The Rise of Sports Tourism and the Travel Boom Behind It

In 2026, travel isn't just about beach vacations anymore – instead, it's all about kick-off times and finish lines as recreational sports tourism becomes the latest travel trend to dominate the conversation. Whether it's the desire to soak up FIFA 2026 World Cup atmosphere in person or head out for a rock-climbing adventure in the Rocky Mountains, sport-themed escapades have now become a compelling excuse for travelers to jet off in search of new experiences.

Deemed to already be worth more than half a trillion dollars in today's money, join us as Bodog unpacks the different types of sports tourism you can opt for, and the reasons why chasing unforgettable moments is replacing conventional tourism as we once knew it.

So, What Counts as Sports Tourism These Days?

Fortunately, sports tourism covers a heady mix of travel experiences. This can include flying out to watch global events like an F1 race weekend or the surfers at Hawaii's Pipeline Masters. Alternatively, you can also participate in a sporting event itself, such as running the London Marathon or skiing in the Swiss Alps.

From a fan's perspective, the allure of attending iconic spectacles like the Super Bowl or the US Open Golf tournament has always appealed, but these days it's become more enticing than ever. On the flip side, a new love of 'Sweat Jetting' is witnessing millions of sports tourists heading around the world to compete in international marathons, play golf at some of the world's most prestigious venues, or even cycle mountain routes famed for their challenging climbs and spectacular vistas.

While there are so many types of sports tourism adventures available, the inspiration remains the same – a vacation built around the thrill of live competitive sport.

Why Is Sports Tourism Growing Now?

Perhaps the result of the restrictions and isolation of the pandemic era, sports-themed travel has been soaring ever since as travelers pursue more meaningful, once-in-a-lifetime experiences, rather than the humdrum vacations of old. 

The fact that the global sporting events calendar is also expanding helps, with the likes of the newest UEFA Champions League format adding more matches, and leagues like the NFL, NBA, and MLB increasing the number of international games each year. By doing so, the chance for homegrown fans to watch their teams play in amazing cities such as London, Sao Paulo, and Madrid demonstrates the opportunity to travel to watch sport is becoming seemingly endless. 

Don't be fooled, it's not just the major sports leagues who are reaping the rewards either, as even events like the Chicago and Boston Marathons saw huge spikes in visitor numbers, up 300% and 228% respectively. Furthermore, the popularity of sweat jetting and ‘race-cations’ is also accelerating, with the Ultra Trail du Mont Blanc (UTMB) – France's biggest ultra marathon race - seeing its August 2026 edition already attract over 29,000 pre-registrations, up 16% from its 2025 event.

Traveling Fans Want More Than Just A Gameday Ticket

Sure, there is a certain level of convenience in watching a televised game at home, but once the game ends, so does the experience - whereas celebrating with tens of thousands of fans in the stadium and in the pubs and street parties afterward will always be more magical. After all, being immersed in the hype and excitement that surrounds tournaments like the Six Nations or the French Open at Roland Garros has become the proverbial theme behind an authentic sports tourism experience.

For people who thrive in partaking in sport rather than just watching from the sidelines, the added thrill of being involved elevates the sports travel trend one step further. Whether it’s done so competitively or it’s simply to challenge yourself to try something different, with so many events to choose from, you’re truly spoilt for choice.

Here are just a handful of popular global sporting challenges from around the world:

• Climb Mount Kilimanjaro in Tanzania
• Complete the Seattle to Portland Bicycle Classic
• Run 100 different 5k Park Runs around the world
• Cross-country ski the Vasaloppet in Sweden
• Conquer the Tower One Stair Challenge in Sydney, Australia

Destinations Also Benefit From Sports Travel Tourism

As you can imagine, while major money-making stadia like Levi’s Field, Commonwealth Stadium, and Wembley Stadium benefit from the associated benefits of hosting large-scale events with all the necessary transport infrastructure to boot, the evolution of regional sports tourism is not to be underestimated. You only need to study the ever-increasing number of global venues and events that are exploiting the concept of sports travel as an emerging new revenue stream.

In many cases, these sports gatherings are credited with injecting hundreds of thousands of dollars into surrounding local economies, while also becoming a key driver in creating jobs, particularly in the world’s developing nations. Whereas large-scale competitions such as the Tour de France now command over 10 million roadside spectators over the course of three weeks, much of which fuels an economic boost to the regional towns and villages that the race passes through along the domestic roadways of rural France.

Sounds Great, But Beware - The Travel Trend Isn't Always Cheap

Now, we’d forgive you if you were already manifesting ideas for a sports-themed vacation away, but there is a catch – the cost of some of these experiences might surprise you. That’s because, despite or perhaps because of the popularity of the sports travel trend, sadly, the price tag to attend or participate in events is also mirroring an upward swing.

You only have to look at the 2026 World Cup Final as an example, where the cheapest ticket at MetLife Stadium on July 19 will already set you back more than $7,000. Similarly, while the cost to enter the New York Marathon has remained consistent, price gouging by the airlines, hotels, and restaurants in the city around the marathon weekend can easily see your costs spiral beyond $3,000 without proper advanced planning.

However, while some of these marquee events may be financially out of reach to some, the fact remains that the demand for sports travel and sweat jetting shows no signs of abating. So much so, that sports tourism is said to already account for around 10% of the global tourism industry and is now valued at over £500 billion ($680B) according to a recent UN Tourism report.

Sports Travel Is Certainly Here To Stay

Regardless of the associated costs involved, the emotional and sentimental value-driven incentives of a sports travel vacation allow sports enthusiasts the chance to broaden their horizons. Whether they are opting to compete or simply watch from the stands, with projections that the sports travel trend will soon pass the $1 Trillion mark, it is fast becoming one of the most influential forces in modern-day tourism.