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For many travellers, choosing a destination is no longer just about the weather, the scenery or the beach. Increasingly, holiday decisions are also shaped by the experiences available in-destination and the opportunity to enjoy personal passions while travelling. This trend is part of the wider growth of sports and active tourism, a segment that accounts for around 10% of global tourism expenditure and is expected to grow by 17.5% between 2023 and 2030, according to UN Touris