Young travelers power growth of sports tourism

While travel data show the Philippines trailing in tourism movement, travelers profile show millennials and Gen-Z comprise the bulk of traffic under the sports tourism sector.

The latest YouGov survey revealed that “Traveling for sports events is an international phenomenon, with four in 10 consumers across 17 markets having done so.” 

The survey found that 45% of the respondents were Millennials (born 1981-1996), who said they have traveled for sport events, followed by Gen-Z (born 1997-2012), at 40 percent.

The survey was conducted from November 14 to December 12, 2025, across 17 markets: Australia, Canada, Denmark, France, Germany, Great Britain, Hong Kong, India, Indonesia, Italy, Mexico, Poland, Singapore, Spain, Sweden, the United Arab Emirates, and the United States.

Residents from the UAE residents (57%) were most likely to have traveled to attend a sports event, followed by Mexicans and Indonesians, at 49% each, and India, 48%. Australians, which ranked fifth among the major sports travelers, topped the list of Gen Z and Millennials.

An average of 26% across the markets surveyed said they plan to take a sports leisure trip over the next 12 months (January to December, 2026), the survey showed, attracted by single-sport international events like the FIFA or Rugby World Cups.

In Italy, two million visitors were projected to have attended the Winter Olympics (February 6 – 22, 2026). Other major global events that will dominate sports headlines this year include the FIFA World Cup (June 11-July 19), ICC T20 World Cups (until March 8), Formula 1 World Championships, Tour de France (July 4-26), Asian Games (September), among others.

The Philippines has been trying to up its game in sports tourism, but previous efforts have been stifled by lack of adequate marketing.

In January 2026, the country received 692,590 visitors from abroad, just 0.84% higher year-on-year (YOY), even though it hosted the first Philippines Open on the Women Tennis Association 125 circuit.

Last September, when the country hosted FIVB Volleyball Men’s Championship, visitor arrivals dipped to 405,583 from 503,453 in August. Arrivals in September 2025 also fell by 7.2 percent, YOY.

In August and September 2023, when Manila hosted the FIBA World Cup, there were marked month-on-month decreases in visitor arrivals to 437,648 and 382,346, respectively, from a peak of 516,304 in July.

Among the top barriers to sports leisure travel, the YouGov survey indicated were: cost of travel expenses (60%), cost of event (57%), and safety/security concerns (41%).

“While 64% of all sport event travelers have driven to sport events, flights claim the second spot overall (39%). Flight usage is particularly high in non-Western markets like Australia and the UAE,” the survey showed.

The survey also indicated that new destinations and growth markets can increase a sports’ fan base when these host major sporting events. “A quarter of people across markets say they have become a fan of a new sport after attending a match live in their home city. This rises to more than a third of Gen Z and Millennial consumers [35% and 34%, respectively],” according to YouGov.

International sports events hosted in the Philippines are not broadcast live, or even if these are, fans have to pay a significant fee. Others watch the matches via private subscribers re-broadcasting the events on YouTube for a fee.