Published on
August 18, 2025
As international tourism continues to develop around the world, sports tourism has emerged as one of the main drivers of global travel. Nations such as the UK, India, Brazil, and South Korea are at the forefront, with tourists now blending sporting events with free time activities to produce an even richer and more engaging holiday experience. This change in tourism patterns mirrors the increasing significance of sports tourism in the overall travel industry, which is expected to hit $1.8 trillion by the year 2030 per Allied Market Research.
Wimbledon and Formula 1: Big Events Drive Record Numbers of Visitors
In the UK, Wimbledon and Formula 1 races have become major events that attract global tourists. At Wimbledon 2025, held from June 30 to July 13, the 28% increase in UK visa-related searches underlines the rising trend of visitors extending their stays to explore the UK beyond the tennis courts. Similarly, Formula 1, with races spanning 24 events in 21 countries, has become a global draw, encouraging fans from Europe and Asia to explore multiple destinations while enjoying their favorite races. This trend has highlighted how major events are now part of the travel experience, offering cultural exploration in addition to the sports spectacle.
India’s Rising Influence in Sports Tourism
India is another country capitalizing on the sports tourism boom. In 2024, India saw a 60% rise in visa applications for the Paris Olympics, and sports-related travel increased by 50%. As India pushes forward with its National Sports Policy 2025, aiming to become one of the top five sporting nations by 2047, sports tourism is expected to play a major role in the country’s economic growth. India’s growing middle class and its rising interest in global sports events make it a vital player in the sports tourism sector, as the country hosts major events and increases its appeal as a destination for sporting experiences.
Brazil’s Growing Sports Tourism Market
Brazil also stands at the forefront of sports tourism, with increasing international tourism tied to sports such as football and Formula 1. With Brazil regularly hosting major international sporting events, such as World Cup qualifiers and Formula 1 races, the sports tourism industry has flourished. Brazilian tourism authorities are focusing on integrating sports events with local cultural experiences to draw in both sports fans and leisure travelers. As Brazil capitalizes on its sports tourism potential, the country is emerging as a must-visit destination for both competitive sports enthusiasts and tourists looking for an authentic cultural experience.
South Korea and Its Sports Tourism Growth
Meanwhile, South Korea is focusing on becoming a key sports tourism destination in Asia. With its recent success in hosting the Winter Olympics and increasingly popular Formula 1 races, South Korea is now building a reputation for hosting major sports events and attracting international visitors. The rise in sports tourism in South Korea is also complemented by cultural tourism, with tourists exploring K-pop, traditional food, and historic landmarks while attending high-profile sports competitions. The integration of cultural experiences with sports events is expected to position South Korea as a leader in sports tourism across Asia.
The Global Rise of Sports Tourism and Its Economic Impact
The global sports tourism market is expected to reach $1.8 trillion by 2030, growing at a 16% annual rate. This surge is driven by the increasing interest in international sporting events, a rise in disposable income, and global demand for experiential travel. According to Tourism Economics, global mobility is increasingly shaped by sports, and tourism boards worldwide are embracing this trend by integrating sports into their tourism strategies. Countries like the UK, India, Brazil, and South Korea are all enhancing their tourism appeal by promoting sports events, creating memorable travel experiences that extend beyond the matches or races themselves.
Future Prospects: Expanding Global Sports Tourism
With sports tourism growing exponentially, the global tourism industry is undergoing a transformation. Tourism authorities are increasingly looking to sports events to drive travel and economic growth. By integrating sports into their tourism strategies, countries like the UK, India, Brazil, and South Korea are poised to further boost visitor numbers and economic activity. With investments in sports infrastructure, global collaboration, and inclusive travel experiences, sports tourism is on track to become an integral part of the global tourism landscape, creating new opportunities for both travelers and destination economies.
The Power of Sports in Shaping Travel Trends
With sports tourism increasingly forming part of the international travel industry, nations around the world are capturing the opportunity to incorporate sports events into their tourism packages. Aesthetic global events like Wimbledon, Formula 1, and Olympic Games are now central parts of travel agendas, enabling destinations to provide not just sporting action, but also cultural, leisure, and adventure experiences. The sports tourism market is set to expand for the long term, with global leaders such as the UK, India, Brazil, and South Korea.
