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How sports became the biggest reason to travel in 2024

When people think of cricket, they often imagine a picturesque green in a quiet English village . What they don’t think of is a nightclub in a Brooklyn warehouse filled with thousands of replica shirts jumping and jiving to South Asian house music. But this was the scene in June this year during the T20 World Cup when 7,500 cricket fans prepared for India and Pakistan’s big clash with an all-night dance session.

The two Indian DJs of Indo Warehouse were in the middle of a world tour. “You had 35,000 fans going to the Eisenhower Park stadium for that game,” says Rakesh Patel, the founder of Bharat Army Travel. “There was a hell of a lot of Indians in New York that night, right? And they were all looking for something to do.” Patel’s idea to partner with the organisers turned the event into a sell-out – and made an unforgettable night for his cricket-loving clientele.

Cricket in NYC, the Euros in Germany, the Paris Olympics … 2024 has been a great year for sports tourism. According to the UN’s World Tourism Organisation, sports is one of the travel industry’s fastest-growing sectors – stadium-gazing is as hot a trend as gig-tripping. You don’t even have to be a super fan to do it. For travellers, incorporating a sporting event into a holiday is just one more way to connect with local culture and have an authentic experience of a place.

Nine years ago, Patel headed to Australia to follow the India team on their World Cup campaign with a group of equally passionate fans. They were on an 18-hour drive between Melbourne and Sydney in campervans when they stopped at a small coastal town for something to eat. “We were desperate for some Indian food because we hadn’t found any in so long,” says Patel, “And when we asked at the pub, it turned out the town’s only restaurant was called Kohli’s, after India’s superstar batter Virat Kohli.”

The chef was so delighted when this group of countrymen walked in that he refused to cook from his usual menu and insisted on serving up real home cooking. “He closed the restaurant to eat with us,” says Patel. “Experiences like that just got me thinking that for Indian cricket, we didn't have an official supporters group or organised tours and there was a unique opportunity for us to kind of formulate that.”

The growing affluence of the Indian diaspora has proven a perfect customer base, and the demand has gone far beyond cricket. “A lot of our members say, oh, by the way, can you help us get tickets for Wimbledon, or the Olympics, or for football? There were more Indians travelling to the football World Cups in Russia and Qatar than there were English football fans. And they didn't even have a team in those tournaments.”

Men’s football tournaments have long been seen as an excuse for all-day drinking and the kind of trouble that results from it. But the rise in women’s football is bringing a welcome change

The macho culture and behaviour of football still puts many off travelling to games. Anthony Greenidge, a longstanding member of Manchester City’s LGBTQ+ supporters group, is cautiously selective about where he will follow his team. “There's many a game I've wanted to go to, but being Black and gay has stopped me,” says Greenidge.

“When we played Feyenoord in the Netherlands, the racial abuse I got going into the ground was horrendous. And I missed out on going to the Champions League final in Istanbul because we were playing an Italian team in Turkey – I just thought, no, I can't put myself in that position.” He has never watched England play abroad because of the bad behaviour that so often accompanies the fan trips – “we have this real idiocy when we go abroad,” he says.

Men’s football tournaments have long been seen as an excuse for all-day drinking and the kind of trouble that results from it. But the rise in women’s football is bringing a welcome change. Next year, the women’s Euros will be held in Switzerland, and the prospect of a very different kind of fan travel is already emerging. Walking with Women, a tour company owned by sisters Gillian Lunn and Sara Pease-Watkin, are offering packages to female fans who want to combine trips to games with hikes, wine tastings and more.

Lunn, who lives in Zurich, is more used to fielding requests for skiing than football. “But I was on a trip last year, and a whole pile of women were asking, what are you doing for the women's football?” she says. With many of the games taking place in Zurich and others easily accessible by train, Lunn realised she could programme walks and other activities on days in between the most popular matches.

