The numbers speak for themselves, sports tourism in 2025 will likely hit US$650bn accounting for 10% of tourism spend globally and it is a segment rapidly on the move, just like an olympic athlete.

Away from the number, however, there is a growing understanding that the health of the nation contributes to the wealth of the nation. Governments increasingly realise participation in sports activity at ALL levels will improve someone's belief in what is possible for themselves building greater self confidence.

Participation in sports activities improves people's focus and mental capacity. Last and be no means least, participation in sports activities allows people to have freedom away from the daily routine of life, bringing back an almost child like sense of play. All of the above contribute towards a pro-active approach to a healthy nation.

Combining the global appetite for sports tourism with a domestic requirement to ensure a healthy population it is no wonder we are seeing huge growth in this sector.

Broadly speaking sports tourism falls into three main categories:

1) Sports Watching - from the Premier League to the mega events of the Olympics, FIFA World Cup and the Golf. Watching the greatest athletes and sport men and women compete is a incredible experience. The smart destinations work these events to ensure incredible PR for their destination. The best in class examples are Sydney 2000, London 2012. These destinations see the events as the start line not the end game.

2) Sports Destinations - from iconic stadium tours such as Wembley or San Siro to gazing in awe at St Andrews. Dedicated fans will often combine 1 & 2 as the Japanese are currently doing with visits to LA Dodgers' Dodgers Stadium and then watching Ohtani smash out yet another home run.

3) Sport Participation - from the mara-cation runner who builds vacations around the next running event to adventure seekers who live to be outside of the confines of the dull office and be in the great outdoors. The dedicated amateur sports enthusiast is a huge category which is barely catered for....yet.

For the purposes of this article we will look at #3. More specifically, the article will drill down into the nexus where sport, tourism and hospitality all meet. From Mauritius to Indonesia to the mountains of Saudi Arabia there is huge momentum behind sports tourism. Indeed as the snow fields in the mountains of Europe, Japan and North America can attest to, sports tourism has been here almost as long as modern day tourism. Now, sports tourism is diversifying.

Where once tourism involved ticking off a list of the key sights, the newly emerged trend of travellers seeking out experiences aligned with their hobbies and activities. If you have ever competed in any sporting event you will know first-hand the passion there is on the starting line or before the whistle blows.

Dedication on the start line for a charity 'fun' run

This is not necessarily a wealthy segment. The individual will, however, spend disproportionately higher amounts on disposable income on their passion. This tourist is high yield. This passionate sports tourist presents an incredible opportunity for destinations and hotels.

Saudi Arabia is taking a lead in seizing this opportunity. There are purpose built sports cities such as Qiddiya as well developments within existing cities such as Sports Boulevard Riyadh. Adding to this some incredible plans in the mountains for high altitude training and adventure tourism and you can see a nation leading the charge.

Mike Trees, a world leading run and multi-sport coach of all levels had this to say on high altitude training: With just 3 to 4 weeks above 1,800 m, athletes of all levels should expect to see a 2-4 % improvement in their performance for at least 3 to 4 weeks once they return to sea level. Some runners may get more, some less

For the dedicated amateur to the elite professional 2-4% performance uplift is a holy grail well worth seeking out. The potential for year round high altitude facilities in Saudi is a mouth watering prospect.

High altitude plateaus in Al Soudah, ideal for training and adventure

Create the Access:

No matter how good a destination and its facilities are, direct access from source markets is a critical facilitator to success. Destination Marketing & Management Organizations (DDMOs) must work hand in hand with the local airport route development team.

The airport team can offer the airlines all of the landing fee discount at their disposal but the airlines' commercial teams will still ask 'why will the traveller go there'. Neither the airport nor the destination sit in isolation. Working together is always better. The DMMO needs to partner the route development team to provide the 'why'.

Once the guest has arrived the next infrastructure step is to ensure the smooth travel to and around the destination. This may require not only working with the local government on road planning but also stakeholder engagement to ensure local buy in. From experience I can say local buy in becomes easier when locals can see a direct economic benefit from the projects, not just to them but for future generations too.

The destination must be managed strategically ensuring alignment of product with guest wants and quality assurance across the board. The more remote destination will need to find solutions for staffing. Initially bringing in high quality coaches for a residence for 2-3 months will work. But this must be combined with knowledge transfer to the local population.

Manage the product build out across the destination:

Working with the DMMO the domain experts can begin to plot out the facilities and activities required. There are a number of exceptional experts on this. Notably Warrior Group based out of Dubai are doing some of the most innovative work and placing the highest emphasis on safety.

Likewise, Todd Bowdenhas been putting his professional sporting background to good use with a range of sports facilities suitable to almost all climates and topographies.

Bring in the hospitality experts early:

Infinitude Hospitality sees a huge opportunity to develop hotels which cater to sports tourism. Much of the current trend for wellness from spas to ice baths are also essential for sports and adventure travellers. Sports and adventure travellers just look at 'wellness' facilities and a means to an end. The 'end' being the ability to smash out another ride or run in the morning. Do not believe the LinkedIn hype; wellness facilities are not solely the preserve of the ultra high net worth individuals seeking to escape.

With clever, data driven segmentation and a tweak of the marketing communications the property can reach a wider category. A property can attract those seeking wellness for wellness sake and those seeking wellness as an aide to enhance their sports and adventure holiday.

There is plenty of scope for the mid-sector property which clearly has a lifestyle element embedded into its DNA. A vibrant F&B space with flexible meal times and plans to cater for various dietary and training requirements. The rooms should cover a range of sizes to cater for families as well as couples. 'Experts in residence' from sports coaches to mental training specialists can enhance and add value to a guests stay.

The very best destinations will also look at ways of a modular build out for Elite Athletes. Where a destination is over 1800m then the hospitality facilities will need to cater for Major League Baseball to Premier Footballers to F1 drivers. The categories will be high net worth but they will not be volume. Volume will come from the more dedicated amateurs who can travel year round rather than out of competitive season. Facilities usable by both the weekend warrior & the elite athlete will the key to success.

Avoid the pitfalls:

Cheap and cheerful products, especially if unregulated and unplanned by the DMMO and built for volume over quality will backfire. Yes sports tourism is big. Yes it is a huge growth area, but it requires great planning. Planning must be done strategically.

The build out must be of the highest quality with equal emphasis to quality & safety. Injury to guests due to poor quality build and planning is inexcusable. This rule applies to the guest whether they are a city dwelling weekend warrior or a Premier League footballer.

Get set, Go!

With a clear plan, a cadre of domain experts aligned with the plan and great stakeholder management, destination across Asia and the Middle East are well positioned to capitalise on the sports tourism boom.

If you are a destination or hotel owner and are looking to craft your competitive position with an eye on sports and adventure then please reach out.

Ashley Harvey is a partner in infinitude hospitality Pte. Ltd. and co-founder of infinitude hospitality Japan KK.

Infinitude Hospitality offers third party and white label hotel management services as well as owner advisor services throughout the asset lifecycle, including Asset Management. Our coverage is across Asia Pacific and the Middle East..

infinitudehospitality.com / Contact Ashley Here