collaboration is key to maximise sport tourism’s potential 

United Nations World Tourism Organization (UNWTO) Secretary-General Zurab Pololikashvili has called on the public and private sectors to “work together” to fully exploit the potential of sports tourism – and the goals of economic diversification, growth and sustainable development of tourist destinations to reach worldwide.

Speaking at the World Sports Tourism Congress (WSTC) in Zadar, Croatia, Pololikashvili said: “Sports tourism plays a key role in promoting economic growth and social development in many tourist destinations. It creates jobs and supports businesses in cities and rural communities alike. To maximize their potential, public and private sector actors need to work together and this is where UNWTO comes in.”

The second edition of the WSTC, held on April 26-27, 2023, was organized by the UNWTO, the Croatian Ministry of Tourism and Sport and the Croatian National Tourist Board. It brought together experts and leaders from across the sports and tourism industries, as well as representatives from destinations and businesses. Under the motto “Tourism and sport united for sustainability”, the congress focused on key issues such as the economic impact of sports tourism and its contribution to the goals of sustainable development.

In addition to assessing the impact of sports tourism, the Congress also examined the potential benefits of the growing sector, including its links to health and well-being, and its importance in promoting destinations to a larger and more diverse audience. In Zadar, leaders from established and emerging sports tourism destinations shared their insights and best practices to formulate recommendations for the growth of the sector in size and impact.

Nikolina Brnjac, Croatian Minister of Tourism and Sport, said: “I am very proud to have hosted this congress in Croatia. We enjoyed hearing many excellent international and Croatian speakers and presenting the many opportunities for sustainable sports tourism development in Croatia. The Croatian government has secured generous funding to build active tourism infrastructure, in line with our goal of making Croatia a globally competitive sports tourism destination.”

Main image: Zurab Pololikashvili, UNWTO Secretary-General, speaking at the World Sports Tourism Congress (Images: UNWTO)