Imagine celebrating the final goal at the FIFA World Cup in Qatar or standing on the track at the Monaco Grand Prix. Sports tourism offers something for every type of traveller—from die-hard fans to those seeking active getaways. Tourism boards across the globe have recognised the immense potential of sports tourism and are actively promoting it to attract travellers. Many of them have shared valuable insights as and when it’s been of value to the hour, highlighting how sports events and activities can redefine a destination's appeal.
Source: ICC Cricket
India’s Ministry of Tourism has jumped on the sports tourism bandwagon, especially after hosting events like the ICC Cricket World Cup 2023. In a recent campaign, they shared, “India is where cricket legends are made and where fans create memories. Watch a match, then explore iconic landmarks like the Taj Mahal—it’s a win-win for every traveller.” By linking sports to cultural tourism, India is aiming to boost its international visitor numbers.
Source: World Football Summit
The GCC region is also quickly picking up with sports blending it with inbound tourism. Visit Qatar, a prominent player in sports tourism after hosting the FIFA World Cup, tweeted, “From world-class stadiums to desert safaris, Qatar is where sporting excellence meets cultural splendour. Sports tourism here is more than events—it’s an experience of a lifetime.” The message highlights how major tournaments can transform a country's global image and boost inbound tourism.
Source: Dubai Fitness Challenge
Destinations like Dubai have taken an innovative approach by merging sports and luxury tourism. Dubai Tourism posted, “With events like the Dubai Tennis Championships and world-class golf courses, Dubai is a global sports tourism destination. Add our iconic skyline, and it’s a trip you’ll never forget.” The emphasis here is on creating an all-encompassing travel experience that combines sports, luxury, and culture.
Dubai recently organised the Dubai Fitness Challenge Week in November with the residents coming to the streets to promote the significance of sports. It was a treat for the eyes watching such a movement with participants coming in unison.
Ras Al Khaimah Tourism Development Authority (RAKTDA) is set to host the fourth edition of HIGHLANDER Adventure, the world’s largest international hiking association, from February 7 to February 9, 2025, on the trails of Jebel Jais, UAE’s longest-developed hiking network. Participants will be able to explore RAK’s historic settlements, active farms, and diverse landscapes while carrying essential gear, immersing in a global community of adventure enthusiasts. Emphasising sustainable tourism, the event includes ecology education sessions and highlight’s Emirates rich heritage. Fadi Hachicho, Managing Director of HIGHLANDER Adventure, UAE, noted that the 2024 event attracted 240 participants from 20 countries, underscoring RAK’s growing appeal for sports tourism and its commitment to nature, culture and community.
Source: Switzerland Tourism
Similarly, globally, the Swiss Tourism Board used Instagram to promote skiing championships, writing, “Where the slopes are as legendary as the athletes. Come for the competition, stay for the breathtaking Alps.” Their focus on adventure sports tourism has placed Switzerland on the map for both spectators and participants.
The New Zealand Tourism Board, known for promoting adventure tourism, recently posted, “From the adrenaline of bungee jumping to the thrill of watching the All Blacks, New Zealand combines heart-racing adventures with unparalleled landscapes. Come for the game, stay for the journey!” This emphasises how destinations are positioning themselves as multi-faceted sports tourism hubs.
Source: Australia Tourism
In a recent press meet in New Delhi, India, Tourism Australia launched a four-part social media series featuring former Australian cricketer David Warner to showcase his favourite holiday spots in Sydney, Melbourne, and the Gold Coast, aiming to inspire Indian cricket fans to explore Australia beyond the pitch. Timed with the Border-Gavaskar Trophy scheduled on November 22, 2024, the series debuted on Instagram (@australia) and highlighted attractions like Melbourne’s laneways, Bondi’s coastal walk, and Gold Coast wildlife. India, now Australia’s fifth-largest source market for expenditure, continues to grow in significance, with Tourism Australia’s Managing Director, Phillipa Harrison, and a delegation meeting key Indian travel partners to bolster ties. This innovative sports-tourism campaign celebrates the bond between India and Australia, leveraging cricket’s popularity to promote Australia as a top travel destination.
Sports tourism is no longer just about attending matches or participating in activities—it’s a comprehensive experience that blends passion, culture, and discovery. As seen through the lens of renowned personalities and destinations, the sector offers limitless possibilities for travellers, fueling dreams, building connections, and creating lasting memories. For those yet to take on their sports tourism journey, please know that the world is your playground—ready to explore and inspire.
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