Sports tourism continues to emerge as a key economic driver in the Middle East, with the FIFA World Cup Qatar 2022 providing a massive boost to the region’s tourism and hospitality industries, according to a recent report by PricewaterhouseCoopers (PwC).
The report estimates that the 2022 tournament generated between $2.3 billion and $4.1 billion in tourism spending and broadcasting revenue, contributing between $1.6 billion and $2.4 billion to Qatar’s gross domestic product (GDP). The tournament’s success has sparked a wider regional uptick in tourism and hospitality activity, with PwC noting an increase of up to 30% across these sectors.
PwC predicts that the Middle East’s sports market will grow at an annual rate of 8.7% over the next three to five years—well above the global average of 7.3%. This expansion will be driven by increased investment in sports infrastructure, elite-level events, and grassroots initiatives aimed at boosting participation.
“Looking ahead, the region’s sports sector faces both opportunities and challenges as it balances commercial growth with sustainable development,” the report noted.
Qatar, capitalising on its World Cup momentum, is continuing to attract major international events. It is set to host the FIFA Arab Cup in 2025, 2029, and 2033, and the FIFA U17 World Cup from 2025 through 2029. Additionally, Qatar will host the Web Summit annually from 2024 to 2028, reinforcing its ambitions as a hub for sports and digital innovation.
The Middle East’s rising profile on the global sports stage was further boosted by Saudi Arabia’s selection to host the FIFA World Cup in 2034. The report highlights that sovereign wealth funds from the region now account for 24% of global sports investments. Notably, Qatar Sports Investments recently invested $200 million in Monumental Sports, which owns several U.S.-based sports teams and venues, indicating a growing interest in international assets.
Beyond traditional sports, the region is also expanding into emerging sectors. Qatar has invested significantly in Formula 1, the UAE is developing its combat sports scene, and Saudi Arabia is rapidly building an Esports ecosystem. These initiatives are supported by a digitally savvy audience, with local consumers embracing over-the-top (OTT) platforms such as Shahid VIP and beIN Connect to access sports content.
Technological innovation is also at the forefront. Companies like Qatar-based SponixTech, which offers immersive replay technology, and Saudi Arabia’s Fanera, a fan engagement platform, are leading the digital transformation of the sports experience.
Social media continues to play a crucial role in fan engagement. The report notes high platform penetration in the region, with rates of 115% in the UAE, 96.8% in Qatar, and 96.2% in Saudi Arabia. Platforms like TikTok, Instagram, and X are driving interaction and expanding the reach of regional sports content globally.
