Key takeaways

• Sports tourism currently represents 10% of global tourism spending overall

• 44% of fans travel internationally to attend a game or event

• People spend over $1,500 on each sports trip on average

Sports tourism — traveling for the purpose of watching or participating in a sporting event or activity — generates $609 billion worldwide according to UN Tourism, the special agency for tourism within the United Nations.¹

One of the fastest growing sectors in size and market volume, sports travel is gaining traction: Expedia Group reports 10% of global spending on tourism comes from sports trips.^2,3 And attractions like the upcoming 2026 FIFA World Cup, the 2026 Winter Olympics in Italy, and the 2028 Summer Olympics in Los Angeles, are expected to further drive momentum, with the market projected to reach $1.3 trillion by 2032.⁴

Read more: Business of Play: Women’s sports set to top $2 billion in 2025

Love sports, will travel

Coined “fanderlust,” enthusiasts following their favorite teams and athletes or traveling to see a big sporting or cultural event are flipping turnstiles and filling out more stadium and arena seats than ever.⁵ Last year Americans took a record 204.9 million trips related to sports events and spent $41.7 billion within the U.S.⁶ Major League Baseball hits a home run as the most attended sports league in the world, with one-third of its record 71.3 million fans traveling to attend a game.⁷

Some fans are willing to go the distance for the love of a game: 44% travel internationally for sporting events, and that number is even higher (56%) among those in the 16–34 age bracket.⁸

Loosening purse strings

Traveling fans often shell out far more than the price of admission, giving a boost to host-city economies. A typical sports trip might run more than $1,500 on average, with travelers spending about $300 or more for game or event tickets to start, plus around $420 on flights, approximately $480 on hotel accommodations, and another $370 or more for activities like dining at restaurants, renting cars, buying gas, shopping, and visiting other nearby attractions.⁹

More than 1 in 3 (35%) Americans say they’re willing to splurge on sports and live entertainment while traveling, and spending can increase exponentially depending on the event and destination. Consider the 2024 Paris Olympics: Already a major tourist draw, The City of Lights attracted an estimated 3.1 million spectators for last year’s Summer Games, with Americans representing the largest group — and some international visitors paid as much as $15,000 to attend.¹⁰

Read more: Game on: The $40 billion play in youth sports

Globetrotting goals

Is there more fueling the fanderlust than just a passion for the game? Findings show that the growth of sports tripping also reflects the increasing shift toward memory making through experiential travel.

Traveling for events offers the chance to create distinct, immersive experiences that integrate a love for sports with a desire for exploration — and also provides a unique opportunity for bonding time with loved ones. Expedia Group reports that people who have taken a sports trip shared their most recent one with friends (35%), partners (34%), and family (33%).¹¹

And it's not just spectator events people want to experience. Some seeking more health-conscious holidays are opting to actively participate in their sports getaways, doing things like ride-and-watch cycling excursions, running in major international marathons, and playing some of the world’s most iconic golf courses.¹²

Read more: Money meets lifestyle: Consumers spend $2.1 trillion on experiences

Top scorers

Here’s a look at some bucket-list sports spectacles with cachet among travelers worldwide:¹³

• The Kentucky Derby. A horse race is just part of this week-long tradition of events in Louisville, Kentucky.

• Wimbledon. The oldest and most prestigious of the four Grand Slam tennis tournaments is played on grass courts in London, England.

• The Monaco Grand Prix. Instead of a speedway, this Formula 1 race takes place on the curving streets of Monaco.

• The Olympic Games. No two of these international, multi-sport, elite competitions are the same, with the next Winter Games set in Milan and Cortina, Italy in 2026, and the Summer Games will be in Los Angeles, California in 2028.

• The Indianapolis 500. America’s biggest motor race by venue seating capacity takes place in Indianapolis, Indiana.

• The World Cup. Soccer, the world’s most popular sport based on fans, takes the international stage in this competition that will be hosted in 2026 by 16 cities in the U.S., Canada, and Mexico.¹⁴

• The Super Bowl. NFL teams play in American football’s own version of The World Cup, scheduled for Santa Clara, California in 2026.

• 24 Hours of Le Mans. Teams of drivers race in this 24-hour test of endurance in Le Mans, France.

• The Masters Tournament. One of professional golf’s four most prestigious competitions, played at Augusta National Golf Club in Augusta, Georgia.

• The Tour de France. The world’s premier cycling race begins in Lille, France, pedaling through  hills and fields.

While soccer and football dominate sports tourism with about 7 in 10 traveling for men’s sporting events, fandom for women’s sports is growing, with increases in brand recognition, sponsorship deals, and broadcast and matchday revenues inspiring new leagues and stadiums and driving women’s athletics forward.¹⁵ Younger travelers aged 16-34 already are cheering them on, with 24% attending events with a mix of both male and female athletes, compared with 20% on average overall, and 12% attending women’s sporting events, compared with 9% overall.¹⁶ 

Read more: Power players and the business of sports