New study: how to win big with sports tourism

Fans are willing to go the distance and sports tourism—where passion meets holiday—presents significant economic opportunity for travel providers. With a strong game plan, you can stand out from the competition and create unforgettable experiences for sports fans.

Sports tourism creates high-demand periods for transportation and lodging companies and boosts host cities’ economies. In fact, this type of travel now accounts for 10% of global tourism spending, according to UN Tourism. In 2023, it surpassed $560 billion in worth, with projections to reach $1.3 trillion by 2032, according to Skift. With major global events like the 2026 FIFA World Cup and upcoming Olympics in Italy and Los Angeles, the momentum of sports tourism shows no signs of slowing down.

To explore this trend in greater detail, we commissioned a survey with Censuswide in Australia, Canada, France, Germany, Japan, Mexico, the US and the UK. Respondents include 2,000 people who travelled for a sporting event in the past 12 months. Their answers show how travellers are planning holidays around events and what they care about when travelling for sport.

Read on to delve into new findings from sports travellers across the globe and learn how you can adapt your business strategy to meet this growing demand.

The desire to catch a sporting event in person motivates fans to go the distance—literally—by travelling abroad, pushing boundaries even within the average trip length.

A whopping 44% travelled internationally for their last sporting event and this figure is even higher for younger generations, as 56% of travellers aged 16–34 went international. Respondents from several countries were also far more likely to travel internationally, including those from Canada (62%), Germany (58%) and France (57%).

One way to tap into international markets and reach younger consumers is through Travel Shops. Travel Shops let you create a personalised shopfront of curated travel picks that can be easily shared across social media and other channels. For example, professional footballer Virgil van Dijk’s Travel Shop showcases his favourite hotels, from his go-to spots in Liverpool to his bucket list stays.

Your brand can use Travel Shops to turn social engagement into bookings. These shops show up across our brands’ websites and apps, so users can generate revenue from bookings made directly from the shopfront.

Sports trips are often about more than just the event—they’re an opportunity for meaningful bonding. Most respondents attended their last sporting event trip with friends (35%), partners (34%) or family (33%), emphasising the social nature of these trips. In the US, family is the most common travel companion, with 44% of respondents travelling with loved ones.

Additionally, travellers prioritise quality time and experiences beyond the sport. While the event is important, travellers also use these trips as a reason to connect with friends and family and experience a destination.

Respondents from the US are more likely to prioritise spending time with family (58%), travellers from Japan are much more interested in seeing a particular athlete (46%) and travellers from Mexico prioritise experiencing the destination (60%).

This human element taps into the psychology of travel, where community events like sport positively impact mental health. Scientists in the UK tested this theory and it came back conclusively: attending live sport does, in fact, boost our sense of well-being and reduce loneliness.

This connection is powerful—parents with their children and team alliances pass through generations, highlighting how sports tourism fosters lasting emotional bonds.

When asked about their last sports trip, football/soccer came out on top for respondents from the UK (64%), Germany (54%) and Mexico (53%). Three countries didn’t have football/soccer as the most popular sport for their most recent trip—for US travellers, it was American football (24%); for Canadians, it was ice hockey (37%) and for Japanese respondents, it was baseball (26%).

While 71% of respondents travelled for men’s sporting events, younger generations are more likely to travel for women’s sport and sporting events that include multiple genders. Almost a quarter of travellers aged 16–34 went to a sporting event with multiple genders (compared to 20% on average) and 12% went to a women’s sporting event (compared to 9% on average).

Sports travellers are increasingly going beyond the event’s host city and embracing the ‘Detour Destinations’ trend identified in our Unpack ’25 report. While over half of travellers stayed in the city where the event took place, nearly half ventured elsewhere. Nearly one in three chose a more well-known spot close by, 20% chose a destination over an hour from the sporting event and 20% chose a lesser-known destination close to the sporting event.

Travellers also chose to visit cities outside of where they stayed—81% of those who booked lodging visited other destinations, with 45% exploring nearby areas, 30% travelling within the same country and 21% heading abroad.

This means that even if an event isn’t taking place in your city, you could still capture demand. Younger travellers were especially likely to travel elsewhere, with 88% of 16–34-year-olds exploring destinations outside their event city, highlighting the shift towards a desire to seek out new places during sports trips.

Sports tourism not only brings travellers to multiple destinations—it also generates opportunities for travellers to fully experience a destination through activities.

Over half of sporting event travellers dine and shop during their trip; however, the most popular activities differ by region and age. Japanese travellers are more likely to go sightseeing/visit tourist attractions (60%) and German travellers are more likely to do history/culture activities (33%). Younger generations (those in the 25–34-year-old age group) are more likely to do relaxation/wellness activities (42%), adventure/outdoor activities (35%) and history/culture activities (32%).

All this travel—including flights— between destinations, lodging and activities ultimately equates to strong economic impact. When asked about their most recent trip, respondents spent an average of over $1,500 USD⁵ across various trip elements and travellers set aside extra funds for activities outside the event.

And these numbers are likely even higher for Expedia Group travellers. Findings from the Uncovering Traveller Value research show that Expedia Group travellers tend to spend even more—10% more on their trips overall and 17% more in market than other travellers—making them a valuable segment of travellers to connect with.

The amount travellers spend on sports trips underscores the considerable financial influence of sports tourism, benefiting a wide range of industries, from hospitality to retail. With this market primed for growth, not only are local businesses feeling the boost, but travel providers are positioned to capture a share of that increased spend by offering tailored experiences.

Of the respondents planning to go to sporting events in the next 12 months, they are planning to spend an average of over $1,200 USD.⁵

Travellers are setting aside budgets for their sports trips for the next year. This forward-thinking behaviour shows the growing commitment to sports tourism and presents a prime opportunity for travel providers. By tapping into these plans early, providers can advertise more effectively, offer tailored experiences and secure customer loyalty, ensuring they capture a larger share of this lucrative market.

Major compression events driven by sport provide partners the opportunity to capitalise on increased demand. However, pricing strategies could lead to low occupancy and high cancellation rates if not planned and executed well.