Here is How Sports and Music Tourism Transform 2025 Global Travel Industry

Published on December 21, 2024

By: Tuhin Sarkar

Sport and music tourism are transforming the global travel industry, with research by Priority Pass revealing substantial growth in these segments. In 2023 alone, sport tourism reached a staggering $564 billion and is projected to climb to $1.3 trillion by 2032. Music tourism, while smaller in scale, is anticipated to hit $13.8 billion within the same timeframe. These figures highlight the increasing demand for event-driven travel, reshaping traveler preferences and boosting economies worldwide.

Global Leaders in Event Tourism

Sydney tops the list of cities attracting the most sport and music event travelers, followed by London, Barcelona, Paris, Dubai, and New York. These cities host a mix of iconic events, world-class venues, and vibrant cultural scenes that draw international audiences year after year.

Key Insights on Sport Tourism

Football dominates sport tourism, with 69% of fans traveling to watch live matches. Other popular sports include basketball (27%), the Olympics (26%), Formula 1 (26%), and tennis (21%). These events not only attract dedicated fans but also inspire travelers to explore new destinations.

Notably, 84% of fans who travel internationally for events visit a new destination, and 30% of them plan to return. This trend emphasizes the dual appeal of combining sports with leisure tourism, allowing fans to immerse themselves in the local culture and attractions.

Growth in Music Tourism

Music tourism is on a steady rise, with global demand expected to reach $13.8 billion by 2032. Music events such as festivals, concerts, and tours are driving this growth, attracting fans eager to experience live performances in iconic settings.

Cities like London and New York are renowned for their vibrant music scenes, while emerging destinations are leveraging music events to boost tourism. From Coachella in California to Glastonbury in the UK, these gatherings have become cultural phenomena, drawing international audiences.

Traveler Preferences and Perks

The research also highlights evolving traveler preferences for event-related perks. Among those traveling for sports or music:

• 38% prefer payment cards offering travel packages and insurance.
• 33% value airport lounge access to enhance their travel experience.

These preferences indicate a growing desire for convenience and comfort among event travelers, creating opportunities for the travel and hospitality sectors to cater to these needs.

Economic and Cultural Impact

The rise of sport and music tourism has significant economic and cultural implications. Events stimulate local economies by boosting demand for accommodations, dining, and transportation services. They also foster cross-cultural connections, as international travelers engage with local traditions and communities.

For example, football matches in Barcelona’s Camp Nou or music festivals in Paris not only showcase the city’s heritage but also create lasting memories for visitors, encouraging repeat travel and positive word-of-mouth promotion.

Sustainability and Future Trends

As sport and music tourism continue to grow, sustainability is becoming a critical focus. Event organizers and destinations are increasingly adopting eco-friendly practices to minimize environmental impact. Initiatives such as waste reduction, renewable energy usage, and promoting public transportation are gaining traction.

Moreover, advancements in technology are set to redefine the event travel experience. Virtual reality (VR) and augmented reality (AR) are expected to complement live events, offering immersive experiences for fans unable to attend in person. These innovations could expand the reach of sport and music tourism, making it more inclusive and accessible.

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