The Diplomat
The Secretary General of UN Tourism, Zurab Pololikashvili, underlined, during the opening of the III Sports Tourism Congress in Madrid, that the organization he directs maintains “the commitment to take advantage of sports tourism as a catalyst for sustainable development”.
The event, organized by UN Tourism and the Community of Madrid, is being held at the Santiago Bernabeu stadium and brings together the most prominent figures in the sector with the aim of laying the foundations for future models of tourism and sporting events. To this end, it focuses on how sports tourism can contribute to the development of regions in terms of innovation and sustainability, including the construction of stadiums or the organization of massive events.
“By bringing together leaders from the public and private sectors, we seek to create synergies that will leave a lasting impact on destinations worldwide. UN Tourism is proud to lead this dialogue in Madrid, a region at the forefront of innovation in sports tourism. Together, we will advance the conversation on how this growing field can drive positive change,” said Pololikashvili.
The congress is being attended by industry experts, including sports figures such as Gilberto Godoy, Gabriela Szabo and Teresa Perales, who are coming to provide their perspective on inclusion and accessibility in sports tourism.
The inauguration was also attended by the Minister of Culture, Tourism and Sports of the Community of Madrid, Mariano de Paco Serrano, who highlighted “the importance of sport in society and the potential of the region”.
Key topics and discussions
One of the highlights is the panel on the impact of Formula 1 on tourism and infrastructure, especially relevant as Madrid will host the Spanish Grand Prix from 2026.
With more than 300 participants, the congress has established itself as the leading global platform for the exchange of ideas and the promotion of innovative projects in sports tourism.
The congress features thematic panels that delve into the integration of sports tourism into government agendas and sponsorship strategies. The economic impacts of sports tourism, destination branding, health and wellness, and best practices for organizing sporting events are especially analyzed.
