What are the opportunities in the European market for sports tourism?
Sports tourism is a very diverse market that includes both spectator and participation sports. Local tour operators can take advantage of a broad annual schedule of sporting events held in their destinations. Mega-events (such as the Olympic Games) attract audiences in the thousands. Participatory events (such as running, cycling and scuba-diving) often also attract secondary audiences of friends and family members who accompany the participants. The UK, Germany and France are important European source markets.