Sporting experts and leaders gathered this week to discuss the impact of the industry on tourism – an area of interest to many Middle Eastern destinations, especially Qatar and Saudi Arabia.
The 3rd World Sports Tourism Congress (WSTC) centred around the role that sports tourism can play in diversifying a country’s appeal and creating a legacy. An impact we’ve definitely seen in countries like Qatar and Saudi Arabia where the sports tourism has been a focus and gained momentum in recent years. Across the Middle East, sports tourism is expected to grow by 8.7% over the next two years and deliver more than $600 billion.
Speaking at the event, UN Tourism Secretary-General Zurab Pololikashvili said sport has the power to transform a destination’s tourism industry.
“Working together, we can make Sports Tourism a key driver of economic diversification for destinations worldwide,” he said.
Moving forward, the congress determined that destinations like Qatar and Saudi Arabia should focus on four ways to attract more sporting events and increase their tourism potential:
Invest in… modern technology
The first tip from the congress encouraged destinations to invest in modern tech that will enhance the visitor experience. This can range from something as simple as VR systems to smart venues and AI driven recommendations.
Already one step ahead, Saudi Arabia recently unveiled its first AI smart guide called ‘SARA’ that’s designed to engage with travellers and create personalised travel experiences. Meanwhile in Dubai, AI has rolled out at the city’s airports to assist in the operational efficiency and inventory management, and flying taxis are scheduled to take off as soon as 2027.
In other Middle Eastern destinations, Qatar Airways recently announced the launch of ‘SAMA’, an AI-powered digital flight attendant and Oman launched electronic boarding gates at its international airport.
Invest in… infrastructure
If you build it, they will come. That’s the case for both tourists and sporting events, according to the congress.
“From eco-friendly constructions and operations to energy-efficient technologies- ensuring that sports venues align with global environmental goals and appeal to conscientious travellers,” the guidance read.
Fortunately, Saudi Arabia is in the process of constructing two new sporting stadiums, including a 92,000 capacity stadium in the city of Riyadh. While cities like Abu Dhabi recently launched the Ferrari World Esports Arena which is set to revolutionise the world of esports.
Invest in… attracting sporting events
If there’s one thing Qatar would agree on, it’s the significance of both mega and amateur sporting events in driving tourism, community engagement and generating economic benefits.
This year alone, Qatar played host to 85 sporting events including the 2024 Artistic Gymnastics World Cup, FIFA Intercontinental Cup 2024, and the forthcoming Formula 1 Qatar Grand Prix 2024. Each of these events contributed to the State’s 28% increase in visitation during the first six months of the year compared to the same period last year.
Meanwhile Saudi Arabia welcomed 1,500 athletes to the 2024 Esports World Cup and is preparing to host the first ever Olympic Esports Games in 2025.
Understand the potential of… collaboration
An area Middle Eastern countries, particularly those in the Gulf, are slowly improving on is collaboration.
According to the congress, building partnerships across governments, local communities and sports entities can help address challenges and maximise the sector’s potential.
Fortunately, countries like Saudi Arabia, Qatar, the UAE, Kuwait and Bahrain, have in recent years come together to collaborate on various sectors of tourism. A key focus for the group at the moment is establishing rail links that will ease travel between main cities but it’s only a matter of time until they take a unified approach to major events, potentially even sports.
