world sports tourism congress 2023

2nd World Sports Tourism Congress: Tourism and Sports United for Sustainability

ZADAR, Croatia, 27th April 2023 (WAM) - Sports tourism can play an increasingly important role in the economic diversification, growth and sustainable development of destinations worldwide. The 2nd edition of the World Sports Tourism Congress (WSTC), organised by the UN World Tourism Organization (UNWTO), Government of Croatia through its Ministry of Tourism and Sport, and the Affiliate Member Croatian National Tourist Board, brought together experts and leaders from across the sports and tourism sectors, alongside representatives of destinations and businesses. Held under the theme “Tourism and Sports United for Sustainability”, the Congress focused on key issues such as sports tourism’s economic impact and its contribution to the Sustainable Development Goals (SDG). UNWTO Secretary-General Zurab Pololikashvili says: "Sports Tourism plays a key role in enhancing economic growth and social development in many destinations. It creates jobs and supports businesses in cities and rural communities alike. In order to maximize its potential, public and private sector actors must collaborate, and that's where UNWTO steps in.”.

Ms. Nikolina Brnjac, Minister of Tourism and Sport of Croatia, said: "I am very proud of having hosted this Congress in Croatia. We enjoyed hearing many excellent international and Croatian speakers, as well as presenting the many opportunities of sustainable development of sports tourism in Croatia. Croatian government has secured generous funds for building active tourism infrastructure, in line with our goal of making Croatia a globally competitive sports tourism destination."

Alongside assessing the impacts of sports tourism, the Congress also explored the potential benefits of the growing sector, including its links to health and wellbeing, and its importance for promoting destinations to bigger and more diverse audiences. In Zadar, leaders from both established and emerging sports tourism destinations shared their insights and best practices to produce recommendations for growing the sector in size and influence.

2nd World Sports Tourism Congress: Tourism and Sports united for sustainability

World Tourism Organization (UNWTO)

UNWTO Secretary-General Zurab Pololikashvili says: “Sports Tourism plays a key role in enhancing economic growth and social development in many destinations. It creates jobs and supports businesses in cities and rural communities alike. In order to maximize its potential, public and private sector actors must collaborate, and that’s where UNWTO steps in”.

Ms. Nikolina Brnjac, Minister of Tourism and Sport of Croatia said: “I am very proud of having hosted this Congress in Croatia. We enjoyed hearing many excellent international and Croatian speakers, as well as presenting the many opportunities of sustainable development of sports tourism in Croatia. Croatian government has secured generous funds for building active tourism infrastructure, in line with our goal of making Croatia a globally competitive sports tourism destination.”

Delivering sports tourism’s benefits

Alongside assessing the impacts of sports tourism, the Congress also explored the potential benefits of the growing sector, including its links to health and wellbeing, and its importance for promoting destinations to bigger and more diverse audiences. In Zadar, leaders from both established and emerging sports tourism destinations shared their insights and best practices to produce recommendations for growing the sector in size and influence.

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UNWTO: collaboration is key to maximise sport tourism’s potential 

Zurab Pololikashvili, secretary-general of the UN World Tourism Organization (UNWTO), has called upon the public and private sectors to “collaborate” to fully maximise sports tourism’s potential – and to achieve the goals of economic diversification, growth and sustainable development for destinations worldwide.

Speaking at the World Sports Tourism Congress (WSTC) in Zadar, Croatia, Pololikashvili said: “Sports tourism plays a key role in enhancing economic growth and social development in many destinations. It creates jobs and supports businesses in cities and rural communities alike. In order to maximise its potential, public and private sector actors must collaborate, and that’s where UNWTO steps in.”

The second edition of the WSTC, held from 26-27 April 2023, was organised by UNWTO, the Croatian Ministry of Tourism and Sport, and the Croatian National Tourist Board. It brought together experts and leaders from across the sports and tourism sectors, alongside representatives of destinations and businesses. Held under the theme “Tourism and Sports United for Sustainability”, the congress focused on key issues such as sports tourism’s economic impact and its contribution to the sustainable development goals.

Alongside assessing the impacts of sports tourism, the congress also explored the potential benefits of the growing sector, including its links to health and wellbeing, and its importance for promoting destinations to bigger and more diverse audiences. In Zadar, leaders from both established and emerging sports tourism destinations shared their insights and best practices to produce recommendations for growing the sector in size and influence.

Nikolina Brnjac, Croatia’s minister of tourism and sport, said: “I am very proud of having hosted this congress in Croatia. We enjoyed hearing many excellent international and Croatian speakers, as well as presenting the many opportunities of sustainable development of sports tourism in Croatia. Croatian government has secured generous funds for building active tourism infrastructure, in line with our goal of making Croatia a globally competitive sports tourism destination.”

