Sports? Tourism? They may seem quite unrelated, but in fact ‘Sport Tourism’ is a massive industry today amounting to well over $600 billion in value along with a sky-rocketing growth rate. It takes a twofold outlook, with ‘event sport tourism’ referring to popular events such as the World Cup that attract thousands of tourists and the other, ‘active sport tourism’ referring to activities similar to golf, kayaking and canoeing that attract equal amounts of tourists who visit not as spectators but as those involved in them. In short, sport tourism, which is attracting tourists through sporting activities, means a pathway for colossal foreign revenue.

Over the years, ‘Sport Tourism’ has expanded gradually with a record peak in its growth at present. The key reasons underlying the success of this industry can be presented as the changing western lifestyles promoting and advocating human leisure (travelling, recreation and sporting) and economic forces downplaying the costs of travel and involvement in sports.
Thus, travelling outside one’s usual environment for peaceful and serene recreation as well as entertainment and thrill through involving in and spectating sporting activities has emerged as an imminent need of all humans in the contemporary world. The advent of Sport Tourism has truly provided the all-rounder package catering to every single aspect of this now-turned-into human necessity.

The extent of this industry is clearly evident with the millions of fans most sports entertain along with the plethoric crowds that fill up major events of every sport. The hosting of such events, ranging from those of the caliber of the Olympics and FIFA World Cup to regional leagues and tournaments, have all emerged as key landmarks for tourists worldwide. Alongside the massive fan-attracters, the multitudinous opportunities for the ardent sportsman and passionate player have also rewarded investors generously as is evident with most European Golf and Tennis Clubs.

All these link back to our own Sri Lanka quite neatly. Being the wondrous isle attracting countless tourists annually with its myriad features of uniqueness, our nation also possesses the key elements to transform itself into a global sport tourism hub. Its commendable infrastructure facilities with emphasis on the exceptional hotel industry along with the international cricketing venues spread around the island makes it an ideal location for many global sporting events. Further, Sri Lanka being renowned for a rich golf history coupled with the splendid golf courses could expand into yet another avenue. Rafting, Kayaking and Surfing are just a few more major attractions we may boast of. In fact the opportunities with regards to sport tourism for Sri Lanka seem to be countless.

The value of these multiple opportunities is simply elevated by the presence of some world class companies leading the support industries for sport tourism. Top global names such as Hyatt, Shangri-La and Plateno Hotels managed ‘ZMAX Fairway’ will undoubtedly play a major role. In addition, facilities such as domestic aviation headed by leading companies in Sri Lanka of the caliber of [highlight]Fairway Holdings[/highlight] Pvt Ltd will definitely play a crucial role. Ample evidence stands to exemplify the suitability of Sri Lanka to explore novel ventures within this industry of Sport Tourism. The rapid development supported by the openness for expansion of most leading companies in Sri Lanka further supports this indication.

The recent announcement by the Chairman of Sri Lanka Tourism Promotions Bureau regarding more focus on this industry with initial attention to the segments of golf and therein surfing in partnership with Sri Lankan Airlines and relevant leading companies in Sri Lanka definitely sheds the green light for the advent into this sector of tourism.

Sri Lanka is truly ready. The road ahead seems clear and vibrant for Sport Tourism here, and all limitations to this pathway are completely obscure.