Four countries welcoming sports fans

Four countries welcoming sports fans

9 minutes ago Share Save Lindsey Galloway Share Save

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When it comes to passion and spending power, few groups rival sports fans. Whether through road trips, tournaments or international events, these loyal travellers spend big – and destinations are taking notice.

According to UN Tourism, sports tourism already accounts for around 10% of global tourism spending and is projected to grow by 17.5% by 2030. In the US alone, it generated an estimated $114bn in 2024, bringing more than 100 million fans to venues across the country.

"It's hard to coordinate a trip with a lot of friends, but when you have the game to schedule around, it makes it a lot easier," said Kimberly DeCarrera, who drives her RV to Georgia Tech college football games across the US with her friends, and has also travelled to Ireland to see the team play. "Road trips are often more fun than the home games, seeing new cities and campuses, making memories and stories with friends. Sports make it easy to have a purpose for the trip."

Nearly 44% of global sports fans travel internationally for events, rising to 56% among 16-to-34-year-olds, according to Expedia Group's Sports Tourism Study. Trip spending typically exceeds $1,500 per person, with three out of five fans staying outside of the host city – delivering broader economic impact.

From the Olympics to F1 races, the Super Bowl to football, sports are increasingly becoming many destinations' big draw. Here are four countries actively courting fans in the hope of scoring big.

United States

With the 2026 Fifa World Cup and the 2028 Los Angeles Olympics on the calendar, the US is betting on global sports and the appeal of international travel – though stricter border enforcement from the Trump administration have some wondering if turnout will be affected.

Getty Images Las Vegas hosted its first F1 Grand Prix in 2023 and will continue the annual tradition until at least 2027 (Credit: Getty Images)

As the first US city to host an Olympics since 1996, Los Angeles' infrastructure is already taking shape. The new LAX/Metro Transit Center just opened, connecting the airport to two major Metro lines via a shuttle, with an automated people mover to follow in 2026. The city also will host the 2025 US Women's Open golf tournament, eight Fifa World Cup matches (including the US men's opening game) and Super Bowl LXI in 2027.

Meanwhile, Las Vegas has also made substantial investment in sports – going from no major league professional sports teams a decade ago to having a National Hockey League team, a National Football League (NFL) team and a future Major League Baseball team. The city also hosted its first F1 Grand Prix in 2023 and will continue the annual tradition until at least 2027. Nearly 175,000 out-of-town visitors came for the 2024 race, generating an estimated $934m economic impact.

Many of these visitors are first-timers. "We hear from people who tell us they would have never considered visiting Las Vegas if it had not been for a sporting event," said Brian Yost, chief operating officer of the Las Vegas Convention and Visitors Authority. While the average Las Vegas visitor spends $1,290 per trip, sports tourists spend $1,980. "Some of that is the cost of the ticket of the sporting event that they paid for, but the remainder is a higher propensity to spend in categories like food and beverage, entertainment, gaming and hotels," noted Yost.

On the East Coast, Miami is investing in football. After signing Lionel Messi in 2023, Inter Miami CF is building the 25,000-seat Miami Freedom Park, set to open in 2026. The 131-acre park, complete with retail and park and plaza spaces, is expected to generate $40m in tax revenue per year. The city will host seven 2026 World Cup matches, including the Bronze Final, with up to a million visitors expected and a $1bn economic impact.

Spain

With more than 60% of citizens identifying as sports fans (particularly football), Spain has some of the world's best sporting facilities and an international presence that continues to draw fans. Its sports tourism market is expected to grow to more than 13% from 2024 to $64m, according to Travel and Tour World.

