The panel that opened the Global Stage of the eighth edition of the Social Football Summit featured Ion Vilcu, Director of the Affiliate Members and Public-Private Collaboration Department at UN Tourism, interviewed by Sports Business Growth Advisor Carolina Tha.

In his opening remarks, Vilcu explained the reasons behind UN Tourism’s presence at SFS25, starting from a key figure illustrating the growth of sports tourism. “We’re talking about more than 600 million dollars, accounting for 10% of global tourism, with expected growth of over 15% in the coming years. Millions of people travel to experience sporting events or visit iconic destinations.”

According to Vilcu, their participation has a twofold purpose: on one hand, showcasing the work carried out by UN Tourism; on the other, taking the opportunity to engage with companies and sector stakeholders to better understand the needs, trends, and habits of today’s travelers. “Sports tourism is facing many challenges today. We need to keep up with new consumption habits. Our challenge is to reshape the business market to meet consumer expectations. Sport is a driver of modernization,” he noted.

For Vilcu, the evolution of sports tourism cannot be reduced to economic aspects alone. Integrating social and environmental dimensions is essential to developing sustainable models capable of generating value for local communities. These communities, he stressed, are becoming an integral part of the overall experience. “We must develop new tools to enrich the experience of fans and travelers, creating a strong bond with the events they attend and the places they visit.”

Throughout the panel, several examples of best practices were mentioned, including the ongoing collaboration between UN Tourism and various private partners such as hotels, airlines, and industry organisations, which helps structure complex events efficiently. A significant example was the 2023 Cycling World Championships in Scotland, described by Vilcu as “a great success not only for fans but also for the local community.”

To stay up to date in a constantly evolving market, UN Tourism releases a quarterly barometer that monitors industry changes and trends. Sports-related travelers, Vilcu explained, are shifting their behavior: “More and more people aren’t traveling just to watch or take part in an event—they want to explore the destination, adding new activities to their stay. We need to be ready to develop the necessary infrastructure, taking inspiration from what Real Madrid has done with the Santiago Bernabéu”.