The World Economic Forum states that the sports economy is currently worth $2.3 trillion, with projected growth to $8.8 trillion by 2050. One trend shaping this growth is the ‘acceleration of sports tourism’, a phenomenon that, post-COVID, has overtaken growth in other areas of tourism.¹
Sports tourism is a broad activity involving the travel and accommodation of both spectators and athletes for sporting events and adventure tourism, which can also be competitive. More travellers are engaging in sports and activities during their holidays, regardless of whether sport is the main objective of their travel, and sports tourism is becoming increasingly integrated with the destination experience. In fact, sports tourism accounted for an estimated 10% of global travel expenditure in 2025 and is expected to grow at 17.5% from 2023–2030.²
In this context, one cannot help but see Gozo as a potential sports destination where sport, outdoor activity, wellness, nature, and tourism come together. Indeed, Gozo is well positioned for sports tourism. The island combines natural landscapes, coastline, and countryside that are particularly well suited to outdoor, active, and water sports. Its climate is also advantageous. Beyond this, Gozo offers the added benefit that once a sporting activity or event ends, there are plenty of opportunities for food, culture, exploration, and relaxation for both individuals and groups engaged in sports tourism.
Gozo’s latest major sporting asset, the Gozo Indoor Sports & Aquatic Pavilion, is also set to strengthen the island’s position as a sports tourism destination. The pavilion, which opened its doors in 2025, has aquatic, indoor, and outdoor facilities that can cater to different sports categories. Other sporting assets and facilities in Gozo include the Gozo Stadium in Xewkija, the Żebbuġ Shooting Range and the Ta’ Xħajma Racetrack. The island’s small scale can also benefit teams, sports event organisers, and participants looking for a destination where sport, accommodation, and leisure activities are all within easy reach.
Currently, Gozo is already attracting a range of sporting activities. Some are home-grown events that have grown into established national events and now attract international participants. One example is Il-Ġirja t’Għawdex (the Gozo Run). This established international running event connects participants with the Gozitan coastal, rural, and village landscape as the route meanders through hills and valleys. Other outdoor running and endurance events include the XTERRA Gozo Open Trail Marathon, NADUR GARMIN 10K & 5K and Spartacus Gozo. In swimming and water sports, Gozo has hosted events such as the Otters Open Water Races, the Gozo 7 Challenge and Aquaman Malta. Similarly, the Gozo Stadium already hosts Malta Football Association matches, showing how football can bring teams, supporters, and spectators to Gozo and generate wider economic activity. Other niche sports already taking place in Gozo include competitions at the Żebbuġ Shooting Range and fitness and community sports events such as the Gozo Outdoor Spinning Festival.
These events indicate that Gozo is already active in sports tourism. More importantly, they show that Gozo has the right ingredients for a broader sports tourism model that creates an ecosystem bringing together different stakeholders, sports and tourism businesses.
Building on this, the next step is to explore connections between sporting organisations, event organisers, accommodation providers, tourism operators, and affiliated industries to identify strong and potentially viable niches while positioning the island as an ‘active island’. This is particularly relevant if international events, training camps, and sports groups are encouraged to use the island as their base during the shoulder tourism months.
Until the end of September, InvestGozo is offering the Promoting Gozo’s Niche Tourism Markets Scheme, which sports and adventure tourism niche operators can benefit from. The scheme is intended to increase awareness of Gozo’s niche tourism products while encouraging investment in higher-quality tourism products. Businesses can use the incentive to participate in specialised fairs or events abroad or to undertake advertising initiatives. Such schemes provide a starting point for businesses and may ultimately help lay the groundwork as Gozo further develops its position as a sports tourism destination.
Looking ahead, further development of sports tourism as a recognisable niche could complement Gozo’s existing tourism offering, while creating further opportunities that diversify and strengthen existing economic activity and investment, longer stays, and tourism growth beyond the traditional peak season.
Reference
¹ ² World Economic Forum (2026), Sports for People and Planet 2026.
https://reports.weforum.org/docs/WEF_Sports_for_People_and_Planet_2026.pdf
