Few things stir more passion in people than sports. And passion leads people to act. There are plenty of people out there who maybe wouldn’t normally book a group tour just to see the sights of Philadelphia, for example. But to see their favorite team compete next summer in the FIFA World Cup, along with a group of fans to cheer with? Well, that could be just the thing to get them on board.
Sports make motivated travelers, so it’s no wonder that sports tourism is on the rise. UN Tourism, a branch of the United Nations, reports that sports tourism now makes up approximately 10% of the worldwide expenditure on tourism. That number is expected to grow to 17.5% by 2030. In terms of dollars, sports tourism was worth more than $550 million in 2023, growing to a value of more than $1.3 trillion by 2032, according to travel industry news outlet Skift.
“Sports tourism is one of the fastest-growing sectors in tourism,” says UN Tourism. “More and more tourists are interested in sport activities during their trips, whether sports are the main objective of travel or not.”
Sports tourism sits within a larger trend towards “live tourism.” Travelers are increasingly in search of things to experience, rather than things to just see, when making their itineraries. And live events are among the most popular experiences—look no further than the significant number of people who traveled to see Taylor Swift’s Eras Tour or trekked to another state to see the solar eclipse visible across North America in 2024. There is something special about any shared experience while traveling, but it is extra special when that moment is “one of one.”
The world of sports is full of one-of-one moments. No two games unfold the same way. There are constantly different opponents, circumstances, and competitions.
Sports tours are inherently unique for this reason. And, if looking to offer maximum uniqueness, consider a tour of major or minor league baseball stadiums. Baseball tours have a few advantages over other sports when it comes to group tours.
The baseball season is long—if you count major league spring training, it lasts from February to as late as early November. That leaves plenty of chances to catch multiple games, particularly if visiting multiple states. With so many games, ticket prices are cheaper, and tickets are often more plentiful than other sports with fewer contests. And, in another dose of uniqueness, the field dimensions of baseball stadiums vary quite a bit, making them all quite different in size, ensuring a different experience at each one. And the sheer number of ballparks—there are well over 120 minor league parks alone—means you can easily hit multiple destinations and games on a single tour.
But sports tourism can be about more than just the games and the stadiums. The Expedia Group commissioned a study earlier this year of 2,000 participants who had traveled for a sporting event sometime in the previous 12 months. Most respondents (69%) said attending the event itself was a priority. But nearly half said spending time with friends and family or experiencing the destination were priorities as well. Roughly one quarter said they enjoyed exploring the local bar/restaurant scene.
“Sports tourism is rapidly reshaping travel demand,” reads the Expedia study, “offering travel providers and partners a unique opportunity to tap into a growing market by leveraging targeted solutions and creating tailored experiences that cater to the evolving needs of sports travelers.”
A sports tour can be a great excuse to explore a destination more broadly. And in the modern world of stadium development, these sports venues are often now surrounded by accommodation, dining, and activity options. The Battery Atlanta surrounds Truist Park, home of baseball’s Atlanta Braves, and contains 2.25 million square feet of retail and culinary options, a hotel, and a live music venue. Or for the ultimate combo of sports and entertainment, plan a trip to Las Vegas for a Raiders football game or a Golden Knights hockey game, with each venue located just steps from the famous Las Vegas Strip.
Sports tours can be a way to reach an untapped market of people who might not have booked a tour in the past while also mixing in non-sports attractions for a well-rounded tour. Some of the biggest sporting events in the world will be held in the United States in the near future, such as the 2026 FIFA World Cup and the 2028 Summer Olympics. Based on the numbers, sports tourism is only on the upswing, and it’s likely something group tourgoers will be increasingly interested in.
By Todd Kortemeier
Main Image: Truist Park, Atlanta, Georgia; Credit: Unsplash/Erin Doering
