Global market of sports tourism: current state, regional features, development trends

Abstract

The relevance of this study is determined by the growing role of sports tourism, which is one of the most dynamic segments of the global tourism industry, in shaping the economic potential of regions, strengthening international cooperation, and promoting sustainable tourism development. The subject of the study is the current state, regional features, and development trends of the global sports tourism market. The purpose of the article is to identify the peculiarities of the functioning of the global sports tourism market. The objectives of the study are to analyse the current state of development of the global sports tourism market, characterise the regional features of the market, and outline the trends in the development of the global sports tourism market. To ensure the objectivity of the study, the following scientific methods were employed: analysis, synthesis, comparison, statistical analysis, structural-logical generalization, and systematization. The main results of the study show that the global sports tourism market in 2024 was estimated at $618.69 billion, demonstrating a stable growth trend. Passive sports tourism remains the leading market segment, accounting for the majority of tourist flows and financial revenues. Europe accounts for the largest share of the market (37%), due to its highly developed infrastructure and concentration of global sporting events. North America ranks second, followed by the Asia-Pacific region, where investments in sports infrastructure are intensifying. It has been determined that market growth is stimulated by the popularity of mass sporting events, urbanisation, the digitalisation of tourism services, and increased government support for the industry. Conclusions. The global sports tourism market has high potential for further development, which is associated with the diversification of sports, the growing role of digital technologies, and increased attention to sustainable tourism. Promising areas include the expansion of nostalgic and active sports tourism, the integration of innovative marketing strategies, and the strengthening of partnerships between sports and tourism organisations.