sports & Learning Center , located mere blocks from where Muhammad Ali grew up—a traditionally underserved neighborhood.

“ Fencing the Gap ” is a new campaign USA Fencing implemented to extend its outreach to BIPOC (Black, Indigenous and people of color) youth, youth girls and youth with disabilities. Grants and scholarships ease financial burdens for athletes, coaches and clubs.

On the supplier side, the Greater Columbus Sports Commission launched its Diversity Apprenticeship Program to provide hands-on experience to people of color in the travel industry in hopes of encouraging a broader group of future professionals. “I’m really proud of this hospitality initiative in our community,” says Greater Columbus Sports Commission CEO Linda Logan, a trailblazer for women in sports tourism.

While it’s far harder to recreate sports events on a virtual platform than corporate meetings, the 2020 digital revolution opened new doors.

As “Gig City,” Chattanooga has been ahead of the game in this regard. The Tennessee destination was the first city in the Western Hemisphere to offer 1 gigabit-per-second fiber internet service to all of its residents and businesses in 2010 (it’s up to 25 gigabits-per-second service now). Morgan says this makes the area a natural for esports because of the bandwidth required for large-scale gaming events. 

Its reputation for technical know-how expands with geofencing advertising employed for state championships, notes Morgan. Investments have also been made in the form of a state-of-the-art Jumbotron at Finley Stadium , home of the University of Tennessee at Chattanooga football team and Chattanooga FC, a professional Division 3 soccer team, as well as many youth sports events.

Despite the return of fans to the stands, livestreaming is as popular as ever. NFHS Network Vice President Mark Koski says out-of-state family members and friends make up much of the millions of viewers catching high school games online. Statistics show most of the audience watches in real time even though on-demand is available, a sign of how involved the viewers are in the action. NFHS is more than halfway to its goal of providing streaming capabilities to all of the country’s 19,500 high schools. The holdup appears to be athletic directors who remain afraid the high-tech option takes away from ticket sales that act as fundraisers.

Koski’s job is to educate using an impressive list of stats that their fears are unfounded. “It truly is for those who can’t make it to the games,” he says.

EMERGING SPORTS

By this time next year, pickleball may be disqualified from the list of trending sports. In many regards, it has hit the big time. Tom Brady, LeBron James and Kim Clijsters are among professional athletes investing in teams. Pickleball events are a big deal in cities ranging from Atlantic City to Kissimmee, Florida, to Columbus, Ohio . Pickle & Chill in Columbus is among a growing number of specific pickleball facilities. Gulf Shores | Orange Beach Sports & Events in Alabama partnered to build a 12-court lighted pickleball facility at the Gulf Shores Sportsplex

Morgan sees plenty of pickleball in Chattanooga, too, but adds badminton and gravel races are also on his radar as gaining steam.

INTERNATIONAL EVENTS

It’s not a coincidence to see the flurry of activity regarding international events coming to U.S. cities. Fante, who helps welcome international crowds annually to the Kentucky Derby, says some of the red tape involved in bringing global events to the U.S. has been cut on both the domestic and international side. Noteworthy items from 2022 include:

• The World Athletics Championships had spanned the globe without stopping in this country until Eugene, Oregon , hosted the 2022 event. 
• Birmingham, Alabama, welcomed The World Games , a spotlight for non-Olympic sports, in July 2022.
• The Maryland Cycling Classic got rolling on Labor Day weekend after back-to-back COVID-related cancellations in 2020 and 2021.
• Eleven U.S. destinations learned they will host World Cup games in 2026. First-timers include Seattle, Miami, Philadelphia, Atlanta, Houston and Kansas City.
• The U.S. was awarded the 2031 Men’s Rugby World Cup and 2033 Women’s Rugby World Cup , a first for both events.

“I think cities are getting smarter and there are more dollars available for cities to take some more risk,” says Fante, who is hoping to bring the Breeder’s Cup, a major international horse racing event, back to Louisville. “We’re understanding how we can raise funds and have funds to help host these kinds of events.”

Beyond the hotel rooms, Morgan says international events have the benefit of increasing a city and region’s international profile. Chattanooga, for instance, hosted the IRONMAN 70.3 World Championships, which not only spurred business to the city but to the entire state. The event also cemented Chattanooga’s reputation as an active, outdoors destination, he adds.

SITE SELECTION & RFPS

Sustainability and site selection go hand in hand these days. This goes beyond decreasing waste, which is always a top priority. Sports planners are showing a preference toward turf fields, particularly among sports played on rectangular fields, says Morgan. Organizers are growing wary of rain damaging fields to the point where events can’t go on, which becomes a higher priority as families free up vacation time and resources to travel to tournaments. 

Morgan has also noticed a decreased demand for bid fees from rights holders.

He also says Airbnb remains a popular option for visiting athletes despite stay-to-play policies. The cost of renting a home is often cheaper than a single hotel room, Morgan notes.

“Sometimes, we are our own worst enemies,” Morgan says of high prices.

CONSOLIDATION

The events business has seen a retraction in the number of vendors and companies. If the economy turns south, more mergers will come. One company to watch is 3STEP Sports .

Founder and Chairman David Geaslen , former CEO of Scouts Inc. and as ESPN’s VP of High School Sports and Recruiting, is targeting established event brands and bringing them into the fold. Under the current model, the acquired organizations still run the events under the large umbrella. With the financial backing of core investors Fiume Capital and Juggernaut Capital, 3STEP has acquired 74 new brands in nine sports across 43 states over the course of the past three years. Hoop Group and Munciana Volleyball Club are among the most notable acquisitions. The company includes more than 2,500 events and 1,800 club teams. 

BURNOUT IS REAL

The hospitality industry at large is still facing an uphill battle following the employee exodus of 2020-21. Help Wanted posters may as well be a universal sign for all events. The staff that did stay is often overworked and underpaid considering the extra tasks they are performing. Likewise, the constant adjustments make it almost impossible to make sure nothing falls through the cracks. Shane says the stress is noticeable. 

“Many of our head coaches and state association board members have been transitioning in and out of officer positions. This trend is similar to our national coaching, as well as our federation operational staff. This is creating a tough situation as the biggest problem we will be facing with this turnover is the disappearance of intellectual capital and expertise that does not get cleanly passed down. I have faced several situations this year where we did not have any controlling officers in a program that had solid experience to meet their KPIs and we had to reinvent the wheel,” he says.

BIG NEWS AHEAD

Perhaps the best trend for sports tourism is there is no shortage of interest. A few items to watch for in 2023 include:

• The NCAA opens its portal for future championships. Las Vegas already won its first Final Four. Fante hopes indoor track events find their way to Louisville’s newish facility.
• FIFA is expected to reveal which North American destinations will host the later rounds of the 2026 World Cup. The grand prize—semifinals and finals—are in play for large venues with experience hosting major events. That bodes well for Los Angeles, Dallas, Atlanta and Houston, in particular.
• Sports ETA, the association composed primarily of sports commissions, is seeking a new CEO to take over for Al Kidd , who announced his retirement effective June 2023. Will a woman lead the organization for the first time?  

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Experience the Thrill of Sports Tourism in Top Destinations

• Published: November 8, 2023
• By: Yellowbrick

Sports and travel have always been popular pursuits for people around the world. Both offer unique experiences and opportunities to explore new places and cultures. In recent years, a new trend has emerged that combines these two passions: sports tourism. This growing industry has opened up a world of possibilities for sports enthusiasts who want to combine their love for the game with their desire to explore new destinations. In this article, we will delve into the exciting world of sports tourism, exploring what it is, why it’s gaining popularity, and the top destinations for sports tourism.

What is Sports Tourism?

Sports tourism refers to the practice of traveling to different locations to participate in or watch various sports events. It can involve attending major sporting events like the Olympics, World Cup, or Super Bowl, as well as participating in sports-related activities such as golf tournaments, marathons, or adventure sports. This type of tourism allows individuals to experience the thrill of sports while immersing themselves in a new culture and enjoying the sights and sounds of a different city or country.

Why is Sports Tourism Gaining Popularity?

There are several reasons why sports tourism is becoming increasingly popular among travelers. Firstly, sports have a universal appeal and bring people together from different backgrounds and cultures. Attending a sports event or participating in a sports activity can create a sense of camaraderie and shared passion among participants and spectators alike.

Secondly, sports tourism offers a unique opportunity to explore new destinations. Many sports events are hosted in iconic cities and venues, providing travelers with a chance to experience the local culture, cuisine, and attractions. Whether it’s attending a soccer match in Barcelona, watching a tennis tournament in Melbourne, or running a marathon in New York City, sports tourism allows individuals to combine their love for sports with their desire to explore new places.

Top Destinations for Sports Tourism

Explore the world’s top destinations for sports tourism, where the thrill of athletic competitions meets the beauty of travel. From the soccer fever of Barcelona to Melbourne’s Grand Slam excitement, the iconic venues of New York, and Tokyo’s upcoming Olympic spectacle, these cities offer a sports experience like no other.

• Barcelona, Spain: Known for its passionate sports culture, Barcelona offers a wide range of sporting events to cater to all interests. From football matches at Camp Nou to Formula 1 races at the Circuit de Barcelona-Catalunya, sports enthusiasts will find plenty to keep them entertained.
• Melbourne, Australia: As the sporting capital of Australia, Melbourne hosts several major events throughout the year, including the Australian Open tennis tournament and the Formula 1 Australian Grand Prix. The city’s vibrant sports scene and lively atmosphere make it a must-visit destination for sports fans.
• New York City, USA: With its iconic venues like Madison Square Garden and Yankee Stadium, New York City is a sports lover’s paradise. Whether it’s catching a basketball game at the Barclays Center or attending the New York City Marathon, the city offers a diverse range of sporting events for visitors to enjoy.
• Tokyo, Japan: As the host city for the 2020 Olympics (now scheduled for 2021), Tokyo has become a top destination for sports tourism. Visitors can immerse themselves in the excitement of the Games while also exploring the city’s rich history and culture.

