Sports tourism was one of the “hottest trends” of 2024, according to eDreams ODIGEO‘s Year in Travel Report. It was responsible for 10% of global tourism and one of the travel industry’s fastest growing sectors. In 2025, searches for destinations with major sports events are “already spiking”. The Women’s Rugby World Cup in the UK has encouraged global searches for travel to tournament cities to rise by +74.3% year-on-year, while searches for travel to Harbin, China, during the Asian Winter Games have risen by +245.5% year-on-year.
In this round-up we take a look some at the biggest trends that are set to drive the sports travel industry in 2025. From family surf trips and racketeering to long ski weekends and athletic adventures, here’s what the industry experts are predicting for sports tourism.
We will continue to add to this feature as new reports are published.
Surf’s up for families and young professionals
Luxury holiday rental company Perfect Stays has picked out its top travel and lifestyle trends for 2025 and according to its concierge contact, George Stoy of George’s Surf School, family surf sessions will “continue to be popular”, with family members “all sharing and riding waves together”. Young professionals is another age group that is growing for the surf travel sector. Stoy added: “The demand for 2-3 day immersive courses has also increased among young professionals coming on short breaks to Cornwall, perhaps leaning into the trend of active and wellness retreats. The growth in the desire for more screen free time and the benefits of getting out to learn and build new skills, as well as being active and having fun in nature, are becoming more and more deliberate in the choices people are making.” See perfectstays.co.uk and georgessurfschool.com
Main image: Perfect Stays/George’s Surf School
‘Adventures for all ages’
If you think the thrills and spills of travel are reserved “only for the younger generations”, said Booking.com, “it’s time to think again – adventure has no age limit!” Linking to the previous trend of multigenerational trips, “we can see parallel growth in desire among older travelers to reignite the passions of their youth”. In 2025, baby boomers (those born between 1946 and 1964) are redefining what it means to travel later in life. In its travel predictions report, Booking.com revealed that 23% of people (up from just 10% in 2024) said they’re interested in “high-octane adventures like skydiving, canoeing down the world’s largest rivers, and trekking across mountain ranges”. It’s clear that the spirit of adventure and pushing ourselves outside our comfort zones are on the up, along with shifting perceptions of what growing old actually means. Age is just a number, and there are no time limits on embracing adrenaline-filled experiences like horseback riding, downhill skiing, and hunting for remote glaciers. See more at booking.com
Racketeering
Virtuoso and Globetrender have put the spotlight on the trends that are expected to shape the luxury tourism landscape in 2025. In the Luxury Travel Trend Watch: 2025 report, first revealed by Globetrender founder and CEO Jenny Southan at the 2024 Virtuoso Symposium in Dubai, “racketeering” was named as one of the seven key luxury trends to watch out for in 2025. The trend of racketeering, a term coined by Globetrender, reflects the growing popularity of racket sports like tennis, pickleball and padel being played during holidays, spurred by the 2024 film Challengers. Companies like Pickleball in Paradise now organise racket sport-themed breaks, while hotels and resorts around the world are investing in state-of-the-art courts, clinics and tournaments. Notable destinations include Marbella Club, the birthplace of padel in Europe, and Necker Island, where Richard Branson hosts the exclusive Necker Cup tennis tournament. See more at globetrender.com
Sport mode
“Away fans, assemble”, said Skyscanner in its Travel Trends 2025 report. Looking at “sport mode” and the acceleration of sports travel, the rise of “behind-the-scenes” sports shows like Netflix’s Drive to Survive, Break Point, and Full Swing are bringing sports to new audiences like never before. This is “fueling a growth in sports travel to experience these events and destinations with other like-minded fans in real life”, the search aggregator and travel agency said. A passion for sports is influencing how travellers are exploring a destination. According to the Skyscanner trends report, 56% of 25-to-34-year-olds are looking to explore a new place by running or cycling, while 21% of all US travellers have taken a fitness class on holiday. See more at skyscanner.com
Youth and amateur sport drives sales
In its annual trends report, Hilton said that there has been a “surge” in sales for sports travel – especially within the youth sport and amateur sport segments. From 2019 to 2024, Hilton Worldwide Sport Sales revenue tripled in volume – 80% of which is driven by youth or amateur sports. Hilton also predicts that 2025 will be the “year of the travel maximiser”. Chris Nassetta, president and CEO of Hilton, said: “Our 2025 trends report uncovers what has been simmering for years – the intersection of work and play; of relaxation and adventure; of being alone but together. Travellers don’t just want to choose their own adventure – they want to maximise every moment of their time away.” Sport has long been a driver for Hilton’s marketing strategy, with the company forming partnerships with the McLaren Formula 1 team, Lancashire Thunder women’s cricket team, and Argentina’s Club Atlético River Plate football team. See more at hilton.com
Athletic adventures
Hospitality company Accor predicts “athletic adventures” will be one of the biggest travel trends in 2025. According to its report, 18% of Brits are planning to travel for sports, which coincides with a 50% uptick in searches for “workout holidays” over the past year. Accor said: “In 2025, more travellers will combine their passion for recreational sports with their love for travel. Enthusiasts are increasingly travelling to participate in marathons, half-marathons, triathlons, and other competitive events, turning these sporting challenges into exciting global adventures.” See more at accor.com
Wellbeing and outdoor activities
PoB Hotels, an exclusive collection of independent luxury hotels across the British Isles, has released its 2025 Whitepaper, a comprehensive look at the ever-evolving landscape of the UK travel and luxury market. According to the report, rest and relaxation remain the top motivators for luxury UK breaks, with 78% of respondents listing this as a key factor, while 33% expressed interest in spa breaks, 15% in sports and leisure, and 18% in wellness retreats. Combined, 87% of respondents emphasised the importance of overall wellbeing when booking UK hotel stays. In terms of specific wellness activities, spa treatments attracted the highest level of interest (61%), while outdoor activities, including hiking, cycling, and running, appealed to 45%. See more at pobhotels.com
Rise of the long ski weekend
One emerging trend among winter sports enthusiasts is the booking of a long ski weekend, which has seen a surge in popularity for the 2024-2025 season, according to ski holiday specialists Heidi. Marcus Blunt, co-founder of Heidi, said: “We’ve seen a 58% increase in long weekend bookings over the last 12 months. When you book four nights rather than seven, you still get plenty of time to ski but will naturally save on accommodation, lift passes, ski hire, and even flight prices.” Heidi’s top five European resorts for a long ski weekend include: Seefeld, Austria (best for beginners); Chamonix, France (best for advanced skiers); La Clusaz, France (best for groups with mixed abilities – and night skiing); Borovets, Bulgaria (best for tight budgets); and St. Anton, Austria (best for après ski). See more at heidi.com
‘Golden age of wellness tourism’
We are entering the “golden age of wellness tourism”, said global marketing agency FINN Partners in its Future of Wellness Tourism 2025 report. With awareness and appreciation for health and longevity at an “all time high”, products and experiences are being developed to “meet this growing demand”. Debbie Flynn, FINN Partners’ global travel practice leader, added: “Today, wellness’s influence can be seen in all aspects of travel, tourism and hospitality and it will continue to have a profound effect on how our sectors move toward greater sustainability.” In the report, South Korea, Japan, Saudi Arabia, Iceland and Italy were picked out as the wellness tourism hot spots. “These countries are redefining relaxation and rejuvenation, setting the stage for a transformative travel experience that goes beyond the ordinary,” said Amy Skelding, FINN’s managing partner and UK travel lead. See more at finnpartners.com