GSIQ Essentials Report: Sports Tourists, Traveling with Passion

Get instant access to the Essentials Report, a comprehensive overview of global sports tourism trends drawn from 6,000 fans across 12 countries.

This free edition includes the full report with expert commentary and high-level insights across key topics—what drives sports fans to travel, what holds them back, and how destinations can convert one-off visits into long-term returns.

Ideal for rights holders, destinations, brands, and agencies who want to understand the big picture and spot strategic opportunities.

While data labels are excluded in the Essentials Report, charts and graphs still offer a clear and accessible view of the key insights.

ABOUT THIS REPORT

As global sports tourism hits record highs, this in-depth whitepaper reveals what truly drives fans to travel — and why they keep coming back.



Drawing on data from thousands of sports tourists across 12 countries, we explore the key motivations, barriers, and conversion triggers that influence fan travel behavior.

Whether you're a destination marketer, sports rights holder, brand sponsor, or travel provider, this comprehensive guide equips you with:

• Data-backed insights into fan behavior by age, region, and income level.
• Winning pricing strategies that overcome cost barriers.
• High-converting travel experiences that blend sporting events with cultural immersion.
• Messaging tactics that inspire action and deepen fan loyalty.
• Scalable tourism models that transform a one-time event into long-term economic impact.

This report is your ultimate playbook for unlocking new growth in the booming sports tourism industry.

KEY TRENDS & INSIGHTS REVEALED INSIDE

1) Event First, Destination Second

Sports fans travel primarily for the game, but stay longer when the destination offers immersive cultural experiences. Discover how to turn sporting events into city-wide tourism wins.

2) Affordability is King

With price sensitivity ranking as the #1 barrier, value matters. Learn how affordable ticketing, bundled travel deals, and high-impact experiences convert browsers into bookers.

3) The Bucket List Effect

1 in 3 sports travelers choose their trip based on bucket list aspirations. Position your city as a dream destination and watch sports tourism bookings soar.

4) Repeat Business Bonanza

Sports tourists return again and again—80% revisit destinations and 82% recommend them. Find out how to create lifetime value from a single event.

5) The Generational Divide

Age matters. Travelers aged 35–54 dominate in Western markets, while Gen Z and Millennials (18–34) lead in APAC. Tailor experiences for maximum reach and ROI.

6) Luxury Meets Loyalty

High-income sports fans are your MVPs. They crave premium packages that mix sport with cuisine, culture, and exclusive access. Tap into this affluent niche.

7) Group Travel = Growth

Group travelers (teams, families, and fan clubs) take 50% more trips and spend more. Design packages that drive group bookings and boost yield.

8) Messaging That Moves Fans

Discover the most effective sports travel messaging strategies—what inspires fans to book now, share with others, and become loyal brand ambassadors.