Visa: 54% of Asia-Pacific Travellers Plan Sports Trips

Global Growth and Asia-Pacific Intent

Sports tourism is emerging as a significant driver for global travel and hospitality sectors, with UN Tourism reporting it accounts for approximately 10 per cent of worldwide tourism expenditure. The segment is projected to grow by 17.5 per cent between 2023 and 2030, according to UN Tourism's Sports Tourism Market Size, Share & Trends Analysis Report.

This trend is particularly strong in Asia-Pacific, where Visa's 2026 Global Travel Intentions (GTI) study, which surveyed over 17,000 travellers across the region, found that 54 per cent of respondents intend to travel specifically for sports events.

Danielle Jin, chief marketing officer for Visa Asia Pacific, noted that around 65 per cent of the most-searched 2026 travel dates and destinations align with major global sports competitions, including the FIFA World Cup.

Affluent and Business Travellers Drive Spending

The intent to travel for sports is notably higher among specific demographics. Visa's GTI study indicated that 67 per cent of affluent respondents and 62 per cent of Gen Z travellers plan sports-related trips.

Data from the Formula 1 Singapore Grand Prix in 2025 further illustrates this, with travellers from Australia, China, Indonesia, and the United States contributing over 40 per cent of all visitor spending during the race week, according to VisaNet data.

Affluent travellers, while making up about 30 per cent of visitors to Singapore for the F1 event in 2025, generated 40 per cent of the total spending.

Additionally, business cardholder arrivals in Singapore during the 2025 Grand Prix week increased by approximately 80 per cent, with spending rising by about 170 per cent, reflecting a growing trend of combining corporate travel with leisure activities.

Beyond the Competition: Festivalisation Boosts Destinations

The appeal of sports events extends beyond the athletic competition itself, with associated festivals, concerts, and cultural activities playing a crucial role in attracting tourists.

Visa research shows that 65.7 per cent of Asia-Pacific consumers intend to travel for global concert tours, suggesting that events combining sports with entertainment elements create a compelling draw. This 'festivalisation' significantly boosts local economies.

During the Formula 1 Singapore Grand Prix in 2025, travel into Singapore increased by approximately 25 per cent compared to a typical week, and overall spending surged by about 45 per cent, according to VisaNet data. Night-time spending, in particular, grew by over 90 per cent, providing a substantial uplift for restaurants and entertainment venues.

Opportunities for Asian Cities and Local Economies

For Asian destinations, integrating sports events with broader entertainment and cultural offerings presents a clear opportunity to attract a more diverse traveller base and encourage longer stays. Visa intelligence indicates that 49 per cent of travellers enjoy learning about host-country cultures through major tournaments.

The Singapore Grand Prix, for instance, reported an 11.7 per cent increase in attendance in 2025 over 2024, demonstrating the sustained draw of such events. Cities hosting competitions like the HSBC SVNS Singapore, which featured Great Britain against Japan in March 2026, can capitalise on this trend by developing comprehensive visitor programmes.

This approach not only enhances the visitor experience but also creates positive economic spillover for local businesses and communities across the region.