In focus: How agents can tap in to the rise of sports tourism

On the cusp of 2024, it seemed every travel trends report had its eye on sporting events. With the Olympics, Euros and Formula One set to dominate the headlines, alongside annual fixtures spanning tennis to cricket, operators and agents were poised for demand.

 

Nine months into the year, it seems the predictions were correct: an increasing number of travellers are planning holidays around major sporting events as well as milestone calendar moments – and the trend looks set to continue.

 

Ballpark figures

 

American Express Travel’s 2024 Global Travel Trends Report tipped athletic events as its top trend, claiming 58% of consumers are interested in travelling for sporting events and 37% already have plans to travel for them this year. Football, basketball and Formula One were among the most popular sports identified by the brand, with fans said to be motivated by the desire to see their favourite sports team or athlete in person, or to be part of a big sporting or cultural event.

 

Carrier also reported a rise in clients eager to book tickets for sporting events and international gatherings. “There’s been excitement around Dubai 7s, and many Formula One fans, even if they can’t attend the full event, are keen to include visits to circuits on trips,” says concierge manager Lorraine Norcross.

 

Little Emperors founder Rebecca Masri notes a 60% increase in such bookings compared with pre-Covid levels. She attributes the growth to “major events in cities such as Paris, Miami and New York”, adding: “Events such as Roland-Garros, the Euros, Formula One in Miami and the US Open tennis are particularly popular. Our members often prioritise securing the best seats, with VIP and front-row options highly sought-after.”

 

The year’s expected standout star, the Summer Olympics in Paris, garnered mixed feedback. While Masri says the Games attracted “less interest than expected”, and Air France-KLM reported “significant avoidance” of Paris by travellers in the lead-up to the event, operator Scott Dunn labelled France the UK’s number-one wish-list destination for 2024, claiming more than half (56%) of Brits were heading across the Channel for sporting events such as the Olympic Games, Tour de France and Formula One in Monaco.

 

Calling the shots

 

Far from a niche trend, the American Express Travel report revealed 71% of respondents consider themselves either a “huge” or casual sports fan. And they’re loyal: three-quarters of respondents said they would spend at least three hours travelling to sporting events, while 38% had plans to travel six hours or more.

 

The report also suggested that younger generations are more likely to be influenced by sporting events, which some experts assign to social media. “There’s a lot more interest in these events over generations due to certain Netflix programmes giving them more visibility,” says Jimmy Rowan, head of sports specialist Spectate. “The bucket-list holiday has always been big, but with sporting influencers trending, social media allows a great deal more involvement in the lives of players, teams and individuals.”

 

Even clients who may not be sport-obsessed will no doubt appreciate VIP experiences and insider access. Indeed, it’s here the role of an operator or agent is most pronounced, as they lean on industry connections and trusted relationships to do what consumers alone can’t, from securing seemingly sold-out tickets to arranging behind-the-scenes access. “A recent example comes from some clients who were interested in the Palio di Siena, Italy’s most famous horse race,” says Sophie Jones, Europe product manager at Elegant Resorts. “We organised a short break with access to an exclusive viewing apartment on Piazza Del Campo, watching all the excitement from above.”

 

Never A Wasted Journey founder Dan Salmon says such clients are willing to travel “bigger and better” too. “People are really wanting to go all out when they attend these events,” he says. “At the F1, for example, they’re wanting pit-lane access, hospitality included, the chance to meet the drivers and the best seats in the house – they’re really spending a lot of money to get that best possible ticket.”

 

 

Curveball

 

Other outlets suggest the trend goes beyond sport. Elegant Resorts’ 2024 travel trends report claimed ‘calendar curation’ as a key trend. Acknowledging the allure of sporting fixtures such as the Miami Grand Prix, the operator said experiences such as Holi in India could also be “headline events” that “provide the perfect linchpin for holidays with buzz and excitement at their heart”.

 

At its annual conference in Las Vegas last month, luxury travel agency network Virtuoso appeared to agree. “Passion-led travel is another big category for us,” vice-president of global public relations Misty Belles told a press conference, “from fandom – whether it’s the Olympics, Taylor Swift [concerts] or Formula One – or what we have called ‘F-it’ lists, which are like bucket lists, but if a bucket list is what you want to do before you die, this is what you want to do here and now in the moment.”

 

Is a cultural shift upon us? Masri thinks so. “Although sporting fans are a big part of this trend, we’re also seeing traditional holidaymakers drawn by the chance to be part of something bigger and experience a real sense of community,” she says. “We find people are increasingly looking for travel that offers a purpose beyond the usual, whether it’s supporting their favourite team or being part of a global event.”

 

The strength of the sector is clear: not only are specialist sports travel operators such as ITC’s Spectate flourishing, other brands are also seeking to get a slice of the pie. New sports specialist operator Vedere Travel was founded at the end of 2023 by Alex Catton, former head of sports at Spectate. In July, Elegant Resorts named Carrier’s former head of product and commercial, Simon Jeffries, as the director of its new sports travel division. “We see a real opportunity for Elegant Resorts to develop the best luxury sports travel company,” managing director Lisa Fitzell says.

 

With an exciting roster of events still to come this year, from Grand Prix races in Japan, the US, Brazil and Abu Dhabi to the Melbourne Cup, Art Basel Miami Beach and St Moritz Polo World Cup, agents and operators who are on the ball could wind up winning.