The New Zealand sports tourism market is projected to expand from USD 20.2 billion in 2025 to USD 46 billion by 2035, growing at a CAGR of 8.4% during the forecast period. This growth trajectory is being driven by increasing international arrivals, large-scale sporting events, and expanding infrastructure focused on outdoor and adventure-centric travel.
In 2025, the market’s momentum is supported by the country’s appeal as a global adventure sports destination, bolstered by rugby tournaments, extreme marathons, mountain biking festivals, and water-based events. New Zealand continues to draw significant attention from international and domestic tourists seeking sports-linked experiences that blend physical activity with cultural immersion. Regions like Queenstown, Rotorua, and Canterbury are experiencing a surge in bookings tied to event-led tourism.
A major development reinforcing this trend came in April 2025, when the New Zealand government announced a NZD 13.5 million investment to accelerate international tourism. This initiative, part of the broader Tourism Boost package, is expected to attract 23,000 additional visitors between July 2025 and March 2026, generating over USD 100 million in international visitor expenditure. The targeted funding will strengthen promotional campaigns, enhance visitor services, and directly benefit sports tourism segments by increasing participation and attendance at major events.
| Attribute | Details |
|---|---|
| Market Estimated Size (2025E) | USD 20.2 billion |
| Market Forecasted Size (2035F) | USD 46 billion |
| Value-based CAGR (2025 to 2035) | 8.4% |
Private operators have responded by introducing curated sports travel packages combining high-performance events with guided regional exploration. Domestic tourism is also rising, with New Zealanders engaging more frequently in community-based sports activities and local sporting festivals. This is complemented by regional councils upgrading venues and enhancing accessibility around key tourism corridors.
The country’s global presence in rugby was reinforced with New Zealand Rugby’s 2025 partnership with Sports Travel and Hospitality Group (STH), which aims to offer premium event and travel experiences to fans worldwide. This move supports brand visibility for the national team while encouraging inbound travel from rugby-following nations.
New Zealand’s strategy also involves aligning sports tourism with sustainability. Event organizers are increasingly implementing carbon-neutral practices, including waste-free races and green certifications. This aligns well with the broader expectations of eco-conscious travelers and helps preserve the country’s pristine natural appeal.
With continued government support, international collaborations, and a strong domestic sports culture, the New Zealand sports tourism market is expected to play a larger role in the global travel economy over the coming decade. Its current contribution is estimated between 3% and 7% of the global sports tourism market, positioning it as a rising hub for both elite sporting events and community-level engagements.
In 2025, football/soccer will dominate the New Zealand sports tourism market with a value share of 29.8%, translating to USD 745 million. This sport continues to attract passionate fans due to its universal appeal and regular international tournaments. New Zealand’s active participation in Oceania leagues and hosting capabilities draw both domestic and international crowds. Major stadiums in Auckland and Wellington are investing in fan experience upgrades, improving engagement levels. Football tourism also aligns well with group travel trends, where fans plan extended stays around matches, contributing to broader tourism revenues.
Accessibility to match venues, combined with a culture of live viewing, fuels further demand. Social media, live screening, and influencer campaigns have added a digital boost, encouraging real-time updates and attendance. Its low barrier to entry, compared to more niche sports, keeps participation levels high. Football remains a crowd-puller with sustainable economic potential in New Zealand’s sports tourism market.
Online booking platforms are projected to dominate the New Zealand sports tourism booking ecosystem, holding a 2025 market share of 38.5% and generating approximately USD 962.5 million. These platforms offer tourists quick, convenient, and secure access to tickets, lodging, and event packages. Integration with mobile apps, real-time tracking, and ease of price comparison make them attractive to younger and tech-savvy travelers. Growing smartphone usage and the proliferation of travel aggregators have expanded this segment’s footprint.
Online booking reduces dependency on intermediaries and offers transparency in pricing and availability. This digital shift is further supported by promotional offers and loyalty programs provided through apps, making them financially beneficial as well.As virtual planning becomes the norm, platforms that bundle travel, sports events, and local activities will thrive. The trend reflects a broader shift toward self-service tourism, with travelers prioritizing autonomy, customization, and convenience-traits the online booking model delivers exceptionally well.
The New Zealand sports tourism market experienced steady growth during 2020 to 2024, boosted by its global reputation for adventure sports and major international events like the Rugby World Cup and cricket tours. The COVID-19 pandemic briefly disrupted international arrivals, but New Zealand's quick recovery and strong infrastructure helped the market rebound by 2023.
Domestic tourism also played a role in recovery, with more Kiwis engaging in sports and outdoor activities. Despite the pandemic, New Zealand remained a top destination for sports tourists, showing resilience and continued appeal.
The New Zealand sports tourism market is forecasted to grow annually at a rate of 8.5% during the forecast period due to high-profile events like the America’s Cup and Rugby World Cup, alongside rising interest in adventure and niche sports.
The country’s strong infrastructure, focus on sustainability, and diverse sports offerings will attract international tourists, particularly from Australia, the USA, and the UK. The continued development of regional sporting hubs and event infrastructure will solidify New Zealand’s position as a top global destination for sports tourism in the coming decade.
Sports are an intrinsic part of the economic and social life of the communities of New Zealand boosting the New Zealand sports tourism market trends. It supports the GDP as sports tourism is an established segment of the tourism industry.
New Zealand’s sports are unique and quite different from others because they always blend their sports activities with its ethnic culture, for example- the traditional war dance of the Maori tribe has been adopted by the rugby team symbolizing their strength and unity.
