Winning over traveling fans with experience beyond the stadium
Why sports tourism is Saudi Arabia’s next big opportunity, if they get the experience right
Sport has become one of the world's most powerful tourism magnets. Whether it’s flying to Jeddah for a Formula 1 Grand Prix, catching the Supercoppa Italiana in Riyadh, or planning an entire holiday around a competition, fans are no longer just watching, they’re traveling.
Globally, sports tourism is booming. It’s expected to grow from $323 billion in 2023 to nearly $1.8 trillion by 2030, outpacing many traditional leisure travel segments (UNWTO). For Saudi Arabia, where Vision 2030 aims to welcome 100 million tourists annually, traveling fans represent a highly valuable, and increasingly competitive segment.
But here’s the hard truth: bringing fans to the event is no longer enough. The experience must begin before they book, and linger long after the final whistle. To unlock the true economic and brand potential of sports tourism, we must design beyond the stadium.
Saudi Arabia has global ambition, now it needs experience precision
Saudi Arabia’s ambitions in global sports are undeniable. From Riyadh Season and Diriyah’s historical backdrops to giga-projects like Qiddiya, NEOM, and The Red Sea, the Kingdom is building world-class destinations with sports at the center.
But infrastructure alone doesn’t guarantee success.
Qatar has set a high bar with the FIFA World Cup 2022.
The UAE remains a dominant player in sport-tourism integration.
And European cities continue to attract fans through heritage, club loyalty, and city culture.
Saudi Arabia's advantage lies in its blank slate. It can design the entire fan journey from scratch, digitally native, globally inclusive, and uniquely Saudi. But to do that, we need to go beyond mega-projects and think about how every moment of the trip feels to a fan.
To lead in sports tourism, KSA must offer experiences that resonate across culture, class, and expectation.
Understanding traveling fans; diverse, demanding, and valuable
Not all traveling fans are the same. Yes, some arrive via business class and book premium hospitality. But others are budget-conscious regional fans, diaspora communities returning home, or young travellers seeking adventure and culture.
What they share is expectation.
They want:
Convenience – integrated booking, real-time updates, mobile-friendly navigation
Cultural access – food, music, and rituals that feel of the place, not generic
Comfort + safety – clear communication on etiquette, dress, norms, prayer spaces
Digital fluency – contactless payment, instant translation, loyalty integration
Moments to share – “Instagram-able” places, club experiences, AR stories, behind-the-scenes
They’re not just buying a ticket, they’re buying a story. And that story needs to be carefully designed.
Sports tourists spend more, stay longer, and advocate louder
The economic case is clear:
Sports tourists spend up to 30% more than average tourists (WTTC)
They often travel in groups, book earlier, and stay longer
They are more likely to share experiences publicly, creating organic reach and destination branding
But there’s more at stake than money.
In a global reputation race, each fan becomes a storyteller. A well-designed experience turns a one-time visitor into a repeat guest, or even a brand ambassador.
This is especially critical for KSA as it seeks to reshape global perceptions and showcase its cultural richness, hospitality, and innovation.
The role of clubs, cities, and experience partners
Sports tourism is not just a job for stadium operators or promoters. It’s a multi-stakeholder design challenge.
We recommend:
Cross-sector partnerships – align clubs, transport, hotels, and tourism boards
Flexible experience tiers – design for both VIPs and budget-conscious travelers
Cultural onboarding – offer digital briefings, fan codes of conduct, and multilingual support
Local economic integration – connect fans to local businesses, artisans, and restaurants
Data collection & feedback loops – use post-event insight to refine future offers
We’re helping organisations in Saudi Arabia and beyond do just that, not just fill stadiums, but shape journeys.
Make fans go from visitors to advocates, come back (and bring others)
You don’t win over traveling fans by accident. You win them by designing with empathy, delivering with clarity, and delighting at the edges.
The fan who came for a boxing title fight might return for a gaming festival. The one who posted a Diriyah selfie could tag five friends next time. The family who felt welcomed might bring relatives from abroad.
Every fan who leaves saying “I didn’t expect that, this was amazing” becomes your best marketing channel.
But only if we make their journey worth talking about.
Want to turn sports tourists into lifelong advocates?
Need a partner to help you design end-to-end fan experiences that actually convert?
At XWORX, we help teams, cities, and destinations design sports experiences that move people,and drive business.
Because stadiums bring fans in. But experience brings them back.
