Scoring goals and bookings: Sports tourism booms as fans travel big
Expedia Group’s latest research reveals sports tourism is transforming how people travel and creating massive opportunities for the industry
From stadium seats to boutique hotels, sports tourism is kicking major goals—and the hospitality industry is reaping the rewards.
Expedia Group’s latest global research has revealed just how powerful sports tourism has become, with fans travelling further, spending more, and turning events into full-blown getaways. According to the report, sports tourism now accounts for 10 percent of global tourism spending, with forecasts estimating a staggering US$1.3 trillion by 2032.
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In Australia and abroad, the trend is gaining traction, particularly among younger generations. Over 56 percent of sports travellers aged 16–34 said they had crossed international borders for a sporting event in the past year. That compares to 44 percent overall.
“Sports tourism has evolved far beyond just attending games,” says Greg Schulze, Chief Commercial Officer at Expedia Group. “It’s become a catalyst for broader travel experiences and economic impact.”
Beyond the game: Tourism’s new MVP
The research, based on a survey of 2000 fans from eight major markets including Australia, found that fans are turning matches into meaningful experiences. Many travelled with friends (35%), partners (34%), or family (33%), highlighting the emotional and social value of these trips.
And they’re not staying put. Three in five sports fans booked accommodation outside of the host city, often extending their stays to explore nearby regions. Of those, 20 percent travelled over an hour away from the event, and 81 percent visited other destinations beyond where they stayed—injecting tourism dollars into broader areas.
The average spend per person? A whopping US$1500, including US$480 on accommodation, US$420 on airfares, and over US$370 on activities like dining and shopping.
Women’s sports on the rise
While traditional men’s events still dominate, there’s growing momentum behind women’s and mixed-gender sports. Among younger fans, 12 percent travelled for women’s events and 24 percent attended mixed-gender competitions, well above the averages for older demographics.
From the Women’s Rugby World Cup to the Solheim Cup, Expedia Group says travel providers should be paying close attention to this fast-rising sector—and creating tailored packages to match.
Opportunities for operators
As major international events loom—including the 2026 FIFA World Cup and the Olympics in Italy and Los Angeles—the message is clear: now is the time for accommodation providers to get strategic.
Expedia’s advice? Leverage data-driven insights to identify demand spikes, introduce dynamic pricing models to maximise revenue, and craft compelling marketing campaigns that speak directly to sports fans’ travel habits.
Expedia says this is a $1.3 trillion opportunity, and Schulze adds that their study outlines strategic solutions to help partners optimise pricing, boost visibility, and attract big-spending fans.
With the appetite for travel and sport showing no signs of slowing down, hotels, motels, caravan parks, and resorts are in the perfect position to turn loyal fans into loyal guests.
Read: Sports tourism study: How to win big with sports tourism HERE.
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