- Sports tourism is emerging as one of the most dynamic and profitable sectors of international tourism, acting as a “catalyst” for broader travel experiences and creating new prospects for industry professionals, according to new research from Expedia.
The sector already represents 10% of global tourism spending and is estimated to reach an impressive $1.3 trillion by 2025.
This momentum is being reinforced by major sporting events approaching, such as the 2026 FIFA World Cup in the USA, Canada, and Mexico, the 2026 Winter Olympics in Italy, and the 2028 Summer Olympics in Los Angeles.
New Habits, New Audiences, New Opportunities
The study, based on a sample of 2,000 travelers from Australia, Canada, France, Germany, Japan, Mexico, the United Kingdom and the United States, reveals that:
- 44% of sports fans travel internationally to attend sporting events – a figure that rises to 56% for those aged 16–34.
- More than half of travelers (60%) choose to stay outside the cities hosting the events, spreading the economic benefits to wider areas.
- The average spend per sports trip exceeds $1,500 per person.
- Most combine the experience with loved ones: 35% travel with friends, 34% with a partner, and 33% with family.
- Moreover, fans are not limited to the venue of the match: 81% also visit other destinations during their trip, either within the same country (30%) or abroad (21%).
Rising interest in women’s and mixed sports events
Although men’s football dominates in most countries, the real growth area is in women’s and mixed sports events. Specifically:
- 71% of trips were for men’s sports events.
- Among those aged 16–34, 24% attended mixed events, and 12% attended women’s.
New generations are gradually changing the landscape, paving the way for a more inclusive and multidimensional sports tourism.
Strategic exploitation of the phenomenon
According to Expedia Group Chief Commercial Officer Greg Schulze, “sports tourism has evolved far beyond simply watching matches. Travelers are creating rich itineraries with multiple destinations and experiences, investing in memories with loved ones.”
He notes that in order for tourism professionals to benefit from this “golden” opportunity, they must adopt strategic solutions such as:
- Data-driven pricing,
- Targeted advertising to high-spending travelers,
- Creating integrated packages that combine accommodation, experiences, and transportation.
Finding: Sports tourism is no longer a “specialty” or “secondary” form of travel – it is an emerging pillar of growth for global tourism. Destinations and businesses that leverage data and trends will be the ones to capitalize on this new momentum.
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