Italian sportsmen even on holiday. During the TTG in Rimini, endu, the reference platform for athletes in Italy, has revealed the results of a study on sports tourism trends. The research, carried out together with Destination Italia, experts in luxury and experiential tourism, analysed the habits and preferences of Italians who They love to combine sports and travel. The survey, which started in July 2024, involved 9300 people and highlighted a great growth potential for the sports tourism sector.
Sports tourism: a growing sector
The survey revealed interesting habits of sports travellers, showing a rapidly growing sector. Most of these travel with family (64,8%) or with friends (23,5%), while only 6,5% travel alone, usually with 2-3 companions. Passion for sport plays a fundamental role in choice of destinationsi: 78% of respondents consider the opportunity to practice sports as a decisive factor for holidays.
Another important fact concerns the variety of destinations chosen by sports travellers. 63,4% of the research participants said they wanted to change location on each holiday, demonstrating a strong propensity to discover new places.
The economic impact of sports tourism
In Italy, sports tourism generates a economic impact of approximately 7,5 billion euros, with a further boost of 4,5 billion from cycle tourism. Among the most popular disciplines, race it emerges as preferred by 39% of respondents. Despite a relatively limited number of events dedicated to this discipline (about 30 throughout the country), the Italian marathons generate an economic impact of 120 million euros.
“Il sports tourism is establishing itself as a concrete and innovative response to overtourism. Allows you to discover lesser-known destinations, often linked to natural, cultural and landscape contexts of great value, but which remain outside the mass circuits. It also offers the possibility of diversifying destinations throughout the year and represents a strategic opportunity for the entire country system. In addition to easing the pressure on cities of art and the most crowded places, this type of experience attracts foreign visitors who are passionate about disciplines such as cycling, trekking, water sports or skiing. The most remote locations, often considered secondary, can thus develop a more sustainable tourism economy, enhancing their peculiarities without suffering the negative impact of mass tourism" commented Dina Ravera, President of Destination Italy.
"L 'Italy's enormous potential in the sports tourism sector is still largely unexplored, but the growing interest in authentic experiences, linked to sport and wellness, is a decisive lever to relaunch the tourism of the future. ENDU's goal is to encourage registration for sporting events and find the best inspirations for the idea of sport for everyone: from road running to trail running, from slow trekking to cycling" he declared Andrea Casalini, CEO of endu.