Sports tourism is an indispensable economic factor for the sports business. But what are the current developments and what opportunities does sports tourism offer for operators and brands? We give you a comprehensive overview of the market and provide important facts and figures - from the preferences of vacationers to current trends and forecasts for the future.
Health and an active lifestyle are in vogue - and not just since the end of the
COVID 19 pandemic. One beneficiary: sports tourism, which continues to grow strongly. The global sports tourism market is estimated at USD 587.87 billion in 2022 and is expected to reach a growth rate of 17.5% by 2030. Europe is the largest sports tourism market in the world, accounting for 38.01% of revenue. The range of activities on offer includes everything from sports events and training camps to active vacations.
Sports tourists love to be active outdoors and celebrate many different outdoor activities. According to the yearbook of sports statistics, they are divided into three segments:
In 2021, Spain received a total of 4.8 million sports tourists, of which
The revenues of the Spanish vacation regions from sports tourism came to
Although almost 80% of travelers came from Spain itself, the approximately 20% of foreign tourists* contributed to half of the revenue - which shows how important they are in qualitative terms. This was different before the pandemic: in 2019, 33% of international sports travelers provided 68% of total sports tourism revenue in Spain. In addition, event visitors* accounted for about two-thirds. So, while sporting events were the main driver of the sector before the pandemic, there was - at least in the short term - a trend towards domestic active vacationers. It remains to be seen whether this will be confirmed once the pandemic is over.
However, considering the general trends in the tourism industry such as increasing environmental awareness and flight shame, which are now important aspects for many travelers when planning their trips, the trend toward sports vacations in one's own country could endure due to climate friendliness.
Another trend is that more and more people are integrating sports and physical activities into their daily lives. For example, 4 out of 5 Europeans in the Outdoor Consumer Report 2021 by Deloitte and OutDoor by ISPO, four out of five Europeans said they had engaged in an outdoor activity in the past year. But what does this mean for organizers and brands? One thing is for sure: The increasing importance of sustainability, sports, and physical activity in daily life has a direct influence on vacation design and thus holds opportunities for the sports industry.
What will sports tourism look like in the future and what factors will influence it? To answer these questions, leading industry experts discussed at a keypanel at the international tourism trade show FITUR. Christoph Rapp from ISPO Munich, José Pablo Vázquez from Visit Valencia and Agustí Pérez from the Ironman Group emphasized the increasing importance of sustainability, digitalization and individualism. But how can companies benefit from these megatrends?
Like many other areas of sport, environmental change is also shaping sports tourism. Consumers demand sustainable solutions from companies and are willing to pay more for them. However, there is still a lot of room for improvement when it comes to environmental protection, especially at sporting events. It is not enough to ban plastic cups. Rather, there is a need for deeper awareness and change on a large scale. Agustí Pérez, Senior Regional Director South of the Ironman Group, called for increased collaboration with administrations and more sustainable processes, saying, "Both at the institutional and organizational level, despite a pandemic that has slowed down the rhythm of decision-making, we need to make all processes around the staging of events sustainable. From laws, to collaboration with administrations, to the demands of the athletes themselves. This is the only way to create truly sustainable experiences."
Digitization has also taken hold of sports tourism. More and more travelers are using online platforms and apps to plan and book their trips individually. Vacationers are increasingly using electronic devices such as smartphones and smartwatches for outdoor activities. According to the Outdoor Consumer Report, more than half of those surveyed use apps to track their activities and collect important performance data. The goal of operators and sports brands should therefore be to create a seamless digital experience for travelers.
Individual experiences have become increasingly important in tourism. The trend is away from mass tourism and toward holistic experiences tailored to the individual needs and interests of travelers. Here, sports such as ski touring or trail running offer ideal opportunities for nature activities away from the mainstream.
Christoph Rapp, International Sales & Retail Manager at ISPO Munich, emphasizes that creating such experiences not only satisfies customers* but also holds huge potential for revenue. It is clear that destinations, especially in the Alpine regions, need to adapt and expand their infrastructure to respond to this trend and meet the demand for individual experiences - without losing sight of sustainability.
Although the COVID-19 pandemic has put a damper on the sports and tourism industry, the potential of sports tourism remains high. Especially due to the increasing interest of consumers in health and active lifestyles, operators and brands should proactively leverage the trends in sports tourism by finding innovative solutions that take into account sustainability, individualization and digitalization at the same time.
Sports world take note: Sport is a powerful platform to initiate change and build a sustainable future. That's why the German Sustainability Award (Deutscher Nachhaltigkeitspreis = DNP) organization has launched the new DNP Sport category. A new category that takes the pulse of the times. Associations, clubs, event organizers, operators of sports facilities, media, companies and athletes can now apply for the DNP Sport. The award winners will also be presented at ISPO Munich 2023.
