Across the Gulf, sports tourism is emerging as the GCC’s next big tourism engine. The infrastructure is ready, from world-class stadiums to high-end hospitality. What’s needed now is a strategy that connects sport with culture, travel and experience.
The global sports tourism market was worth $600 billion in 2022 and is set to triple by 2030. Sports travellers spend more, stay longer and seek premium experiences, making them a powerful driver of growth.
The GCC is already leading by example. Qatar hosted over 1.4 million fans during the World Cup. Saudi Arabia’s growing esports calendar attracts millions to Riyadh, while the UAE continues to host world-class tournaments while encouraging local participation through initiatives like the Dubai Fitness Challenge.
Mega-events create headlines, but consistency builds legacy. Tourism built around major tournaments creates peaks and gaps; what builds resilience is a steady calendar, strong domestic leagues and immersive experiences that give fans a reason to come back.
Fans today travel for more than the game. They want experiences to explore, dine and share moments online. For younger travellers, the event is often part of a wider plan such as a concert, cultural visit or a city break.
This is where the region can go further: it can integrate sport into the wider visitor journey. Too often, sports events stand alone, while a more connected approach means building full visitor experiences. That includes transport, ticketing, accommodation and dining. A city that can offer all of this has a much better chance of turning a one-time visitor into a repeat guest.
Some changes are already underway. Travel providers are packaging sports with leisure offers while digital platforms are helping fans plan and personalise their trip. Stadium districts are beginning to offer fan zones, public spaces, retail and food.
Policy and coordination are key. Flexible visas, better event coordination, and regional-wide promotion can make a difference. Shared regional calendars and seamless transport can make the GCC a connected sports hub.
There are specific sectors within sport that offer untapped potential; the perfect example is Esports. It is a fast-growing market that attracts younger visitors, takes place indoors, and works across seasons. With the right setup, it can help flatten demand spikes and support off-peak tourism.
Women’s sport is another area to watch. It brings in new audiences and supports national goals around inclusion. Investment here can open venues, create new fan bases and increase participation. That has a direct link to tourism as more fans and athletes travel for competition and training.
Grassroots and domestic sports also play a role. When leagues are strong, they create regular travel opportunities - not just for finals, but for weekly matches, tournaments and camps. This kind of activity supports local businesses and creates demand beyond hotels, touching areas like transport, catering, merchandise and media.
The GCC has proven it can host the world’s biggest stages. The next step is embedding sport into the everyday visitor journey, making it part of how people experience the region, not just a one-off occasion.
Much of the work is already happening with new venues and stronger fan experiences. With the right connections between sport, travel and culture, the region can turn short-term moments into long-term value. Ultimately, what stays with fans is how they felt, where they stayed and what they shared. That’s what brings them back.
- The writer is Senior Executive Advisor at PwC Middle East.