According to UN Tourism, sports tourism accounts for 10% of global tourism spending. Expedia Group indicates that 82% of Australians intend to travel for sports in the upcoming year, signalling a global trend for sports tourism. The sports tourism market positively impacts local economies which, in turn, increases the demand and supply for travel services. The importance of sports to the global travel industry and its global impact continues to grow. The local economies of sports tourism destinations also benefit as visitors extend overnight stays and require additional local services.
Participating in or attending sporting events has now combined with other tourism activities. Integrating MICE activities, sightseeing, and other forms of tourism has made sports tourism even more attractive. The combination and integration of tourism for sports allows a more diverse range of activities, enabling a wider audience to participate. The growing integration and combination of sporting activities with other forms of tourism also increases the opportunities available to tourism operators, hotels, and event organizers to market and service this niche more effectively.
The Intersection of Sports and Cultural Tourism
One of the standout examples of this blended travel experience is the Temples and Tees: Vietnam and Cambodia Golf and Culture Tour, offered by Imagine Cruising. This package exemplifies the growing demand for travel experiences that combine sport with cultural immersion. Golf enthusiasts can enjoy playing at world-class golf courses in Vietnam, designed by renowned golf legends, while their companions can explore the cultural landmarks of the region.
While golfers are enjoying their rounds at Vietnam’s top courses, their traveling companions can explore the vibrant cities of Hanoi, the emerald waters of Ha Long Bay, the imperial grandeur of Hue, and the lantern-lit beauty of Hoi An. The experience also extends to Cambodia, where visitors can explore the ancient and majestic temples of Angkor Wat, creating a unique and enriching blend of leisure, sport, and culture.
This type of combined package not only caters to sports enthusiasts but also appeals to those looking to experience both physical activities and cultural exploration. By offering diverse and complementary experiences, sports tourism packages are becoming more appealing to a broader audience, making sports-centric vacations a growing trend.
Golf and Adventure Tourism: A Winning Combination
Golf tourism continues to grow as more destinations recognize the potential for combining golf with other types of travel experiences. The Ultimate India Tour is another example of this trend, offering golf, cultural exploration, and wildlife adventures. The tour begins with a round of golf at the historic Delhi Golf Club, which dates back to the 1930s. Surrounded by Mughal-era tombs and lush greenery, the club offers challenging fairways, immaculate greens, and an atmosphere steeped in tradition, attracting golfers who seek both history and luxury on the course.
Additionally, the tour includes a visit to India’s Golden Triangle—Delhi, Agra, and Jaipur—and offers the opportunity to experience a world of rich culture, history, and architecture. This combination of golf and sightseeing ensures that visitors can enjoy a complete vacation experience that goes beyond the sport itself.
For those looking for a more adventurous golf experience, Imagine Cruising’s South Africa Golf Escape presents an exciting option. The tour takes travelers along the stunning Garden Route and Coastal Wonders, where they can enjoy exhilarating game drives through Africa’s wilderness and play on four of Africa’s top golf courses. Beyond the golf course, visitors can explore Cape Town’s cosmopolitan vibe, the world-renowned vineyards of Stellenbosch, and the coastal beauty of Hermanus, ensuring a well-rounded and unforgettable trip.
Major International Sporting Events as Travel Drivers
In addition to golf and adventure tourism, international sporting events continue to drive travel demand. The 2026 Winter Olympics and the associated Winter Paralympic Games, which will be hosted in Milan, Italy, are expected to attract thousands of tourists, not only from Italy and Europe but from all over the world. These games will offer spectators and participants the chance to witness thrilling sporting action while enjoying Italy’s rich cultural heritage, making it an attractive destination for sports fans and travelers alike.
Beyond the Winter Olympics, global events such as the FIFA World Cup continue to capture the attention of travelers worldwide. The 2026 FIFA World Cup will be jointly hosted by the United States, Canada, and Mexico, with matches scheduled to take place from June 11 to July 19, 2026. As one of the world’s most watched sporting events, the FIFA World Cup brings fans from across the globe together, boosting tourism in host cities and regions. The influx of visitors during these major events generates significant economic activity, benefiting local businesses, accommodations, and the tourism sector.
Sports Tourism Drives Domestic and International Travel
For many travelers, attending or participating in sports events abroad is not just about watching a game or playing a round of golf—it’s about the overall experience. Cities like Melbourne, Australia, which host some of the world’s most popular spectator events, attract sports fans from across the globe. Events like the Melbourne Grand Prix (Formula 1), the AFL Grand Final (Aussie Rules football), and the Australian Open (tennis) draw huge crowds every year, making Melbourne a prime destination for international tourists.
Australians, in particular, are avid sports travelers, and many are planning to attend sporting events abroad in the next year. According to recent data, 82% of Australians are planning to travel for sport in the next 12 months, with football matches like the FIFA World Cup at the top of their list. The increasing trend of sports tourism not only highlights the growing appeal of international sporting events but also emphasizes the role that sports play in stimulating travel and tourism across the globe.
The Future of Sports Tourism: A Growing Market
As global tourism trends continue to evolve, sports tourism is increasingly becoming an essential component of the travel industry. With its ability to attract diverse groups of travelers, from those seeking relaxation and wellness to those craving adventure and cultural immersion, sports tourism offers a unique value proposition for destinations worldwide.
Destinations that combine sports events with cultural, historical, and leisure activities are well-positioned to capture a broader audience. By offering comprehensive, multifaceted travel experiences that go beyond the event itself, destinations can increase tourist stays, create new revenue streams, and build lasting relationships with visitors.
A Thriving Trend in Global Travel
The phenomenon of sports tourism is transforming patterns of global travel. As sports events become tourism demand generators, those locations providing comprehensive, integrated, and diverse experiences will be most successful at tourist acquisition and retention. Sports tourism will remain a dominant focus of global travel for years to come, with golf, cultural tours, and major events such as the Winter Olympics and FIFA World Cup contributing to its growth. The combination of heightened physical activity with a greater cultural and leisure element within a trip is a trend substantially enriching the travel experience and transforming tourist interactions with places.
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