This study aimed to identify and prioritize key factors affecting the development of sports tourism based on artificial intelligence (AI). The research methodology was mixed; in the qualitative phase, a conceptual model was developed using a grounded theory approach and 17 in-depth interviews with experts. In the quantitative phase, the factors were prioritized using the Fuzzy DENP method, whose questionnaire was completed by 12 experts. The research findings showed that a total of 9 main components and 66 items affect this development. The Fuzzy DENP analysis identified a hierarchy of maturity for AI implementation, in which operational components such as efficiency and facilitation received the highest priority. This emphasizes the need to establish smooth user infrastructure before applying more advanced analytical tools such as data analysis and intelligence. Ultimately, achieving financial and efficiency benefits depends on successfully completing the previous operational and analytical stages. The overall conclusion is that to achieve sustainable and transformative development in AI-based sports tourism, organizations must follow an “operations first” approach; meaning that the ultimate success in financial and technical innovations will be a direct function of the robustness, efficiency, and simplicity of the technical and operational infrastructure implemented in the early stages.