In a groundbreaking revelation, Collinson International unveiled its latest global research report, highlighting how businesses can tap into the lucrative sports and music event tourism market. This comprehensive study sheds light on enthusiasts’ travel and spending habits, revealing significant opportunities for businesses to engage with this high-spending demographic.

A Snapshot of the Market

The “The Value of Sports and Music Tourism” report uncovers that 80% of sports and music fans in the Asia Pacific (APAC) region have flown to watch their favourite teams or artists. This phenomenon is part of a broader trend where sports fans are the biggest spenders globally, with 57% of APAC sports enthusiasts spending over $500 per trip per person. Moreover, four out of five event travellers from APAC prefer visiting new places over familiar ones.

An Economic Powerhouse

Sports and music tourism are rapidly growing sectors. In 2023, the sports tourism market was valued at an astounding $564.7 billion, with projections suggesting it will almost double to $1.33 trillion by 2032. Similarly, music tourism is on a meteoric rise, expected to reach $13.8 billion by 2032: increased events, greater media exposure, and a heightened desire for unique experiences post-COVID-19 fuel this growth.

Travel and Spending Insights

Collinson International’s research highlights that event travellers are frequent flyers and substantial spenders. In APAC, 85% of those travelling to events by plane have done so for sports, while 74% have travelled for music in the past three years or plan to do so in the coming year. These travellers are habitual, with over half travelling more than once a year and 19% attending three or more events annually.

Globally, the 25-34 age group leads in spending, with a third exceeding $1,000 for sports events and 31% for music events. At airports, event travellers typically spend around $100, but those attending high-profile events like basketball, Formula 1, and the Olympics often pay $200 or more.

Economic Impact on Destinations

The economic benefits of sports and music tourism extend beyond ticket sales. Over 82% of APAC fans have travelled to new cities or countries for events; of these, 28% have returned to these destinations, with an additional 31% planning to return. This trend presents substantial growth opportunities for local businesses, especially for those that identify and cater to repeat visitors.

Elevated Airport Experiences

Premium travel experiences are a significant draw for event travellers. More than half of APAC sports and music fans have utilized airport services such as lounges, gaming lounges, sleep pods, and spas. The primary reasons for using these services include relaxation, food and drink options, and the premium experience. This trend is more pronounced among those attending high-spending events like basketball and Formula 1.

Loyalty Programs and Customer Engagement

Collinson International’s report emphasizes the importance of tailored customer engagement and loyalty programs. About 65% of APAC event travellers participate in such programs, often joining those that offer points, miles, and discounts on flights, tickets, and accommodation. Many travellers would choose a payment card offering exclusive travel benefits, such as airport lounge access, travel insurance, and comprehensive event packages.

Airport lounge access is prevalent among travellers from India, Hong Kong SAR, UAE, Australia, Singapore, Germany, the UK, and Brazil, highlighting a global trend towards premium travel experiences.

Expert Insights

Christopher Evans, CEO of Collinson International, underscores the economic potential of engaging with event travellers. “The growing global fanbase willing to travel for iconic sports and music events seeks unforgettable experiences and is prepared to spend significantly. This new research demonstrates the high value they place on travel benefits, presenting a golden opportunity for businesses in the travel industry to capitalize on the rise of event tourism.”

Todd Handcock, Global Chief Commercial Officer and APAC President at Collinson International adds, “As sports and music tourism grows across Asia Pacific, significant opportunities arise for businesses, especially within the travel sector. Asia Pacific travellers are among the highest spenders globally, and businesses that can leverage the power of sports and music-related rewards will enjoy higher customer engagement and retention.”

The surge in sports and music event tourism offers a compelling opportunity for businesses to engage with a high-spending, loyal customer base. By understanding and catering to the unique needs of these travellers, companies can drive significant economic growth and establish strong, lasting relationships with their customers.

For a deeper dive into these insights, read the full report here.

Written by: Michelle Warner

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