The DOSB and the Federal Ministry of the Interior, together with the renowned head of organization of the UEFA European Championship 2024, Philipp Lahm, presented the DNP Sport last year. The award honors outstanding ecological and social commitment in the field of sport. It is a signal to the entire sports world that sustainable action is not only important but also rewarded, and is intended to inspire ambitious sports organizations and athletes to implement initiatives with a sustainable impact.
The award and its idea are backed by "prominent supporters". In addition to the German Olympic Sports Confederation (DOSB) and the German Federal Ministry of the Interior (BMI), DNP Sport's partners include the German Football Association (DFB), the sporting goods manufacturer PUMA and the "Sports For Future" movement.
ISPO Munich is also a partner of the German Sustainability Award. The award winners will be presented at ISPO Munich in November, and visitors will be able to get up close and personal with the award winners at the trade show - maybe you'll even be among the winners yourself? In addition, the ISPO Munich 2023 program will pick up on the themes of the DNP Sport.
The DNP is awarded to people who make an outstanding contribution to climate and nature protection, resource conservation and social cohesion. Whether associations, clubs, companies in the sports and media industry, or passionate athletes - all now have the opportunity to apply in six categories.
But that's not all! The true everyday heroines* who bring about a positive change with their sustainable actions are also cordially invited to apply for the award.
You can apply via an online questionnaire until July 31, 2023.
On Friday, November 24, the first and highly anticipated DNP Sport will be awarded during the 16th German Sustainability Day in Düsseldorf.
The DNP Sport is not just an award, but a symbol for the future of sport. With concentrated power and support, DNP Sport becomes a driving force for change in the sports world and makes the vision of a sustainable and responsible sports industry a bit more of a reality. It is time for sport to take its responsibility even more seriously and strengthen its pioneering role in the fight against climate change and social injustice.
Ready for over 600 exhibitors? OutDoor by ISPO from June 04 - 06, 2023 has quite a few highlights in store. From minimalist designs to crazy color plays, from merino to alpaca wool, from hand to foot specialists. We can't wait, so we're already introducing you to the 16 hottest brands that will be part of the event for the first time.
Culture clash on the labor market: "Conscious Millennials" and companies eye each other critically. The conscious new generation is often misunderstood, because they strive for more profound things than home office and work-life balance. Those who understand them and make targeted use of their qualities will benefit from them.
It is the fate of every generation to have to live in a world under conditions it did not create. This was once stated by John F. Kennedy. With his timeless analysis, the former U.S. president was undoubtedly right. So how disappointing would it be if a new generation did not revolt and come around the corner with fresh ideas and attitudes?
In addition to demographic change, it is the new talents who are bringing all kinds of dynamism to the world of work. In a commentary on the website of business coach Dirk Beiser, a 24-year-old describes how she feels about a job ad that tries to lure job seekers with a mandatory coffee flat, a fitness center contract and other benefits.
"It still shocks me how many employers think that we - the followers of the notorious Generation Z - can be lured with corporate benefits á la table soccer and fruit basket. A deeper look into the working world of the young generation shows that, in terms of New Work, we opt for individualism instead of 08/15 everyday life, for personal responsibility instead of hierarchy, and for fair pay instead of fancy benefits," writes Katja, student and copywriter.
"Gen Z has grown up in a world that is digitally shaped and equipped. Their awareness and interconnectedness is global, but their self-image does not solely involve dealing with this technology, but also a world in transition. They have experienced that systems and concepts of life - professions, relationships, businesses, health - can also break down," says the new-work author and business psychologist Bettina Bohlmann in an interview with ISPO.com. Corona, war, climate catastrophe - the belief in stability and that our economic system will fix everything is not in this generation's blood like it was in the generations before them.
Post-Millenials, Digital Natives or Generation TikTok - there are many comparatively superficial terms circulating for the 1995-2009 cohort. "Conscious Millennials," on the other hand, describes much more than the time of birth. They are committed to social and political issues, maintain a conscious lifestyle; sustainability, social justice and environmental protection are close to their hearts. They are aware that all their actions have an impact on their environment and therefore actively campaign for change - the best example being the climate protests of the "Last Generation".
The Deloitte Global 2022 Study on Generation Z and the Millennials generation emphasizes that self-fulfillment and balance are particularly important to young employees. Their work must have a deeper meaning for them. "They no longer believe in the sense of working their way up systematically over the long term," says Bettina Bohlmann. Instead, she says, they are more radical. "A job has to be coherent for them." Generation X grew up thinking that work was worthwhile: "A high salary, a company car, prosperity, and thus a lot of recognition from others - that's what they were striving for. For many, that was the symbol of real freedom. Conscious Millennials realize this completely differently."