Clients will explore Swiss wine with female vintners and take a boat trip to a Swiss chocolate factory, not to mention a beautiful walk through Zurich’s hill country ending at the Fifa football museum. Accommodation, meanwhile, will be in one of Zurich’s three women-only hotels. “What we find with all of our holidays,” says Lunn, “is that women want to connect with other women of all sorts. So that's the other side of what we're doing.” It’s a far cry from the edgy atmosphere that has defined football travel in the past.

Cost and convenience are two of the most important considerations in sports travel. Often fans will be arriving in cities where hotels and restaurants are at capacity, and taxis and car rental alike are surge pricing. Many of Lunn’s customers want reassurance they’ll be staying somewhere safe and help to navigate a country where transport is known to be expensive.

At Grand Prix Grand Tours, director Simon Mawdsley has identified a marked increase in female customers on their F1 trips since the Netflix series Drive to Survive turned the drivers into global superstars. “When we started the company, a lot of the women picking up the phone were doing things like arranging 50th birthdays for their husbands,” says Mawdsley. “What we're beginning to find is that a lot of our two-person packages are now for two women sharing, perhaps mother and daughter.”

For those who are travelling to watch motorsport for the first time, expert advice is invaluable. “A lot of people instinctively think that going to the Grand Prix is a little bit like going to a tennis match, where you know you turn up at the stadium and find your seat,” says Mawdsley, “But it's not like that. The circuits are usually a fair drive from the city centre – they're also massive. So having the right seats in the right location is crucial.”

F1 has always been a sport and a scene for the ultra-wealthy, and the explosion of interest in F1 has driven prices up at every level – one hospitality restaurant at this year’s Miami Grand Prix charged $290 for a prawn cocktail. “There's no such thing as a cheap weekend at a Grand Prix,” says Mawdsley. “But we want to make sure people have the right package for their budget.

“At Monaco, for example, there are so many so-called yacht packages, but while the idea of being on the back of a boat sounds super sexy, in reality often it’s not. Is the yacht actually overlooking the circuit? Are you going to see any of the racing? Or are you going to be there with a thousand other people who spend the whole time taking selfies?”

Sarah Merritt, a McLaren superfan, says as prices have risen, travellers have pivoted to races whose host cities offer added value. “It used to be it would be enough to go just for the race but now we're trying to make sure that we make it a holiday as well. Am I going to spend hundreds of pounds for a general admission ticket at Silverstone, or am I going to go to Barcelona, where I’m going to get sunshine and a few days on the beach?”

Sports travel is only set to grow. In their bid to capitalise on new audiences, leagues are scheduling more and more fixtures outside their home nations, from English Premier League games in the US and NBA games in France to major league baseball in Japan. For travellers, says Patel, it’s a way to discover new destinations with people who share your passions: the Bharat Army’s trips have been the start of many long-lasting friendships and even a wedding. “People aren’t necessarily buying a product from us,” he says. “They’re becoming part of something.”

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State of the Industry Report for the $91.8 Billion Sport Tourism Industry

Contact: Jackie Reau Game Day (513) 708-5822 [email protected]

Note to media: To request a full report or to email Al Kidd, President & CEO of Sports ETA, please contact Jackie Reau.

Sports ETA releases its “State of the Industry” Report  for the $91.8 Billion Sport Tourism Industry

FORT WORTH, TEXAS (May 3, 2022) – Sports ETA, the only trade association for the sports events and tourism industry, released its annual State of the Industry Report for 2021 resulting in the sports tourism sector’s direct spending impact of $39.7 billion which generated a total economic impact of $91.8 billion, supporting 635,000 full-time and part-time jobs and generating $12.9 billion in taxes.

The association’s last research report, “2019 State of the Sports Tourism Industry Report in America presented by the Sports Events and Tourism Association in partnership with the Northstar Meetings Group” was released in 2020 to benchmark 2019, and concluded that U.S. sports-related travelers, event organizers and venues spent a total of $45.1 billion in 2019, an increase of over five percent from the previous year. Those travelers generated $103.3 billion in direct, indirect and induced business sales.

