[多市场]体育旅游：衡量球迷的胃口

Sport tourism:Measuring fanappetite Who is traveling for sport, what motivates them,and what barriers stand in their way? /Research Reality Contents Foreword & key takeaways Who are sport tourists? 2 Who's traveling for a sport event in 2026? What kinds of events will fans travel for? What motivates sport event travelers? Creating local fandom Foreword The year 2026 is set to witness a host of marquee global sport events, including the FIFA WorldCup, the Winter Olympics and the ICC T20 World Cups. From these global tournaments to regularseason games, sport tourism impacts where people go, how they travel, and what they expectfrom destinations. This report draws on data from YouGov Surveys across 17 markets to explorewho is traveling for sport, what motivates them, and what barriers stand in their way. By examining attitudes, behaviors, and differences across countries and generations, this studyoffers a clear, data-driven view of the evolving sport tourism landscape, and what it all means forrights holders, destinations, and brands.” Nicole PikeGlobal Head, YouGov Sport Key takeaways The U.S. runs on domesticleague travel, while most othermarkets still rely on majorglobal tournaments to drivesport travel. Sport tourism is already a mass-market behavior, especiallyamong younger fans. Fans travel for the atmosphereand experience as much as forthe sport itself. •The atmosphere and excitement of alive event motivates 4 in 10 sportevent travelers.•Motivation extends beyond the gameitself: about 3 in 10 say theopportunity to travel to a new placeinfluences their decision.•Team support is also a significantdriver of sport tourism. •Travelling for sports events is aninternational phenomenon, with four inten consumers across 17 marketshaving done so.•At 45%, Millennials are significantlymore likely than the general populationto havetraveled for sport events.•International sport tourism rates varyvastly–from 40% in the UAE to just 2%of U.S. consumers. •Americans travel more for regularseason matches, pointing to moreroutine, domestically-driven sporttravel.•Single-sport international tournaments(like the FIFA World Cup) drive moretravel in markets such as Great Britain,Germany, and Italy. Who are sporttourists–and arethey travelinginternationally? peoplehave traveledin the pastspecifically toattend a sportevent Have you ever taken a trip for leisure (i.e. not for business/professionalreasons) specifically to attend a sport event? (% Yes) ▲40%amongGen Z ▲45%among Millennials ▼36%among Gen X ofpeople(multi-country average)have taken a trip for leisureto attend a sport event Millennials and Gen Z are not justmore likely to travel for sport,they are turning live events intolifestyle experiences, makingthem the core growth engine forsport tourism. ▼30%among Baby Boomers+ ▲42%among males Data explored in later slidesexplore the ways in whichaudiences turn sport travel intobroader lifestyle experiences. UAE residents are the mostlikely to have traveled toattend a sports event Sports-driven leisure travel is also strong in Mexico, Indonesia, andIndia. Australia tops the list among Gen Z and Millennials. YouGov Surveys, November 14, 2025–December 12, 2025. GB: n> 2,000; Germany: n>1,000; France: n> 1000;Italy: n> 1,000; Denmark: n> 1,000; Sweden: n> 1000; Spain: n> 1,000;Poland: n> 1,000; U.S.: n>1,500; Mexico:n= 1000; UAE: n> 1,000; India: n> 1,000; Australia: n> 1000; Indonesia: n> 1,000; Hong Kong: n=500; Singapore:n> 1000; Canada: n= 1,000.*All markets arenatrep excluding India & Mexico (urban representation) and HongKong & Indonesia (online representation) Americans aremore likely totravel domesticallyfor sport events Which of the following have you ever done with respect toattending a sport event? Whilethe majority ofAmericanshavenot traveled internationally for sportevents, more than 1 in 3 have traveleddomestically. This is perhaps areflection of a strong pro leaguesporting ecosystem combined withregular access to international eventswithin the country. International sport travel is strong inSingapore, Hong Kong, and the UAE.These are typically wealthy marketswith limited access to major localevents and strong expat communities.Nordic markets also rank high forinternational sport travel. Who’s travelingfor a sport eventin 2026? 2026 is shaping up to be a blockbuster year in sport travel With nearly one in four consumers planning a sport-driven trip in the next 12 months, 2026 is shaping up to be a competitiveyear for destinations and event organizers. Millennials are the most likely to travel with a third of them indicating so (32%).Morethan a third of higher income consumers have also set their sights on sports-centered travel (35%). ofpeople (multi-countryaverage)plan to take a trip forleisure specifically to attend asport event in the next 12months*23% Soccer is the most followed sport amonglikely sporttravelers for Britain, Germany, Italy & UAE Soccer’s dominance among