SEATTLE – Expedia Group’s latest research reveals sports tourism is transforming how people travel and creating massive opportunities for the travel industry.
The numbers tell a compelling story: sports tourism now represents 10% of global tourism spending and is projected to reach $1.3 trillion by 2032. 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. This could explain why most respondents surveyed attended their last sporting trip with friends (35%), partners (34%), or family (33%).
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,…
