Sports tourism identified as ‘catalyst’ for broader travel experiences

Sports tourism is becoming a “catalyst” for broader travel experiences, creating opportunities for the industry to tap into, new Expedia research suggests.

 

The sector represents 10% of global tourism spending and is projected to reach $1.3 trillion by 2032. 

 

With the 2026 FIFA World Cup across Canada, the US and Mexico and the upcoming winter Olympics in Italy next year and the summer games in Los Angeles in 2028, momentum is picking up. 

 

The study found that 44% of sports fans travel internationally for events, rising to 56% among 16–34-year-olds. 

 

Three in five sports fans stay outside of host cities, multiplying economic benefits, while average sports trip spending exceeds $1,500 per person. 

 

Most respondents surveyed attended their last sporting trip with friends (35%), partners (34%), or family (33%). 

 

The poll included a sample of 2,000 respondents who have traveled for a sporting event in the past 12 months across Australia, Canada, France, Germany, Japan, Mexico, the US and the UK. 

 

While football dominates in most countries surveyed, the real growth is in women’s sports. 

 

Though 71% of respondents traveled for men’s events, younger generations are breaking this pattern. Almost a quarter (24%) of 16–34-year-olds attended mix-gender sporting events verses the 20% overall average, while 12% attended women’s sporting events. 

 

The data shows that 44% of sports fans travelled internationally for their last event, jumping to 56% among those aged 16-34. 

 

Travellers also chose to visit cities outside of where they stayed, with 81% visiting other destinations, 45% exploring nearby areas, 30% traveling within the same country, and 21% heading abroad.  

 

Looking ahead, respondents planning to attend sporting events in the next 12 months anticipate spending an average of more than $1,200 and have already begun setting aside budgets for their next trip. 

 

However, Expedia emphasised that strategic pricing approaches are essential to avoid pitfalls like low occupancy and high cancellation rates during high-demand periods.  

 

Group chief commercial officer Greg Schulze said: “These findings clearly show that sports tourism has evolved far beyond just attending games, it’s become a catalyst for broader travel experiences and economic impact.

 

“Fans are creating rich travel itineraries around sporting events, exploring multiple destinations, prioritising experiences with loved ones, and taking time for activities beyond the stadium. 

 

"To help our partners capitalise on this $1.3 trillion opportunity, our study outlines strategic solutions that enable them to optimise pricing, boost visibility during high-demand periods, and effectively target these enthusiastic, big-spending sports tourists.

 

“These include leveraging data analytics for dynamic pricing, creating targeted advertising, and developing comprehensive travel offers that cater to the diverse interests of sports fans.”