And many more! Whether it’s attending major sporting events or participating in sports-related activities, sports tourism allows individuals to create lasting memories while immersing themselves in different cultures. So, pack your bags, grab your tickets, and get ready to embark on a sports-filled adventure of a lifetime!

Key Takeaways

• Sports tourism combines the excitement of sports with the opportunity to explore new destinations, making it a popular choice among travelers.
• Attending sports events or participating in sports-related activities can create a sense of camaraderie and shared passion among participants and spectators.
• Many top destinations around the world offer a wide range of sporting events and activities for sports tourists to enjoy.

By combining your passion for sports with the excitement of travel, sports tourism offers a unique and thrilling way to explore the world. And if you’re looking to turn your passion into a career, don’t forget to check out the NYU Fundamentals of Global Sports Management online course and certificate program by Yellowbrick.

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What Is Sports Tourism?

Ever thought about watching your beloved sports team in action in an incredible new city?

If you’re a sports lover seeking thrilling experiences and that adrenaline rush in spectacular locations worldwide, sports tourism is perfect for you. 

Get ready to discover everything required to plan an unforgettable sports travel adventure. 

This guide will help you turn your sports travel fantasies into reality, whether witnessing a championship match in a top-notch stadium, participating in unique sporting events at exotic destinations, or cheering for your team on their away games. 

So gear up to back your team, explore newfound passions, and create cherished memories. Your ultimate sports vacation countdown begins now!

Barcelona, Spain

London, england, tokyo, japan, new york, usa, how to plan a sports tourism trip, buy tickets in advance, arrive early, what to bring, sports events tourism, sports participant tourism, sports fantasy camps and clinics.

So, what exactly is sports tourism? Sports tourism, as the name suggests, is a niche segment of tourism that refers to people traveling to participate in, view, or revel in the euphoria of a sports event.

This increasingly popular form of tourism comes in various shades and each one has its unique charm and appeal.

• Active Sports Tourism: This is for the adrenaline junkies and the competitive spirits, those who travel to participate in sports competitions or events. It could be a marathon in New York, a surfing championship in Australia, or a ski trip in the Swiss Alps. For these individuals, sports aren’t just a pastime; they’re a core part of the travel experience.
• Event Sports Tourism: Imagine the roar of the crowd in a packed stadium, the suspense of a penalty shoot-out, the collective gasp as a gymnast nails a difficult landing. Event sports tourists travel to watch these live sporting events. They might be heading to Tokyo for the Olympics, Russia for the FIFA World Cup, or Wimbledon for the lawn tennis championships. It’s about being a part of the grand spectacle, the contagious excitement, and the shared passion of thousands of fans.
• Nostalgia Sports Tourism: This category includes visits to sports museums, halls of fame, or historic sports venues. It caters to the sports history enthusiasts, those who want to walk the same grounds their sports heroes once did, learn about the evolution of their favorite sport, or just take in the legacy of iconic sports establishments.
• Luxury Sports Tourism: This form of tourism involves indulging in luxury sports experiences, such as golfing at exclusive resorts, enjoying high-end hunting or fishing expeditions, or taking part in yachting events. It’s about blending the love for sports with the desire for opulent experiences.
• Adventure Sports Tourism: This type is all about thrill-seekers venturing out to enjoy extreme or adventure sports like skydiving in New Zealand, white-water rafting in the Grand Canyon, or rock climbing in Thailand. The destinations are often as breathtaking as the sports are thrilling.

As a sports fan, you may travel to attend major events like:

• The Super Bowl
• The World Series
• The Olympics
• World Cup Soccer

Also, you may follow your favorite sports team to away games. 

Some people even plan vacations around big events, extending their trip to take in the host city’s culture and sightsee.

As an athlete, sports tourism may involve:

• Competing in a destination race like the Boston Marathon or Hawaii Ironman
• Attending a sports training camp or clinic
• Participating in an adventure sport in an exotic location, such as skiing the Swiss Alps or scuba diving the Great Barrier Reef

The sports tourism industry has boomed in recent decades. 

Cities and countries vie to host major events, knowing the tourism dollars they can generate. 

Some destinations market themselves as hubs for certain sports or recreation. Adventure and wellness travel companies offer guided sports tourism getaways.

Sports tourism appeals to many and benefits both travelers and destinations. 

By understanding all it encompasses, you can discover ways to get into the game. 

Whether you’re a fan or athlete, sports tourism allows you to combine a passion for sports with the thrill of travel.

Popular Sports Tourism Destinations Around the World

Some of the most popular sports tourism destinations are right at your fingertips. 

Whether you’re a fan of football, golf, skiing, or something else, there’s a spot for you.

Renowned for its passion for football, Barcelona attracts millions of enthusiasts who flock to the Camp Nou Stadium to catch exhilarating La Liga matches. 

As a top sports tourism hotspot, witnessing Barcelona in action is a must-have experience for fans. 

To delve deeper into your favorite football teams’ history, explore the city’s sports museums. 

For die-hard football lovers, Barcelona is a dream come true. Beyond football, locals also enjoy tennis, athletics, hockey, and equestrian events as well. 

Numerous sports bars throughout the city fuel this fervor – gather your friends, grab a cold beverage, and take in a thrilling sports match screening.

As one of the world’s most sophisticated sports destinations, London – the animated capital of England – serves as a dynamic athletic hub. 

In addition to being home to over ten elite football clubs like Arsenal, Chelsea, Tottenham Hotspur, West Ham United, and Fulham, it also boasts the iconic Lords cricket stadium that any cricket aficionado would relish visiting.

Delving into equestrian history reveals horse racing as a beloved pastime among fashionable Londoners.

Tokyo’s vast metropolis celebrates an unparalleled cultural wealth that thrills every sports enthusiast. 

Bursting with athletic energy from football and baseball to numerous other disciplines, Tokyo keeps fans captivated. 

While many associate baseball with America, the Japanese arguably embrace it even more passionately. 

Traditional sports like sumo wrestling and martial arts offer unique experiences that can be both observed and participated in throughout the city.

In New York City, American football is an uncontrollable obsession in every college, university, and urban area. 

A visit during the annual Super Bowl – the National Football League championship – lets fans immerse themselves in an electrifying experience. 

Catering to diverse preferences makes New York City one of the most versatile destinations for sports tourism aficionados.

Now that you’re excited to take a sports tourism trip, it’s time to start planning the details. 

The following advice aims to assist you in getting things started: 

• Choose your destination

Where there’s a major sports team, there’s an opportunity for sports tourism. Consider destinations like:

• Green Bay for Packers football
• Louisville for Kentucky Derby horse racing
• Bristol, Tennessee, for NASCAR races

Select a location featuring a sport you’re passionate about for the ultimate experience.

2. Book tickets in advance

Especially for major events, get your tickets early to ensure you get a seat. 

Many venues release tickets 6-12 months ahead of time. 

Check the team or event’s official website regularly for the on-sale date.

3. Find lodging close by

Look for hotels within walking distance or short rideshare away from the stadium or event venue. 

Not only will you avoid traffic and parking fees, but you’ll also be surrounded by other sports fans to bond with. 

Some hotels even offer shuttle service to and from games and events.

4. Plan some extras

While the sporting event may be your primary motivation for the trip, take time to enjoy other attractions in the city, like museums, restaurants, amusement parks, or tours. When you need a break from the action, these extras will round out your sports tourism adventure.

A successful sports tourism trip requires balancing watching your favorite sport and experiencing all a destination has to offer. 

With some planning, you’ll be cheering for your team in no time! Let the games begin!

Tips for Attending Major Sporting Events

Attending a major sporting event is an exhilarating experience that requires careful planning.

In this section, we’ll guide you through the essential considerations, ensuring your sports tourism adventure is smooth, enjoyable, and memorable.

Let’s dive into the action-packed world of sports!

Purchase your tickets early if you plan to attend a major sporting event. 

Big games frequently have fast ticket sales, especially if the matchup is keenly anticipated. 

Waiting until the last minute risks getting stuck with subpar seats or even missing out altogether. 

Many teams and leagues offer ticket pre-sales for season ticket holders and fan club members. 

Join the team’s fan club to get access to the pre-sale and first dibs on great seats.

Aim to arrive at the location a few hours or more before the start of the game. This is due to a few factors:

• On game days, parking and traffic can be a headache. Give yourself plenty of buffer time so you’re not rushed getting into the stadium.
• There are often pre-game festivities and entertainment starting hours before the actual event. Soak up the atmosphere and excitement by arriving early.
• You’ll have time to explore the stadium, find your seats, get food and drinks, and settle in before the action starts. Nothing’s worse than scrambling to your seat as the national anthem is playing!

Pack smart for a fun day at the stadium:

• Team gear like hats, shirts, and signs to show your spirit. But be mindful of bag policies limiting what you can bring in.
• Cash for food, drinks, and souvenirs. While many stadiums now accept cards, cash is faster, and you won’t risk tech issues preventing a transaction.
• A portable phone charger in case your battery drains from photos and videos.
• Binoculars to get a close-up view of the action.
• Comfort items like hand warmers, seat pads, blankets, sunscreen, and rain ponchos. Keep yourself ready for any scenario because the weather might be unpredictable.
• Your game face and loudest cheering voice! Make some noise to support your team.

