In his thoughtful exploration of travel, The Art of Travel, Alain de Botton argues that our travels are more than just physical movements. According to de Botton, travel is an opportunity to encounter unknown landscapes, both external and internal. Travel allows us to escape from the everyday and engage with the extraordinary.
Now consider sports tourism, the fast-growing global trend in which people cross borders to watch iconic sporting events. Valued at $323 million (2,697 crores) in 2020, the global sports tourism market is projected to reach $1.8 billion (15,046 crores) by 2030. In de Botton’s words, these travelers aren’t just chasing scores or rooting for their favorite teams, they’re also on a quest for meaning. The roar of the crowd in the stadium becomes a universal language that transcends language barriers. The adrenaline rush of a last-minute goal or a photo finish connects them to a collective human experience.
Sports tourism is also growing in India.
Florian Sengschmidt, CEO of the Azerbaijan Tourism Board, reported that there will be a significant increase in Indian tourists visiting Azerbaijan in the first half of 2024, driven in part by the Baku Formula 1 Grand Prix, rising from 47,670 in 2023 to 118,985. Similarly, American Express’ Global Travel Trends report highlights the growing trend of Indian sports fans, particularly F1 fans, planning to visit Singapore, with 29% planning to increase their travel due to sporting events and 30% planning to travel specifically for F1.
“Singapore’s racing experience doesn’t end at the race track,” said Renji Wong, area director for the Singapore Tourism Board. “From Kampong Glam to the Civic District, you’ll experience 10 days of race-themed festivals, nightlife, entertainment, retail, restaurants and attractions across the city.”
The Border-Gavaskar Trophy series 2024-2025 is expected to boost interest in Indian travel to Australia, with Cricket Australia reporting that ticket sales from India are six times higher than last year and 10 times higher than the 2018/19 edition, which saw India secure a historic series win.
Indian cricket team holding the Border-Gavaskar Trophy | Photo Credit: Getty Images
“The upcoming Border-Gavaskar Trophy series 2024-2025 presents a unique opportunity to not only capitalise on the growing interest among Indian cricket fans but also foster a lasting affinity for Australia as a travel destination,” said Nishant Kashikar, Country Manager, India and Gulf, Tourism Australia.
Rajeev Kale, president and country head, Holidays, MICE and Visa, Thomas Cook (India), highlighted that there will be a 40% increase in demand for global sporting events in 2024, topped by World T20 cricket, Wimbledon, the Olympics and Formula One races. The company has received around 200 enquiries for the India vs Pakistan cricket match to be held in New York.
According to Booking.com travel trends, 23% of Indian travellers are incorporating sporting events into their holiday plans, and the company’s flight data shows that India is among the top five Asian countries booking flights for the upcoming Paris Olympics.
The Olympic Experience
The Olympic Games are not only a thrilling event witnessing the pinnacle of athletics, but also a global celebration of diverse sports and cultures – no other event brings together so many countries and sports under one roof.
“I don’t easily talk to strangers, but the best thing about a big sporting event like the Olympics is the instant connection you make with the people around you,” says Tarek Raskel, a research professional from Bengaluru who is attending the Paris Olympics, which began on July 26. “A shared passion for sports creates natural conversation starters, breaks down barriers and turns strangers into friends.”
Tarek and his friends have secured tickets for archery, badminton and tennis at the iconic Roland Garros, where one of the tournament’s greatest champions, Rafael Nadal, will be playing in his final Olympic Games. Nadal’s retirement match is attracting many tennis fans to the event.
Hasnain Kapadia, a pilot and tennis enthusiast from Chennai, will be in Paris for work during this time. As it will coincide with the Olympics, Kapadia bought tickets for tennis and badminton for nearly 200 euros each. “Even without the Olympics, Paris is great. You can sit in a cafe overlooking the river and the Eiffel Tower, have a couple of beers and have a great day,” he says.
But watching the 2024 Olympics will be expensive. Experts estimate that international spectators will spend at least $5,000, including hotel, airfare and event tickets. Nevertheless, sports fans from countries like India are flocking to Paris to watch the games. Airbnb says bookings there have increased 30% year-on-year.
“Sports travel is no longer just for the wealthy. Today, driven by rising disposable income and the desire for experiential travel, families and young Indians across urban and rural areas are combining their passion for sports with travel,” says Daniel D’Souza, President and Country Head, Holidays, SOTC Travel.
Saravanan Hari with Pakistan supporters at the World T20 in New York | Photo Credit: Special Arrangement
For die-hard fans and non-fans alike
Among the many Indians who watched the India vs Pakistan match at the Nassau County International Cricket Stadium in New York was Saravanan Hari, an avid fan of Mahendra Singh Dhoni and the Chennai Super Kings (CSK) franchise. Cricket has taken Saravanan to many parts of the world – Dubai, Sri Lanka, the UK and now the US.
Saravanan, who works in logistics, had saved up some money through brand collaborations during the IPL to play in the World T20 (held in the US and West Indies), which India won, but he wasn’t sure if the money would be enough (his budget was estimated at Rs 1 million but he had just Rs 4 on hand), and getting a US visa is also not easy.
But luck was on Saravanan’s side. His visa application, sent in March, was approved in May. Finding accommodation was a challenge until an old friend in the US offered him a place to stay. The CSK management also organised tickets for three matches, including the India-Pakistan match.
“In the end, with the help of some great friends and a bit of luck, my World Cup dream came true,” he says. “Even with my savings, the total cost me Rs 400,000. But it was worth it! A group of Pakistani fans recognized me and we bonded over our love for cricket. I also saw iconic landmarks like the Statue of Liberty, the World Trade Centre, Times Square and Niagara Falls. And best of all, I experienced pure joy watching India lift the cup.”
Srihari Nataraj | Photo Credit: Murali Kumar K
Beyond the Competition
Traveling for sports is fun for spectators and players alike. As well as getting the support of local fans abroad, athletes enjoy exploring new places, people and food.
“Earlier, I used to avoid exploring during competitions for fear of losing focus. But I realised it’s good to enjoy good food and explore responsibly,” says swimmer Srihari Nataraj, who will represent India in the 100m backstroke at the 2024 Olympics. “Now, I make it a point to immerse myself in the local culture and landmarks, especially the history and architecture. That has become an important part of my travel experience beyond just competition.”
Srihari will be one of 10,500 athletes competing for glory in Paris. With more than nine million spectators expected, the city will be buzzing with excitement as fans and athletes alike immerse themselves in the city’s rich culture and history. Spectators will be able to enjoy the tracks, fields, stadiums and pools, as well as museums, boulevards and cafes.
Now, the game begins!
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