According to the white paper “Sports Tourists: Travelling
with Passion” by GSIQ, a global
sports and tourism insights agency and research partner of ATM 2026, frequent
sports event travellers not only outspend traditional tourists but are
increasingly seeking premium, high-quality experiences. The research projects
that sports tourism will see a 63% increase in the number of people intending
to take sports-related trips in the coming years, which could lead to a
significant uplift for Middle East sports tourism, valued at approximately
US$600 billion by PwC. Globally, the market is expected to surpass US$2
trillion by 2030, reshaping the global travel and tourism industry.
“By understanding the mechanics of sports tourism, destinations and tour
operators can develop strategies to drive repeat visits, and attract new
audiences. Ultimately, knowing what motivates sports fans to travel will
determine how stakeholders meet evolving consumer expectations, to ensure
sustained engagement and growth in this potentially lucrative market,” said Danielle Curtis, Exhibition
Director ME, Arabian Travel Market.
Sports tourists are primarily motivated by their passion for sport, but
their travel decisions are strongly influenced by accessibility, affordability,
quality, and overall value. The white paper highlights that value remains a
decisive factor, with 63% of respondents prioritizing fair ticket and package
pricing, especially among newer sports travellers. Notably, while only 36% say
a destination must already appeal to them, 41% are open to extending a
sports-led trip into a longer leisure holiday.
As a result, major sporting events act as a catalyst for destination growth, encouraging deeper exploration, longer stays, and stronger word-of-mouth advocacy for host locations. In fact, around 80% of sports event attendees either return as leisure tourists to destinations they first visited for sports or recommend them to others, while also reporting a more positive perception of those destinations.
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Addressing the positive impact on the leisure tourism market, experts from
GSIQ will present an exclusive white paper on the Global Stage during ATM 2026,
in a session titled “The Power of Sport Tourism: New Audiences & New
Revenue,” exploring how destinations and travel companies can convert this
growing potential into significant and sustainable tourism revenue.
“Sports tourism is no longer a niche segment; it is one of the
fastest-growing drivers of global travel demand. Our research shows that sports
travellers spend more, stay longer, and return more often, making them one of
the most valuable audiences for destinations worldwide,” added Eva Stewart, Global Managing
Partner at GSIQ.
According to the 2025 ATM Trends Report, developed in partnership with Tourism Economics, an Oxford Economics Company, destinations across the Middle East are capitalizing on surging demand for live events, including global sporting tournaments, concerts, and festivals. After the successful delivery of mega-events such as Expo 2020 Dubai and the Qatar 2022 World Cup, momentum is accelerating further, with Saudi Arabia preparing to host the 2034 FIFA World Cup.
“ATM plays a vital role in identifying the trends shaping global tourism,
and few are as important today as sports, events, and MICE tourism. From mega
sporting tournaments to world-class cultural events, these experiences are
helping destinations reach new audiences, extend length of stay and accelerate
progress towards long-term tourism growth targets,” added Curtis.
Other sessions during ATM 2026 will include “The new experience
economy: What will make events irresistible in 2030?” on the
Experience Stage, and a panel on “Decoding Growth: How
hospitality is adapting to new traveller needs” on the Global
Stage, addressing the multi-motivated needs of travellers.
ATM 2026 will be a key moment for showcasing the growing role of sports
tourism in the Middle East and the world.
Tags: Danielle Curtis Arabian Travel Market Eva Stewart, GSIQ
