Sports-tripping. Fanderlust. Sportotourism. No matter what you call it, sports tourism, or traveling to watch or participate in a sporting event or activity, is a huge business, and it’s only getting bigger. We’ve entered a new era of sports tourism, one that offers immersive experiences, where venues ranging from billion-dollar stadiums to entire neighborhoods of major cities are designed with the intention of making a lasting impression on event attendees. This is because the minds behind these sporting events understand that the only way to do this is to create lasting memories by engaging with them actively.

In 2024, total direct spending associated with the U.S. sports travel sector was $47.1 billion, according to the information in the State of the Industry Report that the Sports Events and Tourism Association shared with its 700 members at the organization’s annual conference. Ever more fascinating is that the market is expected to reach $1.3 trillion by 2032. Simply put, it’s a growth market.

As a result of this rising demand, hotels, cities, and venues are getting extremely creative, coming up with immersive programming to highlight their destinations, all focused on sports. 

Last year, events that brought out the crowds included the UEFA European Football Championships, better known as the Euros, followed by the Cricket World Cup, Wimbledon, the Paris Olympics, and the Paralympic Games. Searches for destinations with major sports events in 2025 started spiking in 2024, according to eDreams ODIGEO’s Year in Travel report, so it’s safe to assume the same is occurring for 2026. Here’s a look at what the future of sports tourism can bring.

Accommodating The Big Event

Many people are traveling for “the big event,” like the Olympics or the Super Bowl. That means the entire surrounding area, from the stadium and “village” it surrounds to the restaurants and hotels in the city, needs to be prepared with immersive experiences as well. 

According to Booking.com, demand for accommodation in Paris increased over the Olympic period by 165 percent for couples and 98 percent for solo travellers. In Berlin, during the final of the Euros, accommodation searches increased by a whopping 43,000 percent, TimeOut reported.

For the upcoming Milan Olympics, venues are set to be more ready than ever. They cater to every type of visitor, from multigenerational family travelers to business travelers hosting clients. Paul Caine, President of On Location, explained that it goes beyond traditional hotels and expands into high-quality lodging in quaint Italian villages that simplifies travel across the region’s mountainous terrain. 

Activations include “hospitality experiences” with premium accommodations, exclusive programming, and high-touch services from a team of Olympic and Paralympic Games experts,” Caine told The Sporting News. Private in-venue hospitality for the live events includes lounges with “world-class food, beverage, and service, before, during, and/or after the different Olympic events. Each city center is outfitted with a central Clubhouse 26, where fans can continue the celebration with more food, exhibitions of Olympic artefacts from the Olympic Museum, and additional programming.  

When There’s No Main Event at All

Not everyone traveling for sports tourism is going to attend the Super Bowl. In fact, many people are going to actively engage with sports or wellness, but not see a specific event. Interactive wellness events based around curated programming are particularly popular, as people are searching for travel experiences that dig deeper. 

Professional athlete-led programming is a popular option. Instead of venues simply providing a gym or a morning yoga class, hotels are partnering with elite athletes to offer once-in-a-lifetime training and mentorship experiences.  BodyHoliday Saint Lucia recently teamed up with Miami Heat star Bam Adebayo and gold medalist Julien Alfred to offer guests on-site, intimate training sessions and motivational talks to inspire their own fitness plans. Similarly, at The Ritz-Carlton O‘ahu, Turtle Bay, guests attend a five-day Camp Laird where 20 guests are coached by surfer Laird Hamilton. General manager Doug Chang says, “Rather than simply admiring the view, we offer guests the unforgettable opportunity to catch their first wave.”

“Sport is increasingly seen as a form of holistic wellness, combining physical activity with mental resilience and community,” Anthony Gill, general manager of Patina Maldives, Fari Islands, which launched their soccer camp last year in partnership with Real Madrid, told Conde Nast Traveler.

A Look Forward: Upcoming Major Sports Tourism Events

In addition to typical seasonal games, there are major sports tourism events coming up in the near future that are expected to bring in more crowds than ever. They include Euro 2028, which is taking place across England, Scotland, Wales, Northern Ireland, and the Republic of Ireland. The Milano Cortina Winter 2026 Olympics, 2026 FIFA World Cup, Super Bowl LX, 2026 Men’s Final Four in Indianapolis, and Los Angeles 2028 Olympics will create plenty of opportunities for venues across the world to take advantage of this rising trend. 

“In destination management, if we get it right, the right sporting events and tournaments intertwine the city or the country with something bigger — the history of the sport and the passion of those loyal fans,” Ross McAuley, MD advisor and director general of Play Qiddiya City DMMO, told Skift.

New data from PwC, Expedia Group, and Expert Market Research shows that sports tourism is expanding faster than nearly any other segment of the travel economy. The data states that it’s driven by experience-seeking travellers, particularly Gen Z, who demand group experiences and are willing to make investments in mega-events and smart venues worldwide, Skift shared recently. 

Sports tourism is worth more than $657 billion and accounts for 10% of the total tourism market, according to Madrid-based United Nations agency UN Tourism. It’s set to accelerate over the coming decade, with some projections suggesting a quadrupling of the sector by 2033. With the right investment and the powerful enthusiasm that sports fans bring to the table, it’s safe to say we’re going to continue to see sports tourism continue to dominate the economy. It’s up to businesses to have the foresight to be part of this bright future.