• THE EXPERIENCE ECONOMY: SPORTS TOURISM
wellness interests had influenced their choice of payment card, underlining the growing value of experience-led travel for banks, lifestyle loyalty programmes and travel brands. MORE THAN A MAJOR EVENT As travel brands adapt to changing consumer behaviour, destinations are doing the same. The GCC offers one of the clearest examples of that trend, with governments increasingly using sport not simply to host events, but to stimulate tourism, diversify economies and strengthen their global appeal. Over the past decade, the region has assembled a packed calendar of international competitions spanning Formula 1 and motorsport, golf, boxing, mixed martial arts, cycling, and more. Increasingly, neighbouring destinations are also benefitting from the way sports travellers move around the region, combining live events with leisure, wellness and cultural experiences across multiple countries. Saudi Arabia occupies a distinctive position within this landscape, with the kingdom's ambitions extending well beyond attracting spectators for individual events. Investment is flowing into stadiums, transport infrastructure, mixed- use destinations and outdoor recreation facilities, alongside programmes designed to increase sports participation among residents. As it prepares to host the 2034 FIFA World Cup, Saudi has assembled one of the world's busiest international sporting calendars, spanning Formula 1, boxing, golf, mixed martial arts, tennis and the Esports World Cup.
Under Vision 2030, these events form part of a broader strategy that positions sport as a driver of economic diversification, tourism development and quality of life. The kingdom's sports sector is projected to grow from around $8 billion to more than $22 billion by 2030, while plans for 15 new or redeveloped stadiums ahead of the FIFA World Cup underline the scale of its long-term ambition. As HRH Prince Abdulaziz bin Turki Al-Faisal, Saudi Arabia's Minister of Sport, has said: "Sport is no longer just competition or entertainment; it has become a national strategic priority that contributes directly to the goals of Vision 2030." That philosophy increasingly underpins the kingdom's overarching tourism strategy, where sport is being used not simply to attract visitors for individual events, but to stimulate investment, accelerate destination development and create a more resilient, year-round visitor economy. BUILDING A SPORTING DESTINATION Across Saudi Arabia, new stadiums, entertainment districts and integrated tourism developments are being designed as long-term visitor destinations, reflecting a broader shift towards experiences that combine sport with hospitality, retail, culture and recreation. That strategy aligns with a wider trend identified by Knight Frank, which argues that the next phase of Saudi Arabia's tourism growth will be driven less by standalone hospitality assets and more by masterplanned destinations capable of generating multiple revenue streams.
Qiddiya illustrates that evolution. Positioned as the kingdom's entertainment, sports and culture capital, the destination is being developed around motorsport, esports, golf, water sports and a broad mix of active leisure experiences. At its heart will be the Qiddiya Speed Park Track, a purpose-built Formula 1 circuit expected to become the future home of the Saudi Arabian Grand Prix. But the circuit represents only one part of a much wider proposition, combining hotels, entertainment, retail and year-round attractions designed to encourage repeat visitation rather than demand tied to a single event. Alongside new stadiums, Saudi Arabia is investing in airports, public transport, hospitality capacity and visitor
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