Dovetail Stories: The Rise of Sports Tourism
- alexh363
- Oct 13
- 2 min read
By Natasha Nicol, Account Manager
Sports tourism has transformed into a global force. Already worth hundreds of billions, the sector is forecast to exceed £1 trillion within the next decade. While the Olympics and the FIFA World Cup remain the headline acts, travellers are increasingly planning trips around smaller tournaments, seasonal fixtures, and niche sporting events. Destinations have embraced this trend, layering in festivals, fan zones, and cultural experiences to enrich the visitor journey.
For me, sports tourism is personal. With my dad having played rugby for Scotland, our family has always travelled for sport – he even met my mum at the iconic Hong Kong Sevens, where rugby meets carnival in one of the most electric weekends on the sporting calendar.
Following Scotland has taken me across Europe: to Rome, where a Six Nations weekend combines Aperol spritzes with piazza strolls, where the roar of the Stade de France carries into late-night celebrations on the boulevards. I was fortunate enough to return to Paris for the 2024 Olympics, moving from the intensity of trackside athletics to the unforgettable spectacle of beach volleyball beneath the Eiffel Tower.
This Christmas, I’ll be travelling further afield to Melbourne’s MCG for the legendary Boxing Day tests, the ultimate cricket experience, and a pilgrimage for fans worldwide. Whether it’s a short Eurostar hop or a long-haul flight, the anticipation and atmosphere make every journey worthwhile.
What sets sports tourism apart is its ability to create community. Strangers in the stands become companions for the day, especially if they’re wearing tartan and carrying bagpipes. From the flamboyant costumes at the Hong Kong Sevens to the passionate “Tartan Army” taking over entire city streets, sport generates a buzz like no other.
With sporting events driving travel plans, more and more destinations are capitalising on opportunities around the games themselves. This past summer, my dad travelled to Australia with thousands of British and Irish Lions supporters. Before the 3x test matches in Sydney, Brisbane, and Melbourne, their fan zones, The Lion’s Den, welcomed 6000 fans to enjoy themselves before the games with insight from past players, a sing-along or two, and certainly lots of fun! The concept of fan zones is ever-growing, with events such as the Euros, Olympics, and Wimbledon seeing the appetite for fan zones throughout cities.
There is also an opportunity for luxury hotels and travel brands to offer curated packages and activations that go beyond "a bed for the night", offering local knowledge to guests to go beyond the games and immerse themselves in the destination.
Ultimately, the rise of sports tourism shows that a ticket is no longer just entry to a match—it’s an invitation to connect with people and experience a destination in a completely new way, long after the final whistle blows.
