Expedia Group’s latest research has revealed sport tourism is transforming how people travel and now represents 10 per cent of global tourism spending.

The research was conducted by Censuswide and included a sample of 2000 respondents who had travelled for a sporting event in the past 12 months across Australia, Canada, France, Germany, Japan, Mexico, the United States and the United Kingdom.

Sport tourism spending is projected to reach $1.3 trillion by 2032, with Expedia Group’s data suggesting sports trips are about more than just the event; they are also being used as an opportunity for meaningful bonding with friends and family.

While football/soccer dominated in most countries surveyed, Expedia said the real growth story is women’s sports. Although 71 per cent of respondents travelled for men’s events, younger generations are breaking this pattern. In fact, 24 per cent of 16–34-year-olds attended mix-gender sporting events (versus the 20 per cent overall average), while 12 per cent attended women’s sporting events (versus the nine per cent overall average).

Sports fans aren’t just crossing town, they’re crossing borders and oceans. The data showed 44 per cent of those surveyed travelled internationally for their last sporting event, jumping to 56 per cent among travellers aged 16-34.

The impact of sports-related travel extends beyond the host city. Three in five travellers with trips longer than a day stayed in a destination outside the event location at some point during their trip. Of these, nearly one in three chose a more well-known spot close by, 20 per cent opted for a destination over an hour away from the sporting event and another 20 per cent chose a lesser-known nearby destinations.

Travellers also chose to visit cities outside of where they stayed, 81 per cent of those who booked lodging visited other destinations, with 45 per cent exploring nearby areas, 30 per cent travelling within the same country and 21 per cent heading abroad.

When asked about their most recent trip, respondents reported spending an average of more than $2500 across various trip elements. Looking ahead, respondents planning to attend sporting events in the next 12 months anticipated spending an average of more than $2000 and have already begun setting aside budgets for their next trip.

Expedia Group’s Chief Commercial Officer Greg Schulze said: “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.

“Fans are creating rich travel itineraries around sporting events, exploring multiple destinations, prioritising experiences with loved ones and taking time for activities beyond the stadium.”

Learn more here.

100 days to British & Irish Lions Sydney matches

Sporting events play an important role in NSW's dynamic, diverse events calendar.

In 100 days' time the largest and most prestigious rugby tour in the world - British & Irish Lions - will kick off in Australia, with the travelling festival expected to attract more than 40,000 international visitors.

Destination NSW has secured two games of The British & Irish Lions tour for Sydney: the Waratahs will take on the British & Irish Lions on 5 July at Allianz Stadium, followed by the Wallabies on 2 August at Accor Stadium.

Parliamentary Secretary for Transport and Member for Coogee Dr Marjorie O’Neill today joined Rugby Australia CEO Phil Waugh, Wallabies players Angus Belly and Andrew Kellaway and Wallaby number 710 Matt Burke for the 100-day milestone.

The British & Irish Lions Tour will be the first of the major rugby events to visit Australia as part of the sport’s ‘golden decade’, with the tour to be followed by the 2027 Rugby World Cup for men, the 2029 Rugby World Cup for women.

NSW is the big winner from the Men’s Rugby World Cup 2027 host city announcement, with our state set to host more games than any other, including both semi-finals and the final.

The third largest sporting event in the world, the Rugby World Cup has delivered decades of drama including Wallabies glory, extra-time heartbreak and Nelson Mandela hoisting the trophy alongside the Springboks.

All of that history, along with 24 national teams, an estimated 215,000 visitors, and hundreds of millions of global TV viewers, will culminate in NSW for six weeks in October and November in 2027.

The host city agreement has resulted in 17 of a total 52 games being played in NSW, with Newcastle hosting four pool matches and Sydney hosting 13 fixtures, including five pool matches, two Round of 16 matches, two quarter-finals, both semi-finals, the bronze final and the final set to take place at Stadium Australia on November 13.

Destination NSW estimates the tournament will inject more than $610 million into the state’s visitor economy and be Sydney’s biggest sport event in more than 20 years.

Final tickets are on sale here.