What is Sports Tourism?
Definitions of Sports Tourism
According to the UN World Tourism Organization, 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.”
The Universidad Europea defines sports tourism as “the act of travelling to a destination, with the intention of being involved in some way with a sporting activity or event”.
The Sports Events and Tourism Association (Sports ETA) and Tourism Economics (Oxford) also defined this segment in travel: “Sports tourism is an integral part of local and national economies across the country. Travellers attending sports tournaments, races, and other events – either as a participant or spectator – generate significant economic benefits to households, businesses, and governments alike and represent a critical driver of the overall economy”.
The Different Types of Sports Tourism
Sports tourism can be divided into three main areas:
1. Event-based Tourism – Also known as “Passive Sports Tourism”, this type focuses on travel to watch a sports event or tournament, rather than participating. These range from major global events, such as the Olympics or the FIFA World Cup, to high-profile annual tournaments, such as Wimbledon in the UK or the Super Bowl in the US.
Sporting events can be of any size and importance, including amateur events. For instance, attending an Ironman Triathlon to support a friend or family member from the stands is a form of event-based tourism.
At its core, event-based sports tourism brings together spectators or fans “willing to go the extra mile” for the excitement of competition and the unique opportunity to be part of memorable experiences.
2. Active Sports Tourism – Active sports tourism centers on travellers who actively participate in sporting activities at their destination. Even if the primary reason for traveling is different, sports still play a significant role in the experience.
Examples of active sports tourism include running marathons, skiing in winter resorts, surfing in coastal towns, golfing in wine regions, biking along scenic routes, and participating in adventure races.
Some travellers select destinations specifically known for a certain sport or outdoor activity.
3. Sports Heritage Tourism – Also known as “Nostalgia Tourism”, this form of sports tourism appeals to visitors seeking to remember or experience memorable sporting events of the past or visit well-known athletic landmarks.
It includes trips to historic stadiums, sports halls of fame, and sports museums or exhibitions that showcase memorable moments and legacies.
Examples of popular places for nostalgic tourism include the Hockey Hall of Fame in Toronto, La Bombonera Museum in Buenos Aires, the Maracanã Stadium in Rio de Janeiro, and the Basketball Hall of Fame, in Springfield, Massachusetts, USA.
Economic and Branding Impact of Sports Tourism
Economically, sports tourism also makes a significant impact worldwide. The UNWTO estimates it accounts for around 10% of global tourism spending and anticipates a growth of 17.5% between 2023 and 2030.
According to the Expedia Group, spending is expected to reach US$1.3 trillion by 2032. In 2024, spectator sports tourism in the United States alone generated $47.1 billion in direct expenditures, driving an overall economic impact of $114.4 billion, according to the Sports ETA.
Destinations leverage major events to boost visibility, ramp up infrastructure, and attract visitors beyond the events themselves.
This effective combination of brand exposure, financial benefits, and fan enthusiasm fuels the industry’s growth.
Barcelona, in Spain, is a prime example of how hosting a major sporting event can transform a city. The 1992 Olympics revitalized its economy, modernized its infrastructure, and put Barcelona on the global map—fueling a tourism boom that has lasted more than three decades.
Host cities around the world experience increased revenue and long-term branding advantages, as highlighted by the Financial Times.
Other benefits of sports tourism include a boost in hotel reservations, greater transportation use, job creation, and even increased tax revenue.
Sports travel: lasting connections
Research from the Expedia Group (2025) indicates that 44% of sports travellers’ most recent sporting trip was overseas; among those aged 16–34, that percentage increased to 62%.
Emotional connections play a significant role in this behaviour, as sports trips often create memorable experiences with family and friends. “Most respondents attended their last sporting event trip with friends (35%), partners (34%), or family (33%), emphasizing the social nature of these trips”, according to the study.
The shared excitement at events transforms one-time trips into lasting connections.
Image credits: Black Rancho, Billion Photos, Mariusz Blach, DAPA Images.