Australians demonstrate a strong appetite for sports-driven travel, particularly within their own borders, according to new findings from YouGov’s latest report, Sports tourism: Measuring fan appetite. Drawing on data from YouGov Surveys across 17 international markets, the study explores who is travelling for sport, what motivates them, and the barriers they face.

Strong domestic sports travel culture

The research shows that four in ten (38%) consumers across 17 markets have travelled specifically to attend a sporting event. While the UAE residents are the most likely to have traveled to attend a sports event, Australians lead this front among GenZ and millennials.

In Australia, 44% say they have travelled domestically to attend a sporting event, placing Australians among the most likely globally to travel within their own country for sport. This reflects Australia’s strong domestic sporting culture and the draw of major national competitions and championship events.

In contrast, consumers in the UAE (40%) and Singapore (31%) lead international sports travel.

Major events drive travel intentions

With 2026 shaping up to be a landmark year in the global sporting calendar, nearly one in four consumers globally plan to take a sports-driven trip in the next 12 months.

Across markets, major single-sport international tournaments, such as the FIFA World Cup, are the strongest travel driver (39%), followed by multi-sport international events like the Olympics (32%) and domestic championship matches (28%).

Australia has a strong domestic sporting tradition and a healthy interest in global sport. This reflects in Aussie sport travellers over-indexing on more event types than any of the other markets studied.

Atmosphere and team loyalty lead motivations

Across the 17 markets, the leading motivator for sports travel is the atmosphere and excitement of a live event (45%), followed by supporting a team (40%) and love of the sport (37%).

While 28% of global consumers see sports-event travel as an opportunity to visit a new destination, this motivation is notably stronger among Australians (33%), reinforcing sport’s role as both an entertainment and lifestyle driver in the market.

Globally, cost remains the biggest barrier to sports travel, with many consumers also citing safety and security concerns as a deterrent (41%).

Live Events Drive Fan Growth

The report highlights the powerful role live events play in growing sports fandom. A quarter of consumers globally say they became a fan of a new sport after attending a live event in their home city, rising to 35% of Gen Z and 34% of Millennials.

Fan conversion potential is particularly strong in the Middle East and APAC. 34% of Australians say they have become fans of a new sport after attending a live international match, ahead of India (50%), the UAE (47%) and Indonesia (40%).These findings underscore the continued importance of live sporting experiences in deepening fan engagement and sustaining long-term audience growth.Download the full report here.

Methodology

  • The insights in this report were sourced via YouGov Surveys: Serviced – providing rapid answers from the right audience.​
  • The multi-region survey was conducted from November 14, 2025 – December 12, 2025. Insights are available for 17 markets: Australia, Canada, Denmark, France, Germany, Great Britain, Hong Kong, India, Indonesia, Italy, Mexico, Poland, Singapore, Spain, Sweden, the UAE, and the U.S.​
  • Sports event travelers are defined as those who answer “Yes” to the question: “Have you ever taken a trip for leisure (i.e., not for business and/or professional reasons) specifically to attend a sports event?” OR those who answer “Yes” to the question: “Do you plan to take a trip for leisure specifically to attend a sports event in the next 12 months (i.e., from now until October 2026)?”
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