[EU webinar] Sport tourism appetite: What drives fans to travel in 2026?

Join YouGov experts on Wednesday, 5 March at 11:10 am CET for a deep dive into how German and Italian fans are travelling for live sport, what motivates them, and what’s holding them back.

Built on fresh survey data, this webinar explores the realities of sport tourism in Germany and Italy, set against global benchmarks from 17 international markets.

Join the webinar to learn:

• How common sport‑driven travel already is in Germany and Italy, and how it differs from other major markets
• Which types of sport events German and Italian audiences are most willing to travel for
• What really motivates fans in Germany and Italy beyond the match itself
• The key barriers shaping sport‑travel decisions, including cost and safety
• What 2026 means for destinations, rights holders and brands across both markets

The in‑depth multi‑market report will be released on February 26th, ahead of the webinar and could be access via YouGov platform by then.

Don’t miss this opportunity to turn sport tourism data into clear, actionable insights.

YouGov

YouGov is a global research data and analytics group that is powered by reality. Thanks to a unique panel comprising millions of highly engaged members across 64 markets, we deliver unsurpassed accuracy, to inform better, more impactful decisions.

When you want unsurpassed accuracy to inform more impactful decisions, you need real-time, real-world data from real people.

YouGov /Research Reality