Sports tourism is exploding, estimated to be worth USD 707 billion in 2025, it is set to more than double by 2032, jumping to over USD 2 trillion.<\/p>\n\n\n\n
According to a report from Priority Pass, an airport experiences program from British-based travel company Collinson, this was not a passing fad but rather a fundamental shift in how people spend their time and money.<\/p>\n\n\n\n
Priority Pass\u2019 latest global research report, \u2018From Stadiums to Spas: Unlocking the Explosive Growth of Sports and Wellness Travel\u2019<\/em>, surveyed over 12,000 travellers across 20 markets to reveal how sports and wellness are inspiring the next wave of travel, and in turn, experience-led journeys.<\/p>\n\n\n\n Wellness travel isn\u2019t far behind, expected to surge from over USD 525 billion to more than USD 910 billion by 2030.<\/p>\n\n\n\n As part of its findings, 20% of respondents said they travel for sports while an additional 33% travel for both sports and wellness.<\/p>\n\n\n\n From iconic global events to regional tournaments, sports continue to unite and enthral people the world over, connecting fans through a shared passion across backgrounds and borders. It’s clear that emotion sits at the heart of sports travellers\u2019 motivations, with a significant number staying on well after the final score to explore all that host cities and towns have to offer.<\/p>\n\n\n\n The report found that 49% tourists said they travel for the excitement of live events, 48% did so out of passion for a specific sport or team, and 46% wanted to explore new cities through sports travel. The latter group is leading to a \u201chalo effect,\u201d where travelers going to new places also visit other cities or countries nearby while already away from home.<\/p>\n\n\n\n Younger travellers are maximising their trips with nearly half (49%) motivated to explore new cities through sports travel, compared to 40% of older generations.<\/p>\n\n\n\n Similarly, 42% of younger generations are seeking new experiences while away, attending famous global sports events, compared to just a third (33%) of their older counterparts.<\/p>\n\n\n\n When asked which live sports events they would most likely travel to watch, the data shows that while football\/soccer unites fans globally, there are distinct regional preferences, revealing nuanced opportunities for engagement.<\/p>\n\n\n\n In the Americas, 54% of travelers did so for soccer\/football, followed by American football (39%), basketball (29%) and baseball (25%). In Europe and the Middle East, soccer\/football again led the way at 61% of travelers, with basketball at 29%, and motorsports at 27%; and in the Asia\/Pacific region, the top two sports were soccer\/football (54%) and motorsports (30%).<\/p>\n\n\n\n Other sports that attracts sports tourists in the Asia\/Pacific region include badminton (28%), cricket (24%) and basketball (23%)<\/p>\n\n\n\n Esports, meanwhile, showed a distinct generational divide, with 16% of Gen Z respondents and 15% of Millennials saying that is the sport they\u2019re most likely to watch live while traveling, compared to 7% from Gen X and 1% of Baby Boomers.<\/p>\n\n\n\n The average spend on sports was $771, with 62% saying they take trips of four days or fewer.<\/p>\n\n\n\n The rise of sports travel presents significant opportunities for financial services and travel partners to engage with two growing and dynamic high-value customer groups.<\/p>\n\n\n\n Sports travellers are drawn to exclusive event access and perks that transform their trips into adventures of a lifetime. Whilst these travellers have different motivations, what unites them is the powerful role that emotion plays in shaping their choices.<\/p>\n\n\n\n It\u2019s clear sports and wellness travellers value seamless, rewarding journeys where every touchpoint, from airport to retreat or tournament, enhances their overall experience. <\/p>\n\n\n\n The report also noted that as sports tourism continues to evolve from niche to mainstream, their influence on travel trends and spending patterns will intensify in the years ahead. <\/p>\n\n\n\n \u201cWhile\u00a0their motivations are multifaceted,\u00a0they\u2019re\u00a0united by\u00a0a\u00a0strong loyalty to brands that\u00a0understand their passions,\u00a0meet their\u00a0needs\u00a0and add meaningful value\u00a0throughout\u00a0their travels.\u201d\u200b<\/p>\n\n\n\n For brands ready to innovate and invest, sports and wellness travellers represent a powerful engine of growth and an opportunity to become an indispensable part of their travel experiences. <\/p>\n\n\n\n \u200b<\/p>\n","protected":false},"excerpt":{"rendered":" Sports tourism is exploding, estimated to be worth USD 707 billion in 2025, it is set to more<\/p>\n","protected":false},"author":1,"featured_media":8288,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[7],"tags":[323],"class_list":["post-8287","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-newsbeat","tag-tourism"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t