Main image: Zurab Pololikashvili, UNWTO secretary-general, speaking at the World Sports Tourism Congress (Images: UNWTO )

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2nd World Sports Tourism Congress: main conclusions

This second edition of the (WSTC) gave prominence to the role of Sports Tourism in the international tourism industry and raised awareness about the benefits Sports Tourism can bring to destinations and the overall tourism industry under economic, environmental, and social aspects.

Jointly organized by UNWTO, the Government of Croatia through its Ministry of Tourism and Sport, and the Affiliate Member Croatian National Tourist Board, the event expanded on the success of the first edition, hosted in Lloret de Mar, Spain, on 25-26 November 2021, and gathered more 350 participants from over than 25 different countries who joined us to learned from 48 worldwide speakers and experts in the field of Sports Tourism, throughout 8 panels.

After examining the whole picture of the WSTC, the main takeaways highlighted by our panellist are the following:

Planning & coordination are essential for sports tourism development: achieving sustainable development in the field of Sports Tourism and harnessing its potential, requires clear and coherent strategies and policies

S ports tourism can positively impact the entire tourism chain: the sports component of tourism has a positive impact, with sports events clearly triggering many economic benefits across the entire tourism value chain

Advantages of the specialization of destinations within sports tourism: destination should leverage their unique conditions and features by specializing in a specific type of sport/activity or a specific type of sports event

Sports events can be a powerful marketing tool for destinations that can enhance the brand image and visibility of the host

The importance of professionalization of sports sponsorship by DMOs, with regard to the roles of sponsoring brand and host of sports events

Sports events generate a positive impact on the community’s health and lifestyle

The interplay between sports tourism, society, and environment: sustainable sports tourism entails reducing and off-setting the carbon footprint and creating engagement with the local community.

Through this event, the UNWTO has consolidated the importance of sports tourism to the tourism agenda, and its commitment to continue raising awareness on the benefits of sports tourism by generating knowledge, solid recommendations, and tools for the sustainable development of this sector.

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Press release

26/11/2021 | WSTC21 centres on sustainability and innovation as opportunities to increase the sports tourism market

20/09/2021 | Catalonia hosts the first World Sports Tourism Congress to discuss future expectations in this field

09/08/2021 | The Government of Catalonia and the World Tourism Organisation are holding the World Sports Tourism Congress which will take place from 25th-26th November 2021, in Lloret de Mar

Other press materials

Press pack  Lloret de Mar 

Press pack Costa Brava

Press pack  Pirineu Girona 

Press pack  Agencia Catalana de Turisme

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The first World Sports Tourism Congress: The role of sport for tourism recovery ans its contribution to the 2030 agenda

The Congress featured more than 50 speakers-more than half of them in person-from Canada, Croatia, the United States, Spain, France, Wales, Italy and South Africa, among others.

Renowned experts and academics in sports tourism debated over two days on current and future trends in the sector and underlined the key role of sport for the development of a more sustainable and inclusive tourism.

The first edition of the World Sports Tourism Congress (25-26 November, Lloret de Mar, Spain) focused on the unique capacity of the sector to promote sustainable and inclusive development, diversification and public-private partnership. The Congress was organized by the World Tourism Organization (UNWTO) and the Catalan Tourism Agency (ACT) , an Affiliate Member of the UNWTO.

At the opening ceremony, UNWTO Secretary-General Zurab Pololikashvili declared that the holding of this Congress, with a strong in-person participation, is a clear message that the tourism sector is ready to welcome tourists again, and the recovery of sports tourism plays an important role.

Pololikashvili added: “ An encouraging example is the gradual return of major sporting events, which is a major driver of the restart of tourism .”

For his part, the Minister for Business and Labour of the Regional Government of Catalonia, Roger Torrent , stressed that “ this Congress can give rise to ideas that allow progress towards a more responsible and sustainable tourism thanks to diversification, differentiation and de-seasonalization “. In addition, he stated that tourism, and in particular sports tourism, can offer economic, employment and social opportunities that must be harnessed.

The Congress was attended in person by some 350 participants, and more than 150 followed it online. The most immediate challenges were discussed throughout the first day, ranging from the impact of COVID-19 and current trends in tourism demand and in the tourism market, to trends in sports, innovation in major sporting events, diversity and inclusion, and public-private governance strategies.

Looking to the future, the second day focused on the digital transformation of the sector and the phenomenon of e-sports, the promotion of digital marketing, the environmental framework and new research in the sector.

One of the most innovative aspects that the Congress brought was the deployment of two hologram booths in the proceedings  in order to have the participation of speakers who could not attend in person.

Work on Tourism and Sports is among the priorities of the UNWTO, especially in view of the necessary recovery of the sector in general.

Among the speakers were prominent figures with recognized experience in the sports and tourism sectors, representing entities that are also UNWTO Affiliate Members such as Lavonne Wittmann , President of Skal International ; Sonto Mayise , General Director of Tourism Kwazulu-Natal ; Luis Valente , Head of Partnerships and Information at the FC Oporto Museum; Paraskevi Patoulidou , President of Thessaloniki Tourism Organization ; Kattia Juarez-Dubón , Director of the International Sustainability Commission of the International Motorcycling Federation (FIM) , and Lisa Delpy Neirotti , professor at George Washington University.

