GAME ON: THE RISE OF SPORTS TOURISM
GAME ON: THE RISE OF SPORTS TOURISM
- More than a quarter of Aussie sports lovers plan to cheer on the green and gold abroad in the next 12-24 months
- The Rio games carries the most pull for sports fans, while England attracts the most sports fans
28 September, 2015: With the rugby currently underway in England, and less than a year until the big athletics games in Brazil, fans around the world are gearing up for some of the biggest and best international events on the sporting calendar.
New research released today* by the Expedia.com.aubrand shows that, for the nation’s most enthusiastic punters, simply watching a live match from the comfort of their own sofa or the local pub no longer cuts it. The study found that more than a quarter (28%) