The Japan Sports Tourism Market is estimated to be valued at USD 11.3 billion in 2025 and is projected to reach USD 25.6 billion by 2035, registering a compound annual growth rate (CAGR) of 8.5% over the forecast period.
The Japan Sports Tourism Market is witnessing notable growth driven by the increasing participation in domestic and international sports events, coupled with the government’s active promotion of tourism linked to major sporting activities. The market outlook is being shaped by the growing popularity of fitness-oriented travel, rising disposable income, and the strong cultural emphasis on sports such as baseball, football, and martial arts.
Japan’s focus on leveraging sports as a catalyst for regional development has further boosted investments in infrastructure, facilities, and transportation networks, enhancing the overall travel experience. The integration of sports events with local culture and hospitality has created a unique tourism ecosystem attracting both domestic and international visitors.
Additionally, the continuous organization of global events and community-level sports programs is contributing to consistent tourism inflow As travelers increasingly seek experiential and wellness-based journeys, Japan’s sports tourism sector is expected to continue expanding, offering long-term growth prospects and strengthening its position as a key segment of the national tourism economy.
| Metric | Value |
|---|---|
| Japan Sports Tourism Market Estimated Value in (2025 E) | USD 11.3 billion |
| Japan Sports Tourism Market Forecast Value in (2035 F) | USD 25.6 billion |
| Forecast CAGR (2025 to 2035) | 8.5% |
The market is segmented by Direct Suppliers, Indirect Suppliers, Age, Sports Type, Sports Tourism Type, Consumer Orientation, and Booking Channel and region. By Direct Suppliers, the market is divided into Airlines, Hotel Companies, Car Rental, Train, Tour Operators, and Government Bodies. In terms of Indirect Suppliers, the market is classified into OTA (Online Travel Agency), Traditional Travel Agencies, TMCs (Travel Management Companies), Corporate Buyers, and Aggregators. Based on Age, the market is segmented into 26-35, 15-25, 36-45, 46-55, and Over 55. By Sports Type, the market is divided into Football/Soccer, Cricket, Motorsports, Basketball, and Others. By Sports Tourism Type, the market is segmented into Sports Event Tourism, Nostalgia Sports Tourism, Active Sports Tourism, and Passive Sports Tourism. By Consumer Orientation, the market is segmented into Men, Women, and Kids. By Booking Channel, the market is segmented into Online Booking, Phone Booking, and In-Person Booking. Regionally, the market is classified into North America, Latin America, Western Europe, Eastern Europe, Balkan & Baltic Countries, Russia & Belarus, Central Asia, East Asia, South Asia & Pacific, and the Middle East & Africa.
The direct suppliers segment LED by airlines is projected to hold 35.00% of the Japan Sports Tourism Market revenue share in 2025, positioning it as a key contributor to market expansion. The dominance of airlines has been driven by the increasing influx of both domestic and international travelers participating in or attending sporting events across Japan. Enhanced connectivity between major cities and regional destinations has supported the convenience and accessibility required for large-scale sports tourism.
Airlines have played a crucial role in facilitating smooth logistics for athletes, teams, and fans, contributing to the seamless execution of events. The rising adoption of flexible ticketing options and travel packages aligned with sports schedules has also strengthened airline participation in this sector.
Additionally, government initiatives promoting inbound tourism through partnerships with carriers have further reinforced this segment’s leadership As Japan continues to attract major sporting events, airlines are anticipated to maintain their strategic role in driving tourism-related mobility and growth.
The indirect suppliers segment LED by online travel agencies is expected to capture 45.00% of the Japan Sports Tourism Market revenue share in 2025, making it the leading subsegment. The growth of OTAs has been influenced by the digital transformation of the travel industry and the increasing preference for online booking platforms that offer convenience and price transparency.
OTAs have enabled travelers to access customized sports travel packages, event tickets, and accommodation options through integrated digital platforms, enhancing the overall customer experience. The inclusion of sports-specific itineraries and bundled travel services has also contributed to the rising popularity of OTAs in this market.
