#Opinion
According to the United Nations World Tourism Organization (UNWTO), Sports tourism has an estimated growth rate of 17.5% between 2023-2030, moving masses intra and intercontinental.
Sports tourism can promote social, economic, and environmental action, as it accelerates development and can leave a long-lasting positive legacy.
Yet, UNWTO has identified Sports Tourism as one of the fastest-growing sectors in tourism. More tourists are interested in sports activities during their trips whether sports are the main objective of travel or not.
In 2019, MIDA also encouraged Sports Tourism. In Malaysia, it is an important income generator in the tourism industry, contributing approximately RM5 billion annually, and is supported by a broad global audience as sporting events usually attract domestic and international participants.
Revenue generated ranges from accommodations, food and beverages, ticket/gate sales, sponsorships, and media rights to merchandising and garment production.
Sports tourism can be categorized into ‘hard’ sports and ‘soft’ sports. Hard sports tourism attracts huge global participants, and people tend to travel together to a host country to attend these events.
These are usually competitive international sports events such as the Formula 1 Grand Prix and SEA Games.
Sports tourism brings a significant economic boost to various sectors, making it a valuable contributor to the overall health of a destination’s economy. Here are some key ways it does this:
Increased tourism spending — Sports tourists, often with higher disposable incomes than regular tourists, tend to spend more during their trips.
This includes spending on accommodation, transportation, food and beverages, souvenirs, and other activities, and increased spending benefits various businesses, from hotels and restaurants to transportation providers and retailers.
Employment Opportunity— Hosting sporting events and catering to sports tourists creates job opportunities in various sectors. This includes jobs in hospitality, transportation, event management, retail, and other services. These jobs contribute to the local economy by providing income and stimulating further spending.
Boost to local businesses — Sports tourism can act as a catalyst for the growth of local businesses, particularly those catering to the specific needs of sports tourists. This can include businesses offering sports equipment rentals, training facilities, and specialized services like sports massage therapy.
Last year September, The Star reported Sabah has its eye on the sports tourism industry as the state aims to become an ideal destination for family-oriented sporting events. In 2023, they also organized the Malaysia Borneo Football Cup, which has attracted the participation of 30 junior teams from Australia, the Philippines, Indonesia, and Peninsular Malaysia, alongside 20 Sabahan teams.
Moving forward, The Youth and Sports Ministry in collaboration with the Ministry of Tourism, Arts and Culture (MOTAC) should figure out how to leverage Sports Tourism to contribute and increase our economic growth.
We have many local sports associations, which I believe will be interested and eager to have Sports Tourism in Malaysia.
As a suggestion, both ministries should actively engage with local sports associations by having town hall sessions and ensure to invite all sports associations without leaving anyone behind.
To add up, Prime Minister Datuk Seri Anwar Ibrahim should also look into giving Budget allocation for Sports Tourism promotion.
—Ramani Parkunan
