From Fans to Bookings: How Sports Tourism Is Creating New Revenue for Operators

As sports tourism accelerates globally, operators have a unique chance to capture a fast-growing, high-intent audience. This session explores how sports-driven travel influences booking behavior and what that means for operators and destinations. You’ll learn how successful operators are aligning their offerings with sporting calendars, fan journeys, and destination narratives to drive incremental bookings. Walk away with a framework you can apply whether you’re near a stadium, a racecourse, or a training ground.

What You’ll Learn

• Why sports tourism is growing — and what’s fueling demand
• How sports travelers choose more than just a game ticket
• Where operators fit into the sports travel value chain
• Practical ideas to activate sports tourism without hosting major events