VisitBritain is encouraging Australian travellers to extend their football experience beyond matchday, highlighting five destinations where fans can explore the history, culture and heritage of the world’s most popular sport.
With the FIFA World Cup approaching, the tourism body is promoting football-themed experiences across England, Scotland and Wales as part of a broader push to drive sports tourism to Britain.
Football remains a major tourism draw
According to VisitBritain, football is the UK’s biggest live sporting attraction for international visitors, with fans attending matches contributing £1.4 billion annually to the visitor economy. Around 81,000 Australians attend a live sporting event during trips to the UK each year, making them among Britain’s most enthusiastic sports travellers.
VisitBritain says major sporting events encourage visitors to stay longer, spend more and explore destinations beyond the stadium.
Five cities for football fans
The campaign highlights Manchester, London, Liverpool, Wrexham and Glasgow as must-visit destinations for football enthusiasts.
Experiences include tours of Old Trafford, the Etihad Stadium, Wembley, Emirates Stadium, Stamford Bridge, Anfield, Ibrox and Hampden Park, alongside attractions such as the National Football Museum in Manchester and the Scottish Football Museum in Glasgow.
Visitors can also explore newer attractions including Wrexham’s Museum of Two Halves and football-themed experiences such as London’s Ted Lasso Tour and Manchester’s Hotel Football.
VisitBritain said the campaign reinforces Britain’s position as the “home of football”, while encouraging travellers to discover local neighbourhoods, museums, pubs and attractions connected to the sport.
