'EXTRA TIME' from MESIF in London

Vision 2034: Sport, Tourism & Technology

Last week, MESBN Co-Founder Rebecca Dance-Shuker attended the Middle East Sports Investment Forum (MESIF) in London—an event where global leaders and changemakers explored the convergence of sport, entertainment, and tourism as part of a $15 trillion emerging experience economy.

Key themes from MESIF included the transformational role of AI, the rise of sports tourism, regional growth opportunities, and the importance of community-first approaches for sustainable development in sport.

AI, Leisure & the Future of Time

AI is predicted to give back an average of 7 hours per person per day. With this newfound time, MESIF panellists challenged the industry to ensure sport and physical activity become a priority in daily life. As AI reshapes productivity and leisure, sport sits at the heart of a Vision 2034 lifestyle economy—where how people move, play, and connect becomes a defining force in global culture.

The Growth of Sports Tourism

Sport is now one of the most consumed forms of entertainment and a core pillar of the global tourism economy—contributing over $600 billion annually, or 10% of global travel.

Breakdown of global sports tourism:

• 40% travel to participate (e.g. marathons, golf, skiing)

• 35% attend major events (e.g. World Cup, Olympics, Wimbledon)

• 15% travel for training/rehab (elite camps, recovery programs)

• 5% visit iconic sports landmarks (heritage tourism)

  
  

With the Middle East strategically linking Europe, Asia, and Africa, the region is well-positioned to become a global sports hub by 2034.

The Middle East growth trajectory

Between 2025 and 2034, the region is expected to experience a 5x GDP growth in sport, underpinned by:

• A youthful population (60% under 30)

• Strong government-led sports agendas (e.g. Saudi Arabia’s FIFA 2034 and Asian Games preparations)

• $100+ billion projected investment in sports infrastructure

  
  

However, several challenges remain:

• Car-centric urban design inhibits active lifestyles

• Mega venues dominate funding at the expense of community sport

• Elite-focused ecosystems limit grassroots growth

• Underdeveloped school and community sport systems

The Formula for Success: Build less, activate more

MESIF speakers emphasised the need for softer infrastructure and better use of existing assets to drive real participation:

• A single trained coach in a small urban facility can support 150–200 recurring users (Source: Decathlon)

• Gender-specific, senior-friendly, and after-school programming sees 40% higher occupancy (Source: FitForAll UAE)

• Urban sport zones integrated into mixed-use communities see 2–3x more daily usage

• Multi-sport venues with entertainment elements can maximise community and commercial return

The shift in governance and investment strategy

To unlock future growth, governance must move from top-down control to decentralisation and private sector activation:

• Whole-government vision and cross-sector collaboration

• Performance-linked public funding

• PPP frameworks and sport investment incentives

• Stronger grassroots pipelines and human capital development

• Policies to encourage local content and sports tech innovation

• Data-driven regulation and accountability

Key Takeaways from MESIF Panels

• Opportunity is now: The region is open for business—success will come to those who understand the culture and commit for the long haul

• Cultural integrity matters: International partners must combine expertise with empathy and local fluency

• What gets measured gets improved: From participation to sustainability, data and storytelling must guide strategy

• Federations and clubs now have the freedom to innovate and engage third-party investors and partners

• Participation growth needs foundations: School sports investment and inclusive community strategies are essential

• Invest in people first: Role models, grassroots engagement, and youth-focused programming must lead legacy strategies

Emerging Stars of Regional Growth

• Bahrain: Quietly leading female participation growth—especially in football, with programs embedded in schools since the 1970s

• AlUla: A future-focused eco-sports destination with strategic investment in sustainable sports tourism

• Oman: Building sports medicine capabilities and investing in co-funded infrastructure like Oman Sports City while collaborating regionally

Conclusion: Coalition Building is Key

As we move toward Vision 2034, the convergence of sport, entertainment, and tourism is no longer a concept—it's a reality in motion. Collaboration, cultural insight, and long-term thinking will define the region’s success.

The Middle East has a window of opportunity to become a global centre for sport and lifestyle innovation—but only if it prioritises people over infrastructure, local ecosystems over elite focus, and inclusion over exclusivity.