Johan Cruyff Institute adds value to sport tourism management at Fitur Sports 2024

January 15, 2024

Johan Cruyff Institute adds value to sport tourism management at Fitur Sports 2024

Johan Cruyff Institute, official sponsor of Fitur 2024, is adding a specialized course in sport tourism to its range of sport management training, as well as the Cruyff Institute Sport Xperiences

Ten out of every hundred people who plan a leisure trip do so for sporting reasons and this is a trend that, far from being a passing fad, will continue to grow in the coming years. Johan Cruyff Institute, as a business school dedicated exclusively to sport management in all its areas, will be present at the area dedicated to sport at Fitur Sports 2024, which will be held from January 24 to 28 at IFEMA Madrid, to present its extensive experience in the sector.

According to Spsg Consulting’s ‘Football & Tourism Report’, forecasts suggest that sport tourism will grow by 12% over the next three years, reaching an annual turnover of around 650 million euros globally. Football continues to be a major attraction for visitors from other countries, but there are many and varied sports that represent an interesting source of income for the local economy. Sporting events require strategic management that satisfies the interests of all stakeholders involved, from the promoters and organizers of the event themselves to the fans, whether as a spectator or participant.

In its second edition, FITUR Sports is experiencing significant growth in line with the importance of sport tourism in Spain and around the world, consolidating its position as the must-attend event of the year due to the great interest it holds for the main players, organizations and professionals who make up the tourism and sports industries.

To this end, the event has been extended to three days during the professional days (from 24 to 26 January) and will offer a program of talks and roundtables featuring the best experts in tourism and sport, who will address the pressing issues and latest trends in the sector, creating spaces in which to share knowledge and generate business opportunities.

At the same time, professionals will be able to interact in the networking area, with exhibitors’ stands and work meetings. It is here that they will be able to come into contact with Johan Cruyff Institute professionals to find out about its educational offer, such as the Specialized Diploma and the online Sport Tourism course both offered in Spanish and English, or the Cruyff Insitute Sport Xperiences, a tailor-made program that, whether through study trips, incentive trips, training or competition trips, participation in sporting events or team building trips, aims to combine sport with business and/or academic objectives.


This year, Fitur Sports 2024 will devote its program to three different activities:

  • Outdoor Sport: trends in active and adventure sports tourism, destination management and the management of Next Generation funds, as well as the development and marketing of products to promote sport tourism destinations.
  • Competitive Sport: the needs of professional and elite athletes and teams from different points of view such as sport tourism in cities, the impact of professional leagues, professional team travel, medical-sport travel, trends in the organization and marketing of training camps and tournaments, hotel models and the sports resorts of the future.
  • Sports Events & Sports Business Travel: major sporting events aimed at both sporting events and participatory sport, such as marathons. Trends in sport marketing and corporate travel in the sports MICE (Meetings, Incentives, Conferences and Exhibitions) segment will also be analyzed.


Sport Tourism

The Specialized Diploma in Sport Tourism is a program that focuses on the fundamental areas of Tourism applied to sports, providing you with knowledge and experiences that will help you develop as a professional in the field of sports tourism. It's an online program lasting 30 weeks.

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