Growing interest in sports tourism across the Middle East is influencing how travellers plan trips, choose payment cards and value travel benefits, according to new research from Priority Pass.
The study found that sports and wellness interests are becoming a key factor in travel decisions, with 79% of travellers who have travel benefits saying these interests have influenced their choice of payment card.
Sports travel growth
The trend comes as GCC countries increase investment in major sporting events, attracting visitors from around the world.
Events such as Formula 1 in Abu Dhabi, international tournaments in the UAE, Saudi Arabia’s expanding sports calendar, and major competitions in Bahrain and Qatar are helping drive sports-related travel across the region.
The growth of sports tourism is also encouraging visitors to combine event trips with leisure, wellness and cultural experiences, leading to longer stays and wider regional travel.
Travel habits change
Priority Pass research showed football remains the top sport influencing travel globally, with the strongest interest recorded in EMEA at 61%, followed by APAC and the Americas at 54% each.
Around 46% of sports travellers said sport encourages them to visit additional destinations, rising to 49% among Millennials and Gen Z travellers.
Loyalty benefits
The research also highlighted the growing role of travel benefits linked to payment cards and loyalty programmes. Airport lounge access, travel experiences, wellness services and digital travel tools are becoming more important for travellers seeking convenience during their journeys.
Christopher Evans, CEO at Collinson International, said: “Sport inspires people to travel in a way few other experiences can. As destinations across the Middle East continue investing in world-class sporting events, we’re seeing more travellers build entire journeys around these moments, often combining multiple destinations and experiences in a single trip. For brands, this presents a significant opportunity to build deeper customer loyalty by delivering meaningful travel benefits that support the entire journey.”
The findings suggest that as sports tourism expands across the GCC, travel benefits are becoming an important factor in how travellers select payment cards and loyalty programmes.
tanvir@dubainewsweek.com
