| REPORT ATTRIBUTE |
DETAILS |
| Historical Period |
2019-2022 |
| Base Year |
2023 |
| Forecast Period |
2024-2032 |
| South Korea Sports Tourism Market Size 2024 |
USD 7166.5 Million |
| South Korea Sports Tourism Market, CAGR |
5.3% |
| South Korea Sports Tourism Market Size 2032 |
USD 10832.63 Million |
Market Overview:
South Korea Sports Tourism Market size was valued at USD 7166.5 million in 2024 and is anticipated to reach USD 10832.63 million by 2032, at a CAGR of 5.3% during the forecast period (2024-2032).
Several factors are propelling the growth of the South Korea sports tourism market. The country hosts numerous prestigious sports events such as the Pyeongchang Winter Olympics and the FIFA World Cup, attracting both international tourists and participants. These high-profile events enhance South Korea’s global image as a sports tourism destination. Additionally, the South Korean government’s initiatives, including investment in sports infrastructure and promotional campaigns, have played a critical role in positioning South Korea as an attractive sports tourism destination. These government efforts have been instrumental in elevating the country’s international competitiveness. The rising trend of active lifestyles, particularly among millennials and Gen Z, has further contributed to the demand for sports-related tourism experiences, including hiking, skiing, golf, and e-sports events. Moreover, the growing popularity of sports tourism in Asia Pacific has also positively impacted the South Korean market, further driving international interest.
From a regional perspective, the capital city, Seoul, remains the hub of sports tourism activities, offering diverse events, modern facilities, and easy accessibility. The city’s robust transportation network and world-class amenities make it an ideal base for tourists. In addition, the provinces of Gangwon and Jeju are gaining traction, thanks to their natural landscapes, winter sports facilities, and health and wellness tourism offerings. These regions are rapidly becoming key players in attracting sports tourists, especially those seeking unique and immersive experiences. While Seoul attracts most of the international tourists, the regional diversification of sports events and tourism experiences continues to drive growth in secondary cities and rural areas, enhancing the overall market potential across the country. This regional diversification is essential in ensuring balanced growth and maximizing tourism opportunities.
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Market Insights:
- South Korea’s sports tourism market is expected to grow from USD 5 million in 2024 to USD 10832.63 million by 2032, driven by global events and active lifestyle trends.
- Hosting major sports events like the Pyeongchang Winter Olympics and the FIFA World Cup enhances South Korea’s global image and attracts international tourists.
- The South Korean government’s investment in sports infrastructure and promotional campaigns has played a significant role in positioning the country as a sports tourism hub.
- While Seoul dominates the market, regions like Gangwon and Jeju are gaining popularity for winter sports, wellness tourism, and eco-tourism, broadening the market’s reach.
- The rise of health-conscious millennials and Gen Z is driving demand for sports-related tourism, including hiking, skiing, and e-sports events.
- South Korea is a global leader in e-sports, attracting tourists through tournaments and digital gaming events.
- South Korea faces growing competition from Japan, China, and Thailand, requiring constant innovation to maintain its competitive edge in sports tourism.
Market Drivers:
Prestigious Sports Events:
South Korea’s ability to host major international sports events is a significant driver of its sports tourism market. Events like the 2018 Pyeongchang Winter Olympics and the 2002 FIFA World Cup have had a lasting impact on the country’s global reputation as a prime sports tourism destination. These high-profile events draw thousands of international visitors, not only for the competitions but also for the associated tourism experiences. For instance, events like the 2014 Asian Games in Incheon and the Formula E Seoul E-Prix further strengthen South Korea’s position in the global sports tourism landscape. The continuous hosting of global events like the Asian Games and Formula E further strengthens South Korea’s position in the global sports tourism landscape.
Government Initiatives and Infrastructure Investments:
The South Korean government plays a crucial role in driving the growth of the sports tourism sector. Significant investments in sports infrastructure, such as the development of state-of-the-art stadiums, recreational facilities, and transportation networks, have made South Korea a more accessible and attractive destination for sports tourists. For instance, government-backed promotional campaigns such as the “Visit Korea Year” initiative and incentives aimed at both international and local sports tourism have further bolstered the country’s visibility on the world stage.
Growing Demand for Active Lifestyles:
A cultural shift toward active and healthy living, particularly among younger generations, is driving increased participation in outdoor sports, fitness activities, and adventure tourism. This demand extends to various sports experiences, including hiking in the mountains, skiing in Gangwon Province, and golf in Jeju. For instance, activities such as skiing at Alpensia Resort highlight the appeal of sports tourism for leisure and adventure travelers as they prioritize health and wellness. As more people prioritize health and wellness, sports tourism becomes an increasingly appealing option for leisure and adventure travelers.