Following these tips will help ensure you have an unforgettable experience at the big game. Now get ready to cheer your heart out!

Different types of sports tourism

Let’s explore the diverse world of sports tourism.

From adrenaline-packed adventures to leisurely golf vacations, we’ll take you through the various ways people combine their passion for sports with the thrill of travel.

Get ready to discover your next sporting destination!

Attending major sports events is a popular type of sports tourism. 

Consider the World Series, Wimbledon, the Super Bowl, the World Cup, and the Olympics. 

Sports fans will travel great distances to witness these legendary moments in person. 

As a sports events tourist, you get to soak in the atmosphere, cheer on your team or country, and be part of history in the making.

If you prefer to play rather than watch, sports participant tourism may be for you. This includes things like:

• Golf tourism – Traveling to renowned golf destinations to play on world-class courses. Think St. Andrews in Scotland, Pinehurst in North Carolina, or Pebble Beach in California.
• Cycling tourism – Cycle through stunning scenery in places like Tuscany, the French countryside, or New Zealand’s wine country.
• Surf tourism – Ride the waves in Hawaii, Costa Rica, Portugal, or Australia’s Gold Coast.
• Adventure sports – Go whitewater rafting in New Zealand, rock climbing in Yosemite, mountain biking in British Columbia, or skiing in the Swiss Alps.

The opportunities for sports participant tourism are endless. 

All you need is a sense of adventure and the motivation to get out there and do it! 

These active getaways will get your blood pumping in beautiful destinations around the globe.

For sports fans who want an inside look at their favorite sport, fantasy camps, and clinics provide access to sports facilities and coaching from former professional athletes. 

You can attend a baseball fantasy camp at spring training with MLB greats, go to a tennis clinic at Wimbledon hosted by former champions, or learn football skills from NFL Hall of Famer at a fantasy football camp. 

These ultimate sports experiences allow fans to live out their dreams and gain valuable insight into the sports they love.

What kinds of sports tourism activities are there?

There are many types of sports tourism activities to experience. Some of the most popular include: ●       Attending prominent sporting events like the Olympics, World Cup, or Super Bowl ●       Taking sports tours where you visit iconic sports venues and stadiums ●       Trying adventure sports in destinations known for activities like skiing, surfing, or climbing ●       Participating in sports camps or clinics to improve your skills ●       Competing in amateur sporting competitions or events ●       Simply being an avid spectator of a local sports team

How much does sports tourism cost?

The cost of sports tourism can vary greatly depending on the activity.  Some things are budget-friendly, like catching a local ballgame. In contrast, others, like attending the World Cup or an adventure sports tour, can cost thousands.  The more unique or exclusive the experience, the higher the price tag.  But with some flexibility in your schedule and destination, you can find affordable sports tourism adventures.

Do I need any special skills?

For most sports tourism activities, you don’t need any special skills or training.  Being a sports enthusiast is enough to attend events, tours and be a spectator.  However, if you want to participate in sports camps, competitions, or adventure activities, you’ll typically need a basic fitness level and familiarity with the sport.  Some may require equipment, proper attire, and in some cases, certifications or permits.  It’s best to check with the event or tour organizer about any skills, experience, or gear needed.

So there you go, all the essentials you require to dive into the world of sports tourism. 

It’s time to step out and feel the excitement of the game from a fresh perspective. 

Join fellow die-hard fans in cheering for your beloved team, visit legendary stadiums and arenas, and trace the footsteps of sporting heroes on iconic baseball fields. 

Sports tourism allows you to bond more profoundly with the sports that captivate your heart. 

You’ll return with incredible tales to recount for years and cherished memories that will never fade. 

What’s stopping you? An entire universe of sports is out there, eager for your exploration. 

Start planning your next athletic escapade – because you’ve earned it!

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How does sport contribute to tourism?

Tourism is one of the world’s most important economic sectors. It allows people to experience the world’s different cultural and natural riches and brings people closer to each other, highlighting our common humanity.

The many important contributions of tourism encouraged the  UN World Tourism Organization  ( UNWTO ) to institute World Tourism Day, celebrated annually since 1980 on 27 September, to highlight the importance of tourism and its impact on our society.

Tourism and sports

According to UNWTO , tourism is one of the largest and fastest growing economic sectors in the world, while sport is one of the world’s largest social phenomenon. As a professional or leisure activity, sport often involves travel to other places, to play and compete in various destinations. Further, major sporting events, such as the Olympics and various World Cups, have become powerful tourist attractions.

Sports tourism constitutes a large part of the tourism industry, with some sources claiming that a  quarter of all tourism in the world is sports-related. Sports tourism includes not only participation in and attending sporting events, but also personal recreational activities.

Statements from the World Tourism Organisation and the International Olympic Committee (IOC) have highlighted the importance of sports tourism; in 2004, the organisations committed to reinforcing their partnership and collaboration in the sports tourism domain, stating :

“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 restaurants- projects that can be enjoyed by the local population as well as tourists who come to use them.”

Sports tourism and sustainable development

Tourism is an essential pillar of the  2030 Agenda for Sustainable Development  and the Sustainable Development Goals (SDGs), especially  goals 8 ,  12 , and  14 . As a segment of tourism, sports tourism can also help achieve sustainable development .

At an economic level, sports tourism contributes to SDGs 1 (end poverty in all its forms everywhere) and 8 (promote sustained, inclusive and sustainable economic growth, full and productive employment, and decent work for all). Sports tourism promotes local businesses, creating demand in areas such as transportation, hotels and restaurants. Thus, local populations can avail jobs and income opportunities. Depending on the nature of the sports and experiences, local people can work as instructors and guides, who are likely to be paid more due to their special skills.

Further, sports tourism contributes to SDG 3 (ensure healthy lives and promote well-being for all at all ages). Besides providing the tourists with sporting opportunities and an outlet for physical exercise, investment in sports tourism can also promote the participation of local populations in sporting activities.

Finally, sports tourism can also contribute to SDG 11 (make cities and human settlements inclusive, safe, resilient and sustainable. Accessible sports tourism products like hand bikes provide access to sports opportunities for people with disabilities. Para-sport activities can be enjoyed by tourists and residents alike. The development of accessible sports tourism can improve accessibility in the destination city by the provision of not only sports products, but also accessible accommodation and transport. Furthermore, accessible sports tourism helps increase the understanding of people with disabilities in society.

Sports, tourism and sustainability

Sports federations, like the IOC, have realised the need for sustainable practices during mega sporting events. Thus, the IOC launched the International Federation (IF) Sustainability Project in 2016 to obtain an overview of their sustainability initiatives, identifying common topics, challenges and good practices. Building on the Olympic Agenda 2020, the IOC Sustainability Strategy was developed in close cooperation with many stakeholders and partners to fundamentally shape the working practices of the IOC, the Olympic Games and the Olympic Movement.

To develop synergies between the stakeholders so that sports and its facilities can be included in the local assets, it is necessary for decision-makers at all levels to understand their potential and agree to work together to set up sustainable development strategies. 

Host cities should target participants who are most likely to engage in sustainable behaviour while in the destination. This includes developing event portfolios geared towards sustainable event practices. The host city should also harness collaborative partnerships to foster social cohesion and build the capacity to increase sustainable practices.

From the design and construction of sports facilities and the way resources are managed, to valuing the natural environment and health and well-being of people, all decisions should be informed by sustainability principles. As the role and relevance of sport in today’s society continue to grow, progress can only be in cooperation and partnership with others, including the tourism industry.

• Related article: Active tourism
• Related article: How can fans support sustainability in sports?

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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

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TheSportingTourist

Where to go and what to see

Why is Sports Tourism so Popular?

Sports tourism has become increasingly popular in recent years, as more and more people are combining their passion for sports with their love for travel. This form of tourism involves traveling to different destinations to either participate in or witness sporting events. Whether it’s attending major international tournaments, watching iconic sporting rivalries, or engaging in adventure sports, sports tourism offers a unique and thrilling experience for enthusiasts.

One of the primary reasons for the rise of sports tourism is the global popularity of competitions. Sporting events like the Olympics, FIFA World Cup, Super Bowl, and Grand Slam tennis tournaments capture the attention of millions worldwide, inspiring them to travel to witness these spectacles firsthand. These events attract large crowds, boost local economies, and provide a platform for cities to showcase their cultural and infrastructural capabilities on a global scale.

Additionally, sports tourism caters to a wide range of interests and preferences. Some travelers prefer to participate in recreational activities such as golfing, skiing, or scuba diving, which often require specific geographical locations and favourable climates. Others seek the thrill of extreme sports like skydiving, rock climbing, or white-water rafting, leading them to travel to specific destinations that offer these experiences.

Sports tourism also offers opportunities for cultural immersion. Visitors often explore the local traditions, cuisine, and landmarks of the host destinations, enhancing their travel experience beyond the sporting event itself. This fusion of sports and cultural tourism has proven to be a powerful combination, attracting a diverse range of travelers.

The economic impact of sports tourism cannot be overstated. Hosting major sporting events brings in substantial revenue for the host cities, as spectators spend money on accommodation, transportation, food, merchandise, and entertainment. Local businesses benefit from increased tourism, leading to job creation and economic growth. Many cities now actively bid to host international sporting events to capitalize on these economic benefits and to boost their tourism industry.

