New Zealand seems set to cash in on travel trends showing that tourists are increasingly interested in outdoor adventures and experiential activities, according to a new sector analysis.
“Remarkable growth”
The latest Future Market Insights (FMI) report assesses New Zealand’s sports tourism market as “on a trajectory of remarkable growth, with industry valuation set to reach $18.8 billion in 2024.” Since the Covid-19 pandemic, domestic tourism has helped to fuel the national recovery and over the next decade, that figure is predicted to grow 8.5% per year to reach $42.5 billion by 2034, the analysts say. In fact, the writers estimate that New Zealand’s sports tourism sector alone could by then make up as much as 7% of the global total.
Marquee events, natural infrastructure, and adventure
“Sports tourism” is defined as travel that involves watching or participating in a sporting event, away from home. New Zealand’s success in the field is partly being driven, the commentators say, by the island nation’s role in hosting “marquee events such as the America’s Cup and the Rugby World Cup.”
But the country’s “natural sports infrastructure”, as well as its reputation for sustainable initiatives, are further factors behind the phenomenon, with “stunning landscapes, ranging from rugged mountains to pristine coastlines” that “provide an unparalleled natural playground for sports tourism” the report notes.
The strength of New Zealand’s “adventure tourism” segment is another influence, says the report, and well-established activities such as “bungee jumping, skydiving, skiing, and mountain biking continue to attract thrill-seekers worldwide, contributing to the industry’s sustained growth”.
A transformative decade ahead
“New Zealand’s sports tourism market is entering a transformative decade. The nation’s unique combination of natural beauty, sporting heritage, and a forward-thinking approach to tourism development positions it as a leader in the global sports tourism industry,” said Sudip Saha, managing director and MD at Future Market Insights (FMI) analyst.
Saha also pointed out that one of the ingredients likely to contribute to New Zealand’s future sports tourism success is the Kiwi government’s strong support for the sector, since authorities are not shy about providing “continuous investment in infrastructure.” With technology and innovation constantly shaping and reshaping the tourism landscape, and challenges such as the growth of so-called “esports” and increased demand for personalisation ahead, “New Zealand is well-positioned to capture a significant share of this dynamic global market,” Saha said.
