Potential and challenges

du lich the thao tiem nang va thach thuc hinh anh 1 — Major sporting events like the Olympics and the World Cup act as catalysts for tourism development.

The World Tourism Organization (UNWTO) describes sports tourism as "one of the fastest-growing sectors," playing a crucial role in the tourism industry. According to their definition, sports tourism is a type of tourism that actively or passively involves tourists participating in or observing a competitive sporting event held at a specific location. Sports tourism products include tickets to watch or attend sporting events, along with services such as transportation, hotels, food, and sightseeing.

Professor Lisa Delpy Neirotti, Director of the Sports Management Program at George Washington University (USA), commented: “ Sports tourists spend a lot of money on hotel rooms, restaurant meals, shopping, and sightseeing. In addition, more and more professional teams are competing internationally, and fans want to follow them. This can help destinations attract tourists through social media and word-of-mouth.”

For some countries, sporting events are an opportunity to enhance their international standing and promote their national image. Saudi Arabia, China, Qatar, and many others are using sports to showcase their country, not only to live spectators but also to all those watching on television or streaming.

The 19th Asian Games, held in China in September 2023, sold over 3 million tickets, generating revenue exceeding 610 million yuan (US$85 million). Sales of licensed merchandise added another US$107 million, and sponsorship income from 176 companies contributed an additional US$623 million. Meanwhile, FIFA President Gianni Infantino announced in August 2023 that the Women's World Cup, co-hosted by Australia and New Zealand, generated over US$570 million in revenue.

According to Delpy Neirotti, the main goal of sports tourism is to improve visitor numbers, especially during the “transition season” (the period between peak and off-peak seasons). In Singapore, September is the transition season. In that country, hotel room prices in September rise to S$590 (US$440) on weekends when the annual Formula One race takes place.

In Indonesia, the Deputy Minister of Tourism and Creative Economy, Vinsensius Jemadu, affirmed: "According to forecasts from several years ago, the size of the sports tourism sector will reach nearly 18,790 billion Rupiah (1.2 billion USD) by 2024 for Indonesia." Beyond motosport, the country also has great potential for ecotourism with activities such as trail running, cycling, and swimming. These sporting events have the potential to attract many people, thereby helping to boost various economic sectors such as hotels, restaurants, and related small and medium-sized enterprises.

The travel experience booking website GetYourGuide reports that bookings related to sports have increased by 130% since 2019, with most bookings coming from travelers in the UK (37%), the US (20%), and Germany (17%). According to CNBC, GR8, a high-end US travel agency, is taking requests from travelers for the 2024 Summer Olympics in France, including tickets to the opening ceremony, access to the Olympic Village, and meet-and-greet sessions with athletes. France is expected to welcome 15 million visitors during the 2024 Paris Olympics, making it a top travel destination worldwide.

According to a report from market research and consulting firm Allied Market Research, four years ago Europe and North America held the largest market share, at 40%. However, the sports tourism market in the Asia-Pacific region is now projected to achieve the highest growth rate in the coming years, thanks to the increase in the number of people participating in sports and organizing sporting events. The UNWTO describes sports tourism as "one of the fastest-growing sectors, playing a vital role in the tourism industry."

Akis Tsolis, CEO of Active Media Group, a software and digital media development company from Greece, wrote: "Sports tourism is also very good for the economy for a simple reason: it creates economic impact through direct spending on the community. Sports tourism is a rapidly growing niche within the travel industry. We believe it is the fastest-growing segment in the tourism industry today, generating billions of USD annually. Sports tourism is a trend that will not disappear and is expected to continue to grow."

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