Furthermore, sports tourism has given rise to niche markets and specialized travel agencies that cater specifically to sports enthusiasts. These agencies create customized travel packages that include tickets to sporting events, accommodation, and unique experiences related to the sport. Sports-themed cruises, sports training camps, and organized tours of famous sports venues have all emerged as popular options within the sports tourism industry.

With the advent of social media and digital platforms, sports tourism has gained even more traction. Travelers share their experiences online, inspiring others and creating a sense of community among sports enthusiasts. This virtual word-of-mouth marketing has contributed to the growing popularity of sports tourism, attracting more travelers to explore new destinations and immerse themselves in unique sporting experiences.

In conclusion, sports tourism has witnessed a significant surge in popularity due to the global appeal of sports, the economic benefits it brings to host cities, the fusion of sports and cultural immersion, the emergence of specialized travel agencies, and the power of social media. As more people seek memorable and diverse travel experiences, sports tourism is likely to continue flourishing, providing thrilling opportunities for sports enthusiasts around the world.

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tourism & city branding

Sport tourism: an ever-growing sector with high potential for cities.

Jul 3, 2021

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By Young Hoon Kim, Ph.D, Professor, Department of Hospitality and Tourism Management University of North Texas, USA, and John Nauright, Ph.D Dean, Richard J. Bolte, Sr. School of Business Mount St. Mary’s University, Maryland, USA

Definition of sport tourism

As defined by Gibson (1998, p. 49), sport tourism is a “leisurebased travel that takes individuals temporarily outside of their home communities to participate and/or watch physical activities or to venerate attractions associated with physical activities”. Human beings are born to travel to fulfil their motivational needs and sports can be one of the reasons and tourism will be one of the ways to satisfy those leisure activities (e.g., trail with family or attending sport events). In theory, it is a naturally generated social phenomenon to satisfy human’s physical and psychological desire through travel or vice versa. Each domain (i.e., sports and tourism) is one of the most significant areas which impact our life from many perspectives, such as social, economy, political, and many more. In particular, Zauhar emphasised (2004, p.13), “the points of contact between sport and tourism have increased dramatically – the mutual benefits for both are quite perceptible and the relationships very compatible. In fact, the term ‘sports tourism’ has been coined to better understand the use of sport as a touristic endeavour”.

The impact of COVID-19 on the sport tourism industry

Unsurprisingly, COVID-19 has significantly impacted both sport and tourism industries. Since its original break in Wuhan, China on 21 December 2019, it led to the world pandemic declared by the World Health Organisation (WHO) on 11 March 2020. There was no way to stop this disaster and its global spread across every continent. Although our life has been getting better after vaccine and some medical treatment, it is still a question to get back to our “new” normal. The impact on global sports tourism and income from events has run into billions of dollars of lost revenue. The impact has been particularly hard for smaller scale events and lower-level leagues that do not have protection from significant television, streaming and advertising revenues. It is the key solution for major sport cities to get back to the “new” normal by recovering from the down-turn stage after being negatively impacted by COVID-19. However, it is a great opportunity for specific sport tourism sectors, such as e-sports and golf industry.

Role of cities in sport tourism

As Kim et al. (2018) pointed out in their research, “a destination brand with strong equity leads to greater commitment in the form of loyalty and willingness to revisit the destination” (p. 1196). Not only for its image developed by sports tourists but also it is critical to prepare the destinations (i.e., cities) for sustainable growth. While sport tourists select and look for a city (i.e., destination) to experience “unique” sport tourism components (e.g., physical activities or sport events), most cities are not primarily designed for sport tourism except some cases (Settimi, 2020). In addition, it is strongly recommended to partnership with educational institutions to maximise the outcomes as well as sustainable development for cities (i.e., destination) (Kim et al., 2018). The specific following suggestions can be emphasised for sport cities:

• Accessibility (e.g., transportation and highway access)

• Basic sports facilities

• Hotel and lodging facilities

• Local government (city) involvement

Sport tourism trends

Hosting of major events (spectators) is still a successful way for cities to develop their sport tourism strategy.

Sport tourism strategy will lead sport cities to the next level by approaching destination as a travel package or products which eventually increase the brand equity of destination. Thus, systematic recovery strategies are keenly needed to prevent from unexpected health-related disasters in the future (e.g., pandemic). In addition, foreseeing framework and business structure will help cities to prepare for next stage.

The development of active sport tourism should be looked at closely

Probably, the 2020 Olympics in Japan will be the best case for cities or city cluster to examine the critical cases how to react and follow up. The given lists below will be considered and discussed:

• Organise a special committee under the IOC to monitor,

• Require pre-examination systems to evaluate the current condition,

• Establish disaster-related control centre,

• Provide the stages and steps to react the outbreaks,

• Follow-up strategies to minimise the damages,

• Assess the post-Olympics, and

• Report and share the results to the public.

While global sport tourism has been damaged in the short term by the COVID-19 pandemic, immediate return of spectators and plans for new events and seasons suggests the upward trends of the latter 2010s will continue by 2022 and into 2023 and beyond. Regional events could become more important, as spectators do not travel as far. Cities and municipalities should consider the appropriate mix of major events and more local and recurrent events.

Kim, Y. H., Li, H., & Nauright, J. (2018). A destination development by building a brand image and sport event tourism: a case of Sport City USA. Sport in Society, 21(8), 1196-1203. Gibson, H. J. (1998). Sport tourism: A critical analysis of research. Sport Management Review, 1, 45-76. Settimi, C. 2020, July 17). America’s best sports cities 2020. Retrieved from https://www.forbes.com/sites/christinasettimi/2020/07/17/ americas-best-sports-cities-2020/?sh=6c36d2bedaef Zauhar, J. (2004). Historical perspectives of sports tourism. Journal of Sport & Tourism, 9(1), 5-101.

To learn more

young hoon kim

john nauright

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SPORT TOURISM CITIES IN THE USA

Tourism has many faces. One can travel to visit museums, some like nature, others enjoy the extreme, but If you are obsessed with sports, consider visiting a place where there are big sporting events happening. There are a lot of countries that offer amazing experiences, big crowds, historical teams, combined with discovering different cultures and spending the time on vacation mode.

In this blog post, we’re going to list some of the famous sport tourism cities across the US. If you enjoy watching or playing sports, these are some great places for you to explore.

New Jersey has been a leader in athletics thanks to its famous sports teams such as in American football and basketball. While you are watching the great sports teams of New Jersey playing you can raise the adrenaline levels with this Legal betting app in NJ .

A great example for those of you who are interested in Major league Football - the MetLife Stadium is a great place to visit.  It is the home of the New York Giants and the New York Jets of the national football league.

For the Hockey fans out there, the Prudential center is a must as it is the home of the Jew Jersey Devils.

When it comes to sports tourism, New York City never sleeps and has a lot to offer tourists. You can find any type of sport in this city and there are many teams to watch.

The Yankees (baseball), Knicks (basketball), Jets (American football), and the Rangers (hockey) are some of the most popular teams here.

On the other hand, if you are a soccer fan, there’s no better place than Red Bull Arena where you can watch the New York Red Bulls play. For those of you that prefer to take part in sports, there are also a lot of places where you can play as well.

If you have a passion for golf, then consider going to the International Golf Center – Westchester where you will find a fantastic range of facilities and courses available.

Boston, Massachusetts 

Another famous city in the US with a lot of history behind it and this is certainly reflected in the sports scene. Home of the famous ‘’Red Sox’’ and ‘’Pats’’, this city is a must-stop if you are into baseball and football.

Furthermore, if ice hockey is what you crave for, then go to TD Garden where the Bruins play. If it is golf that you enjoy then head to the Country Club of Boston.

Los Angeles, California

This city is well-known for its movie stars and beautiful people, but it also has a lot to offer tourists who love sports. The Lakers (basketball), Dodgers (baseball) and Rams (football) are some of the most popular teams in this city.

In addition, the Staples Center is a great place to visit if you are a basketball or hockey fan. This multi-purpose arena is home to both teams and has hosted many major events over the years.

San Francisco, California

The city by the bay is well-known for its landmarks such as the Golden Gate Bridge and Alcatraz, but it is also a great place for sports fans. The Giants (baseball) and 49ers (football) are two of the most popular teams here.

If you are looking for a place to watch some live soccer then look no further than Kezar Stadium, where the San Francisco Deltas play.

Chicago, Illinois

This City has a lot of history behind it and has been home to many famous sports teams including the Bears (American football), Cubs (baseball) and Blackhawks (ice hockey).

In addition, Soldier Field which is one of Chicago’s most popular venues as it is home for both teams. It also hosted the best FIFA World Cup in the history of the United States.

Miami, Florida

The home of the Miami Dolphins (American football) and Miami Heat (basketball) is a city that loves sports. From tennis to golf, this city has it all. In addition, Marlins Park which is the home of the Marlins (baseball) is a great place to watch a game.

Seattle, Washington

The city that is surrounded by water and greenery has a lot to offer when it comes to sports. It is home to the Seahawks (American football), Mariners (baseball) and Sounders FC (soccer). In addition, the CenturyLink Field where all three teams play is also a great place to visit.

Denver, Colorado

The Mile High City is a great place for sports fans as it is home to the Broncos (American football) and Nuggets (basketball). In addition, the Pepsi Center where both teams play is a great place to visit.

