G Adventures enters sports tourism market with small-group football trips

G Adventures has launched its first series of small-group football itineraries, marking the adventure operator’s entry into the growing sports tourism market.

Named Away Games, the series aims to combine live matchday experiences with cultural immersion across major European football hubs, including London, Manchester, Madrid and Barcelona.

The programme will debut with more than 30 departures starting in October 2026, aligned with the release of the English football calendar.

Spanish itineraries covering fixtures in Madrid and Barcelona will be introduced next month.

According to UN Tourism data cited by the operator, sports tourism represents one of the fastest-growing segments in the industry, currently accounting for an estimated 10% of global tourism expenditure.

Yves Marceau, vice-president of product at G Adventures, said the series was designed to remove the logistical barriers, such as ticket procurement and local transport navigation, that often deter international fans.

“Away Games is about much more than watching a match,” Marceau said.

“It’s about belonging and being part of something bigger. It’s about singing with locals in supporter pubs, celebrating a last-minute goal with fellow travellers after the final whistle, and experiencing a destination through the lens of its football culture.

“We saw an opportunity to create something completely new in the adventure travel space, and we’re incredibly excited to bring fans together in a way only G Adventures can.”

Each itinerary will be hosted by a football-focused G Adventures chief experience officer (CEO).

Matchday packages feature VIP club-level seating, premium lounge access and hospitality at venues including Old Trafford, the Etihad, the Emirates and Stamford Bridge.

Beyond top-flight fixtures, the itineraries incorporate lower-league matchday experiences to showcase grassroots fan culture, alongside stadium tours, local food excursions and guided visits to historic supporter pubs.

Initial UK line-up includes five-day itineraries based around London and Manchester clubs:

• Fulham FC: Includes padded seats in the new Riverside Stand, access to the Markers Lounge with a club legend appearance, a local pub crawl and a grassroots lower-league match.
• Tottenham Hotspur: Features VIP halfway-line access at the Tottenham Hotspur Stadium, a technical stadium tour highlighting the retractable pitch, and street food market excursions.
• Arsenal FC: Offers guaranteed Club Level seating and VIP lounge access at the Emirates Stadium, alongside a self-paced stadium tour and a National League match experience.
• Chelsea FC: Provides pre-match pitchside access, West Upper seating, a chef’s table dinner with a club legend, and exploration of West London culinary hubs.
• Manchester City: Features executive middle-tier seating, access to the 93:20 lounge, a tunnel tour, and a guided cultural walk through Manchester’s Northern Quarter.
• Manchester United: Offers padded seating in Old Trafford’s North East Quadrant, stadium dressing room and dugout access, alongside industrial heritage tours.