Jens Holm, CEO of the International Masters Games Association, praised Abu Dhabi’s world-class infrastructure and expertise in hosting large-scale events. He added that the Games are projected to generate over 140,000 hotel nights, achieve more than 5 billion social media impressions, and secure sponsorships exceeding AED165 million.
When viewed in the context of IMGA’s global events, the tourism potential of the Open Masters Games Abu Dhabi becomes even more evident. According to the IMGA’s event impact data, participants in past World Masters Games (the flagship IMGA competition) stayed an average of 16 days in the host city and country combined, often turning sport into extended travel experiences.
More than half of non-local athletes bring family or friends with them, increasing visitor numbers to over 50,000 in previous editions, while approximately 85% of visitors opt for paid accommodation, including hotels and serviced apartments. These trends underline how multi-day Masters events can generate substantial tourism and hospitality demand, as athletes and their companions explore local attractions, dine out, and contribute to extended hotel stays.
In the end, the medals mattered. But not as much as the moments. At the Open Masters Games Abu Dhabi 2026, victory was measured not only in podium finishes, but in shared experiences. Long after the final whistle, it is those memories that will travel home with athletes and their families. And bring them back.
