ATM 2026 to Spotlight the Growing Impact of Sports Tourism on Global Travel
Arabian Travel Market (ATM) 2026, scheduled to take place from 4–7 May 2026 at the Dubai World Trade Centre, will place a strong focus on sports tourism, highlighting its increasing influence on travel demand and destination growth. New research indicates that travellers who journey specifically to attend live sporting events spend significantly more per trip than the average traveller, with frequent sports tourists spending up to twice as much.
According to Sports Tourists: Travelling with Passion, a white paper by GSIQ, a global sports and tourism insights agency and research partner of ATM 2026, sports event-driven travellers are not only higher spenders but are also increasingly seeking premium, high-quality travel experiences.
The research underscores the scale of opportunity within this segment, projecting a potential 63% increase in the number of people intending to take sports-related trips in the coming years. This growth is expected to significantly benefit Middle East sports tourism, which PwC values at approximately US$600 billion, while the global sports tourism market is forecast to exceed US$2 trillion by 2030, reshaping the global travel and tourism landscape.
While passion for sport remains the primary motivation, the white paper highlights that sports tourists’ travel decisions are strongly influenced by factors such as accessibility, affordability, quality and overall value. Around 63% of respondents prioritise fair ticket and package pricing, particularly among newer sports travellers. Additionally, while only 36% say a destination must already appeal to them, 41% are open to extending a sports-focused trip into a longer leisure holiday.
Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said that a deeper understanding of sports tourism dynamics enables destinations and tour operators to develop strategies that drive repeat visitation and attract new audiences. She noted that identifying what motivates sports fans to travel will be critical in meeting evolving consumer expectations and sustaining long-term growth in this high-potential segment.
As a result, major sporting events often act as catalysts for broader destination development, encouraging longer stays, deeper exploration and stronger advocacy. The research reveals that approximately 80% of sports event attendees either return to destinations they first visited for sporting events or recommend them to others, often reporting a more positive perception of those locations.
Addressing this opportunity, experts from GSIQ will present an exclusive white paper on the Global Stage at ATM 2026 in a session titled “The Power of Sport Tourism: New Audiences & New Revenue.” The session will explore how destinations and travel businesses can translate growing interest in sports tourism into sustainable revenue streams.
The focus on sports tourism aligns with insights from the 2025 ATM Trends Report, developed in partnership with Tourism Economics, an Oxford Economics company. The report highlights how destinations across the Middle East are capitalising on rising demand for live events, including sporting tournaments, concerts and festivals. Following the successful hosting of mega-events such as Expo 2020 Dubai and the Qatar 2022 FIFA World Cup, momentum continues to build, with Saudi Arabia preparing to host the 2034 FIFA World Cup.
Additional sessions at ATM 2026 will include “The New Experience Economy: What Will Make Events Irresistible in 2030?” on the Experience Stage, focusing on creativity and immersive technologies, and “Decoding Growth: How Hospitality Is Adapting to New Traveller Needs” on the Global Stage, examining the evolving motivations and expectations of modern travellers.
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