In addition, advanced data analytics and AI-based recommendations have improved personalization, allowing travelers to align their trips with specific sports events and local experiences As consumer reliance on digital platforms continues to grow, the OTA segment is expected to remain a dominant force in Japan’s evolving sports tourism landscape.
The 26-35 age group segment is projected to account for 30.00% of the Japan Sports Tourism Market revenue share in 2025, reflecting its status as the most active and engaged demographic. This dominance is attributed to the increasing interest of young adults in experiential travel and participation in live sporting events.
The 26-35 demographic has demonstrated a higher inclination toward fitness, adventure, and cultural exploration, aligning closely with sports tourism activities. Growing disposable income among this age group has also boosted their ability to travel frequently for both domestic and international sports experiences.
Furthermore, the influence of social media and digital engagement has played a vital role in shaping travel decisions within this segment, as young travelers seek unique and shareable experiences The integration of sports tourism with lifestyle, wellness, and entertainment offerings continues to resonate strongly with this demographic, ensuring its continued prominence in Japan’s sports tourism ecosystem.
Japanese invest heavily in technology, which has enabled them to develop an infrastructure that supports any kind of sports, be it related to air, water, land, or mountains. Japan is mainly meant for martial arts forms like Judo, Karate, Sumo, etc. People from all over the world visit Japan to view events related to such art forms. This is expected to have a constructive impact on Japan's sports tourism market trends.
Japan is meant for its world-class snow quality as well. Because of this, there is a variety of sports that are held, which are related to cross-country skiing, snowboarding, and snow rafting. Tourists look forward to this amazing experience.
Moreover, the availability of an excellent infrastructure makes it possible for the Japanese to conduct events like Skateboarding, BMX, etc. Not only for participation, but tourists also visit Japan to view these amazing games in good numbers. This is expected to have a sound impact on Japan's sports tourism market share. Nowadays tourism sector is developing at a fast pace and thus Japan's sports tourism market is expected to expand at a CAGR of 8.5% from 2025 to 2035.
Increase in Economic Activities and Consumption Demand Bringing Japan Sports Tourism on the Rise
Japan also offers numerous possibilities throughout the four seasons owing to its abundant natural resources. Examples include trail running in the spring, river rafting, marine sports in the summer, and skiing & snowboarding in the winter.
In addition to various sports activities, participants have the opportunity to visit and experience cultural heritage sites or diverse wildlife in the local area. Sport heritage tourism in Japan has received very minimal attention. However, various sport-related museums and events tap into nostalgia.
Japan's natural tourism resources are classified into four distinct categories: marine resources, mountain resources, suburban resources, and snow and ice resources. Municipalities and local governments can take advantage of these resources to create and offer sports activities. This is expected to drive the demand for Japanese sports tourism.
In addition, Japan is predominantly mountainous, with two-thirds of its territory covered by forests. Its unique topography means that it has ideal locations for activities such as hang gliding, hiking, trekking, trail running, and zip-lining among others. Snow and ice resources are abundant in Japan, which is known for its powder snow, branded as "#japow" (i.e., a shortened word for Japan and snow) on social networking services, ski resorts in Hokkaido (e.g., Niseko) attract many foreign skiers and snowboarders.
Contribution to Research Strengthening the Japan Sports Tourism Market
Japan is one such nation that invests heavily in research and development. Based on a survey, it was found that the Japanese spent nearly 19.58 trillion Yen in 2020.
Because of increased involvement in research amalgamated with the right usage of technology, the Japanese can perfectly apply this combination in sports. This combination changes the aesthetics of all the sports to the extent that the tourists are awe-struck by the exemplary scenes that are presented in front of them. This is anticipated to increase the demand for Japanese sports tourism.
Government Policies and Plans Implementation Boosting the Japan Sports Tourism
Since the early 2000s, the Japanese government has eyed tourism as an important growth industry to contribute to and revive its stagnant economy. Japan Sport Tourism Alliance (JSTA) was established in 2020 to implement a policy regarding sports tourism.
The Japanese government enacted the Basic Act on Sport, which specifically addressed the role of sport in reviving regional communities, societies, and economies. Furthermore, to realize the basic ideas in the act, the Japanese government formulated the Sport Basic Plan in 2020 and the Second Sport Basic Plan in 2020.
