The rise of sports tourism is creating unexpected economic booms for both well-known and off-the-beaten-path locations around the world. As major sporting events continue to draw crowds, an increasing number of travellers are expanding their trips to nearby cities and towns, often selecting places they wouldn’t have otherwise considered. These “detour destinations” are proving to be more than just a passing trend; they are becoming key players in the tourism industry.
Research conducted by Expedia in their report, How to Win Big with Sports Tourism, revealed that almost 50% of sports event attendees opt to visit destinations that are in close proximity to the main event. While 33% of these travellers choose a more prominent location nearby, 20% are drawn to lesser-known areas that offer a unique experience without the heavy foot traffic of larger tourist spots. This phenomenon is particularly prevalent among younger generations, with 88% of 16-34-year-olds looking to explore areas outside the event city, indicating a shift in travel patterns toward more adventurous and diverse trips.
The growing desire to visit detour destinations highlights a broader trend in sports tourism: travellers are increasingly seeking more than just the event itself. Instead, they are embracing the opportunity to immerse themselves in new experiences, whether through exploring smaller towns, sampling local cuisine, or engaging in unique outdoor activities. The allure of less commercialised destinations allows tourists to enjoy a more authentic and often more affordable experience compared to the crowded hubs that are typically associated with major sporting events.
Economically, the impact of sports tourism is nothing short of remarkable. In 2023, the global sports tourism industry was valued at a staggering $565 billion, and projections show that figure will soar to $1.33 trillion by 2032. These numbers underscore the significance of sports tourism as an economic driver for both large cities and smaller towns. The influx of visitors generates significant revenue not only from event tickets and accommodations but also from secondary industries such as local restaurants, retail shops, and sightseeing tours. As sports events typically span multiple days, visitors tend to extend their stays, leading to higher expenditures on a variety of local services.
The effects of this trend are particularly beneficial to businesses that cater to a diverse range of needs, including dining, shopping, wellness, and entertainment. Sports tourists tend to spend generously on meals, souvenirs, and experiences that go beyond the event itself, creating a ripple effect throughout the local economy. Sightseeing attractions, historical sites, and cultural venues also benefit from increased foot traffic, with many visitors seeking to enrich their travel experience by learning more about the area’s heritage.
Furthermore, adventure tourism and nightlife are also seeing a boost as travellers seek ways to unwind after a day of sports events. Local providers of wellness services, guided tours, and nightclubs are capitalising on the influx of tourists looking to make the most of their extended stays. In some cases, this extended tourism window has helped smaller towns that are usually overlooked in favour of major metropolitan areas to gain international recognition, putting them on the map as desirable destinations in their own right.
As sports tourism continues to grow, it is clear that detour destinations are no longer just a side note; they are an integral part of the evolving landscape of global travel. With their unique offerings and untapped potential, these smaller, lesser-known locations are proving to be a major force in the world of tourism. For both travellers and local economies, the rise of sports tourism is opening up exciting new possibilities for exploration and growth.
