Japan’s Sports Tourism Market Set for Explosive Growth, Projected to Reach USD 23.56 Billion by 2034 Driven by World-Class Infrastructure, Global Events, and Government Support

Published on April 20, 2025

The sports tourism market in Japan is witnessing a remarkable transformation, with projections indicating that its market value will soar to approximately USD 23.56 billion by 2034. This marks a significant leap from its projected value of USD 10.42 billion in 2024, with an impressive compound annual growth rate (CAGR) of 8.5%. This rapid growth signals Japan’s emergence as a major global hub for sports-related tourism, driven by its exceptional infrastructure, diverse sporting events, and robust government support.

Traditionally known for its rich culture, heritage, and stunning natural landscapes, Japan has increasingly become a prominent player in the global sports tourism industry. Through strategic investments and the development of cutting-edge facilities, the country is positioning itself as a premier destination for athletes, sports enthusiasts, and international travelers alike.

Key Factors Fueling Japan’s Sports Tourism Growth

Several factors are propelling Japan’s sports tourism market to new heights, positioning it for long-term success:

1. Hosting International Sports Events:
Japan’s central location within the Asia-Pacific region makes it an ideal venue for high-profile global sporting events. From marathons and cycling races to motorsports and tennis tournaments, Japan’s extensive experience in organizing world-class events continues to attract large numbers of sports fans and participants. The country’s strategic efforts to host such events enhance its visibility in the global sports tourism sector.

2. Advanced Sports Infrastructure:
The infrastructure upgrades that followed the Tokyo 2020 Olympics have been transformative. Japan boasts state-of-the-art stadiums, world-class training facilities, and premium accommodations for athletes and spectators. This solid infrastructure makes it easier to accommodate an influx of visitors, positioning Japan as a top destination for major international sports events.

3. Government Support and Strategic Policies:
The Japanese government has been proactive in incorporating sports tourism into its broader national strategy. Policies aimed at promoting sports tourism, developing the necessary infrastructure, and supporting the hosting of niche sports events are contributing to the sector’s accelerated growth. As a result, Japan is not only hosting global sporting events but also actively encouraging new sports-related tourism initiatives.

4. Adventure Sports and Outdoor Tourism:
Beyond traditional sports, Japan is becoming a popular destination for adventure sports. The country’s mountainous terrain and world-renowned ski resorts make it a prime location for skiing, snowboarding, hiking, and mountaineering. These outdoor activities, along with cycling and other adventure sports, are driving growth in Japan’s sports tourism sector by appealing to a broader audience seeking adventure and nature-based experiences.

5. Wellness and Fitness Tourism:
Japan is increasingly recognized as a destination for wellness tourism, thanks to its unique blend of traditional health practices and modern sports facilities. Visitors from around the world come to Japan not only for sports events but also to experience the country’s wellness offerings, including hot springs, fitness retreats, and holistic health practices. This convergence of sports and wellness is another key driver of Japan’s rising appeal as a sports tourism destination.

Projected Market Growth and Its Global Impact

By 2034, Japan’s sports tourism market is expected to double, reaching USD 23.56 billion. With ongoing investments in top-tier sports infrastructure and the growing number of international events, Japan’s sports tourism sector is set to benefit from an increasing number of international tourists. Japan’s reputation for safety, hospitality, and unique cultural experiences adds to its attractiveness as a destination for sports-related tourism.

Digital tools, such as online ticketing platforms, live event coverage, and virtual experiences, are expected to further elevate Japan’s position in the global market, allowing international sports fans to engage with the country’s events even before their arrival.

Challenges and Considerations

Despite the optimistic projections, Japan’s sports tourism market does face some challenges:

1. Seasonal Demand Variability:
Japan’s sports tourism experiences fluctuations in visitor numbers, with peak periods coinciding with major events, while off-peak periods can show slower growth. This seasonality creates challenges for maintaining consistent visitor numbers throughout the year.

2. Pressure on Infrastructure:
As the sports tourism market continues to expand, Japan must ensure that its infrastructure can support increasing visitor numbers without compromising on quality or service. Managing demand while maintaining high standards remains a significant concern.

3. Language and Cultural Barriers:
Though Japan is known for its exceptional hospitality, language barriers can be an issue for international visitors. Overcoming these barriers is essential for making Japan more accessible to a broader audience and expanding its reach as a sports tourism destination.

4. High Travel and Accommodation Costs:
Japan’s reputation for high travel and accommodation costs may deter budget-conscious tourists, especially when compared to other regional destinations. This factor could influence the growth potential for some segments of the sports tourism market.

5. Sustainability and Environmental Impact:
The increasing popularity of large-scale sports events presents environmental sustainability challenges. As Japan continues to host major sporting events, addressing the environmental impact of these events and promoting sustainable tourism practices will become more critical.

The Future of Japan’s Sports Tourism

Japan’s commitment to developing world-class sports infrastructure, hosting international sports events, and promoting wellness tourism places the country on track for long-term success in the sports tourism market. The combination of cutting-edge facilities, government-backed initiatives, and a unique cultural appeal makes Japan an ideal destination for sports tourists from all corners of the globe.

Looking ahead, Japan’s sports tourism market is poised for significant growth, offering diverse sporting experiences, attracting athletes and fans alike, and establishing itself as a global leader in the industry.

Market Segmentation: Categories of Sports Tourism

The sports tourism market in Japan can be divided into several categories for a more detailed analysis:

• By Direct Suppliers: Airlines, Hotel Companies, Car Rentals, Train, Tour Operators, Government Bodies
• By Indirect Suppliers: Online Travel Agencies (OTAs), Traditional Travel Agencies, Travel Management Companies (TMCs), Corporate Buyers
• By Sports Type: Football, Cricket, Motorsports, Basketball, Others
• By Consumer Orientation: Men, Women, Kids
• By Sports Tourism Type: Sports Event Tourism, Nostalgia Sports Tourism, Active and Passive Sports Tourism
• By Booking Channel: Online Booking, Phone Booking, In-Person Booking
• By Tourist Type: Domestic, International

As Japan continues to focus on both enhancing its sports tourism infrastructure and fostering new niche markets, it will be well-positioned to maintain its growth trajectory and secure its place as one of the leading destinations for sports tourism worldwide.