Dubai, Qatar, Saudi Arabia, and Australia Are Going All In on Sports Tourism – Will These Bold Goals Redefine Global Travel?

Published on December 1, 2025

By: Paramita Sarkar

In an unprecedented shift, Dubai, Qatar, Saudi Arabia, and Australia are unveiling ambitious plans to dominate the global sports tourism market, and the numbers are nothing short of breathtaking. Dubai is setting its sights on 4 million sports tourists annually by 2033, aiming to drastically boost the number of events hosted and raise its sports sector’s economic contribution to $5 billion. This move is part of a strategic effort to establish the city as a global sports hub, and the entire region is poised for a massive transformation in sports tourism.

This target is just the beginning. Qatar, fresh off the 2022 FIFA World Cup, is on track to welcome 6 million tourists annually by 2030, while Saudi Arabia and Australia are also upping their game with even more jaw-dropping goals. Saudi Arabia’s Vision 2030 seeks to bring 55 million tourists by 2030, and Australia’s “Decade of Green & Gold” campaign ties into the 2032 Brisbane Olympics, aiming for a $230 billion tourism economy. This isn’t just about sports; it’s about a revolution in global travel, and these nations are racing to the top.

From the Formula 1 Grand Prix in Saudi Arabia to the legendary Australian Open, these countries are pushing the boundaries of what sports tourism can achieve. And while the sports enthusiasts are thrilled, local economies and global diplomacy are poised to reap the rewards, with each country investing heavily to make their dreams come true.

Dubai’s Ambitious Sports Vision: Aiming for 4 Million Sports Tourists Annually by 2033

Dubai is no stranger to ambitious goals, and its sports tourism strategy is no exception. The Dubai Sports Sector Strategic Plan 2033, approved by Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum in November 2025, sets an aggressive target of increasing attendance at major sporting events from 1.67 million to 4.1 million annually by 2033. This ambitious growth will be fueled by a significant increase in the number of events hosted, with plans to boost event numbers by 250%.

Dubai is already home to some world-class sports events, including the Dubai World Cup, Formula E, the Dubai Tennis Championships, and the Dubai Rugby Sevens. But the new plan goes much further. By upgrading facilities, supporting local sports clubs, and developing local talent, Dubai aims to enhance its reputation as a global sports hub. The plan also includes strategies to encourage public participation in sports, creating a robust sports culture that will drive both domestic and international tourism.

The economic impact of these changes is expected to be substantial, with Dubai’s sports sector contributing AED 18.3 billion ($5 billion) annually by 2033. Dubai’s blend of luxury tourism, iconic landmarks, and world-class sports events makes it a prime destination for sports tourists seeking a unique and upscale experience. As the city continues to invest in its sports infrastructure, it is positioning itself to not only host major events but also foster long-term growth in sports tourism.

Qatar’s Legacy and Sports Tourism Boom: Reaching 6 Million Tourists by 2030

Qatar has already proven its ability to host major sports events, with the 2022 FIFA World Cup drawing millions of visitors to the country. The successful hosting of the World Cup has set the stage for Qatar’s broader sports tourism strategy, with the nation aiming to attract 6 million visitors annually by 2030, far ahead of schedule. In 2024, Qatar reached 5.1 million visitors, a 25% increase from the previous year, showing the momentum generated by its investments in sports tourism.

Qatar is leveraging the legacy of the World Cup to diversify its tourism offerings. The country has been heavily investing in ongoing events like Formula 1, tennis ATP tours, and e-sports, aiming to create a sustainable sports tourism ecosystem beyond the major biennial events. Qatar’s sports tourism strategy also includes high-profile investments in new sports facilities and events to keep the momentum going, ensuring that the country remains a top sports tourism destination.

Sports are central to Qatar’s rebranding efforts as it moves away from its reliance on oil and gas, using the international appeal of sports events to diversify its economy. Qatar’s focus on sports as a driver of tourism is part of a larger strategy to position the country as a global destination for high-profile events and leisure tourism, ensuring long-term economic growth through sports tourism.

Saudi Arabia: Vision 2030 and the Growing Sports Tourism Sector

Saudi Arabia’s Vision 2030 is reshaping the kingdom’s economy, with sports tourism emerging as one of the key pillars. The country aims to increase inbound tourists to 55 million by 2030, up from 40 million in 2019, and grow the sports sector to 0.6% of GDP, up from 0.2%. One of the main strategies to achieve these goals is the hosting of world-class events such as the Formula 1 Jeddah Grand Prix, the Dakar Rally, the Saudi Cup horse race, and Desert Polo in AlUla.

Saudi Arabia’s sports tourism strategy also focuses on adventure sports, such as diving and rallying, which capitalize on the country’s natural landscape, including the Red Sea and desert terrain. By utilizing its natural beauty for adventure tourism, Saudi Arabia aims to appeal to a diverse range of tourists, enhancing its global image as a sports destination.

The kingdom’s focus on sports as part of its broader economic diversification goals has the potential to transform Saudi Arabia into a leading global sports hub. Sports events are expected to contribute significantly to the tourism sector, and with major investments in infrastructure, Saudi Arabia is positioning itself to become a key player in the sports tourism market in the coming years.

Australia’s Sports Tourism Strategy: Aiming for $230 Billion by 2030

Australia is another country making bold moves in sports tourism, aiming to grow its visitor economy to $230 billion annually by 2030, up from $166 billion before the COVID-19 pandemic. As part of its strategy, Australia is looking to sports tourism to play a key role, with events like the Australian Open, Formula 1, and the upcoming Rugby World Cups in 2027 and 2029 contributing significantly to the sector’s growth.

The “Decade of Green & Gold” campaign, which is aligned with the 2032 Brisbane Olympics, aims to capitalize on Australia’s existing sports infrastructure and its ability to host major events. The country is also focusing on multi-stop trips for international tourists, particularly targeting high-spending fans from the UK and Europe. This strategy will increase spending on lodging, dining, and entertainment, further boosting the local economy.

Australia’s investment in sports tourism also includes promoting active tourism such as cycling and golf, as well as hosting mega-events that attract millions of spectators. By combining its natural beauty with world-class sports events, Australia is set to become a top destination for sports tourists in the coming decade.

Conclusion: A Global Shift Toward Sports Tourism

Dubai, Qatar, Saudi Arabia, and Australia are all betting on the future of sports tourism, each with unique strategies that leverage their strengths and ambitions. From upgrading infrastructure and hosting major international events to diversifying their economies and building lasting legacies in sports, these countries are leading the charge in a global trend that is reshaping the tourism landscape.

As these nations push toward their ambitious goals, they are not just aiming to attract tourists; they are building ecosystems that will drive long-term growth and change the way people experience sports and travel. With investments in sports facilities, global events, and public engagement, these countries are positioning themselves as the go-to destinations for sports tourism, ensuring that the world of travel will never be the same again.