Sports tourism as a competitive advantage: How destinations can score points with unique experiences

Summary of this study

This study sheds light on how sports destinations can increase their competitiveness - in other words, what makes destinations really attractive to sports tourists.

The central point: sports tourism is a huge opportunity to stand out from the global competition. However, many traditional models of location attractiveness fall short here because they do not take sufficient account of the special requirements and potential of sport. Sport appeals to emotions, creates community experiences and can make a significant contribution to the branding of a country or region.

It is important to note that there is no one-size-fits-all recipe. The success factors vary depending on the target group, type of sport and region. In addition to hard factors such as infrastructure or accessibility, it is above all the soft, often underestimated elements such as atmosphere, image as a sports destination and the quality of the overall experience that are decisive.

However, the study also shows that there are still gaps in the research. In particular, the question of how the competitiveness of sports destinations can be measured in concrete terms remains unanswered. In practice, this means that it is worth developing your own, tailor-made approaches - in order to specifically improve the quality of a destination's sport and experience and clearly differentiate it from the competition.

Findings of this study

• Sports tourism strengthens the brand. Sporting events and offers contribute significantly to the positive image of a destination.
• "Soft factors" make the difference. Emotional aspects such as atmosphere, quality of experience and a sense of community are particularly decisive for sports tourists.
• There is no standard recipe. Success factors depend on the type of sport, target group and region - every destination needs individual strategies.
• Infrastructure remains the basis. Good accessibility, quality of sports facilities and accommodation are essential for competitiveness.
• Climate change influences winter tourism. Factors such as snow reliability are becoming increasingly important and must be taken into account in planning.
• Differentiating target groups is worthwhile. Athletes and active sports tourists have different expectations - offers should be tailored accordingly.