TOURISM AND SPORT: CONVERGENCE, ECONOMIC IMPACT AND THE DEVELOPMENT OF SPORTS TOURISM

This study examines two major sectors of the global economy—tourism and sport—which are distinct but closely interconnected. Sporting events stimulate tourism by attracting visitors and influencing destination choice, while tourism supports the sports sector through visitor expenditure, event participation, and contributions to local economies. Their interaction has contributed to the emergence and rapid development of sports tourism as a distinct and increasingly important segment of the global economy. Sports tourism encompasses travel undertaken to participate in, attend, or otherwise experience sport-related activities and events. This convergence creates mutual benefits: sporting activities and events generate travel demand, while tourism infrastructure and services provide the economic and organizational environment necessary for sports-related travel to develop. According to the World Economic Forum's Sports for People and Planet 2026 report, sports tourism accounted for approximately 10% of global travel expenditure in 2025 and had an estimated market value of USD 672 billion. The report identifies sports tourism as one of the fastest-growing areas of the global sports economy and forecasts that it will account for approximately 60% of sports-economy revenue growth through 2030. The study further examines the economic and political dimensions of tourism and sport and analyzes their convergence in the context of Georgia. Particular attention is given to Georgia's geographical and infrastructural potential, existing challenges, and the types of sports tourism that may offer the greatest economic and sustainable-development opportunities for the country.