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Sports tourism now represents 10 per cent of global tourism spending and is projected to reach $1.3 trillion this year, according to Expedia Group’s latest research.
And with the 2026 FIFA World Cup and upcoming Olympics in Italy and Los Angeles, momentum is picking up.
Expedia Group’s data suggests sports trips are about more than just the event; they’re a chance for meaningful bonding that is known to positively impact mental health.
It’s why most respondents attended their last sporting trip with friends (35 per cent), partners (34 per cent), or family (33 per cent).
Findings from the survey serve as a playbook for travel providers looking to capitalize on this high-value market.
The research was conducted by Censuswide and 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 U.S. and the U.K.
While football/soccer dominates…
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