In 2025, sports travel is booming, fuelled by a growing demand for immersive, active, and socially-conscious experiences. One of the standout trends is the rise of purpose-driven travel, with fans and athletes seeking trips that combine sport with sustainability, local culture, and wellness. From marathons in eco-conscious destinations to community-led surf retreats, travellers want to feel good about where they go and what their trip supports. 

Adventure and endurance sports are also surging, with destinations offering multi-day cycling tours, trail running events, and triathlon camps to meet rising interest in personal achievement and outdoor escapism. Meanwhile, the growth of padel and pickleball is driving new regional events and sports holidays, especially in Europe and the Middle East. 

Major global events are attracting both hardcore fans and casual spectators, supported by a wave of upgraded hospitality and experience packages. Lastly, technology is reshaping planning, with dynamic ticket-travel bundles, app-based fan experiences, and AI-curated itineraries enhancing convenience. 

In short, the modern sports traveller isn’t just a fan – they’re a participant, a purpose-seeker, and an experience collector. Here we take a look at some of the biggest sports travel trends and expert predictions driving sports tourism in 2025… 

Athletic adventures and travelling for fitness

In 2025, travel and fitness are merging like never before. According to Accor’s Travel and Trend Report, 18% of Brits are planning to travel for sports, alongside a 50% rise in searches for “workout holidays” over the past year. This reflects a broader shift toward travel that supports both physical wellbeing and adventure. Recreational athletes are increasingly booking trips around marathons, triathlons, and fitness-based events, transforming global competitions into unforgettable travel experiences. High-profile races like the New York City and Berlin Marathons, as well as Ironman events, are magnets for international participants eager to combine achievement with exploration. Driving this trend is the growing appeal of fitness as a travel motivator. Travellers are not just sightseeing – they’re setting personal goals, training abroad, and seeking experiences that align with healthier lifestyles. Scenic and culturally rich race destinations add another layer of appeal. Whether it’s running past iconic landmarks or swimming in crystal-clear lakes, these events double as immersive ways to connect with new places. See all.accor.com 

‘Sports-tripping’ is on the rise

A new survey by Hyatt reveals that “sports-tripping” is on the rise, with one in six Brits (16%) willing to travel thousands of miles to take part in sporting events. This emerging trend blends a passion for fitness with the excitement of exploring bucket list destinations. The survey of 2,000 UK adults, conducted in March 2025, shows that on average, people plan to participate in five sporting events over the next year—an increase for two in five respondents compared to previous years. Football tournaments lead the list of favourite events (48%), followed by cycling races (20%) and swimming competitions (18%). Notably, over a quarter of travellers are shaping their travel plans around marathon calendars, while nearly one in ten (8%) will compete in bodybuilding events. This trend highlights a shift towards goal-driven, active travel where personal achievement and global exploration go hand in hand. See hyatt.com

Luxury sports tourism accelerates

Luxury sports tourism is accelerating in 2025, with high-end travellers increasingly seeking exclusive, experience-led getaways centred around elite sporting events. According to HunterMoss (formerly Ultimate Driving Tours), demand for its Formula 1 hospitality packages and supercar-led European tours has surged, as affluent travellers combine adrenaline with access to some of the world’s most glamorous races. This mirrors a broader shift, with the AMEX 2025 Global Travel Trends Report revealing that 60% of luxury travellers plan to attend at least one major sporting event this year. Privacy and exclusivity are also reshaping the definition of luxury. HunterMoss’s experiences prioritise less-travelled routes and hidden destinations, bypassing traditional hotspots in favour of quiet luxury. The Alpine Royale Tour, for instance, winds through serene Bavarian towns, off-season St. Moritz, and scenic Lake Garda – offering cultural immersion, five-star stays, and crowd-free roads. See huntermoss.com and americanexpress.com

‘Mara-cations’ are gaining pace

A new travel trend is gaining pace in 2025: the “mara-cation” – a hybrid holiday and marathon experience that blends fitness, adventure, and wellness. Boutique accommodation brand Generator has seen a notable rise in bookings across its global properties during major marathon weekends, as more travellers choose to explore the world while chasing personal goals. Following the TCS London Marathon, demand has spiked in cities hosting major races. Generator’s Paramount Times Square in New York saw a 67% increase in bookings for the 2025 NYC Marathon, with Berlin and Barcelona close behind at 42% and 36% respectively. This surge is echoed in Google Trends data showing rising UK interest in international marathons. Generator’s flexible, design-led accommodations – ranging from private rooms to bunk-style dorms – appeal to solo travellers, couples, and groups looking for affordable, wellness-focused stays. As Annajane Güzel, Generator’s head of marketing, notes: “Mara-cations mark a real shift in how younger travellers view holidays – combining culture, challenge, and recovery.” See staygenerator.com

Surf’s up for families and young professionals

Luxury holiday rental company Perfect Stays has picked out its top travel and lifestyle trends for 2025 and according to its concierge contact, George Stoy of George’s Surf School, family surf sessions will “continue to be popular”, with family members “all sharing and riding waves together”. Young professionals is another age group that is growing for the surf travel sector. Stoy added: “The demand for 2-3 day immersive courses has also increased among young professionals coming on short breaks to Cornwall, perhaps leaning into the trend of active and wellness retreats. The growth in the desire for more screen free time and the benefits of getting out to learn and build new skills, as well as being active and having fun in nature, are becoming more and more deliberate in the choices people are making.” See perfectstays.co.uk and georgessurfschool.com

‘Adventures for all ages’ 

