Australia and Japan lead the global surge in sports tourism

Sports tourism is having a global moment – and nowhere is that more evident than in Australia and Japan, where fans are shaping a new era of travel motivated by sporting passion, cultural immersion, and community connection.

According to Expedia Group’s 2025 Sports Travel Report, conducted in partnership with Censuswide, this trend is not just about attending a match; it’s about crafting memorable experiences that blend sport, destination, and identity.

The global numbers tell a compelling story: sports tourism now represents 10% of global tourism spending and is projected to reach $1.3 trillion by 2032. With the 2026 FIFA World Cup and upcoming Olympics in Italy and Los Angeles, momentum is picking up.

In aggregate, the study found:

• 44% of sports fans travel internationally for events, rising to 56% among 16–34-year-olds

• 3 in 5 sports fans stay outside of host cities, multiplying economic benefits

• Average sports trip spending exceeds $1,500 per person

Expedia Group’s data suggests sports trips are about more than just the event; they’re a chance for meaningful bonding that is known to positively impact mental health. This could explain why most respondents surveyed attended their last sporting trip with friends (35%), partners (34%), or family (33%).

The study surveyed over 2,000 respondents across eight countries – including Australia and Japan – who had travelled for a sporting event in the past 12 months. While the findings show a global upswing in sports-motivated travel, Australia and Japan stood out for their distinct traveller behaviours, preferences, and priorities.

Australia: Sports as a social and cultural experience

Australia’s deep-rooted sporting culture has long influenced its domestic rhythms, but it’s now becoming a defining driver of outbound and experiential travel. A striking 82% of Australian respondents plan to take a sports-related trip in the next 12 months – with half expecting to take two or more.

Australian sports tourists are also planners of substance. They are more likely than the global average to travel for longer events – with 15% committing to five-day-plus tournaments – and spend slightly more time on average per trip (4.3 days vs. 4.1 globally). Whether it’s following AFL matches, cricket tours, or the Australian Open, these fans are in it for the long haul.

This is borne out in the numbers. Forty percent of Australian respondents travelled with their partner, 39% with family, and 34% with friends. Women’s and mixed-gender sporting events are also rising in popularity – 28% of Australians said their most recent sporting trip included both genders (the highest globally), and 11% attended a women’s sporting event.

They also spend significantly: Australians who flew and lodged for their sports trip shelled out an average of $1,680 – with $250 going to tickets, $450 on airfare, and $570 on accommodation. Add in $410 for shopping, dining, and other activities, and it’s clear these are not bare-bones budgets.

Even when the event is the primary focus – 80% of Australians listed it as their top trip priority – nearly as many want to experience the destination too. Shopping (60%), dining (58%), sightseeing (49%), and even wellness (36%) were listed as key activities. A sports trip, in short, is also a vacation.

Japan: The rise of the solo sports traveller

While Australia’s approach to sports tourism is communal and celebratory, Japan is showcasing a different – but equally powerful – trend: the rise of the solo sports traveller.

Japan had the highest proportion of solo sports tourists (20%), significantly higher than the global average of 11%. This is coupled with a deeper emotional connection to athletes themselves. While only 26% of global respondents said that seeing a particular athlete was a trip priority, in Japan, that number jumped to 46%.

Japanese travellers’ most frequent destination? Home. Sixty-four percent stayed domestic, but don’t mistake that for simplicity. Japanese fans are also more likely than others to take long-haul domestic journeys, with 8% traveling 9+ hours for a sporting event – nearly triple the global average.

And it’s not just about the game. Japanese respondents were far more likely to engage in sightseeing and dining while on their trips (both at 60%), treating their sports travel as a cultural opportunity. Baseball was the most popular draw (26%), followed by football/soccer (21%) and golf tournaments (9%). Japanese fans also expressed above-average interest in marathons, biathlons, and horse racing – showing a diversified portfolio of sports interests.

In terms of spending, the average Japanese sports traveller invested $1,550 per trip, with $270 going toward event tickets, $490 for airfare, $440 for lodging, and $350 on additional experiences.

A global phenomenon with generational momentum

“These findings clearly show that sports tourism has evolved far beyond just attending games, it’s become a catalyst for broader travel experiences and economic impact,” says Greg Schulze, Expedia Group’s Chief Commercial Officer. “Fans are creating rich travel itineraries around sporting events, exploring multiple destinations, prioritizing experiences with loved ones, and taking time for activities beyond the stadium.”

Beyond Australia and Japan, the Expedia study uncovered major shifts in global travel behavior driven by sports. Nearly 70% of respondents said they plan to travel for a sporting event in the next year, with 44% having already travelled internationally to do so. That number rises to 56% among younger travellers aged 16 to 34 – showing that sports tourism is increasingly a Gen Z and millennial-led phenomenon.

This skew towards younger generations is also revealing another growth story within sports tourism – women’s sports. While football/soccer dominates in most countries surveyed and 71% of respondents travelled for men’s events, younger generations are breaking this pattern.

In fact, 24% of 16-34-year-olds attended mix-gender sporting events (vs. the 20% overall average), while 12% attended women’s sporting events (vs. the 9% overall average).

Whether it’s the Women’s European Championships, Rugby World Cup, or the Solheim Cup, travel providers have plenty of opportunity to tap into this emerging market through targeted solutions around women’s sporting events.

What’s more, travellers are not just going to the game. They’re building full itineraries around the experience. Across the board, key non-sports trip activities include dining (58%), shopping (57%), and sightseeing (51%).

As Schulze points out in his blog on the findings: “Over half of sporting event travellers dine and shop during their trip, but the most popular activities differ by region and age. Japanese travelers are more likely to go sightseeing/visit tourist attractions (60%), and German travelers are more likely to do history/culture activities (33%). Younger generations (those in the 25–34-year-old age group) are more likely to do relaxation/wellness activities (42%), adventure/outdoor activities (35%), and history/culture activities (32%).”

For travel providers and destinations, the implications are clear. Schulze encourages travel businesses to see sports tourism not as a niche, but as a strategic growth opportunity: “With a strong game plan, travel brands can create experiences that stand out, drive loyalty, and deliver lasting memories.”

The takeaway: Sports travel is the new superfan experience

What unites sports tourists from Tokyo to Sydney, London to Los Angeles, is a shared desire to connect – with the thrill of competition, with their favourite teams and athletes, and with the culture and flavour of the destination.

In 2025 and beyond, sports tourism isn’t a sideshow. It’s the main event.

From grand slams to street races, global championships to grassroots matches, travellers are following the action – and reshaping the travel landscape while they’re at it.

Read Expedia Group’s Sports tourism study: How to win big with sports tourism here.

Header image credit: Some images courtesy of Expedia Group