- New research from Expedia Group reveals that sports tourism is emerging as a driving force for global tourism, opening up huge opportunities for industry professionals.
According to the latest figures from Expedia Group, sports tourism already accounts for 10% of global tourism spending and is forecast to reach an impressive $1.3 trillion by 2032. With events such as the 2026 FIFA World Cup and the Olympic Games in Italy and Los Angeles on the horizon, the sector’s momentum is only growing.
The research shows that sports travel is about much more than just watching a game. It acts as an opportunity to connect with friends and family, with a positive impact on mental health. 35% of travelers went with friends, 34% with a partner, and 33% with family.
The rise of women’s sports
While football dominates as the main reason for travel, the research highlights a significant increase in tourism associated with women’s sporting events. In particular, younger generations are breaking stereotypes: 24% of 16-34 year olds attended mixed-gender sporting events, while 12% attended exclusively women’s events, higher than average.
Events such as the Women’s European Championship, the Rugby World Cup, and the Solheim Cup are now ideal opportunities for travel providers to develop targeted campaigns.
Global audience – global opportunities
The survey reveals that sports fans are not afraid to travel abroad: 44% took an international trip for their last game, a percentage that reaches 56% among 16-34 year olds. Canada, Germany, and France lead the way in international travel.
At the same time, 60% of travelers who took a multi-day trip visited other destinations beyond the game city. 81% of those who booked a stay visited other regions, either domestically or abroad.
Economic boost to local communities
Sports travelers are particularly expensive: According to the latest data, they spend on average more than $1,500. Ticket prices were $300, airfares topped $420, accommodations topped $480, and an additional $370 was spent on food and shopping.
Over the next 12 months, travelers expect to spend more than $1,200 on a sports trip, highlighting the need for travel providers to prepare.
Strategies to Maximize Revenue
During “peak” demand periods, providers are challenged to adopt dynamic pricing strategies to avoid cancellations and maximize occupancy. According to Greg Schulze, Chief Commercial Officer of Expedia Group, “sports tourism has evolved into a catalyst for experiences, financial empowerment, and travel opportunities.”
The study suggests solutions such as dynamic pricing, targeted advertising campaigns, and complex travel packages, aimed at an audience of enthusiastic and generous consumers.
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