The New Zealand sports tourism market is estimated to reach USD 18,825.3 million in the year 2024. It is forecast to reach a valuation of USD 42,529.2 million by the year 2034 with a CAGR of 8.5% from the years 2024 to 2034. The target industry revenue in 2023 is USD 17,511.4 million. The industry is expected to record an annual growth of (Y-o-Y) of 7.5% in 2024. Total sales in the New Zealand sports tourism market represent 3%-7% of the global sports tourism market.
The New Zealand sports tourism market serves a diverse group of visitors who travel to various locations around the globe to take part in and watch sporting events. Travel, lodging, and food and drink are additional expenses for tourists.
As sports tourism encourages the New Zealand sports tourism market expansion of the tourism supply chain, which results in an increase in the nation's GDP, this has a positive impact on the economy.
In order to boost revenue from their tourism industries and thereby fuel the New Zealand sports tourism market growth, several governments are concentrating on promoting sports tourism.
| Attribute | Details |
|---|---|
| New Zealand Sports Tourism Market Size (2023A) | USD 17,511.4 million |
| New Zealand Sports Tourism Market Estimated Size (2024E) | USD 18,825.3 million |
| New Zealand Sports Tourism Market Forecasted Size (2034F) | USD 42,529.2 million |
| Value-based CAGR (2024 to 2034) | 8.5% |
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The New Zealand sports tourism market experienced steady growth during 2019 to 2023, boosted by its global reputation for adventure sports and major international events like the Rugby World Cup and cricket tours. The COVID-19 pandemic briefly disrupted international arrivals, but New Zealand's quick recovery and strong infrastructure helped the market rebound by 2022.
Domestic tourism also played a role in recovery, with more Kiwis engaging in sports and outdoor activities. Despite the pandemic, New Zealand remained a top destination for sports tourists, showing resilience and continued appeal.
The New Zealand sports tourism market is forecasted to grow annually at a rate of 8.5% during the forecast period due to high-profile events like the America’s Cup and Rugby World Cup, alongside rising interest in adventure and niche sports.
The country’s strong infrastructure, focus on sustainability, and diverse sports offerings will attract international tourists, particularly from Australia, the USA, and the UK. The continued development of regional sporting hubs and event infrastructure will solidify New Zealand’s position as a top global destination for sports tourism in the coming decade.
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Sports are an intrinsic part of the economic and social life of the communities of New Zealand boosting the New Zealand sports tourism market trends. It supports the GDP as sports tourism is an established segment of the tourism industry.
New Zealand’s sports are unique and quite different from others because they always blend their sports activities with its ethnic culture, for example- the traditional war dance of the Maori tribe has been adopted by the rugby team symbolizing their strength and unity.
It was later on adopted by other New Zealand teams during their international matches. This uniquely seen event encourages tourists to visit and experience it in person. This leads to an increase in tourists and hence boosts the New Zealand sports tourism market growth as well as New Zealand sports tourism market opportunities.
The number of matches played by the New Zealand teams has played during the historic period has increased leading to rising in the number of tourists visiting New Zealand with an CAGR of 7.5% during 2019 to 2023, which results in an escalation of New Zealand sports tourism market key trends and opportunities.
Increasing Recreational Activities Expected to Boost the Sports Tourism Industry in New Zealand
Most of the fans not only visit New Zealand to watch and cheer for their team but also to see their favorite player playing. To maintain their high spirits, organizations conduct various activities like organizing gameplay between the players and the fans, taking them a round guide to places carrying historical importance to sports, and boosting the New Zealand sports tourism markets’ future trends.
In New Zealand, people believe in strong participation in sports and recreation, the agencies can provide special offers to the tourists and indulge them in various activities depending on their age category. This will bring out other tourists’ attention and them along with their family and friends will contact these travel agencies. Hence, building up the tourist visiting rate resulted in the New Zealand sports tourism market trends and forecasts.
Increasing Church Group Travel in New Zealand
In order to support sports tourism, the New Zealand government is taking the initiative by funding food museums, cooking classes, food festivals, and online and offline marketing. The government keeps the wealth in the region intact by promoting regional foods and ingredients. They are working together with neighborhood cafes and eateries to ensure they have the funding to expand.
