Sports Tourism can play a key role in helping tourism destinations and businesses diversify. To achieve this, public and private cooperation will be essential for the future of this growing sector.
The 3rd World Sports Tourism Congress (WSTC) gathered worldwide experts and leaders of sports and tourism at the Santiago Bernabéu Stadium in Madrid. Co-organized by UN Tourism and the Government of the Region of Madrid, with support of Visit Nayarit and Turkish Airlines, the Congress highlighted the transformative potential of sports tourism as a driver of economic growth, social development, and sustainability.
UN Tourism Secretary-General Zurab Pololikashvili said: "This Congress, as well as the whole line of activity on Sports Tourism developed by UN Tourism through the Affiliate Members and Public-Private Collaboration Department, represents the continuation of a path we embarked upon several years ago. The World Sports Tourism Congress was designed as a platform to exchange and generate knowledge, showcasing best practices, and fostering connections. Working together, we can make Sports Tourism a key driver of economic diversification for destinations worldwide."
The World Sports Tourism Congress was designed as a platform to exchange and generate knowledge, showcasing best practices, and fostering connections
Mariano de Paco Serrano, Regional Minister of Culture, Tourism, and Sports, of the Region of Madrid, added that: "Madrid is a leading region and a point of attraction for all those who want to enjoy sports in a unique setting. In addition to its cultural, heritage, and leisure offerings, it provides a vast array of sports activities for a wide audience. Furthermore, the regional government is committed to improving the quality of life for its citizens through physical activity and sports."
Spotlight on Leadership and Inclusivity
The WSTC featured 40 speakers across 10 panels, addressing a variety of topics such as government strategies, sponsorship trends, best practices in sports tourism and sustainable, reinforcing its position as a unique platform for dialogue and the exchange of knowledge. The congress also featured conversations with inspiring sports figures, including Gilberto Godoy, UN Tourism Ambassador for Sports Tourism and volleyball Olympic medallist from Brazil; Gabriela Szabo, Romanian track and field Olympic medallist and former Minister of Youth and Sports; and Teresa Perales, swimmer, and 28-time Paralympic medallist. On this occasion, UN Tourism officially welcomed Perales among its Ambassadors for Sports Tourism, recognizing her as an example and symbol of perseverance given her important contributions to sports and the promotion of inclusivity in tourism.
Main Outcomes
The main outcomes arising from the discussions of the Congress focused on:
- Innovation: The need for investment in modern technologies to enrich visitor experiences and operational efficiency through VR, smart systems, augmented reality, smart venues, AI-driven personalized recommendations.
- Infrastructure: The value of multi-purpose, sustainable sports venues that promote year-round engagement. From eco-friendly constructions and operations to energy-efficient technologies- ensuring that sports venues align with global environmental goals and appeal to conscientious travelers.
- Impact of sports events: both mega or amateur, play a critical role in driving tourism, community engagement, and generating economic benefits at destinations.
- Collaboration: Building partnerships across governments, local communities, and sports entities to address shared challenges and maximize the sector's potential.
The venue of the event, Santiago Bernabéu Stadium, embodied the forward-thinking vision of Madrid as a global leader in sports tourism. In line with this, Madrid's infrastructures, and upcoming projects, such as the Ciudad Atlético initiative and NFL-hosted events, and the upcoming Formula 1 Circuit underscore the Region position as a destination where sports drive tourism, sustainability, and innovation.
