The New Zealand sports tourism market is poised for remarkable growth in the coming decade. According to the latest market research, the New Zealand sports tourism market is estimated to reach USD 18,825.3 million in the year 2024 to USD 42,529.2 million by 2034, reflecting a robust compound annual growth rate (CAGR) of 8.5%. This increase is expected to be driven by major international sporting events, the country’s distinctive adventure sports culture, and growing demand for recreational travel.
The growth of New Zealand’s sports tourism industry is set to contribute significantly to the nation’s economy, supporting the tourism supply chain and increasing the GDP. New Zealand’s distinct offering of adventure and niche sports, coupled with its rich cultural experiences, makes it a top destination for both active participants and spectators of international sporting events.
Growth Drivers
- High-Profile International Events: New Zealand’s reputation as a premier destination for world-class events, such as the Rugby World Cup, America’s Cup, and cricket tours, continues to attract a global audience. These major sporting events drive both international and domestic tourism to the country, helping to boost market growth.
- Adventure Sports Culture: New Zealand is globally renowned for its adventure sports, including bungee jumping, skiing, and hiking. These activities, combined with the country’s stunning natural landscapes, continue to draw tourists seeking thrilling and unique experiences.
- Government Support and Infrastructure Development: New Zealand’s government has been proactive in promoting sports tourism, investing in event infrastructure, and supporting the development of regional sporting hubs. These efforts are expected to bolster the nation’s position as a top sports tourism destination.
- Rising Demand for Recreational Travel: With increasing numbers of tourists seeking recreational travel experiences, the New Zealand sports tourism market is benefiting from the growing popularity of sports and outdoor activities among a wide range of demographics, particularly millennials and families.
- Technological Advancements in Booking: The growth of digital platforms has made booking sports tourism experiences easier, and online ticketing and accommodation platforms are expected to dominate the market by 2034, representing 45.1% of total bookings.
Key Market Trends
- Active Sports Tourism: Football/soccer is expected to continue to lead sports tourism in New Zealand, with a 29.8% share in 2024. The rising popularity of football among both participants and fans continues to boost visitation.
- Online Booking Platforms: The convenience and security of online booking platforms are transforming the way tourists plan and book their trips. By 2034, online booking is forecasted to account for over 45% of the market share, driving efficiency and increasing customer satisfaction.
- Age Demographics: The largest segment of sports tourists is expected to be aged 26-35 years, who are highly engaged in both recreational and spectator sports.
Competitive Landscape
New Zealand’s sports tourism market is highly competitive, capitalizing on the country’s reputation for its stunning landscapes, outdoor lifestyle, and role as a host for major international sporting events.
The market is driven by a collaboration between the government, local tourism bodies, and private operators, all focused on promoting sports tourism through strategic marketing, event hosting, and infrastructure development. Key attractions include adventure sports such as rugby, cricket, cycling, and skiing, with New Zealand established as a top destination for high-profile events like the Rugby World Cup and the America’s Cup.
For instance
- In 2023, Exodus Travels announced a new lineup of itineraries in partnership with the Royal Canadian Geographical Society (RCGS): Exodus RCGS Quests. This series of journeys will provide travelers with life-changing opportunities to return to travel after the pandemic with exhilaration and excitement, guaranteeing the adventures of a lifetime.
- In 2023, the Rayburn Tours company launched Rayburn Machine, a product line that will help to create a perfect tour. This includes tour consultants and tour coordinators that understand the objective of the tour, offer advice and suggestions, and help to create a perfect tailor-made tour for the group. The dedicated tour coordinator is specialized in the chosen destination, helps to create a perfect itinerary, takes care of all the booking related to accommodation and all excursions and provides all the documentation needed in one handy little travel app.
Key Companies Profiled
Exodus Travels
G Adventures
World Expeditions
Explore
Indus Travels
Topdeck
Intrepid Travel
Real New Zealand Tours Limited
Trafalgar
Active Adventures
HAKA SPORTS TOURS
Sportsnet Holidays
Williment
All Blacks Tours
Dragonfish
Estilo Sports Travel
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New Zealand Sports Tourism Market by Category
By Sports Type:
- Football/ Soccer
- Cricket
- Motorsport
- Basketball
- Others
By Season:
- Sport Event Tourism
- Nostalgia Sports Tourism
- Active Sports Tourism
- Passive Sports Tourism
By Booking Channel:
- Phone Booking
- Online Booking
- In Person Booking
By Tourist Type:
- Domestic
- International
By Tour Type:
- Independent Traveler
- Package Traveler
- Tour Group
By Consumer Orientation:
- Men
- Women
- Children
By Age Group:
- 15-25 Years
- 26-35 Years
- 36-45 Years
- 46-55 Years
- 56-65 Years
- 66-75 Years
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