If you’ve ever scheduled a holiday around a football final, a sprint finish, or the circus that is the Super Bowl—congratulations, you’re part of a booming British obsession called sports tourism. And you’re far from alone.
According to new figures from UN Tourism, sports tourism now pulls in a jaw-dropping £500 billion globally, and it’s clear the UK is helping drive that figure skyward.
More than half of Britons say that travelling to watch live sport is one of life’s greatest pleasures, with over a third already lining up sport-themed trips for the year ahead.
So where are fans dreaming of going? In fresh research commissioned by luxury hotel group Hyatt, one destination reigns supreme—the FIFA World Cup final at Wembley. Over a third of respondents placed it firmly at the top of their sporting bucket list.
Following closely are dreams of witnessing the 100m final at the Los Angeles Summer Olympics, cheering from the stands at the UEFA Champions League final in Milan, and ringside seats for a heavyweight title bout in Riyadh.
Meanwhile, the finish line spectacle of the Tour de France on Paris’ Champs-Élysées continues to capture the imagination of travel-hungry fans.
Brits’ Dream Sporting Bucket List
| Rank | Event | Location | % of Brits |
|---|---|---|---|
| 1 | FIFA Men’s World Cup Final | Wembley, UK | 36% |
| 2 | FA Cup Final | Wembley, London, UK | 31% |
| 3 | Wimbledon Final | London, UK | 26% |
| 4 | London Marathon | London, UK | 24% |
| 5 | 100 m Olympic Final | Los Angeles, USA | 22% |
| 6 | Monaco Grand Prix | Circuit de Monaco | 21% |
| 7 | British Grand Prix | Silverstone, UK | 20% |
| 8 | The Super Bowl | Dallas, USA | 20% |
| 9 | Champions League Final | San Siro, Milan, Italy | 19% |
| 10 | Cricket World Cup Final | Lord’s, London, UK | 15% |
| 11 | FIFA Women’s World Cup Final | Wembley, UK | 14% |
| 12 | NBA Game (Knicks) | Madison Square Garden, NY, USA | 14% |
| 13 | Rugby World Cup Final | Twickenham, London, UK | 13% |
| 14 | The Ashes | Sydney Cricket Ground, Australia | 12% |
| 15 | Abu Dhabi Grand Prix | Yas Marina, UAE | 12% |
| 16 | UFC Title Fight | MGM Grand, Las Vegas, USA | 11% |
| 17 | World Heavyweight Title | Riyadh, Saudi Arabia | 11% |
| 18 | El Clásico | Nou Camp, Barcelona, Spain | 10% |
| 19 | Six Nations Final | Principality Stadium, Wales | 10% |
| 20 | Tour de France Finale | Paris, France | 10% |
| 21 | Royal Ascot Derby | Ascot, UK | 9% |
| 22 | US Open Tennis Final | Flushing Meadows, NY, USA | 8% |
| 23 | Australian Open | Melbourne, Australia | 8% |
| 24 | French Open | Roland Garros, Paris | 8% |
| 25 | MLB Game (Red Sox) | Fenway Park, Boston, USA | 6% |
| 26 | The Masters | Augusta, Georgia, USA | 6% |
| 27 | Olympic Ice Hockey Final | Salt Lake City, USA | 5% |
| 28 | The Open Championship | St Andrews, Scotland | 5% |
| 29 | Le Mans 24-Hour Race | Le Mans, France | 5% |
| 30 | Copa Libertadores Final | Maracanã, Rio de Janeiro, Brazil | 5% |
And these “sports-trippers” aren’t just popping down the road. A sizeable chunk of travellers say they’d be happy to hop halfway around the globe for a taste of sporting greatness.
Around one in ten would fly to Melbourne to catch The Ashes at the iconic MCG, while others are eyeing up the Australian Open as the perfect mix of sun, sweat and centre court drama.
Across the pond, American sporting temples also hold massive appeal. One in five surveyed say they’re itching to experience the Super Bowl live in Dallas.
The bright lights of Madison Square Garden tempt a solid portion of basketball fans eager to catch the Knicks in action. Golf lovers dream of Augusta’s manicured fairways during The Masters, and baseball faithfuls hope to take in a Red Sox game at Boston’s beloved Fenway Park.
So what’s driving the trend? For most, it’s the atmosphere—nearly two-thirds say the buzz of live sport is unbeatable. Others are in it to support their team or favourite athlete, while a fair few see these trips as the perfect way to make memories with friends or family.
But the nation isn’t just watching from the sidelines. A strong chunk of Brits say they actively travel to participate in sport. From marathons to muscle shows, almost four in ten have athletic adventures in their sights this year.
More than one in four are preparing for long-distance races, and nearly one in ten are bulking up for bodybuilding competitions.
“Sports-tripping is reaching fever pitch,” says Michel Morauw from Hyatt. “We’re increasingly seeing more travellers with a passion for building their holidays around watching live sporting events.
Whether people are discovering a new destination or revisiting a firm favourite, travelling to watch sporting events offers the perfect opportunity for fans to enjoy a unique event as well as the wider experiences a city has to offer.”
So whether it’s fast cars in Monaco, knockout punches in the desert, or cricket under the Aussie sun, Brits are proving one thing in 2025—when it comes to sports tourism, they’ll go wherever the action is.
