Every major sporting event is a tourism campaign in disguise…
From the World Cup to the Olympics to Formula 1, these events are real-time opportunities to invest in long-term transformation. Rafat Ali Skift often calls these events ‘Live Tourism,’ and it’s a huge opportunity in travel.
Billions go into infrastructure, media, and global positioning that last many years beyond the sports events.
Here’s how countries get sports tourism right 👇
1. Infrastructure before experience
Mega-events accelerate the development of airports, hotels, and transport networks that reshape travel access for decades. What’s built for a few weeks of competition becomes the foundation for long-term connectivity. For the Qatar World Cup in 2022, the country invested $200 billion, positioning Doha as a long-term tourism hub. Dubai did the same with Expo 2020. The event welcomed over 24 million visitors and hosted 192 countries, and since then, it has been transformed into Expo City Dubai, a mixed-use development.
2. Content as legacy
Broadcast coverage, creator partnerships, and digital storytelling position destinations favourably, even if they’re not the host country. Long after the closing ceremony, that storytelling content keeps audiences engaged, as memes and iconic moments make viral videos (anyone else still get the Dutch football fans “left right” jumping in unison videos around Germany from Euro 2024?!)
3. Local economies rebranded
Cities use these events to shift perception, from industrial to cultural. Hosting creates a narrative that redefines national identity through the lens of travel. Just look at the 2026 World Cup, it’s set to be a multi-city format that distributes benefits and exposure across a continent, blending the best of American, Mexican and Canadian culture. Name a tourism campaign that could do that on its own?
4. The afterglow effect
For many, the real ROI comes after the event. When awareness turns into aspiration, and aspiration turns into a boost in tourism numbers. It can be months, it can be years, it can even be decades but the impact is there, as are the dollars.
Sport can be the catalyst to put your destination in the spotlight globally.
Thanks to everyone who fed back on my ‘How It Works’ series, exploring the mechanics behind the global travel industry. I had so many great comments, I’ll continue sharing the behind-the-scenes. Let me know what you want to know next in the comments.
