The GCC has successfully positioned itself as a global hub for major sporting events and is now poised to capture a significant share of the $2 trillion global sports tourism market by 2030. A new report from PwC Middle East highlights how high-profile events, including the 2022 FIFA World Cup in Qatar and several Formula 1 races, have substantially raised the region’s international profile, setting the stage for long-term economic growth and job creation.
Tapping into a Trillion-Dollar Market
Globally, sports tourism constitutes 10 per cent of total tourism spending and is projected to grow at a compound annual rate of 17.5 per cent to exceed $2 trillion by 2030. The wider sports sector in the Middle East already contributes around $600 billion, expanding by nearly 9 per cent annually. Despite this, PwC estimates that the GCC currently accounts for only 5 to 7 per cent of global sports tourism expenditure, indicating substantial room for growth.
The potential economic impact is significant. Saudi Arabia’s sports market alone is expected to triple in value to $22.4 billion by 2030, a development projected to create 39,000 jobs and add $13.3 billion to its GDP. The region’s success in hosting international tournaments and esports competitions between 2023 and 2025 has been supported by major state-backed investment.
From Hosting Events to Creating Experiences
The report, titled ‘Game on for the GCC’, suggests the next phase of growth depends on moving beyond simply hosting events to creating immersive, year-round destinations. It outlines three key priorities to secure lasting tourism impact.
Experience-Led Sports Destinations
The first priority involves designing destinations that integrate sport with retail, leisure, and culture. This approach aims to attract visitors for longer stays and encourage higher spending, reflecting broader trends in how residents plan to travel.
Immersive Fan Engagement
Enhancing fan engagement through digital innovation and compelling storytelling is crucial. The report recommends using multi-day festivals, digital platforms, and cultural integration to transform visitors into active participants and repeat tourists.
A Connected Regional Ecosystem
Building a connected, GCC-wide sports tourism ecosystem is the third pillar. This involves linking events, destinations, and talent across borders through simplified travel procedures and unified marketing campaigns, similar to how Visit Qatar is planning its international representation.
Future Growth and Regional Impact
Peter Daire, Senior Executive Adviser at PwC Middle East, noted the region’s proven capability. “The GCC has already shown it can host the world’s biggest events,” he said. “The next step is to turn that success into lasting impact, building destinations that attract fans year-round through richer experiences, smarter digital engagement and stronger regional links.”
The report also calls for greater investment in women’s sports, leisure activities, and workforce development. With over 60 per cent of the region’s population under 35, digital innovation and youth engagement are vital for shaping the future of sports tourism. Initiatives to train workers in new skills like AI will be essential for this digital transformation.
By shifting its focus from hosting to experience creation, the GCC can establish itself as one of the world’s most dynamic and resilient sports tourism regions. This strategy will give fans, athletes, and travellers compelling reasons not just to visit for a single event, but to return repeatedly.