If you think the thrills and spills of travel are reserved “only for the younger generations”, said Booking.com, “it’s time to think again – adventure has no age limit!” Linking to the previous trend of multigenerational trips, “we can see parallel growth in desire among older travelers to reignite the passions of their youth”. In 2025, baby boomers (those born between 1946 and 1964) are redefining what it means to travel later in life. In its travel predictions report, Booking.com revealed that 23% of people (up from just 10% in 2024) said they’re interested in “high-octane adventures like skydiving, canoeing down the world’s largest rivers, and trekking across mountain ranges”. It’s clear that the spirit of adventure and pushing ourselves outside our comfort zones are on the up, along with shifting perceptions of what growing old actually means. Age is just a number, and there are no time limits on embracing adrenaline-filled experiences like horseback riding, downhill skiing, and hunting for remote glaciers. See more at booking.com

Racketeering

Virtuoso and Globetrender have put the spotlight on the trends that are expected to shape the luxury tourism landscape in 2025. In the Luxury Travel Trend Watch: 2025 report, first revealed by Globetrender founder and CEO Jenny Southan at the 2024 Virtuoso Symposium in Dubai, “racketeering” was named as one of the seven key luxury trends to watch out for in 2025. The trend of racketeering, a term coined by Globetrender, reflects the growing popularity of racket sports like tennis, pickleball and padel being played during holidays, spurred by the 2024 film Challengers. Companies like Pickleball in Paradise now organise racket sport-themed breaks, while hotels and resorts around the world are investing in state-of-the-art courts, clinics and tournaments. Notable destinations include Marbella Club, the birthplace of padel in Europe, and Necker Island, where Richard Branson hosts the exclusive Necker Cup tennis tournament. See more at globetrender.com 

Sport mode

“Away fans, assemble”, said Skyscanner in its Travel Trends 2025 report. Looking at “sport mode” and the acceleration of sports travel, the rise of “behind-the-scenes” sports shows like Netflix’s Drive to Survive, Break Point, and Full Swing are bringing sports to new audiences like never before. This is “fueling a growth in sports travel to experience these events and destinations with other like-minded fans in real life”, the search aggregator and travel agency said. A passion for sports is influencing how travellers are exploring a destination. According to the Skyscanner trends report, 56% of 25-to-34-year-olds are looking to explore a new place by running or cycling, while 21% of all US travellers have taken a fitness class on holiday. See more at skyscanner.com

Youth and amateur sport drives sales

In its annual trends report, Hilton said that there has been a “surge” in sales for sports travel – especially within the youth sport and amateur sport segments. From 2019 to 2024, Hilton Worldwide Sport Sales revenue tripled in volume – 80% of which is driven by youth or amateur sports. Hilton also predicts that 2025 will be the “year of the travel maximiser”. Chris Nassetta, president and CEO of Hilton, said: “Our 2025 trends report uncovers what has been simmering for years – the intersection of work and play; of relaxation and adventure; of being alone but together. Travellers don’t just want to choose their own adventure – they want to maximise every moment of their time away.” Sport has long been a driver for Hilton’s marketing strategy, with the company forming partnerships with the McLaren Formula 1 team, Lancashire Thunder women’s cricket team, and Argentina’s Club Atlético River Plate football team. See more at hilton.com

Wellbeing and outdoor activities 

PoB Hotels, an exclusive collection of independent luxury hotels across the British Isles, has released its 2025 Whitepaper, a comprehensive look at the ever-evolving landscape of the UK travel and luxury market. According to the report, rest and relaxation remain the top motivators for luxury UK breaks, with 78% of respondents listing this as a key factor, while 33% expressed interest in spa breaks, 15% in sports and leisure, and 18% in wellness retreats. Combined, 87% of respondents emphasised the importance of overall wellbeing when booking UK hotel stays. In terms of specific wellness activities, spa treatments attracted the highest level of interest (61%), while outdoor activities, including hiking, cycling, and running, appealed to 45%. See more at pobhotels.com

Rise of the long ski weekend

One emerging trend among winter sports enthusiasts is the booking of a long ski weekend, which has seen a surge in popularity for the 2024-2025 season, according to ski holiday specialists Heidi. Marcus Blunt, co-founder of Heidi, said: “We’ve seen a 58% increase in long weekend bookings over the last 12 months. When you book four nights rather than seven, you still get plenty of time to ski but will naturally save on accommodation, lift passes, ski hire, and even flight prices.” Heidi’s top five European resorts for a long ski weekend include: Seefeld, Austria (best for beginners); Chamonix, France (best for advanced skiers); La Clusaz, France (best for groups with mixed abilities – and night skiing); Borovets, Bulgaria (best for tight budgets); and St. Anton, Austria (best for après ski). See more at heidi.com

‘Golden age of wellness tourism’

We are entering the “golden age of wellness tourism”, said global marketing agency FINN Partners in its Future of Wellness Tourism 2025 report. With awareness and appreciation for health and longevity at an “all time high”, products and experiences are being developed to “meet this growing demand”. Debbie Flynn, FINN Partners’ global travel practice leader, added: “Today, wellness’s influence can be seen in all aspects of travel, tourism and hospitality and it will continue to have a profound effect on how our sectors move toward greater sustainability.” In the report, South Korea, Japan, Saudi Arabia, Iceland and Italy were picked out as the wellness tourism hot spots. “These countries are redefining relaxation and rejuvenation, setting the stage for a transformative travel experience that goes beyond the ordinary,” said Amy Skelding, FINN’s managing partner and UK travel lead. See more at finnpartners.com