Dr Guy LlewellynThe paradigm of Singapore’s tourism sector is shifting from spectator-heavy entertainment to high-value participatory sports. As of early 2026, Singapore's tourism receipts (TR) reached a record S$23.9 billion in the first three quarters of 2025 alone, putting the nation on track to exceed its full-year forecast of S$30.5 billion.
This growth is increasingly fuelled by travellers who don’t just want a seat at the Formula 1 Grand Prix, but a court for pickleball or a starting line at the Singapore Marathon. For B2B stakeholders in the hospitality and wellness sectors, this represents a critical pivot point: the monetization of the "active traveller."
In an interview with Travel Daily Media, Dr Guy Llewellyn, Assistant Professor, EHL Hospitality Business School shares more….
Travel Daily Media (TDM): Pickleball craze and the popularity of tennis as a sport is influencing design and structural changes in hotels to attract more guests that travel not only to see but also to play sports specifically in Singapore. Would you kindly share your views on the same?
Dr Guy Llewellyn (GL): In Singapore, the rise of active sports such as pickleball alongside the popularity of tennis is influencing how hotels think about their space usage and guest experience. There is a shift from travellers who watch sporting events while travelling to those who actively want to participate while away from home. Pickleball is particularly attractive because it is accessible, social, and flexible in terms of space requirements. Rather than building entirely new facilities, hotels are increasingly exploring adaptable spaces, temporary court installations, or partnerships with nearby sports venues to cater to this growing segment.
This trend reflects a change in how wellness and lifestyle offerings are positioned within hotels. Pickleball and tennis create opportunities for social interaction, longer stays, and higher spending across other outlets in hotels, including restaurants, spas, and shops. For Singapore, this aligns well with the city’s focus on high-value, experience-driven tourism; hotels can differentiate themselves not only through their rooms and service, but also additional experiences that support an active, community-oriented way of travelling.
TDM: What can be the backup plan for the hotel if the boom turns to bust: If the pickleball and tennis trend turns out to be short-lived, what happens to the infrastructure?
GL: Hotels should avoid treating sports infrastructure as fixed, single-purpose investments. The ideal approach is to design for adaptability to allow pickleball and tennis courts to be repurposed if demand shifts to event spaces or wellness areas. Hotels can use modular surfaces, temporary line markings, or removable nets to maintain flexibility if usage wanes. Additionally, it provides hotels the option to cross-utilise the space if they need additional space for other events. With this mindset, the infrastructure does not become redundant, it simply evolves. The key takeaway for hotels is not to chase individual trends, but to invest in spaces that can continuously adapt to changing guest behaviours and demand cycles.
TDM: Sporting events are dictating tourism statistics across the world. These also have a huge impact on the economy of the destination. How is Singapore developing as a destination for Sports Tourism? Kindly share statistics.
GL: Singapore is developing itself as a major sports tourism destination by hosting a growing number of world-class sporting events that attract international visitors and drive economic impact. The Formula 1 Singapore Grand Prix is the flagship sporting event that has seen more than 550,000 international visitors and has brought in around S$2 billion in tourism receipts since its inception in 2008. Singapore also hosts other major sports events, including the KFF Singapore Badminton Open, Singapore Smash, HSBC SVNS, LIV Golf, and the Singapore Tennis Open. Notably, the World Aquatics Championships attracted 40,000 visitors and S$60m in tourism spending, while the Standard Chartered Singapore Marathon saw 14,000 international runners out of 55,000 total participants in 2025. These events bring both participants and spectators from abroad and are an important driver for value-based tourism over volume-based tourism.
TDM: To further promote and earn more revenues, how is wellness being tied into the ‘sports with stay’ trend? Are rejuvenating and recovery sports packages being sold alongside?
GL: Wellness is the natural extension of the “sports with stay” concept, shifting the focus from performance to recovery and longevity. As travellers combine active pursuits with their travel, hotels are packaging sports with restorative experiences such as physiotherapy, yoga, guided stretching, hydrotherapy, massage, sleep optimisation, and nutrition-focused menus.
These packages appeal to a wide demographic, including corporate groups and seniors who value longevity over intensity. For hotels, this is highly strategic, as recovery services command high margins and allow them to monetise sports tourism through service packages, rather than relying solely on building large-scale physical infrastructure.
TDM: What kind of tie-ups and packages do hotels along travel advisors offer for the most prominent sporting events globally?
GL: Hotels are increasingly offering sports event packages that combine premium event access, curated stays, and added experiences allowing fans and participants to turn events into seamless travel experiences. The F1 Experiences offers official travel and hospitality programmes that bundle grandstand or paddock access with hotel accommodations and on-site perks such as premium dining and behind-the-scenes access. These packages make it easy for travellers to book a race weekend in cities like Singapore with curated hotel stays and race tickets in a single bundle.
Beyond Formula 1, specialist travel companies such as Keith Prowse Travel and STH Group work with major global sporting events including the tennis Grand Slams, marathons, rugby finals, and world cups to provide official hospitality and travel packages that include top-tier event tickets, 4- or 5-star hotels, transfers, and often pre- or post-event experiences. Travel advisors can also participate in partnership programmes with event tour operators that secure exclusive access, competitive hotel allocations, and concierge-level services for clients attending events like the Olympics, FIFA World Cup, and Wimbledon. These comprehensive offerings allow hotels and agents to upsell stays around prominent sporting calendars and create tailored sports hospitality packages that drive higher occupancy and guest satisfaction.
