Just before the upcoming Sport Tourism Congress, organised by the United Nations World Tourism Organisation (UNWTO), is set to take place on the 28th and 29th of November in Madrid, the IMGA has been welcomed to the network of over 500 affiliated members.
UN Tourism aims to strengthen connections across both public and private sectors to build a more inclusive and responsible tourism sector. They organise the World Sports Tourism Congress to discuss the interplay between sports and tourism, two sectors that are deeply interwoven and mutually supportive. Sports tourism is one of the fastest-growing sectors in the tourism industry, capturing the interests of travelers who seek sports activities either as the main purpose of their travel or as an integral addition to their itineraries.
Jens Holm, speaking on behalf of the International Masters Games Association (IMGA), will bring a unique perspective to the congress. Our organisation merges sport, tourism, ageing, and health, offering opportunities for older adults to engage in sports activities at popular touristic destinations. Holm’s insights are expected to contribute significantly to the dialogue on how sports events can enhance tourism. IMGA’s emphasis on promoting healthy, active lifestyles through sports aligns well as these themes are currently discussed worldwide by cities and governments.
The event will provide a platform for discussing how sports events of varying scales—from local competitions to mega-events like the Olympics and World Cups—drive tourism. Such events not only draw participants and spectators but also offer destinations an opportunity to showcase their uniqueness by integrating local culture and experiences. When effectively leveraged, these events can lead to substantial benefits, including enhanced destination branding, infrastructure development, and significant economic and social gains.
As sports tourism continues to gain momentum, discussions at the congress will focus on innovative strategies to leverage sports events for tourism development. Jens Holm, through IMGA’s lens, will address the importance of creating sustainable models that benefit local communities, engage ageing populations, and promote health and wellbeing through sports.
The congress is set to be a vibrant gathering of industry leaders, policymakers, and stakeholders from around the world, all aiming to explore the synergistic relationship between sports and tourism for broad, long-term benefits.
