SINGAPORE, 5 June 2026: Mastercard, in collaboration with CrescentRating, released a report on Thursday highlighting the growing economic potential of Muslim-friendly sports tourism, projecting that the market could reach USD21 billion globally by 2030 if destinations and event organisers strengthen inclusion.
Proof Wins: The Convergence of Sports, Travel, and Faith examines how Muslim travellers discover, plan and attend sports events, and identifies the key factors that convert interest into bookings. The research finds that while enthusiasm for sports travel among Muslim travellers is high, participation depends heavily on clear, reliable information on essentials such as Halal food availability, prayer facilities, transport logistics, and secure payment options.
Current projections indicate that the Muslim sports-event travel spend pool will grow from around USD11 billion in 2025 to USD17 billion by 2030. When destinations make Muslim-friendly readiness visible during the booking stage and deliver it consistently on the ground, the opportunity could expand further to USD21 billion by the end of the decade.
This potential growth is fueled by two measurable shifts: greater participation from Muslim travellers when faith-compatible services are clearly communicated, and stronger in-venue spending when Halal food options are well-labelled, accessible and trusted.
Converting interest into attendance
Muslim international arrivals are expected to grow from 186 million in 2025 to 245 million by 2030, supported by a young, digitally connected population increasingly motivated by experience-led travel. Yet today, only around 6% of international Muslim trips include attending a sporting event, highlighting a substantial untapped market for destinations and organisers to convert interest into attendance.
Several factors shape whether travellers ultimately commit to a sports trip. Affordability and value remain the most important considerations, followed by access to Halal food and prayer facilities, and confidence in safety and crowd management. When these elements are visible early — particularly during ticket discovery and trip planning — travellers are significantly more likely to follow through with bookings.
Building confidence across the travel journey
Digital discovery plays a decisive role in the sports travel journey. Social media is the primary channel through which Muslim travellers learn about sports events, often inspiring group travel among friends and family. However, conversion occurs only when that discovery quickly leads to trusted information, including official ticket links, venue access details, transport plans, and reliable digital payment options.
“Sports tourism is entering a new phase of global growth, where experiences, community and cultural connection matter as much as the event itself,” said Mastercard Senior Vice President Customer Solutions Centre, Southeast Asia Aisha Islam. “Through Mastercard’s long-standing presence in global sports, including collaborations with the UEFA Champions League, the McLaren Mastercard Formula 1 Team and the Australian Open, Mastercard sees how major sporting moments can connect fans, destinations, and businesses at scale. As major sporting calendars continue to roll through Southeast Asia, the region is firmly establishing itself as a hub for high-profile sporting experiences. Muslim travellers are among the fastest-growing segments in global travel. When destinations provide clarity and confidence — from payment security to Halal dining and prayer access — they unlock significant participation and spending potential.”
“What this research clearly shows is that demand alone is not the constraint: Confidence is,” said CrescentRating Founder and CEO Fazal Bahardeen.
Muslim travellers are highly motivated by major sporting events. But participation increases only when essential needs such as Halal food, access to prayer facilities, and transport are clearly communicated and trusted well before travel begins. Destinations in Southeast Asia that connect iconic sports moments with visible Muslim-friendly readiness are best positioned to convert interest into attendance and sustained economic impact.”For more information on the report, check out Proof Wins: The Convergence of Sports, Travel, and Faith.
(Source: Mastercard)
