New Zealand Sports Tourism Market

New Zealand Sports Tourism Market Size, Market Forecast and Outlook By FMI

The New Zealand sports tourism market is expected to expand from USD 21.9 billion in 2026 to USD 49.1 billion by 2036. The market is anticipated to register a 8.4% CAGR during the forecast period. Football/Soccer is likely to lead with a 29.8% share in 2026, and online booking is projected to account for 45.1% of booking channel demand by 2036.

Summary of the New Zealand Sports Tourism Market

• Demand and Growth Drivers
  • International sporting events are expected to raise visitor inflow across rugby and cricket travel programs.
  • Cycling events and adventure travel programs are likely to create stronger regional tourism activity.
  • Regional adventure destinations are likely to attract travelers seeking active holidays with sporting participation and local experience.
  • Government tourism promotion is anticipated to improve event attendance and visitor spending across key travel hubs.
• Product and Segment View
  • Football/Soccer is expected to lead the sports type segment as fan travel expands around matches and tournaments.
  • Online booking is anticipated to gain preference as travelers compare tickets and stays through digital platforms.
  • Digital platforms are expected to improve access to bundled sports travel packages.
  • Active sports tourism is anticipated to gain traction as visitors combine outdoor recreation with planned regional travel.
• Geography and Competitive Outlook
  • Queenstown and Rotorua are expected to benefit from adventure sports demand and strong international tourism recall.
  • Auckland and Wellington are likely to attract event-led visitors through stadium access and sports-linked city travel.
  • Operators with packaged travel depth and local event access are anticipated to improve their position in premium sports trips.
• Analyst Opinion
  • Ronak Shah, Principal consultant for Travel and Tourism at FMI, suggests, “The New Zealand sports tourism market is likely to gain from event-led travel and outdoor recreation demand. Operators able to combine ticketing and lodging are expected to benefit from easier trip planning. Guided regional experiences are likely to raise trip value for sports-focused travelers.”
• New Zealand Sports Tourism Market Value Analysis
  • The New Zealand sports tourism market is moving from event attendance into planned travel built around sports experiences.
  • Demand is likely to rise as rugby and football bring international visitors into regional destinations.
  • Booking activity is expected to gain from digital travel platforms offering bundled access to tickets and accommodation.
  • Spending is anticipated to improve as tour operators build premium packages around major sports events and outdoor activities.

Attribute	Details
Market Estimated Size (2026E)	USD 21.9 billion
Market Forecasted Size (2036F)	USD 49.1 billion
Value-based CAGR (2026 to 2036)	8.4%

Analyzing New Zealand Sports Tourism Market by Top Investment Segments

Football/Soccer Commands Largest Share of the Sports Tourism Segment

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 Emerges as the Preferred Channel for Travel Planning

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.

Key Insights from the New Zealand Sports Tourism Industry Survey

• Market estimates and forecast 2025 to 2035
• Key drivers and restraints impacting market growth
• Segment-wise, Country-wise, and Region-wise Analysis
• Competition Mapping and Benchmarking
• Brand share and Market Share Analysis
• Key Product Innovations and Regulatory Climate
• COVID-19 Impact on New Zealand Sports Tourism Market and How to Navigate
• Recommendation on Key Winning Strategies

Comparison of Historical vs Forecast Outlook for New Zealand Sports Tourism 2020 to 2035

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.

Key Trends Driving the New Zealand Sports Tourism Market

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).

Competitive Landscape of the New Zealand Sports Tourism Market

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.

For instance

• In 2023, Exodus Travels announced a new lineup of itineraries in partnership with the Royal Canadian Geographical Society (RCGS): Exodus RCGS Quests. This series of journeys will provide travelers with life-changing opportunities to return to travel after the pandemic with exhilaration and excitement, guaranteeing the adventures of a lifetime.
• In 2023, the Rayburn Tours company launched Rayburn Machine, a product line that will help to create a perfect tour. This includes tour consultants and tour coordinators that understand the objective of the tour, offer advice and suggestions, and help to create a perfect tailor-made tour for the group. The dedicated tour coordinator is specialized in the chosen destination, helps to create a perfect itinerary, takes care of all the booking related to accommodation and all excursions and provides all the documentation needed in one handy little travel app.

Report Scope Table - New Zealand Sports Tourism Market

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

Top Segments Studied in the New Zealand Sports Tourism Market by Category

By Sports Type:

• Football/ Soccer
• Cricket
• Motorsport
• Basketball
• Others

By Season:

• Sport Event Tourism
• Nostalgia Sports Tourism
• Active Sports Tourism
• Passive Sports Tourism

By Booking Channel:

• Phone Booking
• Online Booking
• In Person Booking

By Tourist Type:

• Domestic
• International

By Tour Type:

• Independent Traveler
• Package Traveler
• Tour Group

By Consumer Orientation:

• Men
• Women
• Children

By Age Group:

• 15-25 Years
• 26-35 Years
• 36-45 Years
• 46-55 Years
• 56-65 Years
• 66-75 Years