Fact – sports, esports and live events are fast becoming one of the travel industry’s most powerful demand drivers. And as the Middle East accelerates its rise as a global sports and events powerhouse, new research reveals that travellers who cross borders for sport spend up to twice as much as the average tourist, stay longer and return more often.
Against a backdrop of expanding sports leagues, blockbuster tournaments and globally watched esports competitions across the MENA region, Arabian Travel Market (ATM) 2026 will shine a spotlight on why sports-led travel is reshaping destination strategies, revenue models and traveller behaviour worldwide.
The findings by ATM research partner, GSIQ, come as the Middle East and North Africa accelerates its transformation into a global hub for sports, esports and large-scale live events, with new leagues, tournaments and formats launching across the region, alongside a packed pipeline of international sporting fixtures capturing worldwide attention. From Formula 1, football and combat sports to esports championships, endurance races and emerging youth-driven sports, the region’s events calendar is increasingly shaping global travel flows.
According to GSIQ’s white paper, Sports Tourists: Travelling with Passion, sports event travellers not only outspend traditional tourists, but importantly for providers, they are also more likely to seek premium accommodation, curated experiences and extended stays.
Highlighting the scale of the opportunity, the research projects a 63% increase in the number of people intending to take a sports-related trip in the coming years. This growth is expected to deliver a substantial uplift for Middle East sports tourism, which PwC values at approximately USD 600 billion, while globally the sector is forecast to exceed USD 2 trillion by 2030, fundamentally reshaping the travel and tourism landscape.
Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said:
“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.”
The white paper reveals that while passion for sport remains the primary motivator, travel decisions are strongly influenced by ease of access, affordability, perceived value and quality of experience. Value remains decisive, with 63% of respondents prioritising fair ticket and package pricing, particularly among newer sports travellers. Importantly, 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.
This dynamic creates a powerful domino effect, where major sporting and esports events act as gateways to deeper destination discovery, longer lengths of stay and stronger brand advocacy. Around 80% of sports event attendees either return to destinations they first visited for sport or actively recommend them to others, reporting a more positive perception of the host location.
For travel brands and providers, this shows a shift from transactional event travel towards integrated, experience-led journeys, combining sport, entertainment, culture, dining and retail. Airlines, OTAs, tour operators, hotels and destination marketers that align with sports calendars, fan communities and esports audiences stand to capture disproportionate value.
At ATM 2026, experts from GSIQ will present exclusive insights on the Global Stage in a session titled The Power of Sport Tourism: New Audiences & New Revenue examining how destinations and travel companies can convert sports and esports demand into sustainable tourism growth.
Eva Stewart, Global Managing Partner at GSIQ, said:
“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.”
According to the ATM Trends Report, developed in partnership with Tourism Economics (an Oxford Economics company), destinations across the Middle East are capitalising on surging demand for live events, from global sporting tournaments and esports championships to concerts and festivals. Following the successful delivery of mega-events such as Expo 2020 Dubai and the Qatar 2022 World Cup, momentum continues to build, with Saudi Arabia’s preparations for the 2034 FIFA World Cup further reinforcing the region’s long-term events strategy.
Relevant sessions at ATM 2026 to look out for include The New Experience Economy: What Will Make Events Irresistible in 2030? where experts will be exploring creativity, immersive technology and future fan engagement; and Decoding Growth: How Hospitality Is Adapting to New Traveller Needs, where the panel will be examining how hotels and travel brands are responding to increasingly multi-motivated travellers.
