New research from Expedia reveals that sports tourism is transforming how people travel and, at the same time, creating massive opportunities for the travel industry. Indeed, the niche now represents 10% of global tourism spending and is projected to reach US$1.3 trillion by 2032; and six in 10 Canadians travel internationally to do so.
And with the 2026 FIFA World Cup and upcoming Olympics in Italy and Los Angeles – and the massive growth of women’s sports – momentum is only picking up.
Expedia Group’s data – derived from a global survey of 2,000 respondents, including Canadians – suggests sports trips are about more than just the event; they’re a chance for meaningful bonding that is known to positively impact mental health, meaning that most sports buffs travel with friends (35%), partners (34%), or family (33%).
Findings from the survey serve as a playbook for travel providers looking to capitalize on this high-value market.
Women’s sports climb the table
While football/soccer dominates in most countries surveyed, the real growth story is women’s sports. Though 71% of respondents travelled for men’s events, younger generations are breaking this pattern. In fact, 24% of 16-34-year-olds attended mix-gender sporting events (vs. the 20% overall average), while 12% attended women’s sporting events (vs. the 9% overall average).
Whether it’s the Women’s European Championships, Rugby World Cup, or the Solheim Cup, travel sellers have plenty of opportunity to tap into this emerging market through targeted solutions around women’s sporting events, Expedia points out.
Crossing borders, staying longer
Sports fans aren’t just crossing town, they’re crossing borders. The data shows 44% travelled internationally for their last sporting event, jumping to 56% among travellers aged 16-34. Respondents from several countries were also far more likely to travel internationally, including Canada (62%). This trend further highlights the growing opportunity for travel providers to tap into international markets and reach younger consumers.
At the same time, 62% of those surveyed said their most recent sports trips were between two and six days, while 17% took trips that were a week or longer.
And the impact of sports-related travel extends beyond the host city. Nearly half of travellers with trips longer than a day stayed in a destination outside the event location at some point during their trip. Of these, nearly one in three chose a more well-known spot close by, 20% opted for a destination over an hour away from the sporting event, and another 20% chose a lesser-known nearby destinations.
Travellers also chose to visit cities outside of where they stayed, 81% of those who booked lodging visited other destinations, with 45% exploring nearby areas, 30% travelling within the same country, and 21% heading further abroad.
Big spenders
Sports tourists aren’t just filling seats, they’re filling cash registers. When asked about their most recent trip, respondents reported spending an average of over $1,500 across various trip elements.
On average, attendees spent over US$300 on event tickets for their last sports trip, with airfare costs averaging over $420 per person for those who flew. Lodging also saw travellers spending an average of $480 on accommodation.
Looking ahead, respondents planning to attend sporting events in the next 12 months anticipate spending an average of over $1,200 and have already begun setting aside budgets for their next trip.
Maximizing revenue around compression moments
Expedia notes that these cultural events create both unique opportunities and challenges; for example, strategic pricing approaches are essential to avoid pitfalls like low occupancy and high cancellation rates during high-demand periods.
“These findings clearly show that sports tourism has evolved far beyond just attending games, it’s become a catalyst for broader travel experiences and economic impact,” says Greg Schulze, Expedia Group’s Chief Commercial Officer. “Fans are creating rich travel itineraries around sporting events, exploring multiple destinations, prioritizing experiences with loved ones, and taking time for activities beyond the stadium.”
Read Expedia Group’s Sports tourism study HERE.
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