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.
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