Top 10 Countries Famous for Sports Tourism: How Iconic Sporting Events Shape Travel Trends Worldwide

Published on November 20, 2025

The Growing Influence of Sports Tourism on Global Travel Trends

Sports tourism has become a thriving industry, attracting travelers from all over the world who seek to participate in, watch, or simply experience the excitement of major sporting events. As countries invest in their sporting cultures and infrastructure, sports tourism continues to drive economic growth and international visitation. From cricket in Australia to rugby in South Africa, here is a closer look at how sports tourism is shaping the tourism industry in the top 10 destinations around the globe.

1. Australia: A Hub for Sports Enthusiasts

Australia’s vibrant sports culture has earned the country a reputation as a premier destination for sports tourism. The country is home to a variety of events and activities that appeal to both spectators and participants. Australia’s famous sports include surfing, rugby, and cricket, and the nation plays host to prestigious events like the Australian Open in tennis, the Melbourne Cup in horse racing, and the AFL Grand Final in Australian rules football.

The tourism impact is particularly notable in cities like Melbourne and Sydney, where large sporting events not only attract fans but also create a wide range of business opportunities for hospitality, retail, and local attractions. These events contribute significantly to Australia’s economy, drawing international visitors who stay for the duration of the events, boosting tourism in the surrounding areas.

2. Spain: Football and Cultural Sports Tourism

Spain is globally recognized for its football culture, and the country’s two iconic football clubs, FC Barcelona and Real Madrid, play a major role in attracting sports tourists from around the world. Football enthusiasts flock to Spain not only for matches at legendary stadiums like Camp Nou and Santiago Bernabéu but also to experience the nation’s rich sporting history.

Spain also hosts other major sports events such as the Vuelta a España, one of the most prestigious cycling tours, and provides opportunities for golf, tennis, and motorsports fans. Sporting events in Spain generate significant economic benefits, with tourists spending on tickets, accommodations, dining, and local experiences. The strong combination of world-class sports and the country’s rich culture makes Spain an attractive destination for sports tourism.

3. United States: A Sports Tourism Powerhouse

The United States has long been a leader in sports tourism, thanks to its diverse array of sporting events and attractions. Major U.S. cities like New York, Los Angeles, and Miami host iconic events such as the Super Bowl (American football), the NBA Finals (basketball), the MLB World Series (baseball), and the US Open (tennis).

These events not only attract huge crowds but also contribute significantly to local economies through tourism. Fans travel to witness these games live, boosting the demand for hotels, restaurants, and transportation services. Additionally, recreational tourists seeking activities like golf, skiing, and water sports in popular destinations like Aspen and Florida further add to the sports tourism revenue.

4. Brazil: A Passionate Sports Culture

Brazil’s love for sports, particularly football, makes it one of the most important countries for sports tourism. The country has hosted prestigious events such as the FIFA World Cup and the Summer Olympics, both of which brought global attention to Brazil’s sporting prowess and tourism potential. The World Cup, in particular, generated massive economic impacts by drawing millions of international visitors to witness the excitement of the tournament.

Brazil’s tourism offerings extend beyond football, with volleyball, basketball, and beach sports like surfing being hugely popular. Brazil’s sporting culture is intrinsically tied to its identity, and for tourists, experiencing Brazil’s passion for sport is an unforgettable part of their travel journey.

5. Switzerland: Skiing and Winter Sports Hub

Switzerland’s breathtaking alpine landscapes make it a top destination for winter sports enthusiasts. Known globally for its ski resorts, particularly in the Swiss Alps, Switzerland attracts millions of visitors every year for skiing, snowboarding, and ice climbing. Events like the Lauberhorn Ski Races and the FIS Ski World Cup draw huge crowds, boosting Switzerland’s tourism industry during the winter months.

Switzerland also offers excellent hiking and cycling opportunities in the warmer months, creating year-round appeal for adventure tourism. The Swiss tourism sector benefits from the influx of visitors attending sporting events, and the country has become synonymous with luxury winter sports tourism.

