Vietnam seeks globally recognized sporting events to boost sports tourism

Sports tourism has expanded in recent years as travel increasingly combines leisure with wellness, healing, and sporting experiences.

The trend is encouraging visitors to plan entire trips around sporting events and the destinations where they are held.

Vietnam's trail and marathon races are particularly attractive for international tourists, given the spectacular landscapes and diverse terrain along running routes in the country's northwestern region.

Industry experts said improving event quality, professionalizing event organization, and taking successful races onto the international stage could help Vietnam strengthen its position as a sports tourism destination.

Vietnam as a running destination

Sports tourism can be divided into two categories, traveling to watch sports and traveling to participate in sporting events, according to Nguyen Tien Dat, vice-chairman of the Hanoi Tourism Association.

While people may travel to watch soccer or Formula One races, running events encourage visitors to take part themselves.

Vietnam has hosted numerous major running events in recent years, including the Hanoi Moi newspaper's running event, Ha Long Marathon, Cat Ba Marathon, and Vietnam Trail Marathon in Moc Chau.

These races have been organized on an increasingly large and professional scale, attracting large numbers of tourists and athletes from Vietnam and abroad.

Running events are also helping stimulate local tourism, benefiting accommodation, food and beverage businesses, sightseeing and other tourism services.

According to data from Traveloka, the Ho Chi Minh City Marathon, held from January 9 to 11, attracted interest beyond the sporting event itself.

Search interest in travel to Ho Chi Minh City increased across all markets monitored by the platform, including South Korea, where searches rose 206 percent, Japan, up 109 percent, and Singapore, up 107 percent.

The figures suggest that Ho Chi Minh City is gaining recognition as a sports tourism destination.

“Of all sports, running is accessible to people of different ages and fitness levels. Some run a few kilometers, some 21 kilometers, while others run 70 kilometers," Dat said.

"What matters is the feeling of pushing one's own limits, which helps people develop regular exercise habits.” 

Sporting events drive tourism

Sports are increasingly becoming a reason to travel. Many athletes and fans are willing to plan trips months in advance to explore a destination before or after competition days.

A marathon lasting only a few hours can turn into a three- to five-day vacation filled with activities such as sampling local cuisine, sightseeing, shopping and experiencing local culture.

The trend not only extends visitors' stays but also increases their spending, benefiting the wider tourism ecosystem at the destination.

According to Grand View Research, the global sports tourism market is projected to grow at a compound annual growth rate of 16.8 percent in 2026-33, reaching around US$2.77 trillion by 2033.

Vietnam still has significant room to develop sports tourism.

Dat said the first priority in building tourism around sporting events should be improving the quality of competitions.

Tourists now have increasingly high expectations of service quality.

Even small details, such as selling tickets electronically using QR codes, as well as improving infrastructure at competition venues, such as seating, shelters and cooling systems, need greater attention to make events more attractive.

For running events, Vietnam's terrain itself provides a distinctive advantage. By organizing high-quality domestic races and professionalizing event management, organizers can build strong and reputable brands.

The next step is to 'go global' by promoting these events to international audiences, inviting professional athletes and celebrities to participate in and promote both the races and their host destinations.

Beyond running, Vietnam could also develop sports tourism around other disciplines, including boating on rivers, lakes and the sea, as well as golf.

Against this backdrop, the 2026 Sports Festival in Lam Dong Province, scheduled for August 1 to September 22, is expected to attract 17,000 athletes and visitors.

The event is meant to provide a boost to tourism in coastal areas as visitors combine sporting activities with leisure experiences, encouraging them to extend their stays and increase their spending.