Sports tourism is a growing branch of the EU tourism economy, encompassing both active participation in sports and attending spectator events. Defined by the UN specialised agency for tourism as travel experiences involving watching or participating in sporting events, it has evolved into a significant economic force, valued at approximately €585 billion globally and accounting for 10 % of the total tourism market. The EU has recognised the potential of sports tourism as a strategic tool for regional development, capable of addressing common tourism challenges, such as seasonality and overtourism, by attracting visitors during off-peak periods and to emerging destinations. Benefits of sports tourism extend across economic, social, health and environmental dimensions. Economically, the sports sector generates employment, with over 6 million jobs directly linked to sports across the EU, many of which are linked to the visitor economy. Further multiplier effects create additional value through supply chain impacts. Beyond immediate revenue generation, sports tourism can serve as a catalyst for infrastructure development, destination branding and long-term urban revitalisation. For individuals, active sports tourism provides health benefits and serves as a preventive health investment. Rural areas, in particular, benefit from sports tourism as it can diversify local economies, boost infrastructure improvements and provide visibility for less-visited regions. However, it is important to design policies that promote a sustainable and inclusive form of sports tourism that addresses the needs of all stakeholders involved and respects the unique local social and environmental context to avoid negative impacts associated with poorly managed mega-events, such as overcrowding, displacement and unsustainable public debt. Source : © European Union, 2026 - EP Read more