The Billion-Dollar Game: How Sports Tourism is Changing the Travel Playbook

Sports-centered travel is booming, declared leading luxury travel company Virtuoso at its annual conference in Las Vegas last year.

In 2024, a staggering 89% of Virtuoso advisors report an uptick in requests for exclusive and exceptionally high-end vacations where passion-point experiences like sports are the main motivator.

Americans took a record 204.9 million trips related to sports events in 2023, as reported by the State of the Industry Report from the Sports Events and Tourism Association (Sports ETA).

The report paints a vivid picture of sports tourism’s economic impact. In 2023, sports travelers infused a staggering $52.5 billion into the economy, with their spending distributed across various sectors, resulting in a total economic impact of $128 billion.

“The sports tourism industry continued to grow in 2023, increasing by 7% over sports traveler volume in 2022,” said John David, President & CEO of Sports ETA.

Transportation claimed the largest share, with $13.5 billion spent, followed closely by lodging, which garnered $10.9 billion. Food and beverages also saw substantial spending, totaling $9.7 billion.

The lodging sector represented 21% of all sports-related travel expenses.

Luxury Meets Adrenaline

The world of luxury sports travel is also evolving, blending the thrill of sports with the allure of high-end experiences. For more than 30 years, Roadtrips has designed personalized luxury travel experiences for the biggest and most sought-after sporting events in the world.

For Dave Guenther, President of Roadtrips, the growth in popularity of luxury sports travel packages comes as no surprise. He sees more and more travelers who want to combine the best parts of a destination with the incredible vibe that often accompanies a major sports event.

“For 2025, we’re looking forward to big turnouts for The Masters, the Monaco Grand Prix, and the French Open, and our long-term attention is focused on World Cup 2026, which will be jointly held in Canada, Mexico, and the United States. With an updated and expanded format held over 40 days and encompassing 16 cities and 104 matches, that World Cup will be the biggest and most hotly anticipated in history.”

Image Credit: Shuterstock/cristiano barni

F1’s Economic Engine

After the success of Netflix’s Drive to Survive series, the popularity of Formula 1 (F1) skyrocketed. As the world watched Ferrari driver Charles Leclerc take the checkered flag in Monza and Monaco this year, two of the circuit’s most popular races, many began to plan F1 travels.

Family-owned and operated, SeaDream Yacht Club offers exclusive and convenient Monaco Grand Prix access. For 2024, the yachts were in port for practice/qualifying on Saturday and the Sunday main event. SeaDream’s ties with Monaco are strong and long-standing. When the now-SeaDream II was christened, Princess Caroline of Monaco served as her godmother.

F1 races are known for being high-octane, adrenaline-fueled spectacles that attract huge crowds and generate significant revenue for the host countries. The sport boasts 1.12 million TV viewers per race. Dedicated fans travel across continents to witness the action live.

The adrenaline rush and glamor of the sport also attract a new wave of fans, many of whom are eager to experience it in person. F1 has traditionally drawn a predominantly male fanbase, but in November 2022, F1 CEO Stefano Domenicali reported that women make up 40% of F1’s global fanbase.

Liberty Media reported a 25% year-over-year increase in F1 revenue in 2023; now $3.222 billion, while operating profits rose significantly, 64%.

In response, companies like Explora Journeys, the luxury lifestyle ocean travel brand of the MSC Group, emerged, offering luxury F1 travel packages. The latest ship in Explora Journeys’ fleet will be docked in the heart of Monaco’s famous Port Hercule, just 150 meters from the racetrack, offering a prime position throughout race week.

Pierfrancesco Vago, Executive Chairman, Cruise Division of MSC Group, says: “This is one of the most prestigious events in the calendar, and it is only fitting that this would be where we offer sporting enthusiasts an unforgettable experience that brings together the world of motorsports with the luxury of maritime travel.”

Stefano Domenicali, President and CEO of Formula 1, adds, “At Formula 1, we always strive to offer our fans new and incredible experiences that align with our values and elevate our sport. The arrival of EXPLORA II to the Monaco Grand Prix for the first time will offer fans a truly unique and luxury experience that will make this iconic event even more special.”

In 2022, MSC Cruises signed a multi-year deal to become a FORMULA 1 Global Partner. This collaboration now extends to Explora Journeys. The ship will be a floating luxury boutique hotel in Monaco next year.

At the upcoming Las Vegas Grand Prix, the Ferrari Challenge series was added to the schedule. Ticketed fans will now see two racing series speed down the iconic Las Vegas Strip.

“The addition of the Ferrari Challenge series further demonstrates our commitment to delivering an even bigger and better racing event than ever before,” says Silvia Bellot, VP of Sporting and Race Operations at Las Vegas Grand Prix, Inc.

