Key Trends in Sports Tourism (2024)

Analysis of key market trends influenced by COVID-19, post events analysis, advertisement activity, challenges and opportunities

Key Highlights

Niche sports tourism is experiencing a surge in popularity, driven by a growing desire for unique and personalized travel experiences. Tourists are increasingly seeking vacations that cater to their specific sporting passions, be it rock climbing in Thailand, spelunking in New Zealand, or participating in a traditional jousting tournament in Europe. This shift presents a lucrative opportunity for tourism companies and destination marketing organizations (DMOs) to attract a new wave of high-value tourists.

According to the Q3 2021 Consumer Survey conducted by the analyst, 63% of Indonesian respondents said that affordability is the most important factor that impacts their decision to choose a holiday, which is higher than the global respondents (58%). In addition, a famous or popular destination for food and drinks (63%) is the second important factor that influences the traveler's decision to book their holiday. Indonesians look into affordability during their international holidays because Indonesia is a cost-effective destination for travelers, offering budget-friendly options for accommodation, food, transportation, and activities.
Recent events, like the controversies surrounding the 2022 FIFA World Cup in Qatar, have intensified scrutiny of the governance of major sporting events. Allegations of bribery, corruption, and human rights abuses associated with the tournament highlight the potential consequences of unethical practices, even if they are unfounded. These issues can not only damage the reputation of the event but also discourage participation from ethically conscious sports fans
The issue of hooliganism remains a problem in sports tourism. Those primarily responsible for the occurrence of this issue are passive sport tourists and some sport event tourists. Passive sport tourists are highly passionate about their favorite sports team and travel both domestically and internationally to support their sports team. The combination of a large crowd, alcohol, team rivalries, and intense match intensity can lead to potential conflicts and violence in crowds. This can result in anti-social behavior that may adversely affect the quality of life of the local residents and the experience of other fans.

Scope

This key trends report provides valuable insight in to sport tourism. The four main types of sport tourist are profiled to inform marketing strategies, major trends impacting this type of tourism are assessed, past and future sport events are judged by their tourism impact, destination case studies are provided for valuable context, advertising activity demonstrates how specific tourism sectors are utilizing sport sponsorship, and the challenges and opportunities section forms recommendations for companies and destinations on how they can increase their presence within sport tourism.

Reasons to Buy

Gain insight in to the different types of sport tourist.
Understand key themes currently impacting sport tourism.
Understand the tourism impact of major events.
Look at key sponsorship trends that are improving the visibility of tourism companies.
Gain a detailed understanding of the challenges and opportunities in this space.