It was later on adopted by other New Zealand teams during their international matches. This uniquely seen event encourages tourists to visit and experience it in person. This leads to an increase in tourists and hence boosts the New Zealand sports tourism market growth as well as New Zealand sports tourism market opportunities.
The number of matches played by the New Zealand teams has played during the historic period has increased leading to rising in the number of tourists visiting New Zealand with an CAGR of 7.5% during 2019 to 2023, which results in an escalation of New Zealand sports tourism market key trends and opportunities.
Increasing Recreational Activities Expected to Boost the Sports Tourism Industry in New Zealand
Most of the fans not only visit New Zealand to watch and cheer for their team but also to see their favorite player playing. To maintain their high spirits, organizations conduct various activities like organizing gameplay between the players and the fans, taking them a round guide to places carrying historical importance to sports, and boosting the New Zealand sports tourism markets’ future trends.
In New Zealand, people believe in strong participation in sports and recreation, the agencies can provide special offers to the tourists and indulge them in various activities depending on their age category. This will bring out other tourists’ attention and them along with their family and friends will contact these travel agencies. Hence, building up the tourist visiting rate resulted in the New Zealand sports tourism market trends and forecasts.
Increasing Church Group Travel in New Zealand
In order to support sports tourism, the New Zealand government is taking the initiative by funding food museums, cooking classes, food festivals, and online and offline marketing. The government keeps the wealth in the region intact by promoting regional foods and ingredients. They are working together with neighborhood cafes and eateries to ensure they have the funding to expand.
According to ASTA, nearly 25% of religious travelers in the New Zealand travel as part of church groups. Group sizes typically range from 20 to 50 people, and trips often include a mix of sightseeing and religious activities.
Government Initiatives Boosting the Sports Tourism Industry in New Zealand
Sports tourism is one of the fastest-growing segments in the tourism sector. Many tourists are fascinated by sports activities in their destination regardless of whether sports were the main objective of travel. New Zealand has a long-standing reputation as a ‘social laboratory’ due to its historically radical approaches to public policy. In particular, the changes after 1984 represent some of the most wide-scale reforms undertaken by a modern Western government.
Its new strategic idea for sports supports the policy prescription of rationalization/integration through various initiatives. The tactic prescribes more directed funding, stating that future allocations will be ‘made on the likelihood of achieving a return on investment’ (Sport and Recreation New Zealand).
New Zealand’s sports tourism market is highly competitive, driven by the country's world-renowned outdoor lifestyle, scenic landscapes, and hosting of major international sporting events.
Key players include the government, local tourism organizations, and private operators, all working together to promote sports tourism through targeted marketing, event hosting, and infrastructure development. The market is fuelled by the appeal of adventure sports like rugby, cricket, cycling, and skiing, with New Zealand being a premier destination for international sporting events such as the Rugby World Cup and America's Cup.
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| Report Attributes | Details |
|---|---|
| Current Total Market Size (2025) | USD 20.2 billion |
| Projected Market Size (2035) | USD 46 billion |
| CAGR (2025 to 2035) | 8.4% |
| Base Year for Estimation | 2024 |
| Historical Period | 2020 to 2024 |
| Projections Period | 2025 to 2035 |
| Quantitative Units | USD billion for value and billion tourists for volume |
| Sports Types Analyzed (Segment 1) | Football/Soccer, Cricket, Motorsport, Basketball, Others |
| Seasons Analyzed (Segment 2) | Sport Event Tourism, Nostalgia Sports Tourism, Active Sports Tourism, Passive Sports Tourism |
| Booking Channels Analyzed (Segment 3) | Phone Booking, Online Booking, In Person Booking |
| Tourist Types Analyzed (Segment 4) | Domestic, International |
| Tour Types Analyzed (Segment 5) | Independent Traveler, Package Traveler, Tour Group |
| Consumer Orientation Analyzed (Segment 6) | Men, Women, Children |
| Age Groups Analyzed (Segment 7) | 15-25 Years, 26-35 Years, 36-45 Years, 46-55 Years, 56-65 Years, 66-75 Years |
| Cities Covered | Auckland, Wellington, Christchurch, Hamilton, Tauranga, Dunedin, Palmerston North, Napier-Hastings, Rotorua, Nelson, New Plymouth, Invercargill, Whangarei, Lower Hutt, Porirua. |
| Key Players Influencing the New Zealand Sports Tourism Market | Exodus Travels, G Adventures, World Expeditions, Explore, Indus Travels, Topdeck, Intrepid Travel, Real New Zealand Tours Limited, Trafalgar, Active Adventures, HAKA SPORTS TOURS, Sportsnet Holidays, Williment, All Blacks Tours, Dragonfish, Estilo Sports Travel |
| Additional Attributes | Dollar sales by sports type (e.g., football, cricket), Online vs offline booking trends, Segmental insights into domestic vs international tourist flow, Emerging trends in nostalgia and passive sports tourism, Age and gender-based participation patterns |
| Customization and Pricing | Customization and Pricing Available on Request |
The present valuation of the New Zealand sports tourism industry is at USD 20.2 billion in 2025.
Sports are an intrinsic part of the economic and social life of the communities of New Zealand boosting the New Zealand sports tourism market trends.
Leading players operating in the New Zealand tourism market are HAKA SPORTS TOURS, Sportsnet Holidays, Williment, All Blacks Tours, Dragonfish, and Estilo Sports Travel.
Leading players in the New Zealand sports tourism market are estimated to account for approximately 8%-10% of the total market share.
The New Zealand sports tourism industry has expanded at a CAGR of 9.6% over the historic period.
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New Zealand Sports Tourism Market
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