Regional Diversification:
The diversification of sports tourism offerings across regions in South Korea has also contributed to market growth. While Seoul remains the central hub for international events, provinces such as Gangwon and Jeju are attracting more visitors through their natural landscapes, winter sports facilities, and wellness tourism. For instance, Gangwon Province’s winter sports facilities and scenic landscapes are major attractions. This regional development helps spread the economic benefits of sports tourism throughout the country, encouraging growth beyond metropolitan areas.
Market Trends:
Growing Popularity of E-Sports Tourism:
One of the most notable trends in South Korea’s sports tourism market is the rise of e-sports. As a global leader in the e-sports industry, South Korea has increasingly become a destination for e-sports tournaments, attracting international fans and players. For instance, the League of Legends World Championship held in Seoul drew over 40 million viewers, contributing to the growth of sports tourism, particularly among younger generations. The country’s state-of-the-art gaming arenas and world-class infrastructure provide an ideal setting for large-scale e-sports events. This trend is expected to continue as South Korea remains at the forefront of the global e-sports movement.
Health and Wellness Tourism:
An increasing demand for health and wellness tourism is shaping South Korea’s sports tourism market. Many tourists are drawn to the country for its wellness offerings, which include ski resorts, hiking trails, and spa retreats. The focus on health-conscious lifestyles and the rising popularity of physical fitness among travelers, especially millennials, is encouraging more visitors to participate in outdoor activities such as hiking in the Korean mountains or engaging in winter sports. For instance, hiking in the Korean mountains, such as Hallasan on Jeju Island, or engaging in winter sports at resorts like Yongpyong, attracts health-conscious tourists. South Korea’s unique blend of sports and wellness tourism is positioned to appeal to those seeking relaxation alongside physical activity.
Eco-Tourism and Adventure Sports:
Eco-tourism is another growing trend in South Korea’s sports tourism market, driven by an increasing global demand for sustainable travel experiences. Tourists are increasingly interested in exploring the country’s natural landscapes through eco-friendly activities like trekking, mountain biking, and nature-based adventure sports. For instance, regions like Gangwon Province, with its vast natural beauty and winter sports facilities, have become hotspots for eco-tourists seeking outdoor adventures. Regions like Gangwon Province, with its vast natural beauty and winter sports facilities, have become hotspots for eco-tourists seeking outdoor adventures.
Regional Expansion of Sports Events:
The diversification of sports tourism offerings beyond Seoul is another key trend. While the capital remains the main hub for major international events, secondary cities such as Jeju and Gangwon are gaining prominence. For instance, Jeju Island has hosted international marathon events, and Gangwon Province is renowned for its ski resorts, attracting a diverse range of sports tourists.
Market Challenges Analysis:
High Competition from Regional Destinations:
One of the key challenges facing South Korea’s sports tourism market is the increasing competition from neighboring countries in the Asia Pacific region. Countries like Japan, China, and Thailand are also positioning themselves as attractive sports tourism destinations, offering similar events, activities, and infrastructure. This regional rivalry puts pressure on South Korea to continually innovate and differentiate its sports tourism offerings in order to maintain its competitive edge. In particular, competing with countries that offer lower travel costs can make it difficult to attract budget-conscious tourists.
Seasonality and Weather Dependency:
Seasonality is another significant challenge in the South Korean sports tourism market. Winter sports like skiing in Gangwon Province and hiking in the mountains are highly weather-dependent, limiting the tourism flow during off-peak seasons. While South Korea does experience a growing demand for summer activities such as beach sports and water-based adventures, the overall tourism patterns are often dictated by the country’s climatic conditions. This reliance on favorable weather for specific types of sports tourism can create revenue volatility and limit year-round market growth.
Language and Cultural Barriers:
Despite South Korea’s increasing prominence in global sports tourism, language and cultural barriers remain a challenge for international visitors. While the country has made strides in improving accessibility, language differences can still pose difficulties for tourists seeking seamless experiences. Effective communication is crucial for both sports events and tourism-related services, and the lack of multilingual support in some areas may discourage potential visitors, particularly those from non-English speaking countries.
Infrastructure Development and Overcrowding:
Though South Korea has made significant investments in sports infrastructure, there is a risk of overcrowding in popular destinations, particularly in urban centers like Seoul. The influx of international tourists during major sports events can strain existing facilities and services, negatively impacting the overall experience. Balancing infrastructure expansion with the growing demand for sports tourism is a key challenge for long-term market sustainability.
Market Opportunities:
The South Korea sports tourism market presents several growth opportunities, primarily driven by the country’s increasing emphasis on hosting global sports events and developing world-class infrastructure. South Korea’s ability to host prestigious events such as the Pyeongchang Winter Olympics and FIFA World Cup has established it as a premier destination for international sports tourism. The government’s continuous investment in enhancing sports facilities, including the development of stadiums and recreational venues, creates further opportunities to attract tourists. Additionally, the rise of e-sports and its growing popularity, particularly among younger generations, offers South Korea a unique opportunity to expand its sports tourism appeal to global audiences interested in digital gaming tournaments.