“Last year, we made the dream of racing down Las Vegas Boulevard a reality, and we are thrilled that we can now offer fans twice the racing action for the price of a single ticket. Whether it be on or off-track, we are dedicated to providing fans with a truly unforgettable experience.”

Races aren’t the only events that attract travelers to the sport. The all-new F1 Exhibition opened in Toronto earlier this year and was extended due to its popularity. The exhibition features a diverse array of exclusive contributions from the most legendary teams and figures in the sport.

The highlights showcase iconic Formula 1 race cars from various eras alongside never-before-seen artifacts and video footage. For the first time, visitors can also experience the thrill of driving an F1 car through cutting-edge simulators equipped with official F1 gaming gear.

“The public reception of The F1 Exhibition truly exceeded our expectations, and the high demand for tickets resulted in us extending our dates from an originally planned 10-week engagement to a 21-week run. The F1 Exhibition in Toronto provided F1 fans with 20,000 sq. ft. of unprecedented access to iconic F1 cars, artifacts, and interactive experiences.

“We are incredibly proud to provide fans with the ability to immerse themselves into the world of F1 and get up close and personal with the sport,” shares Jonathan Linden, Toronto native and Producer of The Formula 1 Exhibition.

Image Credit: Shutterstock/Fabideciria

Football’s Unmatched Global Appeal

The FIFA World Cup 26 is set to be the largest single-sport event in history.

FIFA anticipates more than six million fans will attend matches in the U.S., accompanied by millions of tourists visiting during the summer of 2026. Los Angeles will serve as a global hub for fans starting their FIFA World Cup 26 journey when they host eight thrilling matches.

“This a landmark decade for Los Angeles as we prepare to host a series of iconic sporting events including the NBA All-Star Game, U.S. Women’s Open (USGA), and FIFA World Cup in 2026, Super Bowl LXI in 2027, and the Summer Olympic & Paralympic Games in 2028,” says Adam Burke, CEO of Los Angeles Tourism & Convention Board.

“These world-class events are vital to our local economy. For example, FIFA World Cup 26 is projected to deliver nearly $600 million in local business sales and $250 million in increased wages for Angelenos. World Cup fans typically spend more than the average visitor, with increased revenues for businesses large and small across the region, from hotels and restaurants to shopping, entertainment, arts & culture, and much more.”

Adam Budelli, StubHub Spokesperson estimates, “Between the increased propensity for fans to travel for live events, a major global tentpole of this nature, and the growing popularity of soccer within the U.S., we expect the 2026 World Cup to be the most global and traveled event of that year.”

Skift recently reported, “sports tourism has become an absolute economic juggernaut for the travel industry,” and that trend is expected to continue in the coming years.

Alex Brown, owner of Adventure to Every Country, explored Jordan and Saudi Arabia for around three weeks before heading to the World Cup in Qatar in 2022. He attended all three England group games against Iran, the USA, and Wales.

“We booked the trip as we are both lifelong football fans, and going to a World Cup was a bucket list experience for us. I previously went to Euro 2016 in France, but the World Cup is a much bigger occasion.

“As someone who has traveled to 70 countries, I love seeing all the different nations coming together to compete and reminiscing about my trips to other fans’ homelands.”

Eleven U.S. destinations will host World Cup games in 2026. First-timers include Seattle, Miami, Philadelphia, Atlanta, Houston, and Kansas City.

Image Credit: Shutterstock/zkolra

Sailing into History at America’s Cup

The America’s Cup is the third most-watched television event worldwide, after the Olympic Games and the World Cup. The competition is projected to attract an audience of 1.2 billion viewers.

For the first time in history, the prestigious America’s Cup sailing tournament comes to Barcelona; with it, the excitement of one of the most sought-after trophies in the sport. This iconic competition gathers the world’s elite sailors, yacht designers, and sponsors for a thrilling, months-long battle on the open seas.

In celebration of this historic event, Almanac Barcelona offers an exclusive, front-row experience to the Louis Vuitton 37th America’s Cup aboard a 14-meter luxury sailing yacht.

Guests can enjoy a two-night stay in a lavish suite with a complimentary breakfast, a limited-edition welcome package, and private transfers to and from the port. The yacht accommodates up to 10 guests. It’s designed to reflect the elegance of Almanac’s luxurious guestrooms, complete with branded slippers, bathrobes, and Jimmy Boyd amenities, all infused with the hotel’s signature scent.

This unique package, available every Saturday from August 31 to October 26, offers guests the rare opportunity to witness the full spectacle of the America’s Cup, from the preliminary races to the round-robin and semi final stages, culminating in the eagerly anticipated match race final on October 12.