Athletes as Global Ambassadors Drive Sports Tourism Growth Worldwide

What's Happening?

Destinations worldwide are increasingly leveraging the celebrity appeal of top athletes to boost sports tourism. This strategy involves using well-known sports figures to promote countries and cities, thereby enhancing economic and cultural growth. Saudi Arabia, for instance, has enlisted football icons Cristiano Ronaldo and Lionel Messi to enhance its global reputation. Ronaldo's campaign, 'I Came for Football, I Stayed for More,' highlights Saudi Arabia's diverse appeal, including its heritage and landscapes. Messi, serving as the official tourism ambassador since 2022, helps draw audiences beyond football fans. The Caribbean nation of Jamaica utilizes Usain Bolt's global fame to promote its vibrant culture and landscapes. Similarly, Switzerland employs tennis legend Roger Federer to showcase its alpine scenery, while Kenya partners with marathon runners Eliud Kipchoge and Faith Kipyegon for digital-first campaigns. This trend is not limited to individual destinations; the UN Tourism has appointed NBA star Stephen Curry and former Georgian basketball player Zaza Pachulia as special ambassadors for sports tourism.

Why It's Important?

The use of athletes as ambassadors for sports tourism is significant due to its potential to drive substantial economic growth. Sports tourism accounts for approximately 10% of global tourism spending, amounting to around €600 billion. By tapping into the emotional and economic influence of athletes, destinations can unlock new markets and encourage travel. This approach not only attracts tourists who spend significantly but also keeps destinations in the spotlight long after major events. The predicted growth of the sports tourism sector to $1.3 trillion by 2032 underscores its importance. Additionally, the use of AI and targeted campaigns by Destination Management Organizations (DMOs) ensures that destinations remain memorable to travelers, fostering long-term tourism growth.

What's Next?

As sports tourism continues to expand, destinations are likely to further invest in partnerships with athletes to enhance their global appeal. The upcoming 2026 FIFA World Cup, hosted across the United States, Canada, and Mexico, presents a significant opportunity for long-term tourism growth. DMOs are expected to continue utilizing AI and data-driven strategies to connect with travelers, ensuring sustained interest in destinations. The economic and emotional power of sports icons will remain a valuable resource, although the high cost of endorsements may prompt discussions on their return on investment.

Beyond the Headlines

The trend of using athletes as ambassadors for sports tourism highlights the broader cultural and emotional connections that sports can foster. Athletes' stories and achievements resonate with travelers, creating authentic connections that traditional advertising cannot match. This approach also emphasizes the importance of selecting ambassadors who align with a destination's core values, ensuring genuine representation. As destinations continue to leverage sports figures, the cultural impact of sports tourism is likely to grow, fostering deeper connections between travelers and the places they visit.