A new report by Collinson International sheds light on the travel and
spending habits of sports and concert-goers in Asia, revealing
significant economic opportunities for the travel industry.
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.
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
- 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