Insights into the realm of athletic travel and recreation
The world of sports tourism is experiencing a significant surge, with the global market valued at an impressive £609 billion in 2023 and projected to quadruple by 2032 [1]. This growth is driven by various factors, including increasing sports participation, investment in infrastructure, technological innovations, the rise of social media, sustainability, and a growing variety of sports leagues and events.
One company capitalising on this trend is Sports Tours International, which specialises in running and cycling events and offers VIP trips to follow cycling's three grand tours. Their unique ride-and-watch itineraries allow participants to tackle part of a stage in the Alps ahead of the elite riders [2].
Another UK sports travel specialist, Spectate, caters to people building travel ideas around iconic sporting events or going to such events and tagging on a holiday. They offer trips to various sports events and destinations, ranging from Formula One races to cricket tours like the Ashes [3]. In fact, Rowan from Spectate reports an increasing number of women travelling for Caribbean cricket tours.
The success of high-profile events is the primary driving force for the growth of the sports tourism industry. For instance, the next FIFA World Cup will be the first to be played across three nations and the first to feature 48 teams, up from 32. The F1 calendar now has 24 races a year, eight more than 20 years ago, reflecting the growing demand for sports tourism [4].
F1 is one of the fastest-growing sports in the world, with a nearly doubled fanbase and proportion of female followers since 2017, largely due to the Netflix series Drive to Survive. The sports industry in Saudi Arabia has also seen a significant boost, with nearly £4.6 billion invested since 2021, hosting over 80 international events and drawing 2.6 million attendees [5].
Las Vegas is placing sport at the centre of its tourism strategy, with events like the Las Vegas Grand Prix and the Super Bowl generating significant revenue. The growing trend of using travel to celebrate landmark birthdays and other milestones is further fueling the sports tourism industry. Norbert Falkner, for example, visited Augusta National Golf Club in 2019, describing it as a spiritual experience [6].
Women's sports have also become increasingly high-profile and popular, exemplified by the 87,000 fans who watched England's Lionesses win the Euros in 2022. Falkner hopes to take his family to Australia for an Ashes-focused break, as the opening series is scheduled to begin in Perth for the first time in four decades [7].
Barcelona reportedly paid more than £6.5 million to host the first stages of the 2026 Tour de France, demonstrating the financial allure of hosting such high-profile events [8]. The sports tourism industry is currently worth more than £500 billion and accounts for 10% of the total tourism market [9].
In conclusion, the sports tourism industry is expanding and feels like it's riding the crest of a wave. With the growing demand for sports tourism, the industry is expected to continue its robust expansion globally, offering exciting opportunities for both sports enthusiasts and travelers alike.
- The growth of the sports tourism industry is not only driven by the surge in sports participation and investment in infrastructure but also by the rise of photography, as more and more fans capture and share their experiences at iconic sporting events.
- For those seeking a blend of health, history, and nature, travel specialists like Spectate offer trips that combine sightseeing and sports events, such as cycling tours through the Alps or golfing holidays inAugusta National.
- The popularity of sports tourism extends beyond traditional events like the FIFA World Cup and Formula One races, with niche markets such as cricket tours, women's sports events, and even sports-themed vacations for milestone celebrations gaining traction.