Tatiana Rokou

Tatiana is the news coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.

She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.

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WTO and Catalan Tourist Board launch first World Sports Tourism Congress

Friday, September 24, 2021

The Secretary-General of the World Tourism Organisation (UNWTO), ZurabPololikashvili, and the Minister of Business and Labour of the Government of Catalonia, Roger Torrent, presented the first World Sports Tourism Congress and its programme, within the framework of the 2030 Agenda for Sustainable Development, at a press conference held in Lloret de Mar and Barcelona.

The Congress, which previously had to be postponed due to the pandemic, will take place on 25 and 26 November at the Olympic Conference Centre in the Catalan town of Lloret de Mar. The presentation was attended by Marta Domènech, Director-General of Tourism, Ion Vilcu, Director of the Department of Affiliate Members of UNWTO, Narcís Ferrer, Director of the Catalan Tourist Board, and JaumeDulsat, Mayor of Lloret de Mar.

The Congress will have a total of 62 speakers from different countries such as the United States, Canada, France, Wales, Northern Ireland and Croatia. Leading figures from the world of sport and tourism, representing entities that are also UNWTO Affiliate Members, have already confirmed their attendance as speakers, such as Petra Stusek, President and CEO of European Cities Marketing; Kattia Juarez Dubón of the Fédération Internationale de Motocyclisme; Edwin Moses, Olympic medallist; Marco Mazzi, Vice- President of the International Sports Travel Agencies Association, and Mafalda Magalhaes, Director of FC Porto Museum.

Registration is now open at https://worldsportstourismcongress.org. The Congress will be a hybrid event, allowing both in-person and virtual participation, and aims to strengthen the relationship between sports tourism and sustainable and inclusive development, diversification, differentiation and de-seasonalization. Also collaborating in the organization of the event are the Costa Brava Girona Tourist Board and the City Council of Lloret de Mar through Lloret Turismo.

The Congress, which already had almost 400 pre-registered participants before the official opening of registration, will address topics such as the challenges for the sector posed by COVID-19; trends in sport and physical activity; innovation in the development of sports tourism; mass attendance at sporting events; as well as the environmental framework, diversity and inclusion in the world of sport.

The programme also includes other aspects, such as different public-private governance strategies, the digital transformation of the sector, e-sports, digital marketing, communication and commercialization. Over the two days of the Congress, there will be different sports activities for the participants, academic presentations and technical visits; in addition, spaces will be set up for networking to maximize synergies among the attendees.

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3rd World Sports Tourism Congress

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Madrid, Spain, | 28-29 November 2024

UN Tourism and the Government of the Region of Madrid will jointly organize the 3rd World Sports Tourism Congress in the city of Madrid on 28-29 November 2024.

The 3rd World Sports Tourism Congress will once again bring together high-level stakeholders from these sectors to share innovative ideas, best practices, and insights of sports tourism, including its economic impact, contribution to the Sustainable Development Goals (SDGs), and strategies for effectively promoting destinations through sports events and sponsorships.

Topics on the Agenda

• Sports Tourism on Government Agendas
• Partnership models between governments and sports entities
• Long-term planning in Sports Tourism
• Sponsorship trends
• Brand alignment between destinations and sports businesses
• Brand Activation
• Community engagement in sports events
• Best practices in bidding for sports events
• Innovation in sports infrastructure and tourist experience
• New technologies (i.e., Virtual Reality, Augmented Reality, IoT, Artificial Intelligence)
• Sustainability and net-zero strategies
• Environmental, Social, and Governance (ESG) integration in destination planning
• Measuring impact

Background on Sports Tourism

• Sports Tourism is one of the fastest-growing sectors worldwide, both in size and market volume. In 2023, the market reached an approximate value of $609 billion and it is projected to grow at a Compound Annual Growth Rate of around 16% between 2024 and 2030 .
• The tourism and sports sectors are inextricably linked and play a key role in enhancing economic diversification, growth, and social development in many destinations by creating jobs and supporting businesses in cities and rural communities . The increasing popularity of major sporting events attracts more and more domestic and international visitors.
• Tourism and sports are committed to contributing to the UN's Sustainable Development Goals (SDGs).

Destinations globally recognize the potential of this segment and seek to position themselves as Sports Tourism destinations by investing in sporting infrastructure , bidding to host sports events , and implementing marketing strategies to promote their sports offer.

For further details, please contact via email:  [email protected]

Relive the top 10 moments from last year's edition of WSTC:

• Concept Note
• UN Tourism - Sports Tourism
• 1st World Sports Tourism Congress
• 2nd World Sports Tourism Congress

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