Experts say mega sporting events such as the Olympic Games and the World Cup can act as catalysts for tourism development, promoting destination branding, infrastructure development and other economic and social benefits. According to experts, this type of tourism brings many benefits at the local level, accentuating the creation of permanent and temporary jobs and improving infrastructure such as stadiums, transportation systems and urban renewal.

Globalization has enabled sports fans to access information and events quickly and easily, while digital marketing strategies have evolved to promote sporting events and destinations, reaching wider and more diverse audiences. Through these massive events, millions of people from around the world travel to host cities, generating a huge impact on the local economy.

During major sporting events, tourists not only attend the events, but also spend on accommodation, food, transportation and entertainment. For example, during the London 2012 Olympics, the city saw a 31% increase in hotel rates, while during the 2014 World Cup, restaurants doubled their sales.

Sports tourism will continue to be a key driver for the global and local economy, driven by a passion for sport and the opportunity for unique experiences. With the growing popularity of events such as the Olympic Games and the European Championship, host cities will continue to benefit from the increase in tourists and the economic boost that these events generate.