Rev up your engines! From thrilling Formula One races to the electric atmosphere of the Summer Olympic Games, attending major sporting events is gaining popularity.
Sports tourism, as it’s known, is one of the quickest-growing sectors in the travel market, according to the United Nations World Tourism Organization.
The industry is massive, and is projected to continue expanding, according to Lisa Delpy Neirotti, a professor and director at George Washington University’s Sport Management Program.
“The sport tourism market will continue to grow as long as new opportunities to play and compete exist,” she said. “The numbers are all over the place, so it is difficult to get a great figure. The biggest takeaway is that it is substantial and growing.”
Sports tourists support local economies by spending money on accommodations, dining, transportation, retail, and attractions, noted Delpy Neirotti.
More professional teams are playing in international venues, and their fans are following them, said Delpy Neirotti. This can bring attention to destinations through social media and word of mouth, she said.
“The Padres played in Mexico City and had a substantial fan base there– same for NFL in Germany or MLB in London,” she said. “It gives people or fans the reason to plan a trip and travel.”
For some countries, these events are an opportunity to enhance their global standing.
“Saudi Arabia– like China, Qatar and many others– are using sport to showcase their country– to not only visitors but all those watching the broadcast or stream,” she told CNBC Travel.
Saudi Arabia, in particular, is heavily investing in sports, most notably in soccer and golf, recruiting high-profile athletes like Cristiano Ronaldo and Dustin Johnson to the kingdom.
Critics argue that Saudi Arabia is leaning heavily on sports to improve its international reputation—an approach known as “sportswashing,” which Saudi Crown Prince Mohammed bin Salman acknowledged during an interview with Fox News in September.
A key objective of sports tourism is to boost travel, especially in off-peak or shoulder periods, said Delpy Neirotti.
Hit the gas with Lewis Hamilton as he interacts with fans outside the paddock during Singapore’s F1 Grand Prix on Sept. 17, 2023.
Marking the end of summer travel, September is a classic “shoulder season” month. Singapore saw hotel rates soar to $590 Singapore dollars ($440) during its annual Formula One race weekend, with many hotels exceeding 90% occupancy rates, according to hospitality and travel software company Adara – A Rate Gain Company.
“It’s notable that some hotels are able to command even higher rates,
