The Gulf Cooperation Council (GCC) is well-positioned to secure a substantial share of the $2 trillion global sports tourism market by 2030, according to a new report by PwC Middle East. The findings highlight how the region’s growing reputation for hosting world-class sporting events can be transformed into a long-term economic driver.
The report, titled “Game on for the GCC – Turning Sporting Ambition into Lasting Tourism Impact”, outlines how the Gulf states can leverage their success in staging major international tournaments to fuel tourism growth, job creation, and global recognition.
Marquee events such as Qatar’s 2022 FIFA World Cup and multiple Formula 1 Grand Prix weekends have already placed the region firmly on the global sporting map. PwC’s analysis suggests that the next stage of development will rely on building experience-driven destinations, immersive fan experiences, and a connected sports tourism ecosystem that encourages visitors to return year-round.
Globally, sports tourism currently makes up around 10% of all tourism spending and is forecast to surpass $2 trillion by 2030, expanding at a compound annual growth rate of 17.5%. Within the Middle East, the broader sports sector contributes approximately $600 billion to the regional economy and is expanding by nearly 9% each year.
Between 2023 and 2025, the region has hosted a growing number of international sporting events, esports tournaments, and wellness festivals, supported by extensive state-led investment. Saudi Arabia’s sports market, in particular, is projected to triple to $22.4 billion by 2030, generating around 39,000 new jobs and adding $13.3 billion to the country’s GDP.
PwC’s research indicates that the GCC currently accounts for just 5–7% of global sports tourism expenditure, highlighting significant potential for growth in the coming years. The report identifies three strategic priorities that will shape this next phase:
- Designing experience-led sports destinations that integrate sport, retail, leisure, and cultural attractions to extend visitor stays and increase spending.
- Enhancing immersive fan engagement through digital innovation, storytelling, and cultural integration, turning spectators into active participants and repeat visitors.
- Building a connected GCC-wide ecosystem that links sporting events, destinations, and talent across borders through streamlined travel and unified regional marketing.
Peter Daire, Senior Executive Adviser at PwC Middle East, commented: “The GCC has already shown it can host the world’s biggest events. The next step is to turn that success into lasting impact, building destinations that attract fans year-round through richer experiences, smarter digital engagement and stronger regional links. This will define the next chapter of global sports tourism.”
The report also urges further investment in women’s sports, leisure activities, and workforce development to ensure inclusive growth. It recommends better utilisation of existing venues to maximise benefits beyond headline events.
With over 60% of the GCC’s population under the age of 35, the study emphasises the vital role of digital innovation and youth engagement in shaping the sector’s future.
By transitioning from event hosting to experience creation, the report concludes, the GCC is poised to establish itself as one of the world’s most dynamic and connected sports tourism regions, offering compelling reasons for fans, athletes, and travellers not only to visit, but to return.
