Sports tourism has increasingly positioned itself as one of the most dynamic segments of the global tourism industry, shaped by travel preferences that prioritize experiences combining leisure, lifestyle, and physical activity. According to UN Tourism, sports tourism refers to travel experiences in which tourists attend or participate in sporting activities or events, either as spectators or active participants, across competitive and non-competitive formats and within both commercial and non-commercial settings. This growth trajectory is reflected in Travel and Tourism at a Turning Point: Principles for Transformative Growth 2025, compiled by the World Economic Forum (WEF) in collaboration with Kearney, which notes that the global sports tourism market reached approximately USD 609 billion in 2023 and is projected to grow at an average annual rate of around 16%, exceeding USD 1.7 trillion by 2032. These figures illustrate the scale and continued expansion of sports tourism within the global tourism landscape.

As sports tourism develops, its role is increasingly linked to urban competitiveness and a city’s international profile, rather than being viewed solely through the lens of visitor volumes. In urban development discourse, sports tourism is often positioned as a component of city branding and broader economic activity, particularly through the hosting of sporting events that combine destination promotion with local economic spillovers. Idrees et al. (2021) note that the development of sports tourism and the organization of large-scale sporting events provide reference points for policymakers in strengthening destination branding, while also contributing to economic activity through increased tourist spending and infrastructure development. This relationship aligns with travel trends that increasingly emphasize distinctive, activity-based experiences. A 2025 survey by Expedia indicates that approximately 44% of international tourists are willing to travel abroad to attend sporting events, with average spending of around USD 1,500 per trip (Razak, 2025), highlighting the relevance of sports-related events in supporting cross-border travel and destination promotion.

Globally, the evolution of sports tourism is evident in the way countries and cities leverage major sporting events to enhance destination appeal and stimulate economic activity. Mega events such as the Olympic Games, the FIFA World Cup, and the Formula 1 racing series are frequently associated with short-term tourism demand and service-sector activity, while also generating wider effects through infrastructure development and employment (Arora et al., 2025). Several countries have integrated these events into broader positioning strategies, including Qatar through the 2022 FIFA World Cup, Japan through the Tokyo Olympics, and Brazil through the 2014 FIFA World Cup and the 2016 Olympic Games. Alongside mega events, recurring international sporting events also play an important role in shaping city identity and sustaining sports tourism appeal over time. A notable example is the Abbott World Marathon Majors, a global series of elite marathon events hosted in major cities such as Tokyo, Boston, London, Berlin, Chicago, New York City, and Sydney, each of which has become closely associated with the international positioning of its host city.

In line with these global practices, empirical evidence suggests that sports tourism can be linked to regional economic development and investment dynamics. The study by Raso and Cherubini (2024) finds that both small-scale and mega sporting events can contribute to regional economic growth through increased tourist arrivals, visitor spending, and job creation, albeit with differing impact profiles and risk levels. These findings underscore the relevance of sports tourism not only as a driver of tourism demand, but also as a component of broader urban development strategies, particularly through its interaction with infrastructure provision and destination competitiveness at the city level.

Within this context, sports tourism has become increasingly relevant to Jakarta’s urban transformation agenda and its ambition to strengthen its position as a global city. The Governor of Jakarta, Pramono Anung, emphasized this approach during the Indonesia Sports Summit 2025, where he stated that the Provincial Government of DKI Jakarta is committed to strengthening the sports ecosystem as part of its strategy to position Jakarta as a global city, including through enhanced collaboration, facility development, and the organization of large-scale sporting events (Provincial Government of DKI Jakarta, 2025). This aligns with Jakarta’s 2025 – 2029 Regional Medium-Term Development Plan (RPJMD), where sports tourism is referenced as one of the activities supporting the activation of urban tourism areas. The development of sports tourism in Jakarta is further supported by the availability of established sports infrastructure, including the Gelora Bung Karno Sports Complex, the Jakarta International Velodrome and the Jakarta International Stadium, which function as multi-venue hubs capable of hosting international-standard sporting events and supporting large-scale spectator and participant activities.

Moreover, the Jakarta International Marathon represents one of the major sporting events hosted in the city and has been held regularly since 2013, attracting approximately 31,000 participants from 53 countries in 2025 (Armando, 2025) and generating an estimated economic contribution of around IDR 85 billion (Nasution, 2025). The event is being directed toward meeting international marathon standards associated with the World Marathon Majors (Tempo, 2025). Beyond major events, Jakarta’s sports tourism ecosystem is also shaped by the growth of lifestyle-based urban sports, including padel, tennis, and other community-oriented recreational activities, which have expanded alongside facilities and participation. This trend highlights opportunities to diversify Jakarta’s sports tourism portfolio in a manner that is more inclusive and potentially more sustainable over time.

With tourism dynamics continuing to evolve, sports tourism has emerged as a strategic element of urban development that can strengthen city branding and broader economic activity. Global practice suggests that well-managed sporting events and community-based sports activities can strengthen a city’s image, enhance visibility in international markets, and support long-term destination competitiveness when embedded within coherent urban strategies. From a city-branding perspective, Jakarta’s experience reflects an approach that integrates sports tourism into its wider urban transformation agenda by combining major international events with the growth of lifestyle-based and community sports. This, in turn, opens opportunities for investors to participate in initiatives aligned with sustainable urban development objectives while supporting the city’s long-term competitiveness and economic resilience.