As Australia’s sporting season heats up, Expedia Group’s Darren Karshagen explains why sports tourism is fast becoming one of the country’s biggest travel opportunities.
Australia’s sporting season is showing no signs of slowing down – from back-to-back footy finals to world-class horse racing and everything in between. While stadiums have been packed with cheering fans, the real winner might just be Australia’s tourism economy.
Earlier this year, Expedia Group identified sports tourism as one of the fastest-growing global travel trends, and the latest data shows Australia sprinting to the front of the pack. With a series of high-profile national competitions and iconic sporting moments on the horizon, traveller interest is already on the rise – and it’s only expected to grow.
Demand for key sporting weekends has surged compared to last year. One major September final saw searches spike by more than 340 per cent overall, with international interest climbing nearly 250 per cent. Domestic demand is also soaring – Canberra searches jumped tenfold (1,000 per cent), while Sydney rose by 520 per cent.
It’s a similar story for the nation’s most-watched footy code, which recorded a 20 per cent rise in global interest, particularly from fans in Canada (+400 per cent) and New Zealand (+220 per cent). And, unsurprisingly, the spring racing season continues to draw strong international attention, with markets such as Tokyo and Wellington showing consistent search growth (+25 per cent).
But beyond the spikes in search behaviour, there’s a clear shift in how fans are approaching travel. Sporting events are no longer just dates on the calendar – they’re catalysts for broader travel experiences.
According to Expedia Group data, 82 per cent of Australians plan to take a sports-focused trip within 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 another $650 on dining, shopping and sightseeing.
In other words, sports tourism is no longer a niche – it’s a high-value contributor to Australia’s visitor economy.
Fans are also thinking beyond the stadium. Three in five sports travellers spend part of their trip outside the host city, exploring nearby destinations or extending their stay for leisure. This paints a picture of a new kind of traveller: one driven by passion, but motivated by broader experiences and meaningful moments.
So, what does this mean for hoteliers?
It starts with recognising that sports travellers are planners. They research early, book in advance, and build multi-day itineraries around key events. By using data-driven insights, hoteliers can identify what’s driving interest – from the events causing demand spikes to the feeder markets showing strong intent. This enables smarter decisions on pricing, timing, and promotion.
High-value sports travellers tend to stay longer, spend more, and invest in experiences beyond the game. Property analysis tools can help hotels monitor demand and adjust pricing during peak periods, while tailored offers – like bundled packages or mobile-only rates – can capture bookings at the right moment.
Visibility is also crucial. With so much competition on the calendar, targeted marketing helps ensure properties stand out. Whether it’s engaging international fans planning months ahead or reaching last-minute domestic bookers on mobile, strategic visibility ensures hotels are seen – and chosen – by the travellers who matter most.
Globally, sports tourism is projected to hit $1.3 trillion by 2032, and Australia – with its packed calendar of iconic events – is perfectly positioned to benefit.
As the nation’s sporting season ramps up, so too does the opportunity for the travel industry. 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?
