Sports tourism to cross $650 billion by 2026

According to PwC’s recent report, Sports Industry Outlook 2025, we are looking at a US$ 600 billion industry in the Middle East, set to grow by 8.7 per cent by 2026. TRAVTALK speaks with industry experts.

TT Bureau

Sports tourism plays a pivotal role in the Middle East’s growth story, blending world-class events with broader tourism strategies. Dubai continues to attract global attention with major tournaments, such as the Dubai Tennis Championships, Rugby Sevens, and the Dubai World Cup, all of which generate significant economic impact while cementing the city’s global appeal.

From Dubai’s world-class events to Oman’s sailing partnerships, the sector is creating jobs, boosting brand visibility, and strengthening destination loyalty, making sports tourism an essential pillar of the region’s long-term development.

Muzzammil Ahussain, Chief Executive Officer, Almosafer (part of Seera Group)
From logistics to hospitality, food, leisure, health, entertainment and more, sports tourism has enabled countries to diversify their economy, bringing in a steady stream of revenue. For Almosafer, it is all about crafting memorable travel experiences that keep people coming back for more. As part of Saudi Arabia’s long-term strategy to diversify its economy to build a resilient ecosystem, the Kingdom has opened its gates to a wide array of sporting events.

Jyoti Panchmatia, General Manager – Gulf, Travco
Sports tourism is a powerful driver of growth, boosting arrivals, hotel stays, and international visibility. The Middle East region has been home to iconic events like the FIFA World Cup in Qatar, Formula 1 in Abu Dhabi and Saudi Arabia, ATP tennis, world-class golf, and major athletics. Cricket has become a huge draw with tournaments like Asia Cup, while NBA’s showcase games add to the sporting calendar. For agents, these events translate into high-value opportunities.

Iftikhar Hamdani, Area General Manager – Northern Emirates, Bahi Ajman Palace Hotel and Coral Beach Resort Sharjah
Sports tourism significantly drives economic diversification and growth by boosting hospitality, travel, and infrastructure. It attracts international visitors, creates jobs, strengthens international branding, and stimulates investment. It helps extend the tourism season. The key events driving tourism are Formula 1 Abu Dhabi Grand Prix and Dubai World Cup (Horse Racing).

Chris Farrell, Director of Sales, Desert Adventures
Sports tourism is driving growth. Events like Formula 1, UFC, golf, tennis, and cricket in the UAE, along with Saudi Arabia’s growing portfolio of boxing, football, and motorsports, attract global audiences. These events boost demand for flights, hotels, tours, logistics, and F&B. For DMCs, they offer strong commercial value — from ground handling to premium experiences.

Zurab Pololikashvili, Secretary-General, UN Tourism
The Middle East stands out as one of the most exciting places for tourism right now. The region is a global leader in sports tourism, while also excelling in luxury and wellness travel. At the same time, it is at the forefront of vital work to grow investments into the sector and provide education and training for millions of future tourism workers.

Gabriel Escarrer, Chairman & CEO, Meliá Hotels International
Meliá Hotels International and LALIGA announced a pact uniting two of Spain’s most iconic global brands with a shared ambition: to strengthen their presence in the Middle East — one of the world’s most dynamic luxury markets, where passion for football and hospitality naturally converge. This sponsorship represents the union of two global ambassadors of Brand Spain.

Javier Tebas, President, LALIGA
The Middle East is a key region for LALIGA, and this partnership with Meliá Hotels International reinforces our commitment to global expansion. Joining forces with a brand that shares our roots, values, and international vision is a great opportunity to continue growing together and bring the LALIGA experience to millions of fans and travellers around the world.

Ayman Al Qudwa, General Manager, Falcon Travel
Qatar is leading a sports tourism boom in the Middle East, capitalising on its top-tier infrastructure post FIFA World Cup 2022, which generated $2.3–4.1 billion in tourism revenue. In 2024, Qatar welcomed 5.1 million visitors, a 25 per cent increase, and aims for 6 million by 2030. The Middle East’s sports market grows at 8.7 per cent annually, surpassing the global 7.3 per cent.