Sports Tourism Market Size, Share & Industry Analysis, By Sports Type (Tennis, Cricket, Football/Soccer, and Others), By Sports Tourism Type (Active Sports Tourism, Passive Sports Tourism, and Nostalgia Sports Tourism), By Tourist Type (Domestic and International), and Regional Forecast, 2025-2032

The sports tourism market size was valued at USD 618.69 billion in 2024. The market is projected to grow from USD 707.29 billion in 2025 to USD 2,089.58 billion by 2032, exhibiting a CAGR of 16.43% during the forecast period. Europe dominated the sports tourism market with a market share of 40.34% in 2023.

Sports tourism refers to the travel experiences of a tourist who either actively participates in a sporting event or watches it as a spectator. It comprises traveling for one’s own sporting purposes, such as a badminton competition or to learn any form of sport. In addition, sports based tourism includes attending sporting events, such as the Cricket World Cup, Formula One race, Tennis tournament, and others. It also consists of nostalgic visits to places of ancient importance, such as the museum at the Maracana football stadium, the Olympic stadium in Barcelona, and others.

The COVID-19 pandemic adversely impacted the global market growth. During this period, across the globe, sports venues were closed, all the national and international sports tournaments were canceled, stringent restrictions were imposed on travel & tourism, and quarantine and gathering restrictions were imposed by governments across the world. These restrictions negatively affected the market’s growth.

GLOBAL SPORTS TOURISM MARKET SNAPSHOT

Market Size & Forecast:

• 2024 Market Size: USD 618.69 billion
• 2025 Market Size: USD 707.29 billion
• 2032 Forecast Market Size: USD 2,089.58 billion
• CAGR: 16.43% from 2025–2032

Market Share:

• Europe led with a 40.34% share in 2023, driven by strong sports infrastructure and year-round tournaments across football, rugby, tennis, and motorsport.
• Passive sports tourism—spectator-based travel—dominates the market due to the global popularity of events like the FIFA World Cup, Wimbledon, and Olympics.
• Domestic tourism holds the largest segment share, supported by national investments in stadiums, sports academies, and promotional events.

Key Country Highlights:

• U.S.: Expected to reach USD 476.18 billion by 2032; rising stadium attendance and immersive fan experiences drive demand.
• India: Cricket remains the top draw; ticket sales for 2024-2025 Border-Gavaskar Trophy six times higher than previous year.
• U.K. & France: Tour packages to tennis, rugby, and football events fuel demand; agencies like Gullivers and BAC Sport lead the market.
• Australia: Growth in multi-sport tourism packages including cricket, tennis, and F1; strong online booking support from local operators.
• Brazil & UAE: Growing popularity of soccer and F1 events; government-led sports tourism initiatives boost regional momentum.

Sports Tourism Market Trends

Rising Trend of Social Media and Digital Platforms for Promoting Sports Tournaments to Boost Market Growth

Social media platforms have become the most important tool for promoting sports tournaments and events. Individuals devote a lot of time on social media platforms, such as Facebook, Instagram, YouTube, and others owing to which sports event organizers promote their upcoming events or tournaments on these platforms. Furthermore, sports organizations are creating creative content to promote their teams and players and encourage spectators to visit stadiums to enjoy the sport. Social media platforms enable sports leagues to have real-time access to fans globally, allowing national and international fans to connect with their favorite players or teams. Hence, the rise in promotional activities of sports events or tournaments globally encourages sports enthusiasts and individuals to enjoy the sport at stadiums. These factors will further fuel the growth of the market.

• Europe witnessed sports tourism market growth from USD 195.86 billion in 2022 to USD 219.62 billion in 2023.

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Sports Tourism Market Growth Factors

Rising Number of Sports Tournaments Worldwide Will Fuel Market Growth

The growing popularity of sports tournaments, such as the Cricket World Cup, FIFA World Cup, Olympic Games, NBA Finals, Rugby World Cup, Wimbledon, and others globally has boosted the growth of the sports tourism industry. Furthermore, the rise in the number of sports tournaments of various kinds and sizes attracts national and international tourists as spectators or participants, which results in the success of these tournaments. According to the United Nations World Tourism Organization (UNWTO), sports-based tourism is the fastest-growing sector in tourism. In addition, the rising government support and corporate investment in sports tournaments have further encouraged individuals to participate in sports activities. It has also attracted a large number of spectators from around the world. The expansion of sports infrastructure, such as construction of stadiums, academies, training facilities, and sports complexes are the factors driving the market growth.

