Sport is no longer just entertainment—it is a powerful catalyst for tourism, investment and economic growth. From the FIFA World Cup and the Olympic Games to Formula 1 and global running events, major sporting spectacles are reshaping travel patterns, elevating destinations and creating new opportunities for businesses across the visitor economy.
As the Middle East and Africa continue to attract some of the world’s biggest sporting events, the convergence of sport, tourism and retail is creating significant new opportunities for the travel retail industry. In this closing session, Tony Simpson, Partner and Sports Industry Lead, and Faycal Baddou, Partner, Retail and Consumer Goods, at Oliver Wyman, will examine how airports, retailers and brands can harness the momentum of major sporting events to drive customer engagement, enhance the passenger experience and deliver sustainable commercial growth.
