Madrid Sets the Stage for the 3rd World Sports Tourism Congress

International

The 3rd World Sports Tourism Congress (WSTC) will take place on 28-29 November at the iconic Santiago Bernabéu Stadium in Madrid, Spain.

Organized by UN Tourism in collaboration with the Government of the Region of Madrid, with the support of Visit Nayarit and Turkish Airlines, the event will bring together leading voices from the world of Sports Tourism for two days of insightful discussions, innovative strategies, and knowledge exchange.

This year’s congress, held under the theme “Tourism and Sport Creating a Lasting Legacy for Destinations,” will transform Madrid into the global center of sports tourism. Attendees will include ministers, high-level officials, industry experts, key players and stakeholders as they explore the role of sports tourism in driving sustainable growth and development.

The WSTC will feature the participation of celebrated sports figures, including Gilberto Godoy, UN Tourism Ambassadors for Sports Tourism and volleyball Olympic medallist from Brazil, as well as Gabriela Szabo, Romanian track and field Olympic medallist and former Minister of Youth and Sports. The event will also feature insights from the Swimmer & Paralympic Medallist, Teresa Perales, ensuring diverse perspectives on the role of inclusivity and accessibility in sports tourism.

Key Themes and Discussions

The congress will showcase thematic panels focusing on integrating sports tourism into government agendas, optimizing sponsorship strategies, and creating lasting legacies beyond infrastructure. Among the topics to be explored are the economic impacts of sports tourism, destination branding, health and well-being connections, and best practices for hosting impactful sports events.

In the lead-up to the event, UN Tourism Secretary-General Zurab Pololikashvili said: "This year’s congress highlights our commitment to leveraging sports tourism as a catalyst for sustainable development. By gathering leaders from both the public and private sectors, we aim to create synergies that will leave a lasting impact on destinations globally. UN Tourism is proud to lead this dialogue in Madrid, a city and region at the forefront of sports tourism innovation. Together, we will advance the conversation on how this growing field can drive positive change.”

Mariano de Paco Serrano, Councilor of Culture, Tourism, and Sports of the Government of the Region of Madrid, added: "The fact that we are celebrating the third edition of this sports tourism meeting signifies, among other things, that sports are fully integrated into our society and lives—not only as a physical activity and a means of conveying values but also as an important part of our leisure time. Traveling with the purpose of participating in or witnessing tournaments across a wide variety of disciplines links sports with the experience of discovering different cultures and ways of seeing and living life, which is enriching and broadens one's perspective. Hosting this event in the Region of Madrid is undoubtedly an excellent opportunity to showcase the region's full sporting, tourism, and cultural potential.”

One of the highlights of the congress will be the panel “Racing to the Top: Formula 1 Driving Tourism Destination Development”. Representatives from leading circuits and the Fédération Internationale de l'Automobile (FIA) will discuss the profound impact that hosting a Formula 1 Grand Prix has on tourism, infrastructure, and global visibility. By sharing their experiences and insights, panelists will illustrate how the Formula 1 circuit serves as a powerful tool for tourism growth and city branding.

This discussion is especially relevant as Madrid recently signed a long-term agreement to host the Spanish Grand Prix from 2026, establishing a new circuit that will further elevate the city as a premier destination for sports tourism.

A Growing Global Platform

With this third edition, the congress has firmly established itself as the leading global platform for the exchange of ideas, generation of knowledge, and promotion of innovative projects in sports tourism.

With over 300 participants already confirmed, this year’s event will feature a diverse lineup of speakers and thought leaders. Attendees will have the opportunity to engage in networking sessions, keynote addresses, and side events designed to foster collaboration and strengthen ties across both public and private sectors in sports tourism.