Editor's note (2025/04/10): The original release contained an error, which has now been corrected to "sports tourism represents 10% of global tourism spending and is projected to reach $1.3 trillion by 2032.”
—not “$1.3 trillion this year" as originally stated. TPC regrets the error and apologizes.
You already knew that Canadians love sports. Now, new research from Expedia shows how that love of the game translates into travel habits.
The study, entitled “How to win big with sports tourism” was conducted by Censuswide and included a sample of 2,000 respondents who have traveled for a sporting event in the past 12 months across Australia, Canada, France, Germany, Japan, Mexico, the U.S. and the U.K. The study showed that sports fans are willing to travel for their passion and pay what it takes to get there. The study reveals that sports tourism now represents 10% of global tourism spending and is projected to reach $1.3 trillion by 2032.
“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.”
The numbers show travellers who put their money where their mouths are. When asked about their most recent trip, respondents reported spending an average of over $1,500 across various trip elements.
According to the study, attendees spent over $300 (on average) on event tickets for their last sports trip, with airfare costs averaging over $420 per person for those who flew. Lodging also contributes to the economic impact, with travelers who stayed overnight spending an average of $480 on accommodations. Beyond the event itself, travelers typically allocate more than $370 for additional activities such as dining and shopping, further boosting local economies.
Looking ahead, respondents planning to attend sporting events in the next 12 months anticipate spending an average of over $1,200 and have already begun setting aside budgets for their next trip.
In Canada, 86% of the respondents are planning for a sporting event in the next 12 months, with 52% planning for 2 or more sports trips.
The study also highlights that 44% of sports fans travel internationally for events, with this figure rising to 56% among 16–34-year-olds. Canadians were also the most likely to travel internationally for sports (62% vs. 44% average).
Moreover, 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. In Canada, the top priorities for their sporting trip were:
- Attending the event itself (68%).
- Spending time with friends/family (49%).
- Experiencing the destination (46%).
"To help our partners capitalize on this $1.3 trillion opportunity, our study outlines strategic solutions that enable them to optimize pricing, boost visibility during high-demand periods, and effectively target these enthusiastic, big-spending sports tourists," says Schulze. “These include leveraging data analytics for dynamic pricing, creating targeted advertising, and developing comprehensive travel offers that cater to the diverse interests of sports fans.”
Dollar amounts reported in the study are USD.
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