Global Sports Tourism Expands to New Regions: Australia and New Zealand Emerging as Prime Destinations for Rugby and Cricket Enthusiasts

Published on November 5, 2024

The global sports tourism market, valued at $323.42 billion in 2020, is projected to grow to $1.8 trillion by 2030, at a compound annual growth rate (CAGR) of 16.1%. The surge in popularity of sports tourism is driven by an increase in international and domestic sporting events, the establishment of new venues, and heightened spectator engagement.

Sports tourism involves travel to watch or participate in sporting events, and it has seen a significant rise in popularity over the past decade. It encompasses three primary types: sports event tourism, celebrity and nostalgia sports tourism, and active sports tourism.

The domestic segment of sports tourism is expected to remain a strong contributor, with projected revenue of $987.1 billion by 2030. This growth is supported by large investments in infrastructure and government policies that facilitate the hosting of sports events across regions. By product, the football/soccer category contributed the most revenue in 2020, driven by its widespread global popularity.

Europe emerged as the leading region in sports tourism, contributing $119.02 billion in 2020 and expected to reach $624.08 billion by 2030. Stakeholders are focusing on expanding fan zones and increasing venue capacities to accommodate the growing demand, thus boosting ticket revenue.

The increasing number of sporting events worldwide, alongside the growth of fan engagement initiatives like official fan zones, is expected to further drive the industry’s growth. Despite challenges such as financial constraints impacting franchisee teams, the sports tourism market is poised for continued expansion.

Key players in the sports tourism market include BAC Sports, QuintEvents, Sports Travel & Hospitality Group, and MATCH Hospitality, among others.