Now, US, Spain, Australia, and South Africa Competing for Global Sports Fans in 2025: A Look into Sports Tourism
In 2025, the landscape of sports tourism is set to become even more vibrant as four powerhouse nations—the United States, Spain, Australia, and South Africa—position themselves to attract international sports fans. As part of a booming industry that constitutes about 10% of global tourism spending, sports tourism is expected to surge by 17.5% by 2030, according to UN Tourism reports. This trend mirrors the growing interest in major international sporting events such as the FIFA World Cup, the Olympics, and Formula 1 races, prompting these countries to enhance their offerings and infrastructure to meet the increasing demands of sports enthusiasts.
The Loyal Sports Tourist Market
International sports fans are among the most enthusiastic travelers. A recent Expedia Group Sports Tourism Study indicates that around 44% of sports fans worldwide travel outside their home country for events. On average, these fans tend to spend more than $1,500 per trip, showcasing their willingness to invest in unique experiences centered around their favorite sports. The global stage is ready for a competitive display, as these nations strategize to capitalize on this lucrative market.
United States: A Hub for Major Sports Events
The United States stands on the brink of significant sports milestones with two key events looming on the horizon: the FIFA World Cup in 2026 and the Los Angeles Olympics in 2028. These events are expected to draw millions of international visitors keen on immersing themselves in world-class athletics.
Las Vegas, renowned for its entertainment, has positioned itself as a central player by hosting its inaugural Formula 1 Grand Prix in 2023, with plans to continue the tradition yearly until at least 2027. The 2024 race attracted nearly 175,000 out-of-town visitors, significantly boosting the local economy by approximately $934 million. Major league sports teams in hockey, football, and soon baseball further cement Las Vegas as a year-round sports destination.
Meanwhile, Los Angeles is making substantial upgrades to its infrastructure ahead of the 2028 Olympics. The newly constructed LAX/Metro Transit Center now connects the airport with vital metro lines, ensuring easy transportation for the flood of visitors anticipated for the event. In addition to the Olympics, the city is gearing up to host various high-profile events, including multiple FIFA World Cup matches and a Super Bowl.
Miami is catching the sports tourism wave as well, particularly after the signing of soccer icon Lionel Messi in 2023. With a new 25,000-seat stadium set to open in 2026 and plans to host several FIFA World Cup matches, including a critical Bronze Final in 2026, Miami is poised for a substantial economic impact, estimated at around $1 billion.
Spain: Fútbol Passion and Sports Tourism Growth
Spain boasts a rich history in sports tourism, particularly in football. More than 60% of the Spanish populace identifies as sports fans, making it a primary destination for football tourism. Stadiums like Camp Nou and Santiago Bernabéu continue to attract millions of tourists eager to experience the fervor of La Liga.
Spain’s sports tourism sector is projected to witness a 13% growth in spending by 2024, reaching $64 million. Cities like Madrid and Barcelona actively promote stadium tours, club museums, and fan zones, creating immersive experiences for visitors. Blogger Vega Lopez Romero highlights that many tourists plan vacations specifically to attend fierce rivalries like El Clásico, elevating Spain as a premier sports destination.
The Valencia region is also emerging as a sports tourism contender. With a dedicated sports tourism initiative launched in 2019, the city has invested over €1.4 million in marketing and local business training. Anticipated major events, coupled with new stadium development such as the Roig Arena—set to become Spain’s largest basketball arena—underscore Spain’s commitment to sports tourism.
Australia: Embracing the Decade of Green & Gold
Australia’s "Decade of Green & Gold" campaign aims to capitalize on the momentum leading up to the 2032 Brisbane Olympics. The country has already established itself as a prime sports tourism destination, hosting high-profile events like the Ashes cricket series and the Australian Open.
Melbourne’s annual Formula 1 Grand Prix draws thousands of international sports enthusiasts, while the city is also preparing for its first NFL international series match in 2025, which is projected to break previous attendance records.
In Sydney, the upcoming annual marathon has gained prestigious Abbott World Marathon Major status, joining the ranks of internationally renowned marathons like those in New York and Tokyo. With more than 35,000 runners expected to participate in August 2025, Sydney’s reputation as a top sports tourism destination is undoubtedly on the rise.
South Africa: A Rising Star in Sports Tourism
South Africa has been making notable strides in the sports tourism arena, spurred by its favorable climate, stunning coastlines, and a rich sporting heritage. In 2024, the sector generated approximately $4 billion and is projected to triple in value by 2034.
With its strong cricket culture and the 2027 Cricket World Cup on the horizon, South Africa continues to attract sports fans from all walks of life. The country is also a haven for golf enthusiasts, boasting over 400 golf courses, ensuring a diversified sports tourism market.
Yet, the importance of sports tourism in South Africa transcends mere economic benefits; it serves as a catalyst for social transformation and unity. Nomasonto Ndlovu, acting CEO of South African Tourism, emphasizes the role of sports culture in fostering international camaraderie. Iconic events like the Nedbank Golf Challenge and the achievements of the Proteas cricket team further galvanize interest and participation from global fans.
As sports tourism flourishes across the globe, the competitive spirit of the United States, Spain, Australia, and South Africa underscores a vibrant future for this ever-evolving industry. By investing in necessary infrastructure and promoting local culture, these nations are positioning themselves as top-tier destinations for sports enthusiasts ready to embark on unforgettable journeys.
