When driving to an ocean swimming event in another city recently, it struck me how enjoyable it is to include time at the beach having a surf, a great BBQ lunch picnic, and a coffee at a local café, in addition to participating in the event. We also recently joined a Swim Trek ocean swimming group during an overseas holiday, again combining sport and tourism during the experience. As footy tragics, we regularly travel interstate to catch games, and enjoy staying a weekend to see, taste or hike the city or region, having direct economic impacts through our sporting-related visitation.
There is a lot of talk about the economic clout of sport, for good reason. Sports tourism is a key driver, fusing the spectacle, passion, and nostalgia of sport with travel experience, cultural exchange, and community engagement. From global marathons to golf tourism, Magic Round, Gather Round, and mega events like the Olympics and Paralympics or FIFA World Cup, the economic significance of sports tourism is significant at $800 billon per year. With the growth of both participatory and spectator immersive experiences being estimated at 18% between 2025 and 2030 and representing 10% of the tourism economy (UN World Tourism Organisation), it’s a diamond in the crown of sport.
Sporting Events & Tourism Impact
Tourists will visit destinations without sport of course; but add a major sporting event in the mix, or new active infrastructure like an accessible hiking trail or mountain biking track, and tourists will flock, stay longer, and spend more with direct economic effect. Building of transport infrastructure, sporting infrastructure and investment in hotels brings further lasting economic legacy as magnets for tourism, in addition to job creation. For example, the 2022 FIFA World Cup in Qatar generated an estimated $17 billion in economic impact, while the Tokyo 2020 Olympics contributed $36 billion to Japan’s GDP despite the challenges of the pandemic (Deloitte, 2022). Mass participation events like The Gold Coast Marathon deliver $50 million to Queensland, and events like national schools’ championships bring competitors and their entourages of parents and coaches, who book hotels, consume meals and see the sites in the host region, delivering extraordinary economic impacts.
Sports tourism is innovating. There are diverse product packages integrating physical activity, cultural enrichment, and community connection with sport. There are sports tourism destinations housing the golden trifecta of access, accommodation, and sport- Las Vegas, Dubai, Gold Coast, New Zealand, for example all position in sports tourism. Las Vegas has managed to transform as a city from a gambling tourism destination to a sports tourism mecca by attracting sports franchises, and momentous events like F1 and Superbowl.
As a Games host for 2032, Queensland will undoubtedly feature beauty shots of its beaches, forests and outback as integrated backdrops in bike road racing, marathon, sailing, surfing, and equestrian. Our friendliness, food and fauna will also be on display to the world, forging memorable legacies in sports tourism, community pride and connection. Throw in the plausible scenario of a random kangaroo racing the racers and I rest my case for sports tourism.
Tourism promotes sport and sport promotes tourism.
With the rise in wellbeing and health tourism, sport will play a key role in providing active experiences as part of a visitation experience. While sport promotes tourism economic impact, tourism also promotes sport, through accessible walkways, beach access for all, active infrastructure co-located with accommodation or experiences. Think Pickle Ball courts placed around shopping malls or restaurants, surfboard hire at popular surfing beaches and running track maps available at hotels. The recent world first opening of the Brisbane Story Bridge accessible climb for all abilities captures the essence of a new age of sports tourism that embraces the 20 percent of the population with mobility challenges.
Cultural exchange inherent in fan and athlete visitation internationally can enhance international relations, and augment through simultaneously held business and trade events alongside major sporting events. Why not hold a sports technology or world health research conference in the same week as a major sporting event in the same city? This would extend the duration and spend of the average stay, as another example of sports tourism impact.
Growth Segments in Sports Tourism
Sports tourists include spectators, active tourists, and heritage tourist segments. For example, the Fanatics arrive, pay premium for a VIP experience, drink at the pubs, eat at the restaurants, go to the shows, book the tours and shop. The upcoming British Lions tour in Australia is a case in point. Tennis Grand Slam host cities target a premium segment of spectators who purchase premium ticketing, hotel accommodation and dining experiences for an extended period.
Active tourists are a key growth segment, comprising wellness travellers, outdoor adventurers like skiers, surfers, golfers, road cyclists or hikers. This is a large and growing form of tourism, estimated to grow to two trillion globally by 2032.
Then there are those who combine their travel with sports history, pursuing tours of the Tour de France track, the Origins of the Olympics in Olympia or Sports Stadia heritage tours.
What does the future hold in sports tourism? Growth. Women’s sports, VIP and corporate retreats, esports tourism and eco-friendly sports tourism are mega sports tourism trends. Cities like Seoul and Los Angeles are next generation magnets through their hosting of esports world events and tournaments.
Despite the Coolie Classic being cancelled due to inclement weather (“The Sea was angry that day, my friends”), we still enjoyed a rewarding brunch without the swim and now we are looking forward to a weekend away to participate in events in the Gold Coast Marathon. Sports tourism at its best.
About the Author
Professor Sarah Kelly, renowned for her global academic, leadership and governance expertise across education and sports management, drives forward-thinking initiatives to the world stage. A distinguished ‘prac-academic’, commercial lawyer and champion for inclusivity, Sarah leads with innovation and insight. For exclusive updates on the latest in sport, management, leadership, education, innovation, and research, subscribe at DrSarahKelly.com.au