Many employers sound disturbed because today's talents are primarily concerned with their work-life balance. "To me, this discussion misses the point a bit," Bettina Bohlmann thinks. "It's about more than the demand for free time. The origin is rather that it is no longer worth waiting for anything. This generation has discarded the belief in working hard while at the same time sacrificing quality of life in order to be happy later on, she says.
Conscious Millennials look for work that suits them, that seems meaningful to them. Their choice of employer is based on their set of values. And the same goes for their consumer choices. "They are not only employees* of the future, but also buyers*," says Bohlmann. Companies could use the attitude of the young generation to check the credibility of their company. The global awareness that this generation brings with it, the sensitivity to issues such as health, well-being and climate, can help companies to develop further in this direction. That's why it makes sense to engage with young people on many levels. "Gen Z doesn't assume a world that's already finished, it doesn't have to be perfect. But they want to see people working on the issues."
Sustainability is becoming a status symbol for Gen Z consumers, also says brand consultant Fredrik Ekström in his "Sustainability Consumer Report 2023.". The Swede supports sustainability with his company "Above The Clouds" helps brands understand global drivers, value shifts and macro trends. His tip: "Because many consumers within Gen Z are unsettled, brands should Brands should prioritize education about the sustainability of their products to remove this barrier."
Luxembourg-born psychology student Oliver Droste, 21, is a typical Concious Millennial: After graduating from high school, the Berliner-by-choice traveled through Namibia, where he worked in an orphanage. At the end of 2022, he and his friends founded the streetware/sports brand Cafoempe SportsThe first collection is in the starting blocks. The target group: young adults between 18 and their late 20s. "I notice that most of my fellow students have a hobby with which they give free rein to their creativity. I've always been interested in design and aesthetics. That's why I started the streetwear brand." The casual urban design alludes to motion pictures like "La Haine" and "Matrix." The generation's values also come through in the name of the collection. "Jusqu'ici tout va bien" is its name. Loosely translated: Up to here, everything is good.
Why does Oliver Droste think he strikes a chord with his generation? "The sporty, coupled with sustainability and quality, plays a very big role for my generation." The motifs from Cafoempe Sports are embroidered and therefore more durable. Plastic packaging is avoided in shipping. "Our company logo with the two overlapping glasses also points to the way we look at the world, through which glasses, with which perspective."
Oliver Droste observes differences in the priorities set by different generations. For example, for some of today's teenagers and young adults, friends, leisure and sports play an even greater role than for previous generations, where working life took on a dominant role. A better work-life balance is therefore necessary, he says.
Gen Z not only takes a more critical view of manufacturers and products, they also have a different relationship to sports in general. More individual sports are more in their focus than traditional team sports, which they consider too structured and antiquated. Health and fitness are extremely important to this digitally influenced generation, and they integrate social media and fitness apps into their daily sports routine.
For his generation, sports are the way to deal more calmly with everyday difficulties and make decisions, confirms Oliver Droste, who is very familiar with the sporting affinities of his cohorts.. "It's about finding a balance, including not being glued to digital devices all day." The sustainability aspect always plays a role for him and his friends when it comes to exercise, too: "We always walk to the gym, even though it's a long way. When we're out and about, we also pick up other people's trash sometimes. When shopping, we avoid packaging waste wherever possible." When he buys sporting goods, he feels "the reflex to look where the product was made. I inform myself as much as I can."
After graduation, Droste wants one thing above all: "A job where I can contribute and develop one hundred percent. I'd rather cut back on my salary, but I'll be able to put my ideas into practice." Home office and work-life balance - this generation is taking its destiny into its own hands.
Do you want to play a relevant role in the outdoor industry of the future? Then you shouldn't miss OutDoor by ISPO 2023, because if the Who's Who of the industry meets in one place, it's here. And the outdoor community has a lot to look forward to: packed halls with over 600 exhibitors, exciting presentations by experts, and the largest outdoor party in the industry. Lena Haushofer, Exhibiton Director, tells us why you can't miss the event of the year.
Lena, it won't be long before OutDoor by ISPO opens its doors. What can you hardly wait for?
To be honest, it's quite simple for me. For me, the most important thing is to have the entire community back in Munich. This network is something very special, whether retailers, brands, outdoor journalists or representatives - the who's who of the industry meets here and shapes the future together. So if you miss OutDoor by ISPO 2023, you can pack your bags! I am convinced that we will have super conditions for the trade show again this year with full halls, atriums and showrooms and an extremely diverse outdoor area. The entire ISPO team, our partners from the European Outdoor Group, and of course the exhibitors have done a super job in the past weeks and months.
Can you tell us a little bit about the exhibitors?
