Exploring the Value of Sports and Music Tourism: Insights from Collinson International’s Latest Global Research Report

Are you a sports or music fan who loves to travel for events? If so, you’re not alone! Collinson International, the owner and operator of Priority Pass and LoungeKey, has just released a fascinating new research report titled “The Value of Sports and Music Tourism” that delves into the travel and spending habits of event travellers.

The report reveals that sports and music tourism is on the rise, with sports fans emerging as the biggest spenders globally. In fact, 57% of Asia-Pacific sports enthusiasts are spending more than US$500 per trip, per person. This trend is expected to continue growing, with sports tourism projected to nearly double in value to US$1.33 trillion by 2032, and music tourism forecasted to reach US$13.8 billion by the same year.

What’s driving this growth? The report points to three main factors: events, exposure, and experience. With an increasing number of sports and music events taking place around the world, fans have more choices when it comes to destinations. Additionally, the internationalization of sports leagues and music artists through TV and streaming platforms has encouraged fans to travel. And after a period of travel restrictions due to Covid-19, live event fans are eager for new and enhanced experiences.

In Asia-Pacific, a significant number of event travellers are taking to the skies to attend sports and music events. More than four-fifths of those who travel by plane have attended or plan to attend events in the past three years. And of these travellers, over half travel more than once a year, with 19% attending three or more events annually.

When it comes to spending habits, sports fans are leading the way. Globally, the 25-34 age group spends the most on sports and music events, with a significant portion exceeding US$1,000 per trip. Airport spending also varies depending on the event, with fans of basketball, Formula 1, and the Olympics willing to spend more than others.

But it’s not just about the events themselves – event travellers are also looking for premium travel experiences, including airport lounges, gaming lounges, sleep pods, and spas. In fact, more than half of Asia-Pacific sports and music fans have used airport experiences when traveling for an event.

So, what does this mean for businesses? According to Christopher Evans, CEO of Collinson International, businesses that offer travel benefits to event fans have a unique opportunity to capitalize on the rise of event tourism. By providing the benefits that fans crave, businesses can boost engagement, build loyalty, and drive additional cross-border spend.

In conclusion, as the appetite for sports and music tourism grows across Asia-Pacific, significant opportunities are opening up for businesses in the travel and financial services sectors. By unlocking the power of sports and music-related rewards, brands can position themselves for higher customer engagement and retention.

To learn more about the findings of Collinson International’s research report, you can read the full report here. Happy travels!