by Natasha Lair
Last updated: 8:10 AM ET, Mon January 26, 2026
Super Bowl (Photo Credit: Roadtrips)
Demand for sports-focused travel is accelerating as major international events return to North America.
Roadtrips has released its most requested sporting events based on client inquiries and bookings.
“Sports travel is really having a moment,” said Dave Guenther, President and Founder of Roadtrips, which has operated in the sports travel space for more than three decades.
“While sports has always enjoyed a strong following, we’re seeing a heightened level of interest as people combine their love of travel with their passion for sports,” Guenther added.
“With the World Cup and the next Summer Games taking place right here in our backyard, there is a tremendous opportunity for travel advisors to take advantage of this growing demand.”
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Roadtrips says upcoming global tournaments and marquee North American sporting events are driving early planning as travellers look to secure accommodations, event access, and logistics well in advance.
The company notes that inquiries for events extending into 2028 suggest sports travel is becoming a core part of experiential travel planning, rather than a niche segment.
Leading Sports Travel Events
Among the events generating the strongest interest:
2026 FIFA World Cup
Running from June 11 to July 19, the tournament will feature 48 teams and 104 matches across Canada, the U.S., and Mexico, making it the largest World Cup to date.
Super Bowl in Santa Clara, California
The NFL championship weekend will take place Feb. 6–9 at Levi’s Stadium in Northern California.
The Masters Tournament
Golf’s first major of the year returns to Augusta National Golf Club from April 6–12.
Kentucky Derby
The annual race at Churchill Downs runs April 30 to May 3, anchored by the Derby on the first Saturday in May.
2028 Summer Olympics
Los Angeles will host the Games from July 14 to 30, 2028, marking the city’s third time hosting the Summer Olympics.
Travel Advisor Opportunity
Roadtrips reports that interest is not limited to event tickets alone, but extends to multi-day itineraries that combine accommodations, event access, and on-site support.
The company offers a commission of up to 12% to travel advisors and provides sales and educational tools to support advisors new to the sports travel category.
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According to Roadtrips, the convergence of large-scale sporting events and accessible host destinations in North America is prompting travellers to plan further ahead than usual, creating opportunities for advisors to position sports travel as a longer-term planning conversation rather than a last-minute booking.
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