On the one hand, many long-standing brands are back: Rab/Lowe Alpine, Scott, Ortovox, Deuter, Maier Sports, Big Agnes, Vaude, Merrell, La Sportiva, Lowa, Meindl, Petzl, Osprey, Mountain Equipment, Nordisk, Fenix Group, Leki, Komperdell, Dometic. On the other hand, many are also celebrating an OutDoor by ISPO comeback. And: We have many newcomers at the start, including Berghaus, J. Lindeberg, Nomad, Pegasus, Brunton, Sidas, Norrona, Hestra, Cavida, Igloo, Gonso, Devold of Norway and Montura. In the start-up area in the newcomer section we also have more than 20 brands that are celebrating their premiere at a trade show.
And how did you divide up the halls?
We have decided not to divide the halls thematically. All the halls have an equally high-quality design, with key account brands in each hall. Of course, we have clustered thematically a bit: for example, the shoe brands together. In atriums one and two, all the order offices that are located there open, such as Ortovox, Jack Wolfskin, Mammut, Haglöfs, and many more. In the middle of atrium one and two we have many more exhibitors*. In Atrium 3 is the Sustainability Hub and in Atrium 4 the topic Textrends will find its place with the Award, Manufacturing and Sourcing.
And the outdoor area is even more varied this year than last year. There will be the ISPO Award area, where the best products will be presented at the ISPO Award Gathering on Sunday and Monday, the Brandnew Area and numerous brands such as Vaude, Marmot, Exped, Dometic, Nordisk or Berghaus and Primus will exhibit here. In addition, Patagonia is on site with the Repair Truck. To relax, we have the Energy Zone outside and many participatory offers, such as recovery sessions with Blackroll, slackline training with Gibbon as well as the Morning (Trail) Run on Sunday & Monday with test equipment from Joe Nimble.
And of course there will be our legendary OutDoor by ISPO Party outside on Sunday and Monday with vegan & vegetarian BBQ. Be sure to get your ticket!
What would a successful OutDoor by ISPO be for you? A good party can't be everything.
For us, it's about bringing the community together, and the retailers are very important in this. Because in the end they reach the consumers, talk to them and pass on the enthusiasm for outdoor. That's why our main goal is to welcome as many retailers as possible. For them, the party is already included in the price, including BBQ and drinks.
The best way for dealers to get in touch with their exhibitors is to use the Connect-by-ISPO tool tool. This is free of charge for both sides. We need the support of the exhibiting brands to expand the dealer network. At the same time, we launched a mailing campaign and sent 15,000 postcards to dealers throughout Europe.
Free tickets for dealers, but this does not apply to the non-exhibiting industry. How do you feel about ISPO charging 1,999 euros for the ticket?
We have received a lot of understanding and positive feedback for our ticket structure. We really appreciate the enthusiasm for our event and also ask the non-exhibiting industry to do their part to keep the platform alive. Our pricing structure is also designed to protect the exhibitors who are very committed to their presence and to OutDoor by ISPO.
A practical innovation is the color code for ticketing. This makes it possible to see at first glance whether a visitor comes from the trade, the media or another industry sector.
This year there is also a Young Talents program. What is that all about?
Together with the support of VDS / FEDAS, we want to support young talent and offer a very special program for trainees from the retail sector. This includes a free overnight stay in Nordisk Glamping tents at the campsite, special lectures, guided tours and catering from the Outdoor Chef. We then want to extend this program to trainees from the industry at ISPO Munich.
Speaking of the program...
Yes, good point. This year, Circular Economy is the main topic at the Sustainability Hub. For example, how we as an industry can best adapt to and benefit from the regulations that follow from the Green Deal. Of course, we will once again have our Guided Tours of the Sustainability Hub. Also for representatives of the press we also have special guided tours. The best way to prepare is to check out the event program.
In addition to many content-related focal points, we want to offer the opportunity to network in a very relaxed atmosphere, for example with the Joe Nimble Morning Runs on Sunday and Monday.
Sustainability is a topic that should also be important to you as an event organizer. How do you ensure that OutDoor by ISPO is as resource-friendly as possible?
We are in constant exchange with our long-term partner myclimate and implement a number of measures. For example, we offset the emissions generated by the exhibitors. This means that our exhibitors, thanks to the GoGreen CO₂ audit of the Munich trade show, can participate in the event in a climate-neutral way - without incurring extra costs. We use pre-built booths, which are largely made of circular materials, we also do without carpet in the entrance area and in the aisles. The visitors' tickets include a compensation premium worth €5. This money is used to support certified climate protection projects. And: In our restaurants and at the official parties we only offer vegetarian and vegan food.
Thank you Lena and we look forward now of course nooking forward even more to OutDoor by ISPO!
