Football spurs international sport tourism, survey shows

Sport tourism is a “mass-market behaviour” – with football as its single biggest driver, according to a study by pollsters YouGov.

 

The research company found that travelling for sports events is an international phenomenon, with four in 10 consumers across 17 markets having done so.

 

“At 45%, Millennials are significantly more likely than the general population to have travelled for sport events,” added the Sport tourism: Measuring fan appetite report.

 

It said international sport tourism rates vary vastly – from 40% in the UAE to just 2% of US consumers, who mostly prefer domestic league travel.

 

Single-sport international tournaments, such as the Fifa World Cup, drive more travel in markets such as Great Britain, Germany, and Italy, added YouGov.

 

“Soccer’s dominance among likely sport travellers is being amplified by the upcoming Fifa World Cup, reinforcing how global football acts as the single biggest driver of international sport tourism,” said the report.

 

“In Britain, cricket over-indexes among likely sports travellers – indicative of the appeal of major overseas tournaments, such as the Ashes Tour in Australia.”

 

More: Los Angeles targets UK fans as it kicks off World Cup campaign

 

Sports tourism identified as ‘catalyst’ for broader travel experiences

 

Furthermore, major single sport international events take centre stage in the British market.

 

More than two-fifths of British sports travellers would travel for a major single-sport international events, compared to an average of 39% across all the markets surveyed.

 

A third (34%) of them would also travel for regular season matches, compared to an average of 27%.

 

The atmosphere of a live event (45%) and team loyalty (40%) are the top reasons to travel to sport events.

 

Beyond the game itself, live music, food, and on-site entertainment can turn a match into a day or night out, especially for more casual fans deciding whether a trip is worth it.

 

Food and live music consistently rank at the top across markets, showing that the quality of the on-site experience plays a big role in how fans judge a sport event.

 

However, YouGov found costs and safety concerns are the biggest barriers to sport travel.

 

Travel and event costs were cited by the most sports tourists (60%), with 41% noting safety and security concerns.

 

Nicole Pike, global head at YouGov Sport, said: “From global tournaments to regular season games, sport tourism impacts where people go, how they travel and what they expect from destinations.

 

“This report draws on data from YouGov Surveys across 17 markets to explore who is travelling for sport, what motivates them and what barriers stand in their way.

 

“By examining attitudes, behaviours, and differences across countries and generations, this study offers a clear, data-driven view of the evolving sport tourism landscape, and what it all means for rights holders, destinations and brands.”

 

The YouGov surveys were conducted from November 14-December 12, 2025, in 17 markets around the world, including more than 1,100 in the UK.