The study was led by Dr. Jennifer Stoll, who leads research efforts for Sports ETA, in partnership with Northstar Meetings Group, the leading multi-platform brand for dedicated meeting and business planners and sports event organizers, and the presenting sponsor of the association’s “Annual State of the Industry” research report.

The analysis draws on the following data sources to quantify sports tourism, which includes adult and youth amateur events and collegiate tournaments (The economic impact analyses conducted within the report exclude professional sports and collegiate regular-season games.):

• Sports ETA: destination membership survey data
• Longwoods International: traveler survey data, including spending and visitor profile characteristics for sports tourism nationwide
• Bureau of Economic Analysis and Bureau of Labor Statistics: employment and wage data, by industry
• Bureau of Transportation Statistics: U.S. domestic average itinerary fares
• U.S. Travel Association: domestic travel data
• STR: lodging data
• Sports attendance data

“Our annual State of the Industry report shows that the sport tourism industry has an economic impact of $91.8 Billion supporting 635,000 jobs in our member communities across America,” said Al Kidd , President & CEO of Sports ETA.

Additional major findings in the 2021 State of the Industry Report include:

• In 2020, the COVID-19 pandemic cancelled or delayed sports events across the country and those events that took place had fewer spectators per participant. Ultimately, the number of sports travelers decreased 46.5% year-over-year to 96 million in 2020. The sector rebounded quickly in 2021 increasing 82.0% year-over-year. The 175 million sports travelers in 2021 was only 2.6% lower than the high-water mark established in 2019.
• Sports travelers, event organizers, and venues spent $9.7 billion on transportation, $8.4 billion on lodging, and $7.5 billion on food and beverages. Recreation, retail, and tournament operations rounded out spending, registering $5.3 billion, $5.0 billion, and $3.7 billion, respectively. The lodging sector accounted for 21% of all sports-related travel spending. In 2021, sports-related travel generated 66.5 million room nights, which is an important factor given that hotel taxes are a primary funding source for many entities.

View the 2021 State of the Industry Report .

About Sports ETA:

As the only trade association for the sports events and tourism industry, Sports ETA is the most trusted resource for sports commissions, destination marketing organizations (DMOs), and sports event owners. Sports ETA is committed to the success of more than 600 member organizations and 2,500 sports event professionals. We promise to deliver quality education, ample networking opportunities and exceptional event management and marketing know-how to our members and to protect the integrity of the sports events and tourism industry.  For more information, visit  SportsETA.org .

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Amex Travel report: sports tourism is one of 2024’s top global travel trends

Sports tourism has been picked out as one of the top global travel trends for 2024, in a new report published by American Express Travel. Under the headline “for the love of the game”, the report reveals how sports fans, both internationally and domestically in the US, are “logging serious miles to witness their favourite sporting events first-hand”.

The 2024 Global Travel Trends Report uncovers the “driving forces behind why people are travelling right now”, and “one thing remains clear”, they “intend to make the most of their trips this year”.

In regards to the sports travel trend, it’s not just about “rooting for the home team”, the report said. A poll conducted by American Express Travel found that nearly three-quarters of global respondents are into sports, with 71% considering themselves either a “huge” or casual fan. Other driving forces included watching a favourite sports team in person (35%), witnessing a big sports or cultural event (34%), and seeing a favourite athlete (20%). 

