Sports Fans Outspend Average Travelers: What This Means for Tourism and Business Opportunities in Oman
New research has revealed that sports event-driven travelers—those who travel overnight specifically to attend live sporting events—spend significantly more per trip, with frequent sports tourists spending up to twice as much as the average traveler.
The white paper, titled “Sports Tourists: Travelling with Passion,” published by GSIQ, a global sports and tourism insights agency and research partner of ATM 2026, highlights that frequent sports event travelers not only outspend traditional tourists but also increasingly seek premium, high-quality experiences.
The study underscores the vast potential of the sports tourism sector, projecting a 63% increase in the number of people intending to take sports-related trips in the coming years. This growth promises a substantial boost for Middle East sports tourism, which PwC values at around US$600 billion. On a global scale, the sports tourism market is expected to exceed US$2 trillion by 2030, poised to reshape the travel and tourism industry.
Danielle Curtis, Exhibition Director ME at Arabian Travel Market, stated, “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 help stakeholders meet evolving consumer expectations, ensuring sustained engagement and growth in this potentially lucrative market.”
While sports tourists are primarily driven by their passion for sport, their travel choices are heavily influenced by factors such as accessibility, affordability, quality, and overall value. The white paper reveals that 63% of respondents prioritize fair ticket and package pricing, especially newer sports travelers. Interestingly, only 36% say a destination must already appeal to them, while 41% are open to extending a sports-led trip into a longer leisure holiday.
Major sporting events act as catalysts for destination growth by encouraging deeper exploration, longer stays, and strong word-of-mouth recommendations. Nearly 80% of sports event attendees either return as leisure tourists or recommend these destinations to others, while also holding more positive perceptions of the host locations.
Eva Stewart, Global Managing Partner at GSIQ, added, “Sports tourism is no longer a niche segment; it is one of the fastest-growing drivers of global travel demand. Our research shows sports travelers 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.”
The 2025 ATM Trends Report, developed with Tourism Economics, an Oxford Economics company, highlights how Middle Eastern destinations are capitalizing on surging demand for live events—from global sports tournaments to concerts and festivals. Building on the success of mega-events like Expo 2020 Dubai and the 2022 FIFA World Cup in Qatar, momentum is accelerating as Saudi Arabia prepares to host the 2034 FIFA World Cup.
Curtis further emphasized, “ATM plays a vital role in identifying the trends shaping global tourism, with sports, events, and MICE tourism at the forefront. From mega sporting tournaments to world-class cultural events, these experiences help destinations reach new audiences, extend stays, and accelerate tourism growth. The return of the expanded IBTM @ ATM in 2026—a dedicated hub for business events, corporate travel, and experiential design, featuring the Experience Stage with high-profile speakers—further highlights ATM’s commitment to advancing the global events ecosystem. This strengthened platform reflects the region’s growing influence and underscores the Middle East’s emergence as one of the world’s most dynamic and fast-developing meetings and events markets.”
Special Analysis by Omanet | Navigate Oman’s Market
The surge in sports tourism presents a strategic growth opportunity for Oman’s tourism and hospitality sectors, driven by sports event travelers who spend significantly more and stay longer. Businesses should focus on enhancing premium, accessible, and value-driven sports travel experiences to attract this lucrative segment. Smart investors and entrepreneurs must capitalize on Oman’s potential to host or support regional sports events, leveraging them as catalysts for repeat tourism and long-term destination appeal.