We sincerely hope you enjoyed this overview of the sports tourism destinations to travel in a lifetime. Of course, it’s not possible to fit absolutely everything worthwhile into such a short space, so don’t hesitate to share with us any worthy additions to this list

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Sports Tourism: A New Era and Opportunity

• The recently concluded ICC Men’s World Cup 2023 marks a pivotal moment for India’s tourism. Played across the country in several states and gateway cities in India, the sporting carnival attracted a diverse global audience. The event not only spotlighted India’s cultural and destination riches, but also highlighted the tremendous opportunity that the segment presents.
• “With India’s G20 Presidency, we are positioned like never before to showcase our nation’s cultural heritage, our unique and differentiated travel offerings, and our safe and tourist-friendly destinations” – Puneet Chhatwal
• Cricket is one of the most popular sports in India, and the thrill of watching topcricketing out on the field during the World Cup matches is a compelling reason for millions of cricket enthusiasts to travel ” – Santosh Kumar
• Ahmedabad has witnessed an impressive 800% increase in bookings, followed by Dharamshala with a 488% rise, and Lucknow with a 340% surge. Bookings in Chennai and Delhi has also grown significantly. Cricket fans looked for varied alternate accommodation options ” – Rajesh Magow

In the contemporary travel landscape, a distinct niche has emerged as a global phenomenon amid various travel facets like medical and religious tourism – sports tourism. This burgeoning segment has garnered exceptional attention, offering sports enthusiasts a unique chance to explore diverse destinations and immerse themselves in local cultures while actively participating in live sporting events, reflecting a dynamic fusion of passion for sports and a desire for immersive travel experiences. Over the last decade, various leagues in different sports, including the Indian Premier League, Pro Kabaddi League, Indian Super League, and others, have come into existence indicating the immense excitement for sports. As both domestic and international sports fans gather in India to witness these matches live, the resultant surge significantly contributes to the growth of the country’s travel and hospitality sectors. Spotlighting the recently concluded ICC Men’s Cricket World Cup 2023, which marked a pivotal moment for India’s tourism, not only attracted a diverse global audience but also highlighted India’s cultural and infrastructural richness, solidifying its position as a premier destination on the world stage. But the question is, is India geared up to capitalize on this growing segment? Considering the situation in the USA or Europe for a relative comparison, India is still far behind. Unlike the developmental initiatives taken to boost medical and religious tourism segments, India’s potential in sports tourism remains unutilized. Considering India’s current population and India’s position as a very important source market for sports events all over the world, there is still a huge gap as well as a great opportunity for travel brands catering to this segment. Over the years and amidst dwindling ticketing commissions, many ticketing agencies have diversified into tour operations across inbound, outbound and domestic tourism. The burgeoning travel behind carnivals also presents tremendous opportunity to take advantage of and grow into this segment. G20 Windfall: A Case Study The recently concluded, G20 Presidency was not only a great opportunity to showcase the country, but it also proved to be a big business opportunity for the country’s hospitality sector. The year-long Presidency that ended on November 30, 2023, gave country opportunity to host more than 200 meetings in almost 60 cities across all the States and Union Territories in the country. Every meeting in those 60 cities were attended by hundreds of national and international delegates, creating tremendous demand for transport and accommodation in these cities. Most of the times, the hotels in the host cities were sold-out. Tourism centered meetings were organised at destinations like Rann of Kutch in Gujarat, Siliguri and Darjeeling in West Bengal, Srinagar in Jammu & Kashmir and Goa. These meetings not only created destinations visibility but tourism business too, particularly that of tourist transport, accommodation and leisure products like sightseeing. In fact, stakeholders from the sector believe that G20 events were one of the key catalysts in creating demand and helping the country record strong recovery, better than most of the destinations in the Asia-Pacific region. In fact, region wise, at just over 60% for the January-September 2023 period, Asia-Pacif has been the slowest in international tourism recovery. However, led by India, the South Asia region, a sub-region of Asia-Pacific, has recorded 95 per cent in tourism recovery. The G20 meetings at different locations in the country ensured that the hospitality sector across the 60 odd destinations that hosted the meetings remained busy. Addressing shareholders, Puneet Chhatwal, MD and CEO, Indian Hotels Company Ltd (IHCL) had said that the country is deservedly claiming its position on the world tourism stage with its presidency of the G20 providing the perfect platform. “With India’s G20 Presidency, we are positioned like never before to showcase our nation’s cultural heritage, our unique and differentiated travel offerings, and our safe and tourist-friendly destinations. According to Sudesh Kumar Poddar, President, the Federation of Hotels and Restaurants Associations of India (FHRAI), “The G20 presidency has been a great opportunity. It has come as a big boost to the whole tourism industry. Not only hotels, but even restaurants, tour operators, and transport operators are befitting from it”, while further adding “That is the one part of the story. The other part is that we have been able to showcase our attractions to the delegates coming from so many nations. This has created awareness that will bring more business in the future.” According to Poddar, average occupancy in star categories hotels has increased between 10 and 15% due to the Presidency, and he sees a further increase in demand for hotels in the coming months due to the Presidency. In his view, due to the G20 presidency, foreign investment in India’s hotel sector will also increase as foreign delegates are noticing the huge investment opportunities in the sector.” Sports Tourism Potential Sports can potentially create a far greater windfall than an inter-governmental events like G20 Presidency and is a far greater destination showcase opportunity also. Sports is sought-out and reaches a much bigger audience than government to government event like G20. However if an like G20 can create such demand and growth opportunities, Sports can unleash a far greater windfall in economic activity for industry, stakeholders and the country. And it is high time that the Government, policy makers as well as the industry looked at the Sports Tourism opportunity and took adequate steps towards leveraging it’s benefits. “Sports tourism is a rapidly growing sector in India with a substantial impact on domestic and international travel”, mentioned Santosh Kumar, Country Manager for India, Sri Lanka, Maldives and Indonesia at Booking.com. “Cricket is one of the most popular sports in India, and the thrill of watching top-cricketing out on the field during the World Cup matches is a compelling reason for millions of cricket enthusiasts to travel.” According to the Booking.com Travel Confidence Index, 56% of Indians look forward to attending a live or major event including sports tournaments this year. “Sporting events like the ICC Men’s Cricket World Cup 2023 served as significant drivers for tourism, attracting tourists, stimulating the local economy, creating employment opportunities and driving investment in infrastructure (stadiums, restaurants etc.) that can be enjoyed by both the local population and tourists”, Kumar added. On the same lines, Rajesh Magow, Co-founder and Group CEO, MakeMyTrip said, “Bookings for accommodation facilities, including hotels and homestays, in all cities where the Indian cricket team was slated to play, exhibited a significant uptrend. A firm trend line emerged that most consumers traditionally opted to reserve their accommodations closer to check-in dates. Having said that, a few cities clearly demonstrated that the cricket extravaganza will uplift domestic travel.” Tourism Boom For MakeMyTrip, matchday bookings in Ahmedabad experienced an uptick, with a 200% increase in accommodation bookings, including hotel and homestays, over the city’s average daily room night bookings in August 2023. Reservations in Dharamshala on the match date escalated by an astounding 605% above the on-platform daily average in Aug 2023. “Meanwhile, bookings for India match dates in Lucknow increased 50% for the same comparative and grew alongside other centers closer to match dates. Notably, homestays, traditionally favored in leisure destinations, enjoyed strong interest across all cities hosting matches”, revealed Magow. He further added, “Ahmedabad has witnessed an impressive 800% increase in bookings, followed by Dharamshala with a 488% rise, and Lucknow with a 340% surge. Bookings in Chennai and Delhi has also grown significantly. Cricket fans looked for varied alternate accommodation options. Cricket fans also traveled in groups as >8 pax bookings have increased by 12%.” According to him, the advance purchase window for homestays had increased in cities hosting matches. Previously, only 13% of bookings were made in advance (30+ days prior to check-in), as compared to 22% for the cricket tournament. October check-in bookings also demonstrated longer average lengths of stay, particularly in hostels and homestays, with hostels increasing from 1.6 to 2.3 nights and Homestays from 2.1 to 2.4 nights, mentioned Magow. According to Booking.com data, host cities in India for the ICC Men’s Cricket World Cup 2023 saw a surge in demand. From October 1 to November 20, 2023, five of the top ten most searched domestic flight destinations in India are match cities: Delhi, Mumbai, Bengaluru, Kolkata and Ahmedabad. Additionally, seven of the top 10 most searched domestic destinations for accommodations by Indian travelers during this period include the host cities: New Delhi, Mumbai, Kolkata, Ahmedabad, Bengaluru, Chennai, and Hyderabad. Besides hotels, cricket enthusiasts also explored alternative accommodations during the matches such as homestays, guest houses, and apartments. Building Capacities & Promotional Strategy As India hosted the season’s grandest event, ICC Men’s Cricket World Cup 2023, accommodation options were seen to dwindle fast in the host cities, with prices soaring to unprecedented heights for hotels and guesthouses alike. With the resurgence of corporate travel, MICE events, leisure, and the Cricket World Cup, the demand for hotel rooms in key cities surged substantially. Considering the tourism surge for the Cricket World Cup, MakeMyTrip unlocked the strategy of building consideration for Homestays and Villas as shared space to meet the uptick in demand. To supplement the same, MakeMyTrip strengthened supply across all match venues, with a specific focus on Ahmedabad, where inventory increased by 31%, followed by Dharamshala (15%) and Lucknow (14%). Also, MakeMyTrip took a unique approach of indulging popular cricket superfans from across the globe as quality assurance ambassadors. Superfans tested and validated MakeMyTrip’s curated homestays and villas in the campaign. Booking.com, the official Accommodation Partner for ICC Men’s Cricket World Cup 2023, launched a global integrated campaign, ‘Howzat for your perfect stay’ featuring Indian team captain Rohit Sharma along with renowned international cricketers Jos Buttler, captain of the England cricket team and Australian all-rounder Glenn Maxwell. The campaign was being showcased in stadiums, on the ground and across various social and digital channels, including TV, Disney+ Hotstar, and more.