Growing Advancement in Technologies and Online Booking Mode Will Boost Market Growth

The growing advancements in technologies have revolutionized the individual experience and engagement in sports events. In addition, these improvements have significantly enhanced community engagement and financial gains for sports organizations by providing lucrative platforms for promotion, connection, and cultural exchange. Technology has made sports equipment more durable, sophisticated, and functional. It has also eased the process of making travel arrangements, booking hotel accommodations, and buying entry tickets for sports travel globally. Furthermore, the rise in smartphone adoption and growing internet penetration globally have enhanced the efficiency of online booking platforms. Moreover, increasing awareness regarding attractive rewards, refund policies, and other offers has encouraged consumers to book tickets online. Reputed travel agencies, such as MakeMyTrip PVT. LTD., Tripadvisor LLC, and others are launching user-friendly websites that help consumers book tickets through their smartphones and laptops, further driving the global sports tourism market growth.

RESTRAINING FACTORS

Surge in Geopolitical Instability May Restrain Market Growth

Growing geopolitical tensions between countries are causing a major economic impact on the market directly and indirectly. These tensions increase indirect threats consisting of cyber or terror attacks, financial market instability, or sports tournaments closing owing to concerns of terrorism or civil unrest. Furthermore, growing geopolitical conflicts between nations, such as Israel & Gaza, Russia & Ukraine, and others have adversely impacted individuals’ participation in sports tournaments. According to the International Olympic Committee (IOC), a team of athletes with a Belarusian or Russian passport were restricted from participating in the Paris Olympic Games, 2024. In addition, athletes connected with Russian or Belarusian military or national security agencies were also not eligible to participate in the Olympic Games. Hence, rise in geopolitical tensions between various countries is anticipated to restrict the market growth.

Sports Tourism Market Segmentation Analysis

By Sports Type Analysis

Rise in Trend of Badminton and Basketball Boosts Others Segment’s Growth

Based on sports type, the market is segmented into tennis, cricket, football/soccer, and others.

The others segment holds a major share of the global market. This segment includes badminton, basketball, golf, hockey, and others. The rising popularity of these sports in countries, such as India, the U.K., the U.S., China, Germany, and others is boosting the segment’s growth.

The tennis segment is anticipated to record the highest CAGR during the forecast period. The growing popularity of tennis as a recreational activity globally, along with an increase in the participation of players in this sport at different levels, will fuel the segment’s growth. Furthermore rise in individual interest in enjoying tennis tournaments, such as the Australian Open, French Open, Wimbledon, and U.S. Open has attracted many spectators, further enhancing the segment’s growth.

The football/soccer segment dominate the market in 2024 with a share of 31%.

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By Sports Tourism Type Analysis

Passive Sports Tourism Segment Will Dominate Owing to Surge in Individual Interest in Watching Sports Events at Stadiums

Based on sports tourism type, the market is segmented into active sports tourism, passive sports tourism, and nostalgia sports tourism.

The passive sports tourism segment will hold a majority market share during the forecast period. It refers to a type of tourism that focuses on travelling to a destination to watch a sports tournament or event, such as the World Cup, Olympic Games, and other games rather than participating in it. The rise in individual interest in watching these events from the stadium will fuel the segment’s growth. the segment is anticipated to gain 59% of the market share in 2025.

The active sports tourism segment is estimated to record a significant CAGR of 16.14% during the forecast period (2024-2032). It is a type of tourism in which an individual actively participates in their selected sport while visiting a destination. Many individuals choose tourist destinations based on a specific sport or outdoor activity, further enhancing the tourist footfall for sport-based tourism. This will accelerate the segment’s growth.

By Tourist Type Analysis

Domestic Segment Will Dominate Market Owing to Surge in Domestic Sports Infrastructure

Based on tourist type, the market is divided into domestic and international.

The domestic segment holds a major market share due to the rise in domestic sports infrastructure and facilities, growing individual interest in sports and fitness activities, and increasing government initiatives and support. The segment is predicted to capture 65% of the market share in 2025.

The international segment is expected to record a significant CAGR of 16.99% during the forecast period (2024-2032), owing to improved transportation and accommodation services, growing social media influence, and increased popularity of sports tournaments or events.

REGIONAL INSIGHTS

Based on geography, the global market is divided into Asia Pacific, North America, Europe, South America, and the Middle East & Africa.

