The Arabian Travel Market (ATM) 2026, set to take place from 4 to 7 May at the Dubai World Trade Centre, will spotlight the burgeoning field of sports tourism. New research by GSIQ, ATM's research partner, indicates that sports fans spend up to twice as much as regular travellers, presenting significant opportunities for destinations, hotels, and industry stakeholders.
Sports tourism is poised for substantial growth, with GSIQ's report, "Sports Tourists: Travel with Passion," predicting a 63% increase in individuals planning sports-related trips in the coming years. This surge is expected to revitalise the Middle East's sports tourism sector, valued at approximately $600 billion (US$600 billion) by PricewaterhouseCoopers, with the global market anticipated to exceed $2 trillion (US$2 trillion) by 2030.
Danielle Curtis, ATM's Exhibition Director for the Middle East, emphasised the importance of understanding sports tourism dynamics. "Destinations and tour operators can develop strategies to encourage repeat visits and attract new audiences," she stated. The study also highlights that whilst 36% of sports tourists require an attractive destination, 41% are open to extending their trips into longer leisure holidays.
The ATM 2026 will feature a session titled "The Power of Sports Tourism: New Audiences, New Revenue," where GSIQ experts will discuss how destinations can convert this growing interest into substantial tourism revenue. Eva Stewart, Global Managing Partner at GSIQ, noted, "Sports tourism is no longer niche but a rapidly growing driver of global travel demand."
The event will also explore the future of events in the region, focusing on creativity and interactive technology, with sessions like "The New Experience Economy: What Will Make Events Highly Attractive in 2030?" on the agenda.
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