Another significant opportunity lies in the growing trend of health and wellness tourism, with more tourists seeking destinations that offer a blend of physical activity and relaxation. South Korea’s Jeju Island and Gangwon Province are capitalizing on this trend, offering wellness retreats, golf courses, and nature-based sports. The increasing interest in sustainable travel and eco-tourism also opens up opportunities to diversify offerings, particularly in regions with rich natural landscapes. Additionally, the growing domestic tourism market, combined with the rise of millennials and Gen Z seeking active and adventurous experiences, provides an avenue for further market penetration. By expanding regional offerings and diversifying sport types, South Korea can tap into a broader and more diverse tourist demographic, thereby ensuring sustained market growth and maximizing tourism potential.
Market Segmentation Analysis:
By Sports Type
The South Korea sports tourism market is diverse in terms of sports offerings. Popular categories include winter sports like skiing and snowboarding in Gangwon Province, outdoor activities such as hiking and biking, as well as traditional sports like taekwondo. E-sports also play a prominent role in attracting both domestic and international tourists, especially younger visitors.
By Sports Tourism Type
Sports tourism in South Korea can be categorized into active participation tourism and spectator tourism. Active participation tourism is dominated by visitors engaging in sports like hiking, skiing, and golf, while spectator tourism focuses on those attending major events like the Pyeongchang Winter Olympics or local e-sports tournaments.
By Consumer Orientation
The market appeals to a broad demographic, including both leisure tourists seeking recreational activities and serious sports enthusiasts. A rising trend in health-conscious consumers, particularly millennials, is pushing demand for wellness-focused sports experiences.
By Booking Channel
Tourists in South Korea’s sports tourism market predominantly book through online travel agencies (OTAs), followed by direct bookings through official event websites and travel agencies specializing in sports tourism packages.
Segmentations:
By Sports Type:
- Motor sports
- Basketball
- Football/Soccer
- Cricket
- Others
By Sports Tourism Type:
- Nostalgia Sports Tourism
- Active Sports Tourism
- Sports Event Tourism
- Passive Sports Tourism
By Consumer Orientation:
By Booking Channel:
- Online Booking
- Phone Booking
- In-Person Booking
By Tourist Type:
By Tour Type:
- Tour Group
- Independent Traveler
- Package Traveler
By Age Group:
- 66-75 Years
- 46-55 Years
- 36-45 Years
- 26-35 Years
- 15-25 Years
By Region
- Seoul
- Jeju Island
- Gangwon Province
- Other Regional Areas
Regional Analysis:
Seoul: The Dominant Hub
Seoul leads the South Korean sports tourism market with a 40% market share. As the capital city, it serves as the epicenter for major international sports events, such as the 2002 FIFA World Cup and various e-sports tournaments. Seoul boasts a wide array of sports facilities, ranging from world-class stadiums to recreational parks and fitness centers. Its modern infrastructure, excellent transportation networks, and numerous tourist attractions enhance its appeal. Tourists visiting Seoul are offered both spectator sports experiences and active participation opportunities in sports such as golf, tennis, and cycling, making it a primary destination for sports tourism.
Gangwon Province: Winter Sports Capital
Gangwon Province holds a 30% market share and is particularly renowned for its winter sports offerings. With Pyeongchang’s hosting of the 2018 Winter Olympics, the region has solidified its status as a leading destination for skiing, snowboarding, and other winter sports. Gangwon’s mountain landscapes and national parks also provide opportunities for hiking, trekking, and mountain biking, appealing to nature and adventure sports enthusiasts. This combination of winter and adventure sports, coupled with the region’s focus on eco-tourism, has made it a popular choice for both domestic and international sports tourists.
Jeju Island: Health and Wellness Tourism
Jeju Island accounts for 15% of the sports tourism market in South Korea. Known for its natural beauty and relaxing environment, Jeju attracts tourists seeking wellness-focused sports activities such as hiking, golf, and yoga retreats. The island’s mild climate supports year-round sports tourism, especially in golf, a popular activity among tourists. Jeju is increasingly positioning itself as a hub for health and wellness tourism, offering a unique blend of sports and relaxation, making it an attractive destination for visitors seeking rejuvenation alongside physical activity.
Other Regional Areas: Diversifying Sports Tourism
Other regions, including Gyeonggi Province and Chungcheongnam-do, contribute 15% to the overall market share. These areas, while not as prominent as Seoul, Gangwon, or Jeju, offer valuable sports tourism experiences. Gyeonggi Province, with its proximity to Seoul, features a variety of sports venues, including golf courses, water parks, and leisure complexes. Chungcheongnam-do offers a mix of cultural and recreational sports experiences, including hiking trails and local sporting events. These regions diversify South Korea’s sports tourism landscape, offering tourists a broader range of experiences and helping to distribute the economic benefits of tourism beyond major urban centers.
