Tourism and sport: a lasting legacy for destinations at the 3rd World Congress on Sports Tourism

The third World Sports Tourism Congress (WSTC) brought together experts and world leaders in sport and tourism at the Santiago Bernabéu Stadium in Madrid. Co-organized by UN Tourism and the Government of the Community of Madrid, with the support of Visit Nayarit and Turkish Airlines, the Congress highlighted the transformative potential of sports tourism as a driver of economic growth, social development and sustainability.

UN Tourism Secretary-General Zurab Pololikashvili said: “This Congress, as well as the entire line of activities on sport tourism developed by UN Tourism through Affiliate Members and the Department of Public-Private Partnership, represents the continuation of a journey we embarked on several years ago. The World Sport Tourism Congress was designed as a platform to exchange and generate knowledge, showcase best practices and foster connections. Working together, we can make sport tourism a key driver of economic diversification for destinations around the world.”

Mariano de Paco Serrano, Minister of Culture, Tourism and Sports of the Community of Madrid, added that “Madrid is a leading region and a magnet for all those who want to enjoy sport in a unique setting. In addition to its cultural, heritage and leisure offering, it has a wide range of sports for a wide audience. In addition, the regional government is committed to improving the quality of life of its citizens through physical activity and sport.”

Focus on leadership and inclusion

The WSTC featured 40 speakers across 10 panels addressing a range of topics such as government strategies, sponsorship trends, best practices in sport and sustainable tourism, reinforcing its position as a unique platform for dialogue and knowledge exchange. The congress also featured conversations with inspiring figures in sport, including Gilberto Godoy, United Nations Tourism Ambassador for Sport Tourism and Olympic volleyball medallist from Brazil; Gabriela Szabo, Olympic athletics medallist from Romania and former Minister of Youth and Sport; and Teresa Perales, swimmer and 28-time Paralympic medallist. On this occasion, United Nations Tourism officially welcomed Perales among its Ambassadors for Sport Tourism, recognising her as an example and symbol of perseverance given her significant contributions to sport and the promotion of inclusion in tourism.

Main results

The main results of the Congress debates focused on:

Innovation: The need to invest in modern technologies to enrich visitor experiences and operational efficiencies through virtual reality, smart systems, augmented reality, smart places and personalized recommendations driven by artificial intelligence.
Infrastructure: The value of sustainable, multi-purpose sports venues that promote year-round participation. From green construction and operations to energy-efficient technologies, ensuring sports venues align with global environmental goals and attract conscious travelers.
The impact of sporting events, whether mega-events or amateur, play a critical role in driving tourism, community engagement and generating economic benefits for destinations.
Collaboration: Creating partnerships between governments, local communities and sports entities to address shared challenges and maximize the potential of the sector.

The Santiago Bernabéu stadium, the venue for the event, embodied Madrid's forward-thinking vision as a world leader in sports tourism. In line with this, Madrid's infrastructure and upcoming projects, such as the Ciudad Atlética initiative and NFL events, or the upcoming Formula 1 Circuit, underline the Region's position as a destination where sport drives tourism, sustainability and innovation.

Source: UN Tourism.