• Co-founder and Group CEO
• Country Manager for India
• G2O Presidency
• ICC Men’s Cricket World Cup 2023
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• Maldives and Indonesia at Booking.com
• Puneet Chhatwal
• Rajesh Magow
• Rann of Kutch in Gujarat
• Santosh Kumar
• Sudesh Kumar Poddar
• the Federation of Hotels and Restaurants Associations of India (FHRAI)

Dubai Brings City’s Tourism Ecosystem Together at ATM 2024

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Bellaire park top stop on tour, heritage trail rubberneck tour attracts hundreds.

BELLAIRE — Union Square Park in Bellaire was the place to be on April 27, when it proved to be the most popular stop on the Belmont County Heritage Trail Rubberneck Tour.

The entire event was deemed a success by Jackee Pugh, executive director of the Belmont County Tourism Council. She said more than 120 people visited each of the seven designated stops on the self-guided driving tour. This year’s trip focused on the eastern part of Belmont County, traveling to communities such as Bellaire, Bridgeport and Martins Ferry, all situated along the Ohio River.

“The Belmont County Heritage Trail is not only an opportunity for our visitors to learn about the important history and heritage in Belmont County, but it also allows our residents to become tourists in their own backyard,” Pugh pointed out. “I overheard many locals say they had never been to some of the stops along this year’s route.”

For the second year in a row, the tour featured a “passport” that participants could carry with them from stop to stop. Anyone who received a stamp on their passport at each location and turned it in at the end off their trip was eligible for a prize drawing.

Pugh reported that from the data collected on the passports, the sign-in log at the Imperial Glass Museum and the people counters at each stop, the council was able to determine the following:

Attendees came from:

Four states — Ohio, West Virginia, Pennsylvania and Kentucky

19 counties

40 cities, villages and towns, 26 of which are outside of Belmont County

Attendance per stop:

Union Square Park, Bellaire — 310

Imperial Glass Museum, Bellaire — 168

Great Stone Viaduct, Bellaire — 157

Walnut Grove Cemetery, Martins Ferry — 153

Willow Grove Mine Memorial, Neffs — 138

Blaine Hill S Bridge, Blaine/Bridgeport — 135

Sedgwick House Museum, Martins Ferry – 121

Pugh added that 84 completed passports were turned in.

“I heard lots of positive and kind feedback from attendees as well as volunteers,” said Pugh, who spent the day “bouncing around from one stop to another” while tourism council employees were stationed at the Blaine Bridge, Walnut Grove Cemetery and at Sedgwick House Museum.

“Events like this are successful due to the support and help from our community partners,” she added. “The volunteers that assisted in welcoming attendees and sharing history about our county, were instrumental in making the event run smoothly and creating a memorable experience for all that attended.”

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Weekend Money: 10 biggest mistakes people make in job interviews

From handshakes to how you dress, recruiters and business owners have shared the most common mistakes they see in job interviews. Read this and our other Weekend Money features below, and leave a comment, and we'll be back with live updates on Monday.

Saturday 4 May 2024 08:19, UK

Weekend Money

• 10 biggest mistakes people make in job interviews 
• Cinema first is back - so should movie lovers unsubscribe? 
• Brexit rule changes, disability vouchers and manifestation cynicism: What readers have said this week 
• Interest rates, inflation and fuel prices: What you need to know about economy this week

Best of the week

• It turns out Sainsbury’s boss was right about self-checkouts 
• State pensions 'could be in doubt for future generations'
• New ISA rules were supposed to help savers - they've just made everything more complicated 
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• Gameboys, designer shoes, 1950s furniture: Items in your attic that could be worth small fortune 
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Ask a question or make a comment

You filled out the job application, got the call (they're interested, phew!), but now... it's interview day.

If the thought of selling yourself to a stranger brings you out in a cold sweat, you're not alone - but you can help yourself by not making the following common mistakes...

1. Not dressing app ropriately

Paul Webley, managing director of Blaze Media Digital Marketing Agency in Merseyside, says: "If you are coming for an interview in a marketing agency, dress smart. No need to be in a suit. It's cute if you are but just dress how you would expect to dress in the job and, if in doubt, err on the side of being slightly smarter.

"With us, there are loads of photos of the team in the office on the website and socials (which you should have looked at) so there is no excuse."

2. Handshake mishaps

Paul's second interview mistake is: "This one is a real pet hate and probably doesn't matter as much in the current world but... learn how to shake a person's hand. You have to do this within every job from time to time.

"There is nothing more off-putting than a limp shake. Having a firm, polite handshake is a basic human skill in business and beyond."

3. Complaining

This is another one from Paul: "We had someone a few months ago tell us that they didn't think they should have to come into the office for an interview. This was for an office-based role. If they don't think it's worth coming in then the job is not going to be for them."

4. Not checking your tech

Tas Ravenscroft, senior consultant at recruitment firm Cherry Pick People , says: "Overlooking details like the interview location or the platform being used (such as Teams), and not testing your tech beforehand, can disrupt the interview process. This is especially crucial as most first interviews are now conducted via video conferencing."

5/ Bad mouthing previous employers

Tas says: "We see that candidates sometimes feel too comfortable on interview and decide to talk about their past experiences (if aggrieved) negatively, which is a big NO. Instead, my advice is to focus on the lessons learned and how you've grown from challenges in your career."

6. Not asking questions - or asking about benefits or sick pay policy

Tas says: "There are no right or wrong answers to this, but asking questions at the end of the interview is a big YES. It shows you're interested, engaged and would like the opportunity to either progress or land the role.

"I'd say in your first interview, ask about company culture, day to day tasks, expectations of this role, who's the best performer and why? 

"Questions I'd stay away from are benefit-related questions, or I recently had someone ask what the sick pay policy was like in the first interview… Safe to say they didn't get invited back. If you work with a recruiter, you will have salary and benefits info before, so no need to ask on interview."

7. Not showing enthusiasm

For Mike Carlucci, managing director of Reading-based Italian-food importer  Tenuta Marmorelle , this is a big one: "A lot of people at the moment are applying for everything and anything. They apply for hundreds of jobs.

"The result is that you get applicants who are not enthusiastic or passionate about the role or sector as they see it just as a job. There are few people looking for actual careers at the moment. In our industry, the food industry, you need to have passion and enthusiasm."

8. Talking too much

Andrew MacAskill, founder of Executive Career Jump , says: "Sometimes this is down to nerves, other times it is down to overthinking and often it is due to the questions being too broad, which leads to them saying lots and hoping the right answer is in there somewhere."

Ian Nicholas, global managing director at Reed , says a common slip-up people make is to carry on talking after giving their answer.

"Some interviewers may purposely leave a pause just to see how the interviewee will react under the pressure - so be confident in what you've said and know when you've finished."

9. Under-preparation

Habiba Khatoon, director of Robert Walters UK , says: "This means they haven't researched the company, are unaware of the key aspects of the role they are interviewing for and can't make connections between their CV and experience and the role.

"Most interviewers can easily catch on when a candidate has turned up unprepared and when they do, they can lose interest in that candidate quite quickly."

Italian food importer Mike agrees: "It is so important to spend five minutes to go on to the website, see what the company does, how they started and any general information you can get. This really makes someone stand out from the 100s of applicants."

10. Being late - or too early

James Rowe, managing director of the Recruitment Experts , says: "I would suggest arriving 20 minutes early to give you time to prepare, but don't walk through the door too soon! Turning up five to 10 minutes prior to your interview start time shows you're punctual but won't rush the hiring manager… they need breaks too!"

By Brad Young , Money team

Almost half of Britons (45%) subscribe to two or more streaming services, according to comparison website Finder, but box office figures show the theatre-going experience is making a comeback. 

The pendulum is swinging back from streaming-first to theatre-first releases, and streaming platforms like Amazon and Apple are making moves on to the big screen with the likes of Saltburn and American Fiction, or Killers of the Flower Moon and Napoleon. 

That means movie-lovers are facing a conundrum, according to a senior media analyst: should they prioritise spending cash on trips to the cinema or on streaming if they want to see the biggest and best movies? 

"People are making decisions on 'what am I going to allocate to the movie theatre experience, what am I going to allocate to streaming?'" Paul Dergarabedian, of Comscore, told the Money blog.

Cinema's revival is real, according to Philip Clapp, chief executive of the UK Cinema Association. 

"Certainly the major US studios see the theatrical experience, the big screen experience, as where they want their major films to be and then benefitting from the promotional buzz that comes from that," Mr Clapp said. 

Disney chief executive Bob Iger said last year that theatrically released films were "great sub drivers".

"We benefit greatly from the power of our great films, they drive so much engagement and so much interest in our platforms," he said, pointing to Moana, Marvel, Star Wars and Avatar.

Mr Clapp added this year was a "key stepping stone" to an offering similar to before the pandemic, but cinema wouldn't be back to full strength until next year.

In the pandemic, studios experimented with straight-to-streaming releases, which continued even after restrictions fell away.

Mr Dergarabedian said: "When the pandemic hit it was a real stress test on the industry because a lot of people thought theatrical was dying on the vine and that it would be going away at some point in the near future - and then the pandemic accelerated that demise in the minds of some."

But audiences have voted with their feet and instructed studios they want more variety: international films, stadium concert films, videogame adaptations, prestige films and horrors.