Getty Images From Barcelona to Madrid, football fandom runs deep in Spain (Credit: Getty Images)

"I've seen how massive soccer tourism is. I may not plan trips around matches, but plenty of travellers do," said Vega Lopez Romero, originally from Spain and blogger at Her Asian Adventures. "Some fly in just for El Clásico [the twice-annual match between rivals FC Barcelona and Real Madrid], others build entire vacations around a game at Camp Nou or Santiago Bernabéu. Cities like Madrid and Barcelona have fully embraced it, with stadium tours, club museums and fan zones that make fútbol feel like a cultural event. Even if you're not there for the match, the energy is everywhere."

Valencia, Spain's third-largest city, has also embraced the trend, launching a dedicated sports tourism programme in 2019 and investing more than €1.4 million in marketing and training for local businesses.

"Valencia has become a benchmark in sports tourism thanks to the dedication and attention that we offer to athletic and active visitors," said Paula Llobet, the city's Minister of Tourism. "[It is] setting us apart as a destination that truly understands and caters to their expectations."

Cities like Madrid and Barcelona have fully embraced it, with stadium tours, club museums and fan zones that make fútbol feel like a cultural event - Vega Lopez Romero

Two major venues are under construction: Roig Arena, which will be Spain's largest basketball arena when it opens in late 2025; and Nou Mestalla, a new 70,000-seat stadium for Valencia CF. Valencia will also host a Moto Grand Prix in 2025 and the 2026 Gay Games, a 38-sport inclusive event.

Getty Images Brisbane will host the 2032 Olympic and Paralympic Games – Australia's third time on the world stage (Credit: Getty Images)

Australia

As the host of the 2032 Brisbane Olympics, Australia launched its ambitious "Decade of Green & Gold" campaign, named after the country's official colours and aimed at solidifying the destination as a must-visit for sports fans.

"Over the last three years we have been showing travellers why Australia is one of the best destinations for sports tourism, full of spirit, sights to see and incredible people," said Andrew Boxall, Tourism Australia's regional general manager. "Just this month we begin to see 40,000 UK fans arriving Down Under for this year's British & Irish Lions Tour."

Major events include the Ashes cricket series, which sees Australia face off against England, and the men's and women's Rugby World Cups (2027 and 2029). The state of Victoria hosts the Australian Open and the Formula 1 Grand Prix, with its capital Melbourne hosting the NFL's first official Australian game in 2025 at the Melbourne Cricket Ground.

"With the Los Angeles Rams as the designated home team, the upcoming NFL game is poised to set a new record for the highest-ever attendance at an international series match," said Brendan McClements, CEO of Visit Victoria. "Sport is part of Melbourne and Victoria's DNA – it unites our communities, energises our cities and plays a vital role in driving our visitor economy."

Images of world-class athletes running over the Sydney Harbour Bridge and across the finish line at the Sydney Opera House will be beamed around the world - Steve Kamper

In New South Wales, Sydney's annual marathon was recently upgraded to Abbott World Marathon Major status, joining the ranks of New York, London and Tokyo. The city expects more than 35,000 runners this August. "Images of world-class athletes running over the Sydney Harbour Bridge and across the finish line at the Sydney Opera House will be beamed around the world," said Steve Kamper, NSW's Minister for Tourism.

Getty Images South Africa's cricket team, the Proteas, recently won the World Test Championship (Credit: Getty Images)

South Africa

South Africa's mild climate, coastline and sporting legacy have made it a rising star in global sports tourism. The sector generated nearly $4bn in 2024 and could grow to $10bn by 2034, according to Future Market Insights.

South Africa's cricket team, the Proteas, recently won the World Test Championship, with excitement rising as the country prepares to host the Cricket World Cup in 2027. The nation also remains a popular destination for golf, with 400 courses country-wide and major events like the Nedbank Golf Challenge, known as "Africa's Major".

"South Africa's sports culture is not just about the numbers or the games; it's about our people," said Nomasonto Ndlovu, acting chief executive officer of South African Tourism, in a recent post. "I see sports tourism as a conduit for social transformation, economic growth and international unity. It has the power to transcend boundaries and resonate with people from all walks of life."

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