Sports transcend boundaries and borders, becoming a pivotal factor for travelers when selecting their destinations, offering tourists distinctive and memorable experiences. Our Brand Manager, Carlos Ramírez, delineates the sector’s rapid growth and our contribution to its expansion through a range of personalized soccer programs available year-round.
The World Tourism Organization states that sports tourism is one of the fastest-growing sectors in the travel industry. What factors do you believe contribute to this growth?
There are several factors which contribute to the rapid growth of sports tourism. The increasing popularity of sports globally has led to a rise in interest from travelers seeking to participate in or witness sporting events firsthand.
On the other hand, the desire for unique and memorable experiences drives individuals to incorporate sports into their travel plans, thus contributing to the sector’s growth. In many cases, sports have indeed become the deciding factor when choosing a travel destination, whether it’s to participate in an event, attend a game, visit a team’s stadium, and so on. This reason has turned sports into a significant attraction factor that enables certain tourist destinations to draw in new travelers and enhance their international brand.
And how sustainable do you think this growth is?
Major sports brands and competitions have achieved global recognition, transcending geographical boundaries to captivate audiences globally. With sports properties increasingly striving to extend their reach beyond national borders, the potential for sustained growth is enormous.
According to a study by the Barcelona Tourism Observatory, sports tourism accounts for nearly 20% of all visitors to the city. What’s ISL’s participation in this statistic?
The ISL Experience Team hosts various BSE (Barcelona Soccer Experience) trips each year for young soccer players from the US. During the current season, we will host a total of 5 BSE sessions for boys and 2 sessions which are exclusive for girls. Our partnership with FC Barcelona enhances the authenticity and appeal of these experiences, making us a key player in driving sports tourism to the city. Since 2015, over 6,000 young boys and girls and more than 15,000 people overall have traveled to Barcelona as part of our soccer programs, including players and families. The number of travelers continues to increase every year.
In which other cities does the Experience Department organize experiences?
Apart from Barcelona, the ISL Experience Department organizes other soccer experience programs in iconic cities like Madrid, Manchester, Lisbon, and Paris, among others. These destinations offer rich sporting heritage and vibrant cultures, providing travelers with immersive and unforgettable experiences beyond the pitch. We are also present in some of the most important youth soccer tournaments which offer our players the chance to test their level among the best in a competitive environment.
From your point of view, what is the main thing players coming via Futbol First look forward to in their trip?
In my opinion, what players and families traveling with Futbol First are seeking is to live a unique sports experience in every way. From experiencing training sessions with the best academies, such as FC Barcelona’s, and watching their team and idols play live, to facing local teams in friendly matches that allow them to test their level and enhance their experience. In addition to this, our trips always incorporate a cultural element through guided tours, which add an educational component that we consider key to providing a comprehensive experience.
How do football clubs benefit from sports tourism? Which new opportunities and revenue sources open up?
Football clubs benefit from sports tourism in various ways. Firstly, it allows clubs to expand their global fan base by engaging with supporters from different regions through international tours, friendlies, and fan experiences. Additionally, sports tourism opens up new revenue streams through ticket sales, merchandise purchases, sponsorships, and partnerships, further enhancing the club’s financial sustainability and brand recognition.
ISL has been tapping into this sector for many years now. How do you assess the Experience Department’s evolution over the past decade?
Over the past decade, the ISL Experience department has evolved significantly. We have refined our trip itineraries, diversified our destination portfolio, and incorporated innovative internal changes to streamline operations and deliver unparalleled service to our clients. Our commitment to excellence and continuous improvement, with special attention to detail, ensures that ISL remains a leader in sports tourism, providing transformative experiences for players and families alike.
How is the preparation for the new season coming along? What can we expect?
At the moment, we are working on the updates for the upcoming season, which for us begins in mid-June. Looking ahead to next year, our focus is on continuously incorporating innovations into our programs to offer an even better service and provide an enhanced experience for our clients. In this regard, we believe it is very important to listen to the opinions of the players and families who travel with us each year to understand what they like most and where they see room for improvement. This ongoing dialogue with our clients serves as the guiding principle to achieve excellence in everything we do.