Sports tourism is strongly positioned worldwide

Expedia Group’s latest research reveals that sports tourism is transforming the way people travel and creating massive opportunities for the travel industry.

The numbers tell a compelling story: sports tourism currently accounts for 10% of global tourism spend[2] and is projected to reach $1.3 trillion this year.[3] With the 2026 FIFA World Cup and upcoming Olympic Games in Italy and Los Angeles, the momentum continues to grow.

Expedia Group data suggests that sports travel is about more than just the event; it also represents an opportunity to strengthen personal bonds, which has a positive impact on mental health. This might explain why the majority of respondents attended their last sports trip with friends (35%), partners (34%), or family (33%).

The survey results serve as a guide for travel providers looking to capitalize on this valuable market. The research was conducted by Censuswide with a sample of 2,000 people who traveled for a sporting event in the past 12 months in Australia, Canada, France, Germany, Japan, Mexico, the United States, and the United Kingdom.

The Rise of Women's Sports

While soccer dominates in most countries surveyed, the real growth is in women's sports. Although 71% of respondents traveled for men's events, younger generations are changing this trend. In fact, 24% of travelers aged 16-34 attended mixed-gender sporting events (compared to 20% for the overall average) and 12% attended all-female events (compared to 9% for the overall average).

Whether it's the Women's Euro, the Rugby World Cup, or the Solheim Cup, travel providers have many opportunities to tap into this emerging market through solutions aimed at women's sporting events.

Fans are willing to travel far .

Sports fans not only travel across cities, but also borders. The data shows that 44% traveled internationally for their last sporting event, a figure that rises to 56% among travelers aged 16 to 34. Respondents from several countries are more likely to travel internationally, including Canada (62%), Germany (58%), and France (57%). This trend highlights the growing opportunity for travel providers to access international markets and attract younger consumers.

The impact of sports travel also extends beyond the host city. Three in five travelers on multi-day trips stayed off-site at some point during their trip. Of these, nearly one in three chose a more well-known nearby destination, 20% opted for a destination more than an hour from the event, and another 20% chose a lesser-known but nearby destination.

Additionally, travelers visited cities other than their current location: 81% of those who booked accommodations visited other destinations, with 45% exploring nearby areas, 30% traveling within the same country, and 21% venturing abroad.

Sports tourism boosts local economies

. Sports tourists not only fill stadiums, they also generate revenue for local businesses. When asked about their most recent trip, respondents reported an average spending of more than $1,500 USD[4] on various aspects of their trip.

On average, attendees spent over $300 USD[5] on event tickets, with airfares of over $420 USD per person for those who flew. Lodging also represents a significant economic impact, with overnight stays spending an average of $480 USD on accommodations. Beyond the event, travelers allocated over $370 USD for additional activities like dining and shopping, further boosting the local economy.

Looking ahead, respondents planning to attend sporting events in the next 12 months anticipate spending an average of over $1,200 USD and have already begun budgeting for their next trip.

The results demonstrate the immediate opportunity for travel brands to connect with this valuable segment of travelers. By leveraging data-driven insights and personalized marketing strategies, partners can effectively meet the needs of sports travelers, driving bookings for hotels, flights, and more. This approach not only benefits travel brands but also contributes to the growth of local economies that host sporting events.

Maximizing Revenue During Times of High Demand

These cultural events create unique opportunities and challenges. Smart pricing strategies are essential to avoid issues such as low occupancy and high cancellation rates during periods of high demand.

“These findings clearly demonstrate that sports tourism has evolved beyond just attending games; it’s now a catalyst for broader travel experiences and significant economic impact,” said Greg Schulze, Expedia Group Chief Commercial Officer. “Fans are creating rich travel itineraries around sporting events, exploring multiple destinations, prioritizing experiences with loved ones, and making time for activities outside the stadium.”

“To help our partners capitalize on this $1.3 trillion opportunity, our study presents strategic solutions that allow them to optimize pricing, increase visibility during peak demand periods, and effectively target these high-spending sports tourists,” Schulze added. “These solutions include using data analytics for a dynamic pricing strategy, creating targeted advertising, and developing comprehensive travel offerings that cater to the diverse interests of sports fans.”

Source: Expedia Group.