MAYS IBRAHIM (ABU DHABI)

The UAE is strengthening its position as a regional leader in multisport tourism, with recurring international competitions, expanding infrastructure, and rising global visibility driving the development of a year-round sports economy.

A new PwC report, titled “Game On for the GCC: Turning Sporting Ambition into Lasting Tourism Impact”, identifies the country as a regional leader in tourism arrivals, experience diversity, and infrastructure utilisation.

Globally, sports tourism generated $600 billion in 2022 and is projected to exceed $2 trillion by 2030, growing at a compound annual rate of 17.5%.

In the Middle East, the sports sector already contributes $600 billion and is expanding at nearly 9% annually.

The report argues that the GCC region is already capitalising on this trend with year-round, experience-driven sports tourism ecosystems.

Saudi Arabia’s sports market, for instance, is projected to triple from $8 billion to $22.4 billion by 2030. Qatar continues to build on its FIFA World Cup 2022 success, sustaining global event momentum with recurring tournaments and drawing record visitor numbers — 5 million in 2024 — with ambitions to reach 6 million by 2030.

The UAE leads in innovation, with multi-sport offerings such as the Abu Dhabi F1 Grand Prix, Dubai Tennis Championships, and active tourism initiatives like the Dubai Fitness Challenge, which engaged over 2.7 million participants in 2024.

The region also hosts Formula 1 races in Bahrain, Abu Dhabi, Saudi Arabia, and Qatar, strengthening its international motorsport footprint.

“Combined with heavy investments in smart stadiums, immersive fan experiences and year-round event calendars, the GCC is shifting from episodic hosting to building a future-focused, digitally enabled sports ecosystem to drive economic diversification, global visibility and youth engagement,” the PwC report said.

Within this regional shift, the UAE’s sports calendar and infrastructure, anchored by venues such as Yas Marina Circuit and supported by technology-driven fan experiences, illustrate how the country is turning recurring events into a sustainable tourism and economic asset.

Notably, a new 24,000-seat, fully air-conditioned stadium is under construction in Zayed City, Abu Dhabi.

Designed to host events year-round, this state-of-the-art venue will feature a retractable pitch and seamless integration with the surrounding cityscape, reflecting the UAE’s commitment to advancing sports and public infrastructure.

Moreover, flagship events such as the NBA Abu Dhabi Games, the ADNOC Abu Dhabi Marathon, and the World Triathlon Championship Series have become fixtures on the emirate’s calendar.

The sixth edition of the marathon, held in December 2024, was the largest in its history, bringing together over 33,000 runners of all abilities.

The emirate will also host the World Triathlon Multisport Championships 2026, jointly organised by ADSC and Modon Properties.

According to the Abu Dhabi Media Office, the event is expected to attract more than 8,000 visitors and generate over 30,000 hotel room nights, contributing more than $10 million in direct revenue.

Abu Dhabi’s upcoming season features a dynamic lineup of international sporting events, including the 2025 Formula 1 Etihad Airways Abu Dhabi Grand Prix, the ADNOC Abu Dhabi Marathon, and world jiu-jitsu championships.

Sports tourists are already high-value visitors. Globally, they spend an average of $1,500 per trip, with frequent and high-income fans spending significantly more, according to the report.

PwC recommends that the GCC move beyond event-based hosting and build experience-led sports destinations.

Cities are encouraged to adopt a “stay, play, shop” model, integrating sport with retail, wellness, dining, and entertainment, to extend visitor stays and spending.

Deepening immersive fan experiences and creating a connected, region-wide sports tourism ecosystem are also seen as critical to sustaining long-term growth.