Smile, a Paramount horror movie on a $17m budget that could have been straight-to-streaming, had a "great result" at the box office, said Mr Dergarabedian, as did Five Nights at Freddy's. 

Low and mid-budget movies have been the slowest to recover but are returning to the big screen, making the theatre offering more diverse this year, Mr Clapp added.

Mr Dergarabedian said Universal's "diverse portfolio" was the one to beat: it spent the last year putting out everything from action films like Fast X, prestige movies like Oppenheimer, animations like Migration and some spookier offerings too.

Going theatrical still comes with a risk, the analyst said. A flop on the big screen leaves studios with a big hit to their bottom line, having spent large amounts on distribution and marketing. 

But films "tend to have more value" once they arrive on a streaming platform if they were released in cinemas first, including lower budget movies.

Each week, Money blog readers share their thoughts on the subjects we've been covering, and over the past seven days your correspondence has been dominated by these topics...

Brexit rule changes

• Our feature on manifesting
• The prospect of disability payments becoming vouchers

Britons could face higher food prices, and even empty supermarket shelves, as new post-Brexit border fees were introduced this week, industry figures warned.

These comments - while perhaps not representative of the whole country - are definitely reflective of the majority view in our inbox...

It's almost like Brexit was a terrible idea… To think our politicians would do anything but make things worse was beyond naive. People let their prejudice override common sense that most politicians look out for themselves and not the country's best interests… Joe

Others suggested the government should be turning its eyes to the issue rather than elsewhere...

Food prices rise even though they told us they would fall and yet the priority is sending asylum seekers to Rwanda. Isn't it about time the UK started to listen to people's problems rather than a very loud minority? Lee

Several people suggested the solution was growing all our own food - which is often talked about, but producers and importers point out the UK climate makes it less achievable to mass produce certain foods at a low cost than in southern Europe.

Disability vouchers?

Reports this week suggested disabled people could receive vouchers instead of monthly payments under proposed government changes to Personal Independence Payment (PIP).

The story resulted in a backlash among our commenters... 

Absolutely barking mad. Disabilities aren't an option. Can't be fixed with words. And can happen to anyone at anytime. Time to get a grip. Rob

Others suggested it was a symptom of a wider failure within the system...

I don't know how the government can take away vital PIP money and say they can replace it with better mental health support. My daughter is waiting for a PIP assessment and also an assessment for ADHD - the latter's wait time is currently four years. Matmac33

Can you 'manifest' financial success? 

Moving to our manifesting feature, which prompted a lot of cynicism. If you haven't read it yet, you can do so  here ... 

Some of our readers are believers... 

I manifest things in my life. Be it money, people or events I've had dreams about, there's more magic in the universe than most people know of. Steve

I believe in manifestation in terms of positive thinking. You'll never get anywhere if you're always assuming the worst. But you do have to put the leg work in for what you want, it won't fall in to your lap. Jim Carrey didn't get that £10m acting job sitting under a tree! Caroline D

Others, well, not so much...

Why are you giving space to this specious guff manifestation? Does it work for the poverty-stricken, starving millions without basic infrastructure and education, or those suffering in warzones across the world? I wonder what they want "manifesting" in their lives? FM1

"Manifesting", what a load of rubbish! I can't believe this is one of the top stories on Sky News. David

And finally, in our weekly round-up of your comments...

This comment section is a COMPLETE WASTE OF TIME. Sky NEVER publishes its readers' views. John Hammond

The next week in Money is likely to be dominated by interest rates - with the Bank of England's latest base rate decision coming on Thursday .

A cut from the current 16-year high of 5.25% is extremely unlikely, as inflation is yet to reach the Bank's 2% target.

Markets had forecast a first cut in June but are now pricing in August, with only two cuts now expected in 2024 rather than three.

There had been hope the base rate would dip to 3% next year - but again, these forecasts are now on ice.

As we outlined in our new weekly mortgage update yesterday, high street lenders have responded by moving their rates upwards ...

Mortgage approvals rose to 61,300 in March - the highest number since September 2022. But while on the face of it this looks positive for the housing market, industry experts are reporting that uncertainty over the direction of interest rates is prompting renewed caution.

Hina Bhudia, partner at Knight Frank Finance, said: "The sun is out and buyers are returning from their Easter break, so we'd usually expect these to be the busy weeks before the summer; however, the uncertain outlook for mortgage rates will undoubtedly weigh on activity.

"It's not just buyers that are frustrated. The lenders are eager to rebuild their businesses after a subdued 2023; however, they are constrained by stubborn inflation and the resulting impact on their cost of funding."

The influential OECD this week said now was not the time for the UK to be considering cutting rates - which is bad news for mortgage holders, but may be positive for savers.

The organisation anticipates inflation will be "elevated" at 3.3% in 2024 and 2.5% in 2025 - above the Bank's 2% target.

And it claims the UK will grow more slowly next year than any other major advanced economy.

It puts this down to stealth taxes and high interest rates squeezing the economy.

The organisation, which is based in Paris, downgraded its forecasts for GDP to 0.4% this year and 1% in 2025.

In February, the UK had been in the middle of the rankings with forecast growth of 0.7% this year and 1.2% next.

Away from the economy, RAC has put out figures today showing that both petrol and diesel have gone up by 10p per litre so far this year, adding £5.50 to the price of filling up a car.

Oil prices rose during April, sending an average litre of unleaded up 3p to 149.95p, while diesel rose by 2p to 157.76p.

The lowest prices for petrol and diesel so far this year were both recorded on 16 January – 139.7p and 147.6p respectively.

The good news is that, as tensions between Israel and Iran have defused, the oil price has crept back down, meaning some of the recent hikes may soon be reversed.

The Money blog is your place for consumer news, economic analysis and everything you need to know about the cost of living - bookmark news.sky.com/money.

It runs with live updates every weekday - while on Saturdays we scale back and offer you a selection of weekend reads.

Check them out this morning and we'll be back on Monday with rolling news and features.

The Money team is Emily Mee, Bhvishya Patel, Jess Sharp, Katie Williams, Brad Young and Ollie Cooper, with sub-editing by Isobel Souster. The blog is edited by Jimmy Rice.

A cash ISA offering an interest rate of 4.5% has been launched today by Melton Building Society .

The interest is paid annually on 31 March and can be added to the account, transferred to your bank account or transferred to an existing Melton savings account.

Here's what you need to know...

How do you open an account?

• You must be a UK resident and be aged 16; 
• Accounts can be opened with a minimum amount of £25 and the maximum that can be held in this account is £500,000.

Can you withdraw money?

Yes, you can withdraw money as long as you give the bank 180 days' notice in branch, by post or phone

Once you have done this, all or part of the investments in the ISA, including any interest earned, will be transferred to you.

You can also access your money without giving notice, but you will be charged 180 days' interest on the amount you withdraw. 

A lack of demand for new electric cars has led some brands to begin slashing prices. 

Even some of the UK's best-selling electric cars are thousands of pounds cheaper than a year ago, according to Auto Trader figures shared with The Times . 

Among the most heavily discounted vehicles are the Honda E, down 20% versus a year ago at £29,600, and the Peugeot E-2008, which has fallen in price by 15% to £30,000. 

The Vauxhall Corsa-e and Mokka-e are both being advertised at a 20% off sale price, while the MG ZS and MG5 are discounted by 15%. 

Meanwhile, Ford's flagship electric car, the Mustang Mach-E, has fallen in price by 14%. 

Ian Plummer, Auto Trader's commercial director, said lower prices are good news for car buyers and that it was "encouraging" to see more affordable electric cars on the market. 

He said the discounts had been "driven by a softening in consumer demand, coupled with the introduction of the zero-emissions vehicle mandate, which is putting pressure on manufacturers to comply with the new regulations or face heavy fines". 

The government's zero-emission vehicle ( ZEV ) mandate requirers manufacturers to produce a certain percentage of zero-emission cars and vans each year.

It started when comedian Peter Kay, who was supposed to be the first official act for the new Manchester Co-op Live on 23 April, had his performances rescheduled.

Rick Astley's performance on 20 April was a "test event" for the venue but ticket capacity was slashed just hours before his gig was due to begin.

Astley fans who had their tickets cancelled were instead offered seats to see US rock band The Black Keys play - but their show has also been affected.

And to add to the chaos, this week Olivia Rodrigo's concerts, scheduled for 3 and 4 May, were postponed.

Then, Take That announced they were moving their shows from the venue to the AO Arena in Manchester.

A Boogie Wit Da Hoodie concert was also postponed just over an hour before the rapper was set to perform.

Today, Barry Manilow also said he had a "back-up plan" to move his Manchester performance from the beleaguered venue. 

The ongoing mayhem has left disgruntled concert-goers voicing their frustration, with some calling for travel and accommodation to be reimbursed and others calling the situation "embarrassing".

"There will be countless people who would've booked travel and hotels just for you to stitch them up because you couldn't meet assured deadlines," one person wrote on X.

Another person said the music venue should "at the very minimum" be "looking at refunding travel/hotel costs for people that can prove they paid for cancelled dates".

And another person asked: "How do I get a refund for parking? There's no info on your site or app."

Organisers at Co-op Live said the venue would be taking "a short pause to events" before welcoming members of the public to the arena from 14 May.

A Co-op Live statement said: "At this time, we do not expect further impact on our opening season. We are aware our actions have frustrated and angered ticketholders."

Tim Leiweke, chairman and chief executive of Oak View Group, which developed Co-op Live in partnership with the City Football Group, has said they cannot run any event until it is "absolutely safe to do so".

