According to UNWTO, sports tourism is one of the fastest growing sectors in the travel industry.
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Please start the engine. From Formula 1 races to the Summer Olympics, people are increasingly traveling to watch major sporting events.
According to the United Nations World Tourism Organization, sports tourism is one of the fastest growing sectors in the travel industry.
Lisa Delpy Neirotti, professor and director of the Sport Management Program at George Washington University, said the market is huge and will continue to grow.
“The sports tourism market will continue as long as new playing and competitive opportunities exist,” she said. “It’s hard to know the exact numbers because they’re all over the place. The biggest takeaway is that it’s huge and it’s growing.”
Sports tourists spend their money “by staying in hotel rooms, eating at restaurants, filling up their gas tanks, shopping at local stores, and visiting other tourist attractions,” Delpy Neirotti said. Point out.
Delpy Neirotti said more professional teams are playing in international venues and fans are following them too. This could draw attention to the destination through social media and word of mouth, she said.
“The Padres played in Mexico City and had a huge fan base there, as well as the NFL in Germany and MLB in London,” she said. “It gives people and fans a reason to travel and plan trips.”
England fans celebrate the FIFA Women’s World Cup in Brisbane, Australia, August 7, 2023.
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For some countries, these events are an opportunity to improve their international standing.
“Saudi Arabia, like China, Qatar and many other countries, is using sports to introduce sports not just to participants, but to everyone watching broadcasts and streams,” she told CNBC. told Travel.
Saudi Arabia has invested heavily in sports, particularly soccer and golf, and has brought high-profile athletes such as Cristiano Ronaldo and Dustin Johnson to the kingdom.
Critics say Saudi Arabia is turning to sports to garner global support and restore its global image. This is a practice known as “sportswashing,” and Saudi Crown Prince Mohammed bin Salman accepted it in an interview with Fox News in September.
The main goal of sports tourism is to increase the number of tourists, especially during low and low seasons, Delpy Neirotti said.
Lewis Hamilton interacts with fans outside the paddock during the F1 Grand Prix in Singapore on September 17, 2023.
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Signing the end of summer travel, September is a typical “shoulder season” month. However, according to hospitality and travel software company Adara A Rate Gain Company, hotel prices in Singapore soar to S$590 (approximately 44,000 yen) during the annual Formula 1 race weekend, with most The hotel’s occupancy rate exceeded 90%.
“It is worth noting that some hotels can charge even higher rates, reaching S$800,” said Adara managing director Jay Wardle.
Several countries held major sporting events this year, drawing tourists from all over the world and boosting the host country’s economy.
According to an analysis by Bank of Baroda Economic Research, the ICC Men’s Cricket World Cup, which was held from October 5 to November 19, contributed between 180 billion and 220 billion Indian rupees (approximately $2.1 billion to $2.6 billion) to the Indian economy. A sector that is expected to bring in profits.
Indian fans watch the ICC Men’s Cricket World Cup 2023 at the Narendra Modi Stadium on November 19, 2023.
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The 19th Asian Games, held in China from September 23 to October 8, sold more than 3 million tickets and generated more than 610 million yuan ($85 million) in revenue, according to Chinese media. It is said that there was Revenue from licensed merchandise sales brought in an additional $107 million, and sponsorship revenue from 176 companies brought in an additional $623 million.
Meanwhile, FIFA president Gianni Infantino said in August that this year’s Women’s World Cup, co-hosted by Australia and New Zealand, brought in more than $570 million in revenue.
Indonesia hosted this year’s MotoGP in October, while France hosted the Rugby World Cup from August to September. Tennis Grand Slam tournaments, including the first Las Vegas Grand Prix, which concluded on November 18, attracted the same attention as the world’s Formula 1 races.
According to Booking.com, nearly half (49%) of U.S. baseball fans plan to attend at least one MLB game this year, and 61% say they will travel up to 500 miles to do so.
In March, the company announced it had become Major League Baseball’s official online travel partner. The deal will help travelers find “ballpark-adjacent hotels” for such trips, according to a press release.
Booking.com has partnered with Major League Baseball to make it easy for traveling fans to find hotels near ballparks in the United States.
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Travel + Leisure Co. and Sports Illustrated Resorts have announced plans to open a network of sports-themed resorts in America’s college towns. The first facility is expected to open in late 2025 in Tuscaloosa, Alabama, home of the University of Alabama.
According to travel experience booking website GetYourGuide, sports-themed bookings have increased by 130% since 2019, with the majority of bookings coming from the UK (37%), US (20%), Germany (17%) and France ( 15%) of travelers. .
The company said its most popular sports-related experiences this year include tours of the McLaren Technology Center in the UK, Fenway Park in Boston and Madison Square Garden in New York City.
But some sports tourists want something more.
Luxury travel company AMPM charges an annual fee of $8,000 for a “standard membership” and $30,000 for a full-service “elite membership.”
For that price, the company can ensure members access to high-profile events such as New York Fashion Week and the U.S. Open, a company representative told CNBC Travel.
Some fans are not satisfied with just participating in the Olympics and want access to the Olympic Village and meet-and-greets with participants.
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“Other sports experiences we have for our members include the F1 track experience, including members-only paddock access, NBA courtside tickets and locker room access,” said Laurent, co-founder of the company.・Mr. Bo said.
The company can also arrange helicopter rides to major sporting events and post-game field access.
Also sponsored by another company GR8 A once-in-a-lifetime luxury experience for travelers. A company representative told CNBC Travel that the company is already fulfilling requests for the 2024 Summer Olympics in France, including seats for the opening ceremony, access to the Olympic Village and networking sessions with athletes and coaches. That’s what it means.
According to the company’s website, the company plans special access to the Kentucky Derby, Grand Slam tennis tournaments and the Super Bowl.
But the company recently turned its attention to another market.
Barnabas Karega, CEO and co-founder of GR8, said: “GR8 has received many requests from some of Asia’s most important institutions and companies to host sporting events in Asia.” He added that this includes inquiries about holding the NBA All-Star Game in Asia. Continent.