According to ASTA, nearly 25% of religious travelers in the New Zealand travel as part of church groups. Group sizes typically range from 20 to 50 people, and trips often include a mix of sightseeing and religious activities.
Government Initiatives Boosting the Sports Tourism Industry in New Zealand
Sports tourism is one of the fastest-growing segments in the tourism sector. Many tourists are fascinated by sports activities in their destination regardless of whether sports were the main objective of travel. New Zealand has a long-standing reputation as a ‘social laboratory’ due to its historically radical approaches to public policy. In particular, the changes after 1984 represent some of the most wide-scale reforms undertaken by a modern Western government.
Its new strategic idea for sports supports the policy prescription of rationalization/integration through various initiatives. The tactic prescribes more directed funding, stating that future allocations will be ‘made on the likelihood of achieving a return on investment’ (Sport and Recreation New Zealand).
Individuals are Preferring Active Sports like Football/Soccer
| Sports Type | Football/Soccer |
|---|---|
| Value Share (2024) | 29.8% |
The New Zealand sports tourism market, based on booking channels, is expected to be led by online booking segment. Booking tickets and accommodation through online platforms or applications is preferred by tourists due to their user friendliness as money can be easily transferred digitally.
Moreover, these applications also provide users with real time tracking of their booking status, and also provide more security. There are also online platforms that help tourists to read and compare the prices of restaurants, hotels, monument tickets and among other factors.
Online Booking is More Preferred by Tourists
| Booking Channel | Online Booking |
|---|---|
| Value Share (2034) | 45.1% |
Sports Tourism has grown in popularity as a result of its performance throughout the period with which it can be booked and made available through online platforms. Tourists prefer to use an online booking or mobile application platform since it provides for a direct, hassle-free digital transaction, as well as quick tracking and enhanced security.
Travelers may use the internet to search for and compare information on vacation locations, accommodations, restaurants, and other aspects, making online booking a more popular approach around the world escalating the New Zealand sports tourism market trends.
The popularity of New Zealand Sports Tourism among Middle-aged People Will Remain High
| Age Group | 26-35 Years |
|---|---|
| Value Share (2034) | 40.3% |
In terms of the age group for the New Zealand sports tourism market, the number of tourists in the 26-35-year-old group is anticipated to rise considerably since the people in this age category are people who are high-spirited about sports and travel across places to see and cheer when their team plays.
Consumers in this segment place a high value on recreational and sporty activities. Moreover, they are inclined to visit stadiums conducting the game events.
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New Zealand’s sports tourism market is highly competitive, driven by the country's world-renowned outdoor lifestyle, scenic landscapes, and hosting of major international sporting events.
Key players include the government, local tourism organizations, and private operators, all working together to promote sports tourism through targeted marketing, event hosting, and infrastructure development. The market is fuelled by the appeal of adventure sports like rugby, cricket, cycling, and skiing, with New Zealand being a premier destination for international sporting events such as the Rugby World Cup and America's Cup.
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| Attribute | Details |
|---|---|
| Forecast Period | 2024 to 2034 |
| Historical Data Available for | 2019 to 2023 |
| Market Analysis | USD Million for Value |
| Key Country Covered | New Zealand |
| Key Segments Covered | Sports Type, Season, Booking Channel, Tourist Type, Tour Type, Customer Orientation, Age Group. |
| 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 |
| Report Coverage | Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives |
| Customization & Pricing | Available upon Request |
The present valuation of New Zealand sports tourism industry is at USD 17,511.4 million in 2023.
Sports are an intrinsic part of the economic and social life of the communities of New Zealand boosting the New Zealand sports tourism market trends.
Leading players operating in the New Zealand tourism market are HAKA SPORTS TOURS, Sportsnet Holidays, Williment, All Blacks Tours, Dragonfish, and Estilo Sports Travel.
Leading players in the New Zealand sports tourism market are estimated to account for approximately 8%-10% of the total market share.
The New Zealand sports tourism industry has expanded at a CAGR of 9.6% over the historic period.
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New Zealand Sports Tourism Market
