Sports tourism is gaining momentum globally, with travellers increasingly combining competitions with holidays and other experiences.
Vietnam has advantages in developing the segment thanks to its varied landscapes and growing number of sporting events.
Data from online travel platform Traveloka showed that the HCM City Marathon, held from January 9-11 this year, generated increased travel interest from several overseas markets.
During the event, searches for travel to HCM City rose across all markets monitored by the platform, including 206 per cent from South Korea, 109 per cent from Japan and 107 per cent from Singapore.
Traveloka said sports tourism worldwide is projected to grow at a compound annual rate of 16.8 per cent between 2026 and 2033, reaching a market value of USD 2.776 trillion by 2033.
The platform said Vietnam's landscapes, expanding range of sporting events and potential to combine sport with culture and leisure could help the country develop as a sports tourism destination.
At the regional level, Traveloka expects the ASEAN Cup 2026, running from July 24 to August 26, to generate additional sports-related travel. The home-and-away format could encourage supporters to travel for matches while visiting host destinations.
Booking.com data also showed growing interest among Vietnamese travellers in active and nature-based holidays.
Its 2026 travel trends report found that 53 per cent of Vietnamese travellers wanted beach holidays and 50 per cent sought natural scenery, while 27 per cent prioritised activities such as walking and cycling.
According to Branavan Aruljothi, Booking.com's country manager for Vietnam, Vietnamese travellers were increasingly choosing trips around their personal interests and passions, creating further opportunities for sports tourism.
Booking.com searches for travel between July 1 and September 1 showed that destinations associated with outdoor activities were among the most popular with Vietnamese travellers.
The top 10 were Danang, Nha Trang, HCM City, Dalat, Hoi An, Hanoi, Vung Tau, Phu Quoc, Quy Nhon and Halong.
Beyond marathons, Vietnam has potential to host triathlons, long-distance running, cycling and other outdoor sports, supported by landscapes ranging from beaches and highlands to mountainous areas.
While a marathon may last only a few hours, athletes and their companions can stay for three to five days, spending on accommodation, restaurants, transport, shopping and local experiences.
Sports events could therefore help extend visitor stays and increase tourism spending if effectively linked with local tourism products and experiences.