[Multi-market] Sport tourism: Measuring fan appetite

2026 will be a defining year for global sport, with the Winter Olympics in Milan and the FIFA World Cup and ICC T20 World Cups set to drive fan travel and cross-border tourism. 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 analyse data from 17 markets to uncover who sport tourists are, what drives them to travel, and what barriers stand in their way.

Across markets, 38% have already traveled for a sporting event, and nearly a quarter plan to do so in the next year. But motivations, event preferences, and travel patterns vary significantly by country and generation.

In our multi-market report, you’ll learn:

• Who sport tourists are?
• How likely consumers are to travel internationally for sport?
• What motivates fans to attend live events?
• What barriers may deter them from traveling?
• How major international events can build new fanbases in host countries?