Live event travel exploded in 2024 with Taylor Swift fans taking gig tripping mainstream. Swifties traveled around the world for concerts, but in 2025, fans of a different kind are packing their bags. According to a Skyskanner report, 29% of Americans are planning their travel around sports, and sports travel is projected to quadruple by 2033.
Age makes a difference. The same report says that 40% of 25 to 34-year-olds will travel for sports in 2025. For luxury travelers, that number skyrockets. The Flywire 2024 luxury travel report found that an astonishing 95% of Gen Z and millennial luxury travelers like to plan their trips around a special event.
Experiences reign supreme
Business.com states millennials are prioritizing spending money on experiences over possessions, and this is evident in the growth of sports tourism. These travelers seek a curated experience full of wow moments and photo opportunities, not just a ticket to an event.
Businesses have taken notice and are responding. Credit card companies like American Express and Chase created lounges and pop-up experiences for cardholders at the Summer Olympics in Paris and host exclusive hospitality areas at annual events like the U.S. Open and BottleRock music festival.
Marriott offers Marriott Moments, where rewards program participants can bid on vacation packages that include tickets to live events. Super Bowl packages for game tickets and a hotel stay sold for over 2.7 million Marriott points each. Current offerings include VIP experiences at sporting events, concerts and festivals.
The live events version of set-jetting
Sports travel is the live events equivalent of another 2025 travel trend, set-jetting, where visitors plan trips to destinations or hotels featured in their favorite television shows and movies. Sports fans don’t jet off to Thailand to experience the latest White Lotus location, but they race to take in the sports spectacles they see on television shows like “Formula 1: Drive to Survive” and “SPRINT.”
In 2025, F1 fans are considering trips to Bahrain, Austria, Montreal and Monaco. They can not only witness an F1 race but also explore a far-flung location they may not have considered otherwise.
You can still get in the action even if seeing an actual F1 race isn’t in the cards. Grand Prix Plaza opens in Las Vegas in May, offering visitors year-round immersive experiences dedicated to F1 racing. If you feel inspired, tickets for the 2025 Las Vegas F1 race go on sale April 9 at noon, Pacific time.
A hidden money saver
According to the U.S. Bank Wealth Management, the United States dollar is currently strong against many foreign currencies, hence an international vacation planned around an event may be cheaper. But even if foreign exchange rates aren’t favorable, traveling for sports can be a savvy way to save money.
The 2024 F1 tickets were 87% cheaper in Hungary and China than in Las Vegas. Fans who are priced out of a local event may find they can afford both a vacation and a bucket-list live event at the same time.
The best sports experiences to travel to next
Baseball fans who also love music are in luck this year. They can travel to Atlanta, Ga., on July 11, 2025, for the MLB All-Star Game and pair it with Beyoncé’s 2025 tour, which falls just one day prior on July 10. This timing gives fans a chance to see two marquee events in one trip, maximizing their travel budget and minimizing their vacation days.
The ultimate travel opportunity for sports fans comes in 2026 as the U.S., Canada and Mexico host the 2026 FIFA World Cup. With games spread across 16 cities during the tournament, chances are good that there is a game within driving distance. If you plan further out, Los Angeles will host the 2028 Summer Olympics.
How to plan a trip around sports
When planning your sports travel, start with the event you wish to see, especially if it is a tournament or tour with multiple options. Stay flexible on dates and location to get the best deals. If remote work is an option, consider extending your trip to see and do more without booking multiple flights.
If remote work isn’t an option for you, plan ahead to ensure you lock in transportation and lodging before prices jump. Expect that major attractions and popular restaurants will see a surge in visitors and make reservations rather than leaving things to chance.
Use the event as a jumping-off point for other travel if you have additional time. Michelle Price from Honest and Truly shares that the Eras Tour lottery prompted her to explore Europe. “We decided to make the most of it and added stops in Paris and a cruise from Italy. Had we not gotten tickets to the Eras Tour in Lyon, we would not have planned that trip. I’m so glad we did and spent time with three generations traveling, because I don’t know when or if we’ll ever be able to do that again,” she says.
Get into gear
By combining a vacation with a live sporting event, you can maximize your vacation time and possibly save money overall. To plan a successful sports trip, stay flexible on the location and dates of your trip and make reservations ahead of time to avoid disappointment.
This article first appeared in Food Drink Life.
