The Gulf Cooperation Council (GCC) is positioning itself as a key contender in the rapidly expanding global sports tourism industry, which is forecasted to exceed $2 trillion by 2030. A recent report by PwC Middle East, titled ‘Game on for the GCC – Turning Sporting Ambition into Lasting Tourism Impact,’ highlights the region’s potential to capitalize on its increasing prominence as a host of world-class sporting events to foster a sustainable tourism economy. Currently, sports tourism represents 10% of global tourism expenditure, growing at a compound annual rate of 17.5%. The GCC’s strategic investments in sports infrastructure and events are setting the stage for substantial economic gains. Over recent years, the Middle East has successfully hosted major events such as the 2022 FIFA World Cup in Qatar and numerous Formula 1 Grand Prix weekends, significantly boosting the region’s global profile and contributing to a sports sector valued at $600 billion, with an annual growth rate of nearly 9%. Saudi Arabia is at the forefront of this initiative, with its sports market expected to triple to $22.4 billion by 2030, generating 39,000 jobs and adding $13.3 billion to the national GDP. Despite these advancements, the GCC currently captures only 5–7% of global sports tourism spending, indicating substantial growth potential. The report emphasizes the need for the GCC to transition from being a host of events to becoming a year-round destination for immersive sports experiences. Peter Daire, Senior Executive Advisor at PwC Middle East, stressed the importance of evolving beyond event hosting to create destinations that attract fans throughout the year through enriched experiences, enhanced digital engagement, and stronger regional connections. The report outlines three critical priorities for the region: developing experience-led destinations that integrate sport, retail, leisure, and culture to encourage longer stays and higher spending; fostering immersive fan engagement through digital platforms, storytelling, and multi-day festivals to turn spectators into repeat visitors; and building a connected regional ecosystem that links events and destinations across borders through streamlined travel and unified marketing. Jonathan Worsley, Chairman and CEO of The Bench, which organizes the Future Hospitality Summit, highlighted that sports tourism is now central to destination strategy and hospitality investment, driving infrastructure development, elevating brand visibility, and unlocking year-round demand. The report also advocates for increased investment in women’s sports, leisure activities, and workforce development, as well as better utilization of existing venues to extend the impact of flagship events. With over 60% of the region’s population under the age of 35, digital innovation and youth engagement are deemed crucial for shaping the future of sports tourism. As the GCC shifts its focus from hosting to experience creation, PwC suggests the region could emerge as one of the world’s most dynamic and resilient sports tourism hubs, attracting fans, athletes, and travelers who not only visit but return.