Sports tourism has quietly become one of the fastest-growing sectors in global travel, but the latest American Express Travel Global Travel Trends Report (2024) makes it official. Fans are no longer just watching sports — they are planning entire travel experiences around games, athletes, and live events.
A Growing Global Movement
According to the American Express Travel report:
- 71% of global respondents identify as sports fans, either passionate or casual.
- 37% say they plan to travel for a sporting event in 2024–2025.
- Among Millennials and Gen Z, that number climbs even higher — 67% say they are interested in traveling specifically to attend sporting events.
As American Express Travel notes:
“Live experiences continue to be a driving force in why people travel. Sports, concerts, and cultural gatherings provide a sense of community, belonging, and emotional engagement that travelers are actively seeking.”
This aligns with the larger shift toward experience-led travel. Younger generations, especially, are choosing trips that create identity, connection, and story — not just relaxation.
Why Sports Travel Is Rising
The data indicates several key motivations driving the trend:
- Emotional connection: Fans want to feel part of a moment.
- Community and belonging: Shared passion creates instant relationships.
- Access and exposure: Streaming platforms introduce fans to new sports and teams globally.
- Bucket-list thinking: Travelers value experiences they can talk about and remember.
American Express Travel reports that “sports fans are increasingly prioritizing travel that allows them to immerse themselves in the culture and energy of events, rather than simply watching from home.”
The emotional component can’t be overstated. Sports deliver meaning. And meaning drives travel decisions.
Destinations Are Competing for Sports Travelers
Destinations, CVBs, tourism councils, and event organizers have already begun to recognize the value of sports-driven travel. Multi-day events don’t just bring spectators — they bring:
- Hotel room nights
- Restaurant and retail spending
- Repeat visitors
- Community engagement
And when those events are participatory — meaning people travel to play, not just watch — the impact increases even further.
American Express notes that “sports tourism travelers tend to stay longer and spend more than standard leisure travelers, making them an attractive audience for destination marketing.”
This is why sports tourism grants and incentive programs are expanding nationwide — the ROI is measurable and immediate.
Where WingDing MEDIA™ Comes In
At WingDing MEDIA™, we see sports tourism as more than travel — it’s a cultural connection engine.
Through the AdVantage™ platform, we help destinations and event organizers:
- Reach sports travelers where they already engage — across streaming, social, and digital media.
- Tell compelling stories around place, people, and experience.
- Drive awareness and visitation with targeted outbound marketing.
- Connect brands with events that align with their identity and audience.
We don’t just broadcast events — we build the narrative and the pathway that gets fans on the ground, in the seats, on the course, or on the field.
The Takeaway
Sports tourism is not a trend — it is a long-term shift in how people experience travel and identity. The destinations and brands that succeed in the coming years will be those that understand how to:
- Leverage emotional connection
- Communicate identity and culture
- Reach fans where they gather digitally
- Convert engagement into movement
Sports create community. Travel builds memory. Together, they fuel growth.
And WingDing MEDIA™ helps make that connection visible, meaningful, and scalable.