Sports event-driven travellers now spend significantly more per trip than the average tourist, with frequent fans spending up to twice as much, according to new research released ahead of Arabian Travel Market (ATM) 2026.
The findings come from Sports Tourists: Travelling with Passion, a white paper by global sports and tourism insights agency GSIQ, which partners with the event taking place from 4–7 May at Dubai World Trade Centre.
The research highlights growing opportunities for destinations, hotels and tourism businesses as demand for live sports experiences accelerates globally. ATM 2026 will spotlight sports tourism, major events and MICE trends across its conference stages, positioning the Middle East as a key growth engine for the expanding market.
The rise of the high-spending sports traveller
Sports tourists are defined as travellers who stay overnight to attend a live sporting event, and their impact on leisure markets is becoming increasingly clear. GSIQ’s research shows that frequent sports travellers not only spend more on accommodation, dining and experiences, but also seek premium, high-quality travel offerings that extend beyond the stadium.
Looking ahead, the white paper projects a potential 63% increase in the number of people intending to take a sports-related trip in the coming years. The growth outlook is particularly strong for the Middle East, where PwC estimates the sports tourism market is already worth approximately US$600 billion. On a global scale, the sector is expected to surpass US$2 trillion by 2030, reshaping how destinations compete for travellers.
Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “By understanding the mechanics of sports tourism, destinations and tour operators can develop strategies to drive repeat visits, and attract new audiences. Ultimately, knowing what motivates sports fans to travel will determine how stakeholders meet evolving consumer expectations, to ensure sustained engagement and growth in this potentially lucrative market.”
While passion for sport remains the primary motivator, practical considerations still play a decisive role in booking decisions. Accessibility, affordability, quality and perceived value influence where fans choose to travel. The research shows that 63% of respondents prioritise fair ticket and package pricing, particularly among newer sports travellers who may be testing the experience for the first time.
Notably, sports-led travel often becomes a gateway to broader leisure exploration. Although only 36% of respondents say a destination must already appeal to them, 41% are open to extending their trip into a longer holiday. That flexibility creates opportunities for destinations to convert short event visits into multi-day stays that benefit local restaurants, attractions and transport providers.
The ripple effect extends well beyond a single event. Around 80% of sports event attendees either return as leisure tourists to destinations they first visited for sport or recommend them to others. Many also report a more positive perception of those destinations, reinforcing the long-term branding value of hosting major competitions.
Why the Middle East is betting big on live events
The Middle East continues to position itself as a global hub for sports and large-scale events, supported by modern infrastructure, expanding airline networks and ambitious national tourism strategies. Momentum has already accelerated following landmark events such as Expo 2020 Dubai and the Qatar 2022 World Cup, with Saudi Arabia preparing to host the 2034 FIFA World Cup.
Experts from GSIQ will present further insights on the Global Stage at ATM 2026 during a session titled “The Power of Sport Tourism: New Audiences & New Revenue.” The session explores how destinations and travel companies can transform rising fan demand into sustainable tourism growth.
Eva Stewart, Global Managing Partner at GSIQ, said: “Sports tourism is no longer a niche segment; it is one of the fastest-growing drivers of global travel demand. Our research shows that sports travellers spend more, stay longer and return more often, making them one of the most valuable audiences for destinations worldwide. With the Middle East rapidly expanding its world-class sporting infrastructure, the region is exceptionally well positioned to capture this growth, a trend we look forward to exploring further at ATM.”
Beyond sports, the broader events economy is also evolving. According to the 2025 ATM Trends Report developed with Tourism Economics, destinations across the region are capitalising on surging demand for live experiences, from concerts and festivals to business events and immersive exhibitions. Hospitality operators are adapting their offerings to serve travellers who increasingly combine leisure, business and entertainment in a single trip.
Additional sessions at ATM 2026 will examine how creativity, technology and experiential design shape the future of events, as well as how hospitality brands respond to changing traveller expectations. The return of the expanded IBTM @ ATM hub strengthens the platform for business events, corporate travel and experiential innovation, reinforcing the Middle East’s growing influence in the global meetings and events market.