A Co-op Group spokesperson said: "As naming rights sponsor for Co-op Live we are disappointed with these further schedule changes.

"Co-op is a sponsor and does not own or run the venue, and we have made it clear to Oak View Group, who are responsible for the building, that the impact on ticketholders must be addressed as a priority."

An Itsu freezer product is being urgently recalled over fears it could contain plastic. 

Customers are being told not to eat Itsu's sizzling pork gyoza, which is sold at Asda and Sainsbury's.

The 240g packs with a best before date of 8 March 2025 are those affected by the recall.

A 200-year-old Edinburgh attraction is reopening this month after being closed for four years. 

The Nelson Monument is a 150ft tower overlooking the city, and was built to commemorate Admiral Horatio Nelson's victory at the Battle of Trafalgar.

It has been shut for essential works for years, but visitors will soon be able to climb its 143 steps again.

An official opening date has not yet been given.

HMRC's Welsh-language app is only being used by two in every 100 native speakers, according to a new report by The Telegraph .

A freedom of information request by the paper found that 13,831 Welsh speakers have used the app since its launch in June 2022.

That equates to 1.5% of the nearly 900,000 people who say they speak the language.

Jonathan Eida, researcher at the TaxPayers' Alliance pressure group, told the newspaper he thought the move was a "gimmick".

Gig ticket prices may be eye-wateringly high at the moment (just like everything else, let's face it) but a big sale next week will see tens of thousands of tickets at discounted prices. 

LiveNation is holding a sale for 24 hours from noon on Thursday until noon on Friday, with prices starting from £25. 

Artists who you can get discounted tickets to see include Doja Cat, Meghan Thee Stallion, Shania Twain, Becky Hill, Avril Lavigne, Eric Prydz, Giggs, Glass Animals, James Arthur, JLS, Jungle, Kaiser Chiefs, Limp Bizkit, Offset, McFly, Olly Murs, Paloma Faith, Placebo, Tom Jones, Tiesto and The Streets. 

You can find the full line-up of artists and venues with discounted tickets  on the LiveNation website here .

The company will also be holding promotions and competitions throughout next week. 

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NFL Power Rankings: Buffalo Bills trail other AFC contenders in Top 10

The Buffalo Bills are a Top 10 team, but still sit behind three other AFC clubs in Sports Illustrated's post-draft power rankings.

• Author: Ralph Ventre

In this story:

The Buffalo Bills are a team in transition, but extremely dangerous nonetheless.

Although there's no shortage of TV talking heads who love telling us how the Bills' "window is closed," Buffalo is a championship contender as long as quarterback Josh Allen is healthy and available. The wagering futures market suggests as much as do Sports Illustrated's post-draft NFL Power Rankings.

The Bills sit No. 7 overall on the 32-team list that is topped by the back-to-back Super Bowl champion Kansas City Chiefs. The Baltimore Ravens (4) and Cincinnati Bengals (5) are the only other AFC teams who rank higher than Buffalo.

The Bills may not have a WR1, with Stefon Diggs now in Houston, but they add to their stable of capable targets by drafting Florida State receiver Keon Coleman at No. 33 overall. Next, Buffalo picked up a safety replacement in Utah's Cole Bishop and beefed up its interior line depth with Duke's DeWayne Carter. Fourth-round running back Ray Davis, who was a 1,000-yard rusher for Kentucky last year, also figures to contribute early on.

From SI's NFL Power Rankings :

"WR Keon Coleman and S Cole Bishop were selections of need. My friend, Tyler Dunne, over at Go Long changed my mind on the Coleman pick. While I thought it was foolish for the Bills to invite Kansas City to the top of the draft to select a wide receiver, he saw it as a bit of a “come and get it” declaration, a message that the Chiefs don’t scare the Bills in particular and that they’ll treat them like any other team. This is a good year to see how Sean McDermott can refresh his coaching chops and get his staff to hit the ground running. The Bills are getting younger, but don’t want to spend time not winning the AFC East."

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NFL draft's best undrafted free agents: Who are top 10 players available?

With the 2024 NFL draft now complete, another scramble for talent begins.

Teams' efforts to sign the top available undrafted free agents are already underway. And while this year's draft class seems to be short on depth given that it had just 58 early entrants - the fewest since 2011 - franchises will still look to round out their rosters with role players, special teams contributors and potential developmental prospects. And the payoff can be considerable, as the Minnesota Vikings found this past fall when linebacker Ivan Pace - USA TODAY Sports' top undrafted free agent last year - rose to become a starter and trusted piece of the defense.

Here are the top 10 undrafted free agents after the 2024 NFL draft:

2024 NFL draft's best undrafted free agents

1. leonard taylor iii, dt, miami (fla.).

A former five-star recruit, Taylor never quite figured out to become a consistently dominant force for the Hurricanes. Still, the 6-3, 303-pounder has the frame and initial burst to disrupt plays from the interior, even if he only does so sporadically.

NFL STATS CENTRAL: The latest NFL scores, schedules, odds, stats and more.

2. Gabriel Murphy, DE, UCLA

No one will confuse the 6-2, 247-pound Murphy with Laiatu Latu, his former UCLA pass-rushing teammate who was the first defender selected in the draft (No. 15 to the Indianapolis Colts). But edge rushers with quickness, polish and production are hard to come by, and Murphy offers all three.

3. Dallin Holker, TE, Colorado State

His receiving chops should be readily apparent after a season in which he hauled in 64 catches for 767 yards and six scores. Holker might have to be utilized creatively given his athletic limitations, but he can be a steady contributor to an aerial attack

4. Ethan Driskell, OT, Marshall

A 6-8, 313-pound left tackle who can move comfortably should capture plenty of teams' interest. Driskell is perhaps too towering of a blocker for his own good, but his frame and overall athleticism give a shot at sticking on a roster.

5. Jalen Coker, WR, Holy Cross

Coker dominated his competition in 2023, hauling in 15 touchdown catches while averaging 17.6 yards per catch. The 6-1, 208-pounder likely will have a tough time learning how to consistently separate from much speedier defensive backs in the NFL, but he deserves a shot.

6. Willie Drew, CB, Virginia State

For the second time in four years, HBCU players were shut out in the draft . Drew was perhaps the best candidate to make the cut, as his length and ball skills (six interceptions, 22 passes defensed in 2023) could allow him to make his mark at the next level.

7. Cody Schrader, RB, Missouri

The former walk-on and transfer from Truman State was one of college football's best stories last season as he broke out for 1,627 rushing yards and 14 scores on the ground. The 5-8, 202-pound Schrader likely will be limited to spot work as a ball carrier and special teams contributor, but he should be up to the task.

8. Gabe Hall, DT, Baylor

Any team looking to make a big swing with their undrafted free agent class should take a long look at Hall. The 6-6, 294-pounder has massive upside as someone who can generate pressure from the interior, though he's hardly a finished product.

9. Beau Brade, S, Maryland

A savvy leader, Brade should be an asset for almost any secondary and special teams collective. He could contribute as a nickel who can make plays when allowed to work downhill.

10. Garret Greenfield, OT, South Dakota State

His teammate, offensive guard Mason McCormick, was taken by the Pittsburgh Steelers in the fourth round. Greenfield's experience at both left and right tackle should help position him to become a swing option if he can latch on with a team.

Fox, Disney, Warner Will Tap Streaming Sports Venture in TV Upfront (EXCLUSIVE)

By Brian Steinberg

Brian Steinberg

Senior TV Editor

• Paramount Offers EDO, Mastercard Data for TV Ad Deals 2 days ago
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The three media companies planning to launch a much-scrutinized sports streamer l ater this year are set to give advertisers a sneak peek at the new outlet.

Popular on Variety

While many aspects of the new service remain unknown, revelation of the aforementioned plans suggests that advertising will play a role. Many streaming services show significantly fewer commercials than their linear-TV counterparts, but the new streaming outlet is expected to offer access to networks including ESPN , TNT, ABC, Fox and Fox Sports 1, all of which rely on commercials as a significant pillar of their finances.

The price of the service is to be announced at a later date, but the companies will likely set a monthly subscription that is more than a consumer would pay for a standalone regional sports network, which costs $20 to $30 per month, and less than a larger digital programming package such as Hulu + Live TV or YouTube TV, which cost around $75 to $80 per month, according to a person familiar with discussions.

The new outlet is expected to launch in the fall as the NFL season gets underway.

Sports are likely to play a key role in this year’s upfront. One media-buying executive familiar with early discussions between advertisers and TV networks suggests media owners may use sports to offset some of the declines expected in other parts of the business. In other words, this executive says, TV companies may use impressions from sports audiences as a means to shore up ratings declines in primetime, daytime or late-night schedules.

One challenge, of course, is that the number of people who plan to subscribe to the new joint-venture streamer is, for now, unknown. The companies have suggested the sports outlet will appeal to a generation of customers who no longer subscribe to traditional cable, but will find the sheer number of sports hours offered a compelling prospect.

One of the goals of the new business is to generate some of the revenue Disney, Fox and Warner Bros, Discovery are, like their contemporaries, losing as one-time TV viewers gravitate more readily to streaming on demand. The hope is that the new sports streamer replaces some of the distribution revenue the companies are losing as one-time subscribers get their content elsewhere. As the upfront plans reveal, perhaps there is also room to bolster ad revenue too.

The three media companies have tapped Peter Distad, a former executive at Apple TV, to serve as the new venture’s CEO. While at Apple, he worked to expand usage of the Apple TV app and the Apple TV+ video service, as well as Apple’s distribution of games from Major League Soccer.

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