The UAE ranks among the most engaged and forward-looking sports markets globally, 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.

UAE leads the world in sports travel

The research shows that four in ten (38%) consumers across 17 markets have travelled specifically to attend a sporting event. UAE residents are the most likely globally to have done so, at 57%, ahead of Mexico (49%), Indonesia (49%) and India (48%).

Notably, the UAE also leads in international sports travel, with 40% saying they have travelled abroad to attend a sporting event, compared to 31% of Singaporeans and 23% of Hong Kongers. By contrast, Australians (44%) and Indians (43%) are more likely to travel domestically for sport.

Strong appetite for sports-driven travel in 2026

With 2026 shaping up to be a major year in the global sporting calendar, nearly one in four consumers (23%) globally plan to take a sports-driven trip in the next 12 months.

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

In the UAE, while major international tournaments remain the top draw (43%), there is a stronger-than-average preference for special events or off-season matches (23% vs. 19% globally) — highlighting the market’s appetite for diverse and premium sporting experiences.

Atmosphere and exploration drive UAE Fans

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 UAE residents (34%), 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%).

Major events drive fan growth in emerging markets

The report highlights the powerful impact of hosting major sporting events in growth markets. 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. Nearly half of UAE residents (47%) say they have become fans of a new sport after attending a live international match, second only to India (50%) and ahead of Indonesia (40%).These findings underscore the UAE’s growing importance as a high-impact market for international sports organisations seeking to expand audiences through in-market events.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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