Saudi Arabia’s sports market could triple in size to $22.4 billion by 2030, a new report by PwC Middle East found, as Gulf countries race to capture a share of the $2 trillion global sports tourism market.
However, PwC warned that the Gulf risks “one-off” event fatigue unless governments shift focus from hosting headline tournaments to building a sustainable, year-round sports economy that drives repeat tourism, job creation and long-term investment.
Gulf sports market set for boom
The report, Game on for the GCC – Turning sporting ambition into lasting tourism impact, said the Middle East’s sports sector is already worth about $600 billion, growing by 8.7 per cent a year. Globally, sports tourism represents 10 per cent of total tourism spending and is expanding at a compound annual rate of 17.5 per cent, projected to exceed $2 trillion by 2030.
PwC said that while Gulf nations have become established hosts of global events including the 2022 FIFA World Cup in Qatar and multiple Formula 1 race weekends, the next phase of growth lies in developing experience-led destinations, immersive fan journeys and a connected regional ecosystem that encourages visitors to return throughout the year.
“The GCC has already shown it can host the world’s biggest events,” said Peter Daire, Senior Executive Advisor at PwC Middle East. “The next step is to turn that success into lasting impact, building destinations that attract fans year-round through richer experiences, smarter digital engagement and stronger regional links.”
PwC estimates the region currently captures only 5 to 7 per cent of global sports tourism spend, leaving what it described as “significant room for growth” as Gulf economies diversify beyond hydrocarbons. The report identified the need to design experience-led sports destinations that combine sport, retail, leisure and culture to attract longer stays and higher visitor spending. It also called for enhancing immersive fan engagement through digital innovation, storytelling and multi-day festivals that convert spectators into active participants, as well as building a connected GCC-wide ecosystem linking destinations, events and talent through easier travel and unified marketing.
“Sports tourism has emerged as a cornerstone of destination strategy and a catalyst for hospitality investment,” said Jonathan Worsley, Chairman and CEO of The Bench, organisers of the Future Hospitality Summit. “It goes far beyond filling hotel rooms; it drives infrastructure development, elevates brand visibility and unlocks year-round demand, all of which the GCC is uniquely positioned to capitalise on.”
PwC also urged greater investment in women’s sports, youth engagement and workforce development, noting that more than 60 per cent of the region’s population is under 35, a key factor shaping future demand.
In recent years, Saudi Arabia and the UAE have made sports a central pillar of their economic diversification and tourism agendas, following Qatar’s success hosting the 2022 World Cup. Saudi Arabia’s Public Investment Fund (PIF) has led the charge, backing a $1 billion investment in DAZN, developing new stadiums tied to its 2034 World Cup bid, and privatising clubs under Vision 2030. The kingdom’s broader plan includes billions in infrastructure spending and flagship events such as the Esports World Cup and Islamic Solidarity Games in Riyadh.
In the UAE, a 24,000-seat air-conditioned stadium is under construction in Abu Dhabi as the country expands its sports and events ecosystem. Mubadala Capital has also invested in global sports assets, while both nations are deepening their involvement in sports media, gaming and fan engagement. Together, these moves signal a regional shift from one-off events to a year-round sports economy that fuels growth across sectors.
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