A new study by Expedia Group reveals that sports tourism is now a major driver of global travel, accounting for 10 percent of total tourism spending and forecast to reach USD1.3 trillion by 2032.
With major international events such as the 2026 FIFA World Cup and the upcoming Olympic Games in Italy and Los Angeles, the trend is gaining significant momentum.
The research, based on responses from 2,000 recent sports travellers across eight countries including Australia, shows that fans are travelling further, spending more and exploring wider regions beyond host cities.
Young travellers lead the charge
Nearly half (44 percent) of respondents travelled internationally for a sporting event in the past year, with the number rising to 56 percent among travellers aged 16 to 34. Countries such as Canada, Germany and France are seeing particularly high outbound sports travel rates, indicating a growing global appetite for sporting experiences abroad.
These trips are also increasingly about connection. The majority of travellers attended events with partners (34 percent), friends (35 percent) or family (33 percent), highlighting the social value of sports travel.
Beyond the game: exploring more, spending big
Sports travellers aren’t just filling stadiums – they’re contributing significantly to local economies. The average sports trip spend exceeds USD1,500 per person, with over USD300 going towards event tickets, USD420 on flights, and USD480 on accommodation. An additional USD370 is typically spent on dining, shopping and sightseeing.
And the impact goes beyond host cities. Three in five travellers stayed outside the primary event location at some point during their trip, often choosing nearby or lesser-known destinations. Meanwhile, 81 percent who booked lodging also visited other locations – spreading economic benefits throughout the region.
Women’s sport draws rising interest
While men’s events continue to dominate, younger travellers are driving a shift toward more diverse sporting experiences. Among respondents aged 16 to 34, 24 percent attended mixed-gender events and 12 percent attended women’s-only events – well above the overall averages of 20 and 9 percent respectively. This trend signals growing opportunities for travel brands to support and promote women’s sport through tailored marketing and experiences.
A playbook for the travel trade
“These findings clearly show that sports tourism has evolved far beyond just attending games,” said Greg Schulze, Chief Commercial Officer at Expedia Group.
“It’s become a catalyst for broader travel experiences and economic impact.”
Expedia Group is encouraging travel partners to capitalise on this growth through data-led strategies, dynamic pricing, and targeted advertising. The group also recommends developing comprehensive travel offers that align with the wide-ranging interests of sports fans – from cultural attractions to culinary experiences.