In the Second Sport Basic Plan, sports were selected as one of the crucial economic drivers to revive Japan. At the same time, it aimed to promote sports tourism to generate new businesses in regions and also aimed to create 170 sports commissions, whose objectives were to revive stagnant regional economies by attracting and supporting sports activities, events, and professional and amateur sports teams' camps.
Development of Facilities and Customized Plans Influencing Sports Tourism in Japan
With so much to offer to almost all kinds of sports enthusiasts, the start-up ecosystem of Japanese sports tourism is looking for ways to further improve the existing system.
The main focus of start-ups is to provide an unmatchable experience for sports tourists. They are developing facilities to let tourists develop customized plans based on the duration of time being spent in the nation. This allows tourists to visit places apart from viewing sports-related events. This is expected to have a positive influence on Japan's sports tourism key trends and opportunities.
Risk of Natural Disasters Coming as a Threat to Japan Sports Tourism Market
The size of Japan in terms of area is very small. If sports enthusiasts visit the country, they may not be able to see a variety of places where events are held, unlike huge countries like India, China, Russia, or the USA. This is something that poses a potential threat to Japan's sports tourism market.
Japan is prone to natural calamities like earthquakes and tsunamis. This is quite scary for the visitors as well as the locals. Moreover, the majority of Japanese locals find it hard to converse in and understand English. This may lead to a language barrier while interacting with overseas tourists.
Foreign Sports Tourists Are Preferring Active Sports Tourism and Nostalgia Sports Tourism in Japan
Based on sports tourism type, active sports tourism holds the maximum share of the total market. But recently Japanese Government started promoting nostalgic-based sports, which are considered a new trend among foreign tourists.
However, the number of visitors is low but tremendously increasing. Growth can be attributed to a growing preference among millennials and younger adults as they prefer watching popular games, and nowadays, old generations prefer nostalgic-based game events. Active sports also include sports events that attract huge crowds from around the world.
Online Booking is More Preferred by Tourists
Sports Tourism has grown in popularity as a result of its performance throughout the period with which it can be booked and made available through online stages. Tourists prefer to use an online booking or mobile application platform since it provides for a direct, hassle-free digital transaction, as well as quick tracking and enhanced security.
Moreover, travellers may use the internet to search for and compare information on vacation locations, accommodations, restaurants, and other aspects, making online booking a more popular approach around the world.
Men Category Hold the Major Market Share in Japan's Sports Tourism Market
Based on the consumer segmentation, it is the men who currently dominate the market. But, over the past decade, there has been a paradigm shift. Though the number of male travellers has increased, there has been an exponential increase in the number of female travellers as well. Increased participation in sports by women is one such reason why the number of women travellers might increase in the future.
Moreover, the increased number of women working in the corporate sector and other kinds of settings as compared to a decade back is something that might influence Japan's sports tourism adoption trends in the future.
Leading players operating in Japan are focusing on ways to increase customer engagement. This would enable them to better understand the demand of the customers and come up with plans which would lead to better customer association with the company.
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| Attribute | Details |
|---|---|
| Forecast Period | 2025 to 2035 |
| Historical Data Available for | 2020 to 2025 |
| Market Analysis | USD Million/Billion for Value |
| Key Segments Covered |
By Direct Suppliers, By Indirect Suppliers, By Number of Bookings (Age, Sports Type, Sports Tourism Type, Nationality, Booking Channel, Trip Length) |
| Report Coverage | Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives |
| Customization & Pricing | Available upon Request |
By Number of Bookings:
The global japan sports tourism market is estimated to be valued at USD 11.3 billion in 2025.
The market size for the japan sports tourism market is projected to reach USD 25.6 billion by 2035.
The japan sports tourism market is expected to grow at a 8.5% CAGR between 2025 and 2035.
The key product types in japan sports tourism market are airlines, hotel companies, car rental, train, tour operators and government bodies.
In terms of indirect suppliers, ota (online travel agency) segment to command 45.0% share in the japan sports tourism market in 2025.
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