Madrid Unites Global Leaders in Sports Tourism for Growth and Inclusivity
Driving Destination Diversification Through Sustainable Sport
The Santiago Bernabéu Stadium recently boasted a gathering of global leaders and experts in the field of sports tourism for the 3rd World Sports Tourism Congress. Organized by UN Tourism and the Government of the Region of Madrid, with support from Visit Nayarit and Turkish Airlines, the congress highlighted the power of sports tourism to fuel economic growth, social development, and sustainability.
UN Tourism Secretary-General Zurab Pololikashvili emphasized the congress’s role in building upon the organization’s long-standing commitment to sports tourism development. “This Congress, along with all of our activities in Sports Tourism developed through the Affiliate Members and Public-Private Collaboration Department, builds on a path we embarked upon several years ago. The World Sports Tourism Congress was designed as a platform for the exchange and generation of knowledge, showcasing best practices and fostering connections. Working together, we can leverage sports tourism to diversify economies worldwide.”
The World Sports Tourism Congress was designed as a platform to exchange and generate knowledge, showcasing best practices, and fostering connections
Mariano de Paco Serrano, Regional Minister of Culture, Tourism, and Sports of the Region of Madrid, emphasized Madrid’s timeless allure as a destination for sports enthusiasts. “Madrid is a leading region, attracting those who seek unique experiences intertwined with sports. Alongside its rich cultural heritage and thriving leisure offerings, Madrid offers a wide array of sports activities for diverse audiences. Our regional government is strongly committed to improving citizens’ quality of life through physical activity and sports.”
Championing Leadership and Inclusive Participation
The congress hosted 40 speakers who spearheaded discussions across 10 distinct panels, tackling topics ranging from effective government strategies and sponsorship trends to best practices in sustainable tourism practices.
This platform also served as a space for intimate conversations with renowned sports figures. Gilberto Godoy, UN Tourism Ambassador for Sports Tourism and a volleyball Olympic medalist from Brazil, was amongst those invited to share their insights. Gabriela Szabo, a Romanian track and field Olympic medalist and former Minister of Youth and Sports, also contributed her expertise. During the event, UN Tourism formally welcomed Paralympic swimmer and 28-time medalist Teresa Perales to its roster of Ambassadors for Sports Tourism, recognizing her dedication to both sports and inclusivity in tourism.
Key Takeaways: Innovation, Infrastructure, and Collaboration
The World Sports Tourism Congress generated insights and clarifications on several crucial aspects of the sector, including:
- Innovation: The urgent need to invest in cutting-edge technologies to enhance visitor experiences and optimize operational efficiency. Virtual reality, smart systems, augmented reality, smart venues, and AI-driven personalized recommendations were highlighted.
- Infrastructure: The growing necessity for multi-purpose, sustainable sports venues that can cater to year-round engagement. This includes prioritizing eco-friendly construction and operations, along with energy-efficient technologies that align with global environmental goals to attract conscientious travelers.
- Impact of Sports Events: Acknowledgment of the significant role that both large-scale and grassroots sporting events play in bolstering tourism, fostering community involvement, and generating economic benefits for destinations.
- Collaboration: A clear message on the importance of building strong partnerships across governments, communities, and sporting organizations. This collaboration is crucial to address shared challenges and unlock the full potential of sports tourism.
The choice of Santiago Bernabéu Stadium as the venue reflected Madrid’s ambition as a leading figure in global sports tourism. The rich sporting infrastructure and exciting upcoming projects, including the Ciudad Atletica initiative, hosting NFL events, and the development of a Formula 1 Circuit, underlined the region’s commitment to sustainable growth driven by sport.
What specific strategies has Madrid implemented to make sports accessible to people of all abilities and backgrounds?
## Interview with Mariano de Paco Serrano on Madrid’s Sports Tourism Success
**Host:** Mariano de Paco Serrano, thank you so much for joining us today. Madrid recently hosted the 3rd World Sports Tourism Congress, a significant event for the global tourism industry. Can you tell us why Madrid was chosen as the host city?
**Mariano de Paco Serrano:** Madrid is a natural choice for hosting such an important congress. We are a vibrant city with a rich sporting heritage and a deep passion for sports. From world-class football clubs like Real Madrid and Atlético de Madrid [[1](https://www.esmadrid.com/en/whats-on-sport-madrid)]to hosting major international sporting events, Madrid is a destination that attracts sports enthusiasts from all over the world.
**Host:** The Congress emphasized the power of sports tourism to drive economic growth, social development, and sustainability. Can you elaborate on how Madrid is leveraging sports tourism for these goals?
**Mariano de Paco Serrano:** We believe sports tourism is a key driver for development. Madrid is committed to creating a sustainable tourism model that benefits both our economy and our citizens. By hosting events like the World Sports Tourism Congress and offering diverse sporting activities, we attract visitors who not only spend money but also experience our culture and heritage. This helps to create jobs, boost our local economy, and promote healthy lifestyles within our community.
**Host:**
The Congress also focused on inclusivity in sports tourism. How is Madrid working to ensure that everyone can enjoy and participate in the city’s sporting offerings?
**Mariano de Paco Serrano:** Madrid is dedicated to creating an inclusive environment for everyone to enjoy sports. We are investing in infrastructure and programs that make sports accessible to people of all abilities and backgrounds. We want to ensure that everyone, regardless of their physical limitations or economic status, can experience the joy and benefits of sports.
**Host:** Thank you for sharing your insights, Mariano de Paco Serrano. Madrid clearly plays a leading role in promoting sports tourism globally.
**Mariano de Paco Serrano:** It was a pleasure to be here. We look forward to continuing to be a global leader in this exciting and impactful sector.
