Exploring the rise of sports tourism in India: Traveling beyond sports

In Alain de Botton’s reflective exploration of travel, The art of travelHe believes that our journeys extend far beyond mere physical activity. According to de Botton, travel is an opportunity to encounter unfamiliar landscapes, both external and internal. It allows us to escape the mundane and connect with the extraordinary.

Now, consider sports tourism, an emerging global trend where people cross borders to watch prestigious sporting events. The size of the global sports tourism market, valued at $323 million (₹2,697 crores) in 2020, is projected to reach $1.8 billion (₹15,046 crores) by 2030. In the words of de Botton, these travellers are not just chasing scores or cheering for their favourite teams; they are also in search of meaning. The roar of a stadium crowd becomes a universal language, transcending linguistic barriers. The adrenaline rush of a last-minute goal or photo finish connects them to the collective human experience.

Sports tourism is also increasing in India.

Florian Sengstschmidt, CEO of Azerbaijan Tourism, reported that the number of Indian tourists to Azerbaijan will increase significantly in the first half of 2024, rising to 118,985 from 47,670 in 2023, partly due to the Baku F1 Grand Prix. Similarly, the American Express Global Travel Trends Report highlights the growing trend of Indian sports fans, especially F1 fans, planning to visit Singapore, with 29% intending to travel for sporting events and 30% specifically for F1.

“The Singapore race experience extends beyond the circuit,” says Renjie Wong, regional director of the Singapore Tourism Board. “People can enjoy 10 days of race-themed festivities, nightlife, entertainment, retail, dining and attractions across the city, from Kampong Gelam to the Civic District.”

The Border-Gavaskar Trophy series 2024-2025 is expected to increase the interest of Indians in Australia. According to Cricket Australia, ticket sales from India are six times higher than last year and 10 times higher than the 2018/19 edition, when India registered a historic series win.

The Indian cricket team with the Border-Gavaskar Trophy | Photo Credit: Getty Images

Nishant Kashikar, Country Manager, India and Gulf Region, Tourism Australia, says, “The upcoming Border-Gavaskar Trophy Series 2024-2025 presents a unique opportunity to not only capitalise on the immediate surge in interest from Indian cricket fans, but also to develop a lasting affinity for Australia as a travel destination.”

Rajeev Kale, President and Country Head, Holidays, MICE, Visa – Thomas Cook (India), highlights a 40% increase in demand for global sporting events in 2024, with the Cricket World T20, Wimbledon, Olympics and F1 races topping the list. The company received nearly 200 queries for the India-Pakistan cricket match in New York.

Booking.com’s travel trends show that 23% of Indian travelers include sporting events in their vacation plans. Their flight data shows that India is among the top five Asian countries booking flights for the upcoming Paris Olympics.

Olympic Experience

Beyond the awe of watching extreme athleticism, the Olympics are a global celebration of diverse sports and cultures. No other event unites so many countries and disciplines under one roof.

“I don’t talk to strangers easily. But the best part of big sporting events like the Olympics is the possibility to instantly connect with people around you,” says Tariq Laskar, a research professional from Bengaluru who will be attending the Paris Olympics, which began on July 26. “The shared passion for sports initiates a natural conversation, breaking down barriers and turning strangers into friends.”

Tariq and his friend have secured tickets for archery, badminton and tennis at the prestigious Roland Garros, where one of its greatest champions, Rafael Nadal, will compete in his final Olympic Games. Nadal’s farewell is drawing a huge number of tennis fans to the event.

Hasnain Kapadia, a Chennai pilot and tennis enthusiast, will be in Paris for work. Since his trip coincides with the Games, he has bought tickets for tennis and badminton, each costing around 200 euros. “Paris is amazing even without the Olympics. You can sit comfortably in a café overlooking the river and the Eiffel Tower, have a few beers and enjoy a great day,” he says.

However, attending the 2024 Games will come at a price. Experts estimate international spectators will spend at least $5,000, including hotels, airfare and event tickets. Despite this, sports tourists from India and elsewhere are flocking to Paris. According to Airbnb, India saw a 30% year-on-year increase in bookings.

Daniel D’Souza, President and Country Head (Holidays), SOTC Travel, says, “Sports travel is no longer just for the wealthy. Now, families and young Indians across cities and regions are combining their sporting passion with travel, driven by more disposable income and a desire for experiential travel.”

Saravanan Hari with a Pakistani supporter during the World T20 in New York | Photo Credit: Special Arrangement

For superfans and non-fans

Among the many Indians who watched the India-Pakistan match at the Nassau County International Cricket Stadium in New York was Mahendra Singh Dhoni and Chennai Super Kings (CSK) franchise superfan Saravanan Hari. Cricket has taken Saravanan to many corners of the world – Dubai, Sri Lanka, the UK – and now the US.

Saravanan, who works in logistics, had saved some money through brand collaborations during the Indian Premier League so he could attend the World T20 (held in the US and West Indies), which India won. But he wasn’t sure the money would be enough (the estimated budget was ₹10 lakh, and he had just four). And getting a US visa isn’t easy.

But luck favoured Saravanan: his visa application, sent in March, was approved in May. Accommodation remained a problem until an old friend in the US offered him a place to stay. The CSK management provided tickets for three matches, including the India-Pakistan match.

He says, “Finally, thanks to amazing friends and some good luck, my World Cup dream came true. Even with those savings, the whole thing cost me ₹4 lakh. But it was worth it! A group of Pakistani fans recognised me. We bonded over our love for cricket. I also saw some iconic landmarks like the Statue of Liberty, World Trade Centre, Times Square, Niagara Falls… Most of all, I experienced the pure joy of watching India lift the cup.”

Beyond the competition

Traveling for games is exciting not just for the spectators but also for the athletes. Apart from getting the support of the domestic fans abroad, they also enjoy seeing new places, people, and food.

“In the past, I used to avoid travelling during tournaments because I was afraid it would distract me. But now I realise that it’s okay to enjoy good food and travel responsibly,” says swimmer Srihari Nataraj, who will represent India in the 100m backstroke event at the 2024 Olympics. “Now, I try to absorb the local culture and sights, especially the history and architecture. It has become an important part of my travel experience beyond competition.”

Srihari is one of 10,500 athletes vying for glory in Paris. With over nine million spectators expected, the city will be abuzz with excitement as fans and athletes alike dive into its rich culture and history. Just as tracks, fields, stadiums and pools await them, so too will museums, boulevards and cafes.

So then, let the games begin!