GCC establishes itself as global hub for major sporting events, poised to capture US$2 trillion sports tourism market by 2030 – PwC

MIDDLE EAST – The GCC has established itself as a global stage for major sporting events and now stands to capture a share of the US$2 trillion global sports tourism market by 2030, according to a PwC Middle East report.

Marquee events like the 2022 FIFA World Cup in Qatar and numerous Formula 1 race weekends have elevated the region’s global profile.

The report, titled ‘Game on for the GCC, Turning sporting ambition into lasting tourism impact’, highlights how the region can convert its success in hosting tournaments into long-term economic growth, job creation, and global visibility.

While GCC countries are premier hosts for these events, future growth depends on building experience-led destinations, immersive fan journeys, and a connected regional ecosystem to encourage repeat visitors.

Globally, sports tourism now accounts for 10% of tourism spending and is projected to exceed $2 trillion by 2030, growing at a compound annual rate of 17.5%.

The Middle East’s wider sports sector contributes approximately $600 billion, expanding at nearly 9% annually. Between 2023 and 2025, the region hosted international tournaments, esports competitions, and wellness festivals, backed by substantial state investments.

Saudi Arabia’s sports market is projected to triple to $22.4 billion by 2030, creating 39,000 jobs and adding $13.3 billion to its GDP.

The report identifies three priorities for the next phase: designing mixed-use sports destinations combining retail, leisure, and culture; enriching fan engagement through digital innovation and storytelling; and developing a connected GCC-wide sports tourism ecosystem with unified marketing and easier travel.

Peter Daire, Senior Executive Adviser at PwC Middle East, said, “The GCC has already demonstrated its ability to host the world’s biggest events.

Now, the focus shifts to creating year-round destinations that attract fans through richer experiences, digital engagement, and stronger regional links.”

The report also calls for increased investment in women’s sports, leisure facilities, and workforce development to enhance year-round utilisation of venues and extend benefits beyond flagship events.

With over 60% of the region’s population under 35, the study emphasizes leveraging digital innovation and youth engagement to sustain growth.

By evolving from event hosting to immersive experience creation, the GCC can establish itself as one of the world’s most dynamic and resilient sports tourism regions, where fans, athletes, and travellers have reasons to visit repeatedly.

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