The UEFA Euro 2024 soccer tournament in Germany has led to a significant increase in sports tourism, especially from Asian travelers. Online travel company, Trip.com Group, experienced a 125% increase in bookings to Germany from these tourists, with Chinese tourists leading with a rise of 132%. Most popular travel destinations include Frankfurt, Munich, and Cologne, where Frankfurt has the highest booking volumes. This sports tourism surge can be attributed to Asia’s growing middle class who have disposable income for international travel and attending sports events.