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How Technology is Encouraging Sports Tourism
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CIO Applications | Wednesday, June 01, 2022

Chances are you’ve taken part in sports tourism without even knowing it. Sports tourism isn’t limited to attending a sporting event like the Wimbledon. If you went to Bali to get a yoga certification, flew to Hawaii to surf, visited Rio de Janeiro to explore its football museum, or joined a badminton competition in the neighbouring town, you’ve dabbled in sports tourism.
Sports tourism is one of the fastest-growing sectors in the travel industry, projected to reach $1.8 billion globally by 2030. One of the driving forces behind this rapid expansion is technological advancement. Technology’s role in sports tourism may not seem obvious, but its impact is significant. Take, for instance, mobile ticketing. Over a decade ago, purchasing tickets online through a phone was almost unknown. Now, fans can effortlessly get passes to their favourite events with just a few clicks.
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But, technology’s contribution to the growth of sports tourism goes beyond digital bookings. Here are other ways it has helped boost sports tourism.
1. Social Media
Social media has changed how the sports industry interacts with its audience, from live streams to podcasts to catchy hashtags and behind-the-scene stories. Sports tourism businesses can now reach more people and target specific audiences to create a more personalized experience.
Platforms such as Facebook, Instagram, and Twitter, allow fans to stay current with their favourite sports via access to real-time posts. It is now easier to keep up with trends and learn about special activities, discounts, or schedule changes. As a result, planning a trip to see a sporting event has become less stressful and more appealing.
Many countries use social media as a tool to market not just sporting events but also tourist attractions. For example, Spain’s premier football league, La Liga, attracts millions of fans. But most of these sports tourists do not only go there to watch the game. They also visit football museums and stadiums.
Others may even head to ski resorts, cycling trails, or golf courses. In the same way, Japan promotes a blend of traditional sports, such as sumo wrestling and karate, and contemporary sports, such as baseball and tennis, to attract more tourists. Undoubtedly, intriguing social media trends help encourage fans to travel to experience their favourite sporting events.
2. Mobile Phones
Smartphones are one of the most relevant technological advancements in history, so much so that they have become an indispensable commodity in the daily life of most people. Mobile technology has a significant impact on sports tourism, particularly on travel. Whether you’re purchasing a plane ticket, hailing a taxi, navigating an unfamiliar place, or checking in to a hotel, mobile phones are changing the travel experience - and generally for the better. It is much easier to browse and book trips with a smartphone. Stress-free travel encourages more sports fans to attend their favourite event.
Mobile devices enable people to plan their travels better. Want to book premium tickets, know the best time to visit, or find the cheapest deals? Fans can access the information they need anytime and almost anywhere in the world using their smartphones. For instance, Formula One enthusiasts can arrange a tour ahead of time in the comfort of their homes. Abu Dhabi’s F1 Grand Prix has a wide range of all-inclusive packages, and fans can arrange a trip with a few taps on their phones.
3. Working Remotely
Travelling to another country can be time-consuming, dissuading people from seeing their favourite sport. After all, not everyone can have a vacation leave to attend the World Cup. But thanks to technology, people can now work away from their office, using remote work software and video conferencing tools. These allow employees to continue working and maintain communication with their co-workers even when they are not in the workplace. As a result, sports fans can watch a sporting event abroad without taking time off work.
With the ongoing advancement in communication technology, experts predict remote work will become more common and accepted in the coming years. Given this, it is not a long stretch to say that as remote work becomes the norm, more people will be able to travel and partake in sports tourism.
4. Virtual Reality
Some people want to get the feel of things before committing to them. Virtual reality allows tourists to explore a place or try an activity in advance to help them decide whether the destination or event is worth their time and money. Travel agencies, hotels, airlines, and even museums benefit considerably from the use of augmented reality, 360° videos, and interactive productions.
Not only does VR provide in-depth information. It also ramps the excitement and interest in travelling, potentially leading to more bookings. In fact, many famous landmarks, including Machu Picchu, the Eiffel Tower, the Great Wall of China, and the Taj Mahal, offer virtual tours to bring in more visitors.
For some sports fans, a try-before-you-buy experience is crucial, especially for pricey events. It is a good thing that there are several virtual tours of various sports venues online. With this, sports fans will have an easier time deciding whether to organise a golf holiday in Portugal with VR practice before hand or watch a cricket match in Australia but in your living room.
5. Gaming
While the COVID pandemic put a hiatus on live sports, it has helped online gaming grow exponentially. Esports, defined as a competitive and organized multiplayer video gaming, is the most recent addition to the sports tourism sector. This billion-dollar industry attracts professional gamers, amateur players, and thousands of fans from many parts of the world. Gaming has become so popular that countries, including South Korea, Finland, the USA and Germany, have officially recognized esports as a sport. Many companies as well have invested in sponsorships.
The beauty of esports is that almost anyone can join, regardless of physical stamina or age. In addition, it appeals to varied audiences, but mainly to younger people. Because gaming is a highly immersive and interactive sport, it has a great potential to entice fans to travel and watch a competition happen in real life. And this, of course, helps boost sports tourism.
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