Sports and events tourism is becoming one of the industry’s most powerful growth engines, with the global market projected to approach US$2 trillion, a travel conference has heard.
Fans are travelling further, staying longer and spending more.
An expert panel at Arival360 in Valencia – which included Klook’s Matt Jones and Liverpool FC’s Tom Cassidy – revealed that travellers are increasingly planning trips around major sporting and music events, resulting in longer stays and higher spend.
Speakers highlighted the shift from informal ticketing to official partnerships that ensure safe, authentic access.
Football remains a dominant driver, with women’s football and emerging sports gaining traction.
International players are reshaping visitor demographics, drawing fans from their home countries and boosting local tourism.
Operators were encouraged to leverage official suppliers, integrate technology and collaborate with DMOs to maximise engagement and revenue.