Towards the end of last year, Pooja Desai, manager at a sustainability firm and a sports enthusiast, travelled to Abu Dhabi to watch the F1 Grand Prix. More recently, Viren Sachdev, a businessman, travelled to Lucknow to watch his favourite IPL team in action. Like them, many ardent sports fans are making travel plans to watch their favourite team or sportsperson live. In the process, they’re actively spearheading a global phenomenon - sports tourism.
What is sports tourism? It’s a travel trend fuelled by sports enthusiasts seeking chances to explore various destinations and immerse themselves in local cultures, while witnessing their favourite teams or players in action.
Nearly
73% of Indians plan to travel for international sporting events and
70% are keen on travelling for national sporting events in 2024
(As per to a survey by a travel brand) $53 billion (Rs 5300 crore approx) Expected value of India’s sports tourism market by 2033
(As per a report by a digital marketing agency)
‘Perfect opportunity to explore new places as well’ Viren, who is now planning to watch a football match at the Wembley Stadium, points out that it also serves as a good opportunity to explore the cities you are visiting. “When I went to Lucknow to watch the Rajasthan and Lucknow teams clashing, I got the chance to explore the city for the first time. I was in awe of the architecture and the food there,” he shares. However, the trick lies in planning well in advance. “Once you secure the tickets, it’s ideal to book flights and hotels simultaneously and not wait for the last moment surge. Besides, hotels near the venue might either get sold out or may get too expensive due to the high demand,” explains Pooja. It’s also interesting to note that during the 2023 Cricket World Cup in India, travellers from England, Australia, South Africa, and Bangladesh spent the most on international travel and stay arrangements.
‘Significant demand across cities’ While people usually plan these trips independently, many travel companies have also tapped on the trend, offering access to major sporting events across the world. Monish Shah, founder & CEO of Dreamsetgo, explains that initially, the anticipated clientele was from Mumbai and Delhi, but significant demand is now observed from cities like Ahmedabad, Pune, Jaipur, Raipur and Chandigarh as well. “The demand for marquee tournaments like the T20 Men’s CWC, Las Vegas F1 Grand Prix and Olympic Games 2024 has significantly increased. Wimbledon has seen a high demand from Rajasthan,” he adds. Agreeing, Rajeev Kale - President & Country Head, Holidays, MICE, Visa - Thomas Cook (India) Limited, shares, “These events play a key role in influencing travel decisions, with 23% of consumers taking them into account while choosing destinations.”
Rs 11 lakhs/ person Cost of a premium Olympics travel programme
Rs 5 lakh Average spends of a sports travel enthusiast in a trip
10% rise In searches for Germany owing to the ongoing Euro Cup
40% rise In demand for big-ticket global sporting events like the Cricket World Cup, Wimbledon, the Olympics and F1 races
Top sports for travel enthusiasts: Cricket, football, F1, Tennis and the Olympics
Key motivators for sports tourism among Indians - Excitement of the game: 71%
- Meeting friends or family overseas: 67%
- Connecting with new fans: 65%
- A reason to holiday: 56%
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