Sport tourism: Measuring fan appetite report

2026 will be a defining year for global sport, with the Winter Olympics in Milan and the FIFA World Cup hosted across Canada, Mexico, and the U.S. later this year. These international events are set to drive significant fan travel and cross-border tourism.

But who is planning to travel? What motivates them? And how does appetite differ across markets?

In YouGov’s latest report, Sport tourism: Measuring fan appetite, we uncover who sport tourists are, and what drives those from Canada, Mexico, and the U.S. to travel to a sporting event.

With the World Cup just a few months away, we also provide insight into the level of interest that Canadians, Mexicans, and Americans have in soccer.

We also surveyed consumers in 14 additional countries to understand where international fans would prefer to travel to watch a 2026 World Cup match, revealing how the host destinations compare in global appeal.

In the report and webinar, you’ll learn:

• Who are sport tourists, and are they traveling internationally?
• What motivates sports tourists to travel to a sporting event?
• How do reasons for traveling to a sporting event differ among Canadians, Mexicans, and Americans?
• Can international events build new fanbases in host countries?
• Which World Cup host country do people from around the world want to watch most?