What are the opportunities on the European sport tourism market?
Sports tourism is a very diverse market that includes spectator sports and participation sports. Local tour operators can take advantage of a broad annual schedule of sporting events held in their destination. Mega events, such as the Olympic Games, attract audiences in their thousands, while participatory events, such as running, cycling and scuba-diving often also attract secondary audiences of friends and family accompanying participants. The UK, Germany, and France are key European source markets.