USA Fans Lead the Charge: How 2026’s Major Events Are Driving Record Numbers of Travellers to Book Passion-Driven Trips!

Published on December 29, 2025

In 2026, destinations around the world, including Valencia, Spain, will see an unprecedented surge in travel driven by global events. From the upcoming World Cup to Ariana Grande’s much-anticipated tour, travellers are increasingly planning entire trips around live events. Young, passionate fans are leading this charge, with many viewing these events as not just a destination, but a key part of their entire travel experience. The trend is reshaping the tourism landscape, influencing everything from travel planning to destination marketing.

Fans and Festivals: A Growing Global Trend
It’s clear that passion is a powerful motivator. Recent findings reveal that live events have become the central reason for travel for a large number of younger travellers, especially those aged 18-34. Major sports events, concerts, and cultural performances have risen to the top of travel priorities. These events are not only helping to drive a surge in tourism but are also shaping the way younger generations engage with destinations.

In the United States and Europe, a remarkable number of millennials and Gen Z travellers are actively seeking out destinations based on their favorite sports teams, music acts, or cultural performances. Whether it’s attending the World Cup or travelling to watch the Olympics, fans are willing to go the extra mile—and spend big money—to experience these moments live. A growing number of these travellers are making bookings for events months in advance, securing tickets before they even plan the rest of their trip.

Social Media’s Role in the Event-Driven Travel Boom
Social media has emerged as the central hub for discovering events and booking travel. Platforms like Instagram and TikTok are the go-to sources for younger travellers looking to plan their next big adventure. Whether it’s a viral video of a football match or a live-streamed concert announcement, social media is making it easier for fans to find events and immediately book tickets and travel arrangements.

Social media’s influence extends beyond just discovery—it’s a platform where travel inspiration comes alive. Young fans are building their travel plans directly through their social feeds, often sharing their experiences with friends and followers. This viral engagement has amplified the power of live events, especially when these moments are documented in real-time. The increasing importance of digital discovery for events is forcing destinations and travel providers to rethink their marketing strategies.

How Events Are Redefining Travel Spending
When it comes to spending, event-driven travellers are spending significantly more than typical tourists. Many sports fans and concert-goers are booking premium tickets and opting for high-end experiences around their event. Additionally, the trend of using buy-now-pay-later services has gained traction, especially among younger generations. This shows that fans are financially committed to their experiences—often prioritizing them above other travel expenses.

Travellers are not only willing to pay for tickets but are also looking for all-inclusive packages that incorporate accommodation, local experiences, and transport. This has created a more sophisticated traveller who is looking for value-added experiences that align with their passion for the event they’re attending. This shift in spending is a crucial point for destination marketers, as the demand for comprehensive, curated travel experiences continues to rise.

Valencia: The Epicentre of Event Tourism in 2026
As the world’s eyes turn to major global events in 2026, Valencia, Spain is poised to be at the centre of this dynamic shift in travel. Hosting the prestigious Arival 360 Valencia event in April 2026, this city will bring together global industry professionals to discuss the latest trends and innovations in event-driven travel. The event will provide a platform for tourism professionals to examine how live events are shaping the travel landscape and how they can cater to the evolving demands of passionate fans.

Arival 360 will also shine a spotlight on how food, culture, and fandom intersect in the travel industry. Delegates will explore how events such as music festivals, sports tournaments, and cultural performances influence not only tourism patterns but also food tourism, night tourism, and immersive cultural experiences. This event will be a key milestone for destination marketers and travel planners looking to tap into the burgeoning passion-driven travel sector.

Event-Driven Travel: A New Era for Tourism Marketing
The rise of passion-driven travel presents a massive opportunity for destination marketers and tourism providers. To capitalize on this growing trend, destinations need to adjust their marketing and product strategies to align with event-driven travel patterns. This means offering tailored experiences that integrate events with local attractions, creating all-in-one packages that offer fans the chance to live out their passion in a new city or country.

By incorporating major events into their promotional campaigns and offering bespoke packages, destinations can draw in a highly engaged, eager-to-spend audience. This new wave of event tourism presents a chance for destinations to not only attract more visitors but to enhance their reputation as a must-visit place for fans of global events.

2026 and Beyond: Event-Centric Travel Dominates the Industry
Looking ahead, the role of event-driven tourism is expected to continue dominating the travel industry. Major sporting events like the World Cup and the Olympics, along with music tours and cultural festivals, will continue to shape the way people travel in 2026 and beyond. The desire to experience live moments—whether it’s cheering for a favorite team or dancing to a favorite artist—is deeply embedded in the travel habits of younger generations.

As a result, tourism providers and destinations must continue to innovate, leveraging the emotional connections fans have with these events to deliver memorable, impactful experiences. By 2026, event-driven travel will be a key driver in the global tourism market, and destinations that understand and cater to this trend will be best positioned to thrive in the coming years.