“Sports tourism” can refer to everything from fans visiting other regions to watch sporting tournaments and professional athletes who are traveling to compete. The sports tourism market is growing rapidly and is only predicted to carry on growing. Market research has found that Europe holds the highest market share of all continents when it comes to sports tourism (36.8%), with the UK leading the way.
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What is sports tourism and why is it popular?
Sports tourism can mean different things to different people. Some tourists may have a nostalgic purpose in mind, such as seeing a historical sport-related site, like a museum or an old sports venue. Other sports tourists are mainly visiting for the purpose of watching a major sports event, such as a seeing their favourite Premier League star play. Other sports tourists are taking the trip to participate in a sport (often competitively) themselves.
It’s possible that sports tourism is enjoying a rise in popularity now as people bounce back from the impacts of the pandemic. People who missed canceled tournaments are now keener than ever to get back on board and see their favorite teams compete. For some, interest in personal fitness has also grown, making the demand for active holidays surge.
Whatever the reason behind a sports tourism trip, it’s clear that the sports tourism industry is something to take note of.
The latest must-see sports events
After the World Cup last year, you may be wondering, “what’s next?” Some of the major sporting events coming around in the next couple of years include:
Ryder Cup, 2023
The largest annual golf cup will be hosted in Italy, near Rome this year. American teams and European teams will compete in the Ryder Cup. This is expected to be very lucrative for European sports tourism, as Italy is one of the most in-demand holiday destinations for USA-based tourists.
Las Vegas Grand Prix
Formula 1 is a hotly anticipated event that will be taking place in November 2023. The number of attendees is expected to break the records for Las Vegas, a city that’s already very popular with tourists in its own right. Surveys have found that F1 fans are becoming younger and more diverse, so its future seems bright.
- Paris Olympics 2024
In summer, Paris is set to host the next Olympic Games. For the first time, the ticket sales are set to be online only and will be available worldwide. There will be four new sports, aimed at appealing to a younger audience. These are break dancing, sport climbing, skateboarding and surfing. This is expected to stir interest in the games and increase their relevancy across all demographics.
Getting active and involved
If you’d like to venture somewhere new to participate in sports yourself, there are many activities to choose from. Travel to the coast for water sports experiences such as surfing (especially popular in Devon and Cornwall) or participate in snow sports if you prefer the winter experience. For those who don’t want to travel abroad, the Cairngorm Ski Resort and Nevis Range in Scotland are worth considering.
For those who enjoy running, there are plenty of marathons to get involved in. London, Belfast and Stirling are among the many UK-based cities that host marathons every year. Want to venture abroad for your marathon experience? Try Lisbon, Rome or Tromsø.
Sports tourism is getting bigger and better. No matter whether your preferred participation style is active or passive (or both!), there’s something for you!