What the report revealed: 

• 75% of respondents who plan to travel to a sporting event in 2024 will spend at least three hours getting there 
• 67% of Millennial and Gen-Z respondents (compared to 58% of all respondents) are interested in travelling for sporting events in 2024 
• 58% of respondents who are travelling for sports in 2024 will do so for football (soccer), basketball or Formula 1 racing 
• 7-in-10 respondents (71%) consider themselves either a huge or casual sports fan – with growing up as a sports fan/following their parents and liking to play sports as the top reasons why 
• Almost 4-in-10 of respondents (37%) have plans to travel for sporting events in 2024 
• 38% of respondents have plans to travel 6 hours or more for sporting events in 2024 
• Nearly 6-in-10 of respondents (58%) are interested in travelling for sporting events – with travelling to see their favourite sports team in person (35%) and a big sports/cultural event as top reasons why 
• Gen Z and Millennial respondents are interested in travelling to see their favourite sports team in person (40%) and a big sports/ cultural event (38%)
• New York (30%) is the top city for sports travel in summer 2023, ahead of Miami (27%), London (26%), Las Vegas (25%) and Paris (25%)

People are “travelling to make memories in 2024” and Audrey Hendley, president of American Express Travel, said: “While everyone’s motivation for booking a trip is unique – whether it’s taking a quick solo weekend getaway to recharge or embarking on an expedition cruise or safari – the trips that are trending are sure to be transformative, and our American Express Travel Consultants are here to build dream itineraries and help every step of the way.”

Findings from the report were sourced via a poll conducted between 31 January and 8 February 2024 among a sample of 2,005 US adults, 1,007 Australia adults, 1,002 Canada and UK adults, 1,002 Japan adults, 1,006 Mexico adults and 1,005 India adults who have at least a $50k+ income equivalent and typically travel at least once a year. 

Main image: PxHere.com

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Men’s tennis: 2024 atp finals, turin, men’s golf: dp world tour championship 2024 dubai, 3rd world sports tourism congress, madrid, spain, sport impact summit 2024 dubai, tennis: united cup, privacy overview.

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Top 10 sports tourism trends for 2024.

From site selection to experience enhancing, we look at the top trends in sports tourism.

The trends in sports tourism for 2024 highlight a diverse and evolving landscape, catering to a wide range of interests and leveraging the latest technological advancements. Here, we take our annual look at the lay of the land.

Emphasis on Experience: Participants travel to play in the games, but any athlete will tell you there is much more to tournaments than what happens inside the lines. Sports planners are seemingly doing a better job at recognizing this fact by building on downtime for teambuilding activities and securing locations that provide enhanced opportunities. “My memories are at the hotels and restaurants, and traveling to the cities and having these awesome experiences that weren't always on the court,” recalls Team Travel Source Chief Experience Office Ainsley Harris, who was a top volleyball player in her youth. 

Common itinerary items, particularly among high school students, include stops at universities and Halls of Fame to get a better sense of what awaits them in the future, says Steve Goris, senior vice president of KemperSports Venues. “I don't think the experience has to be tied to more of the you know, traditional vacation amenities like ziplining, etc. I just think it needs to be tied to a diverse set of entertainment opportunities that are different from what they would experience in their hometowns,” he said.

Focus on Families: There's a notable division among sports tourists between those actively participating in sports, those attending events, and recreational athletes seeking to include sports activities during their vacations. Just as the athletes are being more purposely driven to activities before and after games, parents, siblings, and other family members are being treated as more than simply “heads in beds” by savvy destinations, says “We look at tourism as a gateway to the county,” says J.C. Poma, executive director of sports, visitation, and entertainment for Chesterfield County, Va. “Heads in beds is a funding mechanism. It completes the model.”

The end game for CVBs and sports commissions is obvious: Make the case for families to return, regardless if a competition is at the center of a trip.

Sports as Marketing: Many destinations are owning their passion for sports as a way to recruit tournament planners and athletes. Visit Hattiesburg, Miss., says its “Baseburg” campaign–including a World Series advertisement–is a smashing success for the community once best known for its public arts. “Everybody is searching for that authentic experience that helps you be part of something bigger than who you are,” says Visit Hattiesburg CEO Marlo Dorsey. “We have a collective ambition to really position Hattiesburg as something very special.”