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Europe dominated the market with a valuation of USD 219.62 billion in 2023 and USD 248.23 billion in 2024. Europe dominates the sports tourism market share. The rising popularity of sports, such as tennis, cricket, soccer, basketball, golf, rugby, and others in the region fuels the global market growth. The U.K. market continues to expand, estimated to reach a market value of USD 24.11 billion in 2025. Furthermore, the rising number of sports events or tournaments in the region have attracted a large number of individuals to visit and enjoy the sport of their interest. Germany is expected to hold USD 19.72 billion in 2025, while France is foreseen to reach USD 57.63 billion in the same year.

• In Europe, the football/soccer segment is estimated to hold a 32.48% market share in 2023.

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Asia Pacific is the third largest market anticipated to be worth USD 149.50 billion in 2025. Asia Pacific is expected to register a CAGR of 17.85% during the forecast period. The growing number of domestic and international sports events have encouraged individuals to travel to different countries to witness their favorite team, player, and sporting event. Furthermore, according to Cricket Australia, the ticket sales of the Border-Gavaskar Trophy Series 2024-2025 from India are six times higher than those of the last year and ten times higher than those of the 2018/19 edition. The Chinese market is predicted to gain USD 47.29 billion in 2025. Thus, the growing inclination of individuals toward sports, such as cricket will further boost the market’s growth in the region. India is estimated to reach USD 34.53 billion in 2025, while Japan is expected to be worth USD 20.07 billion in the same year.

North America is the second leading region set to be valued at USD 203.29 billion in 2025, exhibiting a CAGR of 16.78% during the forecast period (2024-2032). The North America market will record a significant CAGR during the forecast period. The rising advancements in technology and growing construction of sports stadiums in the region are attracting a large number of sports tourists. Furthermore, sports, such as football/soccer, basketball, baseball, and others have attracted the interest of individuals toward sports owing to which a large number of spectators visit the stadium to see their favorite sport. The U.S. market is poised to gain USD 171.74 billion in 2025.

South America is the fourth largest market expected to hold USD 40.67 billion in 2025. South America and the Middle East have witnessed a growth in their athletic tourism industries owing to rising influence of social media marketing, growing disposable income, increasing interest in sports activities, urbanization, and other factors. Furthermore, sports events also attract visitors as it is organized at a high level, which also results in driving the market’s growth in these regions. The UAE market is predicted to be valued at USD 5.55 billion in 2025.

KEY INDUSTRY PLAYERS

Key Companies to Adopt Innovative Strategies to Gain Competitive Edge

The industry is highly competitive, and prominent companies, such as BAC Sport, Gullivers Sports Travel Limited, Club Europe Group Travel, and others are focusing on technological innovations, partnerships, and business expansions to gain a strong foothold in the market. They are also focusing on their promotion strategies to create strong brand awareness.

List of Top Sports Tourism Companies:

• BAC Sport (U.K.)
• Gullivers Sports Travel Limited (U.K.)
• Club Europe Group Travel (U.K.)
• XLSportsTours (U.S.)
• Sportsnet Holidays (Australia)
• DTB Events (U.K.)
• Australian Sports Tours (Australia)
• Navigo Sports (U.S.)
• Dream Team Sports Tour (Italy)
• Melsh Sports Tours (India)

KEY INDUSTRY DEVELOPMENTS:

• May 2024 – Sportslink Travel, a travel service provider for sports teams, extended its partnership for two years with Volleyball Australia. Furthermore, Sportslink Travel is also the official travel partner for the Australian Beach Volleyball Schools Cup and the Australian Volleyball Schools Cup.
• May 2024 – Sports Tour International, which deals with providing traveling services to sports teams, acquired the U.S.-based tour operator Destination Marathon. The acquisition will help the company in enhancing its customer reach.
• May 2024 - ABSOLUT Sport, a hospitality and tourism services provider, announced its partnership with CONMEBOL Copa America USA 2024. The partnership will help the company expand its business in the North, Central, and Latin American markets.
• February 2024 – ATPI Sports Travel, which deals with providing sports travel and management services, announced its partnership with the Canadian Olympic Committee (COC) by becoming the official travel logistics services partner.
• December 2023 – Destination Sports Group, which deals in sports travel packages, announced a partnership with Majestic GC and became the team’s official travel partner.

REPORT COVERAGE

The report provides a detailed market analysis and focuses on key aspects, such as competition landscape, regional analysis, sports types, sports tourism types, and tourist types. Besides this, it offers insights into various market trends and highlights key industry developments. In addition to the above-mentioned factors, the report encompasses several other factors that have contributed to the growth of the market in recent years.

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Report Scope & Segmentation