Now, US, Spain, Australia And South Africa Competing for Global Sports Fans in 2025: A Look into Sports Tourism

In 2025, four countries—United States, Spain, Australia, and South Africa—are ramping up their efforts to attract the growing number of sports fans who are increasingly seeking international travel opportunities around major sporting events. Sports tourism, a booming industry already accounting for 10% of global tourism spending, is expected to grow by 17.5% by 2030, as per UN Tourism. With major international sports events like the FIFA World Cup, the Olympics, Formula 1 races, and more, these destinations are taking strategic steps to ensure they remain at the top of the global sports tourism map. From road trips to tournaments and international events, sports fans are some of the most loyal and high-spending travelers. According to Expedia Group’s Sports Tourism Study, nearly 44% of global sports fans travel internationally for events, with spending typically exceeding $1,500 per person. With an increasing number of international sports events drawing attention, the world is ready for these destinations to capitalize on the economic impact and global interest. Advertisement United States: Ready for Major Sports Events The United States is set to host two of the most significant sporting events in 2025 and beyond—the 2026 FIFA World Cup and the 2028 Los Angeles Olympics. With these iconic events on the horizon, the US is preparing to welcome millions of international visitors, eager to experience the thrill of world-class sporting action. Las Vegas, known for its vibrant entertainment scene, hosted its first Formula 1 Grand Prix in 2023 and will continue to hold the event annually until at least 2027. The 2024 race alone attracted nearly 175,000 out-of-town visitors, contributing an estimated $934 million to the local economy. Las Vegas now boasts major league teams in the NHL, NFL, and soon, MLB, which has boosted its appeal as a year-round sports destination. Meanwhile, Los Angeles, gearing up for its first Olympics since 1996, is transforming its infrastructure to accommodate the massive influx of visitors. The newly opened LAX/Metro Transit Center now connects the airport to key Metro lines, and the city will host multiple sporting events in the coming years, including the 2025 US Women’s Open golf tournament, 2027 Super Bowl, and eight FIFA World Cup matches in 2026. Miami is also stepping up its sports tourism game. Following the signing of soccer legend Lionel Messi in 2023, the city is investing heavily in football, with a new 25,000-seat Miami Freedom Park scheduled for completion in 2026. The city will also host seven FIFA World Cup matches, including the highly anticipated Bronze Final in 2026, expected to draw up to a million visitors and generate $1 billion in economic impact. Government Source: US Department of Commerce, National Travel and Tourism Office Spain: Fútbol Passion and Sports Tourism Spain has long been a top destination for sports fans, particularly those passionate about football. With over 60% of Spaniards identifying as sports fans, football tourism continues to thrive, with fans flocking to iconic stadiums such as Camp Nou in Barcelona and Santiago Bernabéu in Madrid. The country’s sports tourism market is expected to grow significantly, with an estimated 13% increase in spending by 2024, reaching $64 million. Cities like Madrid and Barcelona have embraced sports tourism, offering stadium tours, club museums, and fan zones that immerse visitors in the football culture. As blogger Vega Lopez Romero notes, many travelers now plan entire vacations around these experiences, visiting Spain solely to catch an El Clásico, the fierce rivalry between FC Barcelona and Real Madrid. The Valencia region is also gaining traction as a sports tourism hub. With a dedicated sports tourism program launched in 2019, the city has invested over €1.4 million in marketing and local business training. In addition to major football events, Valencia will host the 2025 Moto Grand Prix and the 2026 Gay Games, drawing in diverse sports fans from around the globe. New stadiums are also under development in the region, including Roig Arena, which will be Spain’s largest basketball arena upon its completion in late 2025, and the Nou Mestalla, a new 70,000-seat stadium for Valencia CF. These investments showcase Spain’s continued commitment to growing its sports tourism industry. Government Source: Spanish Tourism Board Australia: A Destination for Global Sports Fans Australia has been putting forward its “Decade of Green & Gold” campaign, capitalizing on the upcoming 2032 Brisbane Olympics to solidify its reputation as a prime sports tourism destination. The country already hosts major events like the Ashes cricket series, the Rugby World Cup (2027 and 2029), and the Australian Open. In Melbourne, the Formula 1 Grand Prix attracts thousands of sports tourists annually, while the city will host its first NFL international series match in 2025. This event, featuring the Los Angeles Rams as the designated home team, is expected to set a new attendance record. Sydney is also making strides in sports tourism. The city’s annual marathon recently gained the prestigious Abbott World Marathon Major status, joining other global icons like New York and Tokyo. With more than 35,000 runners expected in August 2025, this event further cements Sydney’s standing as a top destination for sports tourism. Government Source: Tourism Australia South Africa: A Rising Sports Tourism Star South Africa is emerging as a rising star in global sports tourism, thanks to its ideal climate, coastline, and rich sporting legacy. In 2024, the sector generated nearly $4 billion, and it is projected to grow to $10 billion by 2034. With its thriving cricket culture, South Africa is preparing for the 2027 Cricket World Cup and remains a sought-after destination for golf enthusiasts, boasting over 400 golf courses nationwide. Sports tourism in South Africa is seen as more than just an economic opportunity. Nomasonto Ndlovu, acting CEO of South African Tourism, highlights the role of sports in fostering social transformation and international unity. Major events like the Nedbank Golf Challenge, known as “Africa’s Major,” and the success of the Proteas cricket team, will continue to draw fans from around the world, eager to experience the nation’s sporting culture firsthand. Government Source: South African Tourism Conclusion: The Future of Sports Tourism The global sports tourism industry is set for continued growth in 2025, with the United States, Spain, Australia, and South Africa leading the charge. These countries are leveraging major sporting events to boost their economies and enhance their international appeal. By investing in infrastructure, promoting local sports culture, and catering to the needs of sports tourists, they are positioning themselves as top destinations for fans seeking unforgettable experiences. As sports tourism continues to evolve, these four nations will undoubtedly remain at the forefront, attracting millions of passionate fans and contributing to the global tourism economy.