Girls Sports Step Up:  The most eye-popping numbers in sports tourism are coming from the women’s side, particularly in volleyball. The University of Nebraska vs. Omaha game in Lincoln drew national headlines when more than 92,000 fans attended. Two weeks after that game, Marquette and Wisconsin set an NCAA regular season indoor attendance record (17,037) during a match at Fiserv Forum in Milwaukee. The trend continued at the women’s Final Four in Tampa, Fl., in December: the national semifinals between Nebraska-Pitt and Wisconsin-Texas at Amalie broke the indoor record at 19,598 and the record then fell again during the national championship with 19,727 in attendance to watch Texas sweep Nebraska. USA Volleyball Director of Events Kristy Cox adds that the NCAA’s decision to move the championship to a Sunday also meant a larger TV audience. Cox adds such big numbers are representative of a larger movement. 

“I think that it's a lifetime sport and once girls get exposed to it and boys get exposed to it, they just love it,” says Cox. “ I think that they're getting exposed at a younger age now. Everybody's working really hard on the grassroots movement of getting it out there in the form of clinics so that they can get a taste for it. I also feel like everybody's doing a really, really good job with all our junior clubs.”

Overseas Influx?: There is a growing appetite for more than traditional American favorites. Rugby has an opportunity to find a niche with the buildup to the men’s and women’s World Cups coming to the U.S. in 2031 and 2023, respectively. “This is going to be our springboard for our development as a sport, not only in terms of huge numbers and people watching, but in terms of our competitiveness at the national team level,” predicts Brandy Medran, USA Rugby’s general manager of commercial and events. Another internationally adored game with a chance to make a move in the States is cricket, which won a spot in the 2028 Summer Games in Los Angeles. If the U.S. fields a competitive team, there will be a lot of chirping for more leagues and tournaments.

The Paris Effect: Leap years make NGBs jump for joy as the Summer Games put the spotlight on sports not necessarily in the spotlight otherwise. How will rock climbing and break dancing capitalize the upcoming exposure? This will certainly be a pivotal year to recruit new athletes to sports in an era with so many options.

Data Driven: While sports emphasize statistics, sports tourism is still playing catch up with data-driven decisions. Greater reliance on technology is important across all fields of sports tourism, says Mike Hill, vice president of sales and business development at GroupHousing Travel. “Certain housing companies lack real-time technology, leaving them blind to current housing situations,” he warns. Participants and families need information distributed quickly and accurately or the entire experience could be derailed.

Don’t Call It a Fad: Pickleball is certainly having a moment with the opening of Rhythm & Rally in Macon, Ga., the sport’s largest indoor venue. USA Pickleball is also moving its headquarters to Pure Pickleball, a massive new facility coming to Scottsdale, Az. “We’re busting at the seams,” says Jose Moreno, the NGB’s chief marketing and strategy officer. “We’re growing like crazy.”

The Game’s Afoot: Beyond the huge ratings both the NFL and college football get, flag football is arguably the world’s fastest growing sport. It, too, is headed to the 2028 Summer Games, which will only feed the passion–particularly among women, whether they are Swifties or not.

Eight states, including Arizona, New York, Georgia, and Florida, have already made flag football a varsity high school sport. Hundreds of intramural teams compete at a high level on college campuses, which leads Izell Reese, CEO of RCX Sports and executive director of NFL FLAG, to believe major conferences could jump in within the next year. The Summer Games could end up being a similar catalyst for the women’s game, just as has occurred with women’s college and professional basketball.

To say the least, Reese is high on the sport’s global prospects. “The playbook is already there,” he says. “Now, we’re going to see how we replicate what we’ve done in the U.S.”

World Cup Site Selection: Last but not least, the biggest sports tourism news this year could be when FIFA announces where the 2026 World Cup quarterfinals and beyond will take place. The cities chosen in 2022 are certainly anxious awaiting the decisions, each with different goals. No destinations are shooting higher than Dallas and New York, the favorites to host the championship. 

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