6. United Kingdom: A Rich Sporting Heritage

The United Kingdom is home to a rich sporting heritage, with historic events that have global appeal. Wimbledon, one of the most prestigious tennis tournaments in the world, is just one example of the UK’s strong sports tourism offerings. The Open Championship, the oldest golf tournament in the world, is another major draw.

Additionally, football (soccer) is a central part of UK culture, with the Premier League attracting international visitors each season. Rugby, cricket, and motorsports also contribute to the UK’s sports tourism sector. These events have a long‑standing cultural significance, and they continue to draw tourists who are eager to experience British sports and attend these world‑class events.

7. South Africa: Sports and Safari Adventures Combined

South Africa is a leading sports tourism destination in Africa, known for its major international sporting events and the country’s vibrant sports culture. South Africa has hosted the Rugby World Cup and the Cricket World Cup, both of which had significant impacts on the local economy by attracting thousands of international fans.

Beyond these events, South Africa also offers excellent opportunities for adventure sports like golf, mountain biking, and surfing, with regions like Cape Town and Durban serving as popular destinations. Additionally, the country’s unique combination of sports and wildlife tourism—offering activities such as safaris—makes it an attractive choice for tourists looking to experience both natural wonders and thrilling sports.

8. France: A Sporting and Cultural Destination

France is synonymous with prestigious sports events, including the Tour de France, the French Open, and the Le Mans 24-hour motorsport race. Each year, thousands of fans travel to France to witness these legendary events. France is also known for its world-class ski resorts in the French Alps, where skiing and snowboarding are top attractions.

The combination of outdoor adventure and major sporting events contributes greatly to France’s tourism economy. The growing trend of combining sports tourism with cultural experiences—such as touring Paris or exploring French vineyards—further adds to the country’s appeal to international visitors.

9. New Zealand: The Adventure Sports Capital

New Zealand has earned its reputation as a top destination for extreme sports and adventure tourism. The country offers world‑famous activities like bungee jumping, skydiving, and white‑water rafting. Rugby is a national passion, with the All Blacks being one of the most successful rugby teams globally. Major sporting events like the Rugby World Cup have brought millions of international visitors to the country.

New Zealand’s landscapes, including beaches, mountains, and forests, make it an ideal destination for outdoor sports enthusiasts. The growing interest in golf, cycling, and hiking also makes New Zealand an attractive year-round destination for sports tourists.

10. Japan: A Rising Sports Tourism Giant

Japan has rapidly become a key player in the sports tourism industry, thanks in part to its hosting of the Rugby World Cup and the Summer Olympics. Japan’s culture of martial arts, including judo, karate, and sumo wrestling, also draws significant interest from international tourists.

In addition to these iconic events, Japan is known for its world-class skiing resorts in Hokkaido and its growing focus on other winter sports. Japan’s rise in sports tourism has been supported by major improvements in infrastructure, making it easier for visitors to explore the country’s many sporting venues and events.

Tourism Angle and Impact

Sports tourism has a profound impact on the economies of countries hosting major sporting events, creating a significant influx of international visitors and boosting local businesses. From hotel bookings and transportation services to dining and retail spending, sports events stimulate economic activity in host cities and regions. Sports tourism also promotes cultural exchange, bringing people from different backgrounds together through shared passions and experiences.

The long-term impact of sports tourism extends beyond event-specific visits. It helps to raise a country’s profile globally, attracting new tourists who may return to explore other areas of the country. The development of sports infrastructure, such as stadiums, facilities, and transport networks, also benefits the broader tourism industry by improving accessibility for all visitors.

The Future of Sports Tourism and Its Lasting Impact

Sports tourism is a growing and dynamic sector that continues to shape the travel landscape in countries across the globe. From the football fields of Spain to the ski slopes of Switzerland, each destination leverages its sporting heritage and major events to attract millions of tourists every year. The global demand for sports tourism is expected to rise in the coming years, with these countries positioned to benefit from the economic and cultural impacts of this thriving industry.