Key Player Analysis:
- TNDN
- Tripbtoz
- MyRealTrip
- Discover Seoul Travel PASS
- Tripstore
- Creatrip
- Incheon Tourism Organization
- Halalroad
- OnlineTour
- Ministry of Culture
- JEJU TOURISM ORGANIZATION
- Sports and Tourism
Competitive Analysis:
The South Korea sports tourism market is highly competitive, with key players striving to capture both domestic and international tourists. Leading destinations such as Seoul, Gangwon Province, and Jeju Island are continually enhancing their sports infrastructure and offering diverse tourism experiences. For example, Seoul’s Olympic Park, which hosts various international sports events, sees over 13 million visitors annually. The government plays a critical role by investing in the development of sports facilities, promoting global events, and creating incentives for tourists. Key industry stakeholders include sports event organizers, travel agencies specializing in sports tourism, and regional tourism boards that focus on targeted marketing strategies. Moreover, the rising popularity of e-sports has introduced new competition, with gaming arenas and related events driving tourism. The challenge for market players lies in differentiating offerings, maintaining a high standard of service, and attracting tourists beyond the peak seasons. Collaboration between tourism, sports, and hospitality sectors will be crucial to sustained growth and market leadership.
Recent Developments:
- In January 2024, Tripbtoz won the Minister of Culture, Sports and Tourism Award at the ‘2023 Tourism Venture Day’ for its contributions to the development of Korea’s tourism industry, including its growth to reach KRW 130 billion in total transactions.
- In March 2024, Tripbtoz unveiled its Travel to Earn (T2E) service at South by Southwest (SXSW) 2024 in Austin, Texas, USA, showcasing its innovative approach to travel experiences.
- In July 2024, Tripbtoz announced a special promotion for international visitors in collaboration with the Korea Tourism Organization (KTO), offering a 5% discount (up to 20 USD) and distributing 500,000 KRW worth of TripCash for booking accommodations.
- In January 2024, MyRealTrip raised $56.7 million (75.6 billion KRW) in a Series F equity round of funding to accelerate its business and product development.
Market Concentration & Characteristics:
The South Korea sports tourism market exhibits a moderate concentration, with key regions like Seoul, Gangwon Province, and Jeju Island capturing the majority of market share. These regions are characterized by diverse sports offerings, including winter sports, health and wellness tourism, and e-sports, which cater to various tourist preferences. Seoul dominates as the central hub, attracting international events, while Gangwon is recognized for its ski resorts and mountain sports. Jeju Island focuses on golf and wellness tourism, offering a unique blend of sports and relaxation. The market is highly influenced by seasonality, with peak demand during winter months for snow-related sports, and increased interest in outdoor activities in warmer seasons. Key characteristics include the growing demand for health-conscious tourism, infrastructure investments, and government support to enhance the global appeal of South Korea as a leading sports tourism destination.
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Report Coverage:
The research report offers an in-depth analysis based on Sports Type, Sports Tourism Type, Consumer Orientation, Booking Channel, Tourist Type, Tour Type, Age Group and Region. It details leading market players, providing an overview of their business, product offerings, investments, revenue streams, and key applications. Additionally, the report includes insights into the competitive environment, SWOT analysis, current market trends, as well as the primary drivers and constraints. Furthermore, it discusses various factors that have driven market expansion in recent years. The report also explores market dynamics, regulatory scenarios, and technological advancements that are shaping the industry. It assesses the impact of external factors and global economic changes on market growth. Lastly, it provides strategic recommendations for new entrants and established companies to navigate the complexities of the market.
Future Outlook:
- The South Korea sports tourism market is expected to see continued growth driven by international events and increasing global recognition.
- There will be a rising demand for eco-tourism and adventure sports, as travelers seek more sustainable and immersive experiences.
- E-sports tourism will continue to expand, with South Korea maintaining its position as a global leader in the industry.
- Health and wellness tourism will gain traction, with more tourists seeking destinations that combine physical activity with relaxation.
- Increased government investment in sports infrastructure and facilities will help solidify South Korea’s status as a premier sports tourism destination.
- Regional diversification will play a significant role in attracting tourists to less explored regions like Gangwon and Jeju Island.
- The demand for winter sports tourism will remain strong, especially in Gangwon Province, known for its ski resorts and snow-related activities.
- The growth of online booking platforms will streamline the process for tourists, making sports tourism experiences more accessible.
- Cultural integration of sports tourism, such as taekwondo and traditional Korean games, will create unique experiences for visitors.
- The millennial and Gen Z segments will continue to drive demand, particularly for active, experience-based sports tourism activities.
