Fan fare: Sport lovers serve up big wins for accommodation sector

From cricket pitches to finish lines, Australians are hitting the road with purpose, and it is not just for a holiday. Sport tourism is booming, with new research showing that 70 percent of Aussies plan to travel domestically in 2025 to either watch or participate in sporting events. The trend is delivering big wins for local economies, accommodation providers, and communities around the country.

According to Airbnb and research from YouGov, Millennials are leading the movement. Seventy-eight percent have travelled for sport in the past six months, while Gen Z is especially excited about the British and Irish Lions rugby tour.

Group travel is also gaining momentum, with many choosing to stay together for major events like the men’s Ashes in Brisbane, which helps stretch the budget and boost the experience.

Susan Wheeldon, Airbnb Country Manager for Australia and New Zealand, said fans are drawn to the platform because they want to be close to the action.

“Over 55 percent of sport travellers prioritise location when booking,” she said. “Group stays are also proving popular. Guests share the cost of a larger property and often spend money locally, which benefits the community.”

Hosting during sporting events can provide a financial boost. During the cricket test in Sydney in January, the typical host earned $1390 over just one weekend. With Aussies spending an average of $108 per person per night on accommodation, that flow-on impact is being felt in local cafés, pubs and small businesses.

Sydney and Melbourne top the list for sport-inspired travel, with 66 percent of New South Wales residents planning trips for sport this year. Queensland and Victoria follow closely at 61 percent and 58 percent respectively. Events driving this demand include the AFL Grand Final, NRL State of Origin, the Sydney Marathon and the upcoming Ashes series.

Wayne Larden, CEO and race director of the TCS Sydney Marathon, said demand for accommodation continues to rise. 

“With 35,000 participants, many of them travelling with family or friends, there are a huge number of runners looking for places to stay,” he said. “Airbnb offers a convenient and cost-effective alternative. As the marathon grows, demand on hotel space will become more intense, making Airbnb even more attractive.”

Melbourne host Elia Palambino lives just across from the Formula One Grand Prix circuit and says sporting weekends are not only financially rewarding, but also deeply memorable.

“I’ve welcomed countless guests who come for the excitement, from passionate F1 fans to people visiting for the Australian Open or other local events.” Palambino said. “There’s a special buzz during those weekends, and it always feels like my home becomes part of the action.

“Hosting during these sporting weekends really helps me manage the cost of living, especially with my mortgage. It’s also allowed me to put money aside for trips back home to Italy to see my family, which means a lot to me.”

While cost-of-living pressures continue to affect Australian households, sport remains a priority. Nearly 60 percent of Australians say they have already travelled or plan to travel for sport before the end of the year.

Whether you are a host, a fan or a small business owner, sport is proving to be more than a game. It is a growing economic force, offering new opportunities to connect, earn and experience the thrill together.