MEET THE SAUDI SPORTS TRAVELLER
14 sports The average number followed by Saudi sports fans, spanning football, motorsport, golf, combat sports, esports and outdoor recreation $1,500 Average spend by Saudi sports tourists per trip, rising significantly for premium experiences such as F1 70%+ Share of the Saudi population aged 35 or under, creating a young, digitally engaged fan base
attractions to improve connectivity and accommodate growing numbers of international visitors. Together, these projects reflect a broader transformation that links tourism, urban development and quality of life under Vision 2030. As Prince Abdulaziz bin Turki Al- Faisal has observed, the influence of sport now extends far beyond competition itself, shaping tourism, hospitality, infrastructure, media and event management. Increasingly, it is this interconnected role – not any single sporting event – that is defining sport's contribution to Saudi Arabia's evolving visitor economy. A NEW GENERATION OF SPORTS TRAVELLERS Building world-class sporting destinations is only one part of Saudi Arabia's long- term tourism strategy.
According to the Saudi Ministry of Sport, adult participation in physical activity has already exceeded its 2027 target, while organised women's sport and school competitions continue to expand rapidly, creating stronger links between everyday participation and sports tourism. The profile of the Saudi sports traveller is also evolving. The 2025 Saudi Arabia Sports Business & Tech Report published by Sportstechx found that on average, Saudi fans follow an average of 14 different sports ranging from football to motorsport, golf, combat sports, esports and outdoor recreation, creating demand for increasingly diverse travel experiences. The growth of mass- participation events and wellness tourism is also encouraging more domestic travel, with marathons, amateur cycling races and fitness festivals attracting participants from across the kingdom. The commercial implications are increasingly evident. Recent research by Expedia estimates that Saudi sports tourists spend an average of around $1,500 per trip, with expenditure rising significantly for premium experiences such as Formula 1. Younger travellers are proving particularly influential. With more than 70% of Saudis aged 35 or under, digital engagement, real-time content and personalised fan experiences are becoming an increasingly important part of the travel journey, shaping everything from destination choice to payment preferences and loyalty programmes. That growing domestic appetite complements Saudi Arabia's international tourism ambitions.
Ahead of target
Equally important is fostering a sporting culture at home, where
Adult participation in physical activity has already surpassed Saudi Arabia’s 2027 goal
greater participation, expanding leisure opportunities and a growing calendar of events are encouraging more Saudis to travel for sport – whether as spectators, participants or active enthusiasts. That shift is giving rise to a new generation of sports travellers, equally likely to plan a weekend around a Formula 1 race, a cycling event or a golf break as a traditional leisure holiday. It also reflects wider social changes taking place under Vision 2030. Greater participation in sport, expanding entertainment choices and increased opportunities to attend international events have all contributed to a more active sporting culture.
Beyond the grandstand Saudi travellers are increasingly combining sports events with hospitality, entertainment, wellness and wider destination experiences
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