Sports tourism, a sector where enthusiastic fans travel to watch their favorite games, is rapidly growing and presents significant economic opportunities for travel providers. Accounting for 10% of global tourism spending, sports tourism is a booming industry whose value surpassed $560 billion in 2023 and is projected to reach $1.3 trillion by 2032, according to Skift.
To better understand the trends and behaviors of sports travelers, Expedia commissioned a survey with Censuswide in eight countries, including Australia, Canada, France, Germany, Japan, Mexico, the United States, and the United Kingdom. The respondents, 2,000 people who traveled for a sporting event in the past year, provided insights into their travel habits and preferences.
The survey revealed that single sports games or matches and multi-day events attract sports travelers. While 51% of respondents traveled for a single game/match, 37% traveled for a multi-day event lasting 2-4 days. Most sports trips were between 2 and 6 days, but 17% of respondents took trips that lasted a week or longer.
The desire to witness a sporting event in person motivates fans to travel internationally. According to the survey, 44% of respondents traveled internationally for their last sporting event. This figure was even higher for younger generations, with 56% of travelers aged 16-34 going international.
Sports trips are not just about the event; they also offer meaningful bonding opportunities. Most respondents attended their last sporting event trip with friends (35%), partners (34%), or family (33%), emphasizing the social nature of these trips. Furthermore, travelers prioritize quality time and experiences beyond the sport, using these trips to connect with friends and family and experience a destination.
Sports tourism also brings travelers to multiple destinations, generating opportunities for them to experience a destination fully through activities. Over half of sporting event travelers dine and shop during their trip, and the most popular activities differ by region and age.
The economic impact of sports tourism is significant. Respondents spent an average of over USD 1,500 across various trip elements during their most recent trip. In addition, Expedia Group travelers tend to spend 10% more on their trips overall and 17% more in the market than other travelers — making them a valuable segment of travelers to connect with.
Looking to the future, 84% of respondents are planning for a sporting event in the next 12 months, with 58% planning for two or more sports trips. Travelers are setting aside budgets for their sports trips for the next year, showing the growing commitment to sports tourism and presenting a prime opportunity for travel providers.
To maximize the potential of sports tourism, travel providers need to understand the behaviors and preferences of sports travelers and offer tailored experiences that meet their needs. By doing so, they can secure customer loyalty and capture a larger share of this lucrative market.
Discover more at Expedia.
