New study: How to win big with sports tourism

Fans are willing to go the distance, and sports tourism — where passion meets vacation — 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 traveled for a sporting event in the past 12 months. Their answers show how travelers are planning vacations around events and what they care about when traveling for sports.

Read on to delve into new findings from sports travelers 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 traveling abroad, pushing boundaries even within the average trip length.

A whopping 44% traveled internationally for their last sporting event, and this figure is even higher for younger generations, as 56% of travelers 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 personalized 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 favorite 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%), emphasizing the social nature of these trips. In the US, family is the most common travel companion, with 44% of respondents traveling with loved ones.

Additionally, travelers prioritize quality time and experiences beyond the sport. While the event is important, travelers 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 prioritize spending time with family (58%), travelers from Japan are much more interested in seeing a particular athlete (46%), and travelers from Mexico prioritize experiencing the destination (60%).

This human element taps into the psychology of travel, where community events like sports positively impact mental health. Scientists in the UK tested this theory, and it came back conclusively: attending live sports 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 travelers, it was American football (24%); for Canadians, it was ice hockey (37%); and for Japanese respondents, it was baseball (26%). 

While 71% of respondents traveled for men’s sporting events, younger generations are more likely to travel for women’s sports and sporting events that include multiple genders. Almost a quarter of travelers 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 travelers 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 travelers 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.

Travelers 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% traveling 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 travelers were especially likely to travel elsewhere, with 88% of 16-34-year-olds exploring destinations outside their event city, highlighting the shift toward a desire to seek out new places during sports trips.

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

Over half of sporting event travelers dine and shop during their trip, but the most popular activities differ by region and age. Japanese travelers are more likely to go sightseeing/visit tourist attractions (60%), and German travelers 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 travelers set aside extra funds for activities outside the event.

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

The amount travelers 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 take sporting events in the next 12 months, they are planning to spend an average of over $1,200 USD.⁵

Travelers are setting aside budgets for their sports trips for the next year. This forward-thinking behavior 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 sports provide partners the opportunity to capitalize on increased demand. However, pricing strategies could lead to low occupancy and high cancellation rates if not planned and executed well.