In 2025, sports travel is experiencing significant growth driven by a desire for immersive, active, and socially-conscious experiences. Travellers increasingly seek purpose-driven trips that combine sport with sustainability, local culture, and wellness, such as eco-friendly marathons and community surf retreats. Adventure and endurance sports like multi-day cycling tours, triathlon camps, and trail running are surging, alongside the rising popularity of racket sports including padel and pickleball, especially in Europe and the Middle East. Major global sporting events continue to attract both dedicated fans and casual spectators, enhanced by upgraded hospitality packages and technology-driven conveniences like AI-curated itineraries and dynamic ticket bundles.
Luxury sports tourism is also accelerating, with affluent travellers pursuing exclusive experiences around elite events such as Formula 1 races and supercar tours, favoring privacy and less-traveled destinations. Emerging trends include “mara-cations” (marathon holidays), family and young professional surf trips, and multigenerational adventure travel, reflecting a broadening demographic embracing active lifestyles. Wellness tourism is entering a “golden age,” with a strong focus on health, longevity, and sustainable travel. Additionally, youth and amateur sports are driving increased sports travel sales, while winter sports enthusiasts are favoring shorter ski weekends. Overall, the modern sports traveller is a participant and experience seeker, blending fitness, adventure, culture, and wellbeing in their journeys.
