Sports tourism is quickly establishing itself as one of the fastest-growing sectors in the global tourism industry, with an estimated annual growth rate of 17.5%. Valued at a staggering $610 billion, this sector presents an exciting opportunity for economic diversification and sustainable development, particularly in Africa. Recognizing the immense potential, UN Tourism has strengthened its collaboration with the Fédération Internationale de l’Automobile (FIA) to promote the role of sports tourism in driving growth while emphasizing sustainability.
In August 2024, UN Tourism Secretary-General Zurab Pololikashvili shared the organization’s vision for responsible tourism, highlighting the significant role sports tourism can play in fostering economic resilience, social equity, and environmental responsibility. As part of this collaboration, FIA President Mohammed Ben Sulayem was appointed a UN Tourism Ambassador, reinforcing the commitment to leveraging sports tourism to benefit local communities and support sustainable practices.
Speaking at a session of the assembly titled ”Sustainable Tourism Through A Just Transition Lens” Pololikashvili acknowledged the critical role of events like Formula 1 and the Olympics in driving tourism. He highlighted Rwanda’s success in integrating sports tourism in its broader development strategy, focusing on initiatives such as the Kwita Izina festival, which not only attracts visitors but also helps preserve the nation’s natural heritage. “Rwanda’s efforts to use sports tourism to enhance its global positioning are commendable,” said Pololikashvili.
In Kigali, Pololikashvili also met with key Rwandan leaders, including Rwanda Development Board CEO Francis Gatare and Minister of Foreign Affairs Olivier J.P. Nduhungirehe. These discussions centered on investment, education, and the role of sports in tourism diversification. Rwanda’s growing commitment to sustainable tourism through sports was also a central theme in these meetings, with plans for further collaboration between UN Tourism, the FIA, and Rwanda’s leadership.
Pololikashvili took the opportunity to thank President Paul Kagame for his unwavering support for tourism in the region, noting that sports tourism is a powerful tool to unite people and promote Africa’s rich cultural heritage. He stated, “As we celebrate the landmark 150th FIA General Assembly in Kigali, Rwanda, we recognize your steadfast support for tourism and our shared belief in the power of sports tourism to bring people together.”
At the heart of this growing sector, the third World Sports Tourism Congress, held in Madrid, demonstrated the increasing global interest in sports tourism. The congress underscored the sector’s capacity to generate substantial tourism revenue while fostering cross-cultural exchanges. As Pololikashvili reflected, sports tourism is not only reshaping the travel landscape, but also driving innovative strategies for long-term sustainability.
The UN Tourism-FIA partnership aims to channel investments into sports infrastructure and integrate sustainable practices into the development of global sporting events. As this collaboration continues to grow, it is clear that sports tourism is more than just a game – it is a powerful tool for economic growth, sustainable development, and global cooperation.
As sports tourism continues to expand, the message is clear: Africa is ready to capitalize on its diverse tourism offerings, leveraging the global appeal of sports to attract visitors, boost local economies, and ensure a lasting legacy for future generations.
