Sports tourism is transforming how we travel

Expedia research delves into the tourism opportunities

Sports tourism currently represents 10% of global tourism spending and it’s expected to reach $1.3 trillion by 2032, according to the latest research by Expedia.

Further, with the 2026 FIFA World Cup and Olympic Games in Italy and Los Angeles, momentum continues to build. 

The data suggests that 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 act as a playbook for travel providers looking to capitalise on this high-value market. 

The research was conducted by Censuswide and included a sample of 2,000 respondents who have travelled for a sporting event across Australia, Canada, France, Germany, Japan, Mexico, the US and the UK in the past 12 months. 

While football/soccer dominates in most countries surveyed, the real growth story is women’s sports. 

Though 71% of respondents travelled for men’s events, younger generations are breaking this pattern. In fact, 24% of 16–34-year-olds attended mix-gender sporting events (vs the 20% overall average), while 12% attended women’s sporting events (vs the 9% overall average). 

Whether it’s the Women’s European Championships, Rugby World Cup, or the Solheim Cup, travel providers have plenty of opportunity to tap into this emerging market through targeted solutions around women's sporting events. 

Sports fans are not just crossing town, they’re also crossing borders. According to the research, 44% of respondents travelled internationally for their last sporting event, jumping to 56% among travellers aged 16-34. 

Respondents from several countries were also far more likely to travel internationally, including Canada (62%), Germany (58%) and France (57%). This trend highlights the growing opportunity for travel providers to tap into international markets and reach younger consumers.  

And the impact of sports-related travel extends beyond the host city. Three in five travellers with trips longer than a day stayed in a destination outside the event location at some point during their trip. 

Sports tourists aren’t just filling seats, they’re filling cash registers. When asked about their most recent trip, respondents reported spending an average of over US$1,5004 across various trip elements.   

Looking ahead, respondents planning to attend sporting events in the next 12 months anticipate spending an average of over US$1,200 and have already begun setting aside budgets for their next trip.