Australia’s sporting season is showing no signs of slowing doww – from back-to-back footy finals to world-class horse racing and everything in between. And while stadiums have been packed with cheering fans, the real winner might just be Australia’s tourism economy, writes Expedia APAC Senior Director Market Management DARREN KARSHAGEN.
Earlier this year, Expedia Group identified sports tourism as one of the fastest-growing travel trends globally, and our latest data shows that Australia is sprinting to the front of the pack.
With a series of high-profile national competitions and iconic sporting moments just around the corner, we’re already seeing a wave of traveller interest – and it’s only expected to grow.
In fact, demand for key sporting weekends has surged compared to last year.
One major September final saw searches spike more than 340% overall, with international interest climbing nearly 250%.
Domestic demand is soaring, particularly from Canberra, which alone saw a tenfold increase (1,000%) in searches, while Sydney rose by 520%.
It’s a similar story for the nation’s most watched footy code, AFL, which saw a 20% rise in global interest, particularly from fans in Canada (+400%) and New Zealand (+220%).
And to no one’s surprise, the spring racing season continues to hold strong international appeal, with markets like Tokyo and Wellington showing consistent search growth (both +25%).
But beyond the spikes in search behaviour, what we’re seeing is a clear shift in the way fans are approaching travel. Sporting events are no longer just a blip on the calendar; they’re catalysts for broader travel behaviour.
According to our latest data, 82% of Australians plan to take a sports-focused trip in the next year, with half intending to take more than one.
These aren’t quick getaways either; the average trip spans more than four days and sees travellers spending over $2,600 on flights and accommodation, plus an additional $650 on dining, shopping and sightseeing.
In other words, sports tourism is no longer a niche segment – it’s a high-value contributor to Australia’s visitor economy.
What’s more, fans are thinking beyond the stadium. In fact, three in five sports travellers spend part of their trip outside the host city altogether, with many exploring nearby destinations or tacking on additional leisure travel.
Beyond sports
This paints a compelling picture of a new kind of traveller: one who’s driven by passion, but motivated by broader experiences and meaningful moments.
But what does any of this really mean, and how can hoteliers win with sports travellers?
It starts with recognising that these travellers are planners. They’re researching early, booking in advance, and shaping multi-day itineraries around key events.
By tapping into data-driven insights, hoteliers can better understand what’s driving traveller interest – from which events are causing demand spikes, to the feeder markets showing the strongest intent. These insights empower hoteliers to make smarter decisions in real time, from how they price rooms to when and where they promote them.
But it’s not just about when travellers book – it’s about how they behave.
High-value sports travellers tend to stay longer, spend more, and invest in experiences beyond the game. By leveraging property analysis tools, hoteliers can monitor their properties and adjust pricing to stay ahead during high-demand periods.
They can also tailor offers like bundled packages or mobile-only rates to reach travellers at the right time and place in the booking journey.
Visibility also plays a critical role. With so much competition on the calendar, boosting visibility through targeted marketing is essential. Whether it’s engaging international fans planning ahead or reaching last-minute domestic bookers on mobile, the right strategy ensures a property is seen (and chosen) by the travellers who matter most.
After all, the opportunity is significant – globally, sports tourism is projected to hit $1.3 trillion by 2032, and Australia, with its calendar packed full of iconic events, is perfectly positioned to benefit.
As Australia’s sporting calendar ramps up, so too does the opportunity for the travel industry. Sports fans aren’t just attending games – they’re embarking on full-fledged getaways and spending big along the way.
The playbook is clear: leverage data, tailor your offerings, and get visible early. Because the fans are coming – the only question is, who’s ready to welcome them?
Travel advisors can learn more about Expedia here.
