Few groups are as enthusiastic—or as willing to spend—as sports fans. Whether they’re driving cross-country to a college game or flying overseas for a major tournament, these passionate travelers are becoming an economic force that destinations around the globe are keen to court.
According to UN Tourism, sports-related travel already makes up roughly 10% of global tourism expenditures and is expected to grow by 17.5% by 2030. In the United States alone, this sector brought in an estimated $114 billion in 2024, drawing over 100 million fans to various events.
Kimberly DeCarrera, a dedicated Georgia Tech football fan, often hits the road in her RV with friends. She’s even followed her team to Ireland. “It’s tough to coordinate group trips, but having a game to plan around makes it simpler,” she said. “Traveling for games adds excitement—visiting new places, exploring campuses, and creating unforgettable memories with friends.”
A study from Expedia Group found that nearly 44% of global sports fans travel internationally to attend events—a figure that jumps to 56% among younger travelers aged 16 to 34. On average, fans spend more than $1,500 per trip, and most stay outside the host city, extending the economic benefits to nearby areas.
From the Olympics to the Super Bowl, international football to Formula 1, major sporting events are becoming tourism magnets. Here’s how four countries are leveraging sports to boost their visitor economies.
United States
With the 2026 FIFA World Cup and the 2028 Summer Olympics in Los Angeles on the horizon, the U.S. is banking on international sports to drive tourism. However, some speculate that stricter immigration policies could influence attendance.
Los Angeles will be the first American city to host the Olympics since 1996. In preparation, infrastructure is being upgraded—including the recently opened LAX/Metro Transit Center, which links the airport to the city’s transit system. Future projects include an automated people mover expected by 2026. The city will also welcome major events like the 2025 U.S. Women’s Open, eight FIFA World Cup matches, and Super Bowl LXI in 2027.
Las Vegas has transformed itself into a sports powerhouse, going from no major league teams a decade ago to now hosting NHL, NFL, and soon MLB franchises. Its first Formula 1 Grand Prix in 2023 drew 175,000 visitors, generating nearly $934 million in economic activity.
“Many of these visitors are seeing Las Vegas for the first time,” said Brian Yost, COO of the Las Vegas Convention and Visitors Authority. Sports travelers spend about $1,980 per trip—well above the city’s average visitor spend of $1,290—due to high ticket prices and increased spending on food, entertainment, and accommodation.
On the East Coast, Miami is betting big on football. Inter Miami CF, boosted by signing Lionel Messi in 2023, is constructing the 25,000-seat Miami Freedom Park, opening in 2026. The complex is projected to generate $40 million in annual tax revenue. The city will host seven 2026 World Cup matches, with one million visitors expected and an estimated $1 billion economic impact.
Spain
Home to a deep-rooted football culture, Spain attracts sports fans from around the world. With over 60% of the population identifying as sports enthusiasts, the country is well-positioned to expand its sports tourism, which is projected to grow by more than 13% in 2024 to around $64 million.
“Soccer is a major draw,” said Vega Lopez Romero, a travel blogger from Spain. “While I don’t plan trips specifically around matches, many travelers do. Some come just for El Clásico; others design full vacations around games at iconic venues like Camp Nou or Santiago Bernabéu.”
Cities like Madrid and Barcelona have capitalized on this passion, offering stadium tours, team museums, and fan experiences that make football a central cultural attraction—even for those without tickets.
Valencia has invested over €1.4 million since 2019 to promote sports tourism, including staff training and marketing efforts. “Valencia stands out as a destination that truly understands what active and athletic visitors want,” said Paula Llobet, the city’s Minister of Tourism.
Major developments include the Roig Arena, set to become Spain’s largest basketball stadium by late 2025, and the new 70,000-seat Nou Mestalla football stadium. Valencia will also host a MotoGP race in 2025 and the inclusive 2026 Gay Games, featuring 38 sports.
Australia
With the 2032 Olympics set for Brisbane, Australia has launched a long-term initiative dubbed the “Decade of Green & Gold” to showcase its credentials as a top sports destination.
“For the last few years, we’ve been showing the world what makes Australia an unbeatable place for sports tourism—its vibrant culture, friendly locals, and stunning landscapes,” said Andrew Boxall, Tourism Australia’s regional GM. As an example, he highlighted the 40,000 UK fans expected to arrive for the 2025 British & Irish Lions rugby tour.
The country regularly hosts marquee events, such as The Ashes cricket series and the men’s and women’s Rugby World Cups (2027 and 2029). In Victoria, the Australian Open and Formula 1 Grand Prix draw massive crowds, while Melbourne will host the first official NFL game on Australian soil in 2025.
“This match is expected to break records for international attendance,” said Brendan McClements, CEO of Visit Victoria. “Sport is embedded in our culture—it connects our communities and strengthens our economy.”
Meanwhile, Sydney has joined the elite ranks of marathon cities like New York and Tokyo after its annual marathon was recently added to the Abbott World Marathon Majors series. Over 35,000 runners are expected this August. “The sight of athletes crossing landmarks like the Sydney Opera House and Harbour Bridge will be shared worldwide,” said NSW Tourism Minister Steve Kamper.
South Africa
South Africa’s warm climate, scenic landscapes, and strong sports tradition have made it an emerging leader in sports tourism. The sector generated nearly $4 billion in 2024 and is projected to hit $10 billion by 2034, according to Future Market Insights.
The recent victory of the Proteas in the World Test Championship has energized fans as the country prepares to host the 2027 Cricket World Cup. Golf remains a big draw too, with 400 courses nationwide and events like the Nedbank Golf Challenge, often called “Africa’s Major.”
“Sport in South Africa goes beyond scores—it reflects who we are,” said Nomasonto Ndlovu, interim CEO of South African Tourism. “Sports tourism drives economic development, fosters social inclusion, and brings people together in powerful ways.”
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