1.2 Growth drivers shaping the future The acceleration of sports tourism The rapid growth of the sports economy is being led by the rise of sports tourism – forecast to account for 60% of total sports economy revenue growth until 2030. It has also become the fastest- growing segment of the global tourism industry, consistently outpacing broader travel trends since the COVID-19 pandemic. In 2025, sports tourism accounted for 10% of global travel expenditure, with revenues growing at a compound annual rate of 28% since 2020, above the 22% growth seen across all tourism (see Figure 9). This momentum is expected to continue, with a projected annual growth rate of 17.5% through 2030.5 Sports tourism – a detailed look FIGURE 9 0100200300400500600 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025373392407428 198375427487572Total travel and tourism spend $bn, 2025E 6,725Sports tourism market size $bn, 2016–2025E Leisure – sport Leisure – other Business4,700 70% 672 10%1,352 20%700672COVID impact Sports tourism Total tourismPost-COVID, sports tourism has outpaced growth of all tourism Note: 2016–2019 historical growth based on US sports tourism for spectating major events. Source: UN Tourism, Censuswide, Expedia, Adventure Travel Trade Association, Global Market Insights, World Travel Tourism Council, World Economic Forum analysis Sports for People and Planet 12The future growth of the sports economy is being driven by several trends that are redefining how sport is played, consumed and valued globally. Four key drivers are: 1) the acceleration of sports tourism; 2) the emergence of sport as an asset class; 3) the mainstreaming of women’s sport; and 4) the rebalancing of sport growth with emerging economies.

Sports for People and Planet 2026