A recent report by Collinson International highlights the travel and spending patterns of sports and concert-goers in Asia, uncovering valuable economic opportunities for the travel industry.
According to travelweekly-asia.com, The study, “The Value of Sports and Music Tourism”, offers insights into the preferences and behaviours of event tourists, with a particular focus on Asian markets.
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Spending patterns
Asian travellers emerge as top spenders in event tourism:
17% of Asian respondents spend over US$2,000 per sports trip, exceeding the global average
Hong Kong and UAE travellers lead in airport and overall trip spending: • 45% of Hong Kong sports fans spend over US$200 at airports • 41% of Hong Kong music fans spend over US$200 at airports • 40% of UAE sports fans spend over US$1,000 on entire trips • 43% of UAE music fans spend over US$1,000 on entire trips
Travel preferences
Package deals and travel agents:
Asian travellers show a strong preference for package deals
Thailand leads with 74% using travel agents for event package bookings
India follows closely at 69%
Airport experiences:
High interest in airport lounge access through payment cards: • India: 43% • Hong Kong and UAE: 41% • Singapore: 40%
47% of global fans use services like airport lounges, gaming lounges, sleep pods, and spas
Event attendance and duration:
83% of global respondents have travelled by plane for sports events in the past three years or plan to do so in the coming year
71% have done the same for music events
Most popular sports for travel:
Football (soccer): 69%
Basketball: 27%
Olympics and Formula 1: 26% each
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Majority of travellers extend their stays: • Arrive 1-3 days before the event • Stay 1-3 days after the event
Economic impact and opportunities
Sports tourism projected to reach US$1.33 trillion globally by 2032
Extended stays present opportunities for local businesses and tourism industry
Higher spending correlates with increased use of airport services
Christopher Evans, CEO of Collinson International, notes: “The growing and global fanbase that will travel to iconic sports and music events is looking for unforgettable experiences and are prepared to spend significantly to make their trip extra special. Fans are by definition synonymous with loyalty.”
Key takeaways for travel agents
Focus on comprehensive package deals, especially for Thai and Indian travellers
Highlight airport experiences and lounge access in travel offerings
Promote extended stay options to capitalise on pre- and post-event tourism
Tailor packages for high-spending markets like Hong Kong and UAE
Consider sports-specific packages, with emphasis on football, basketball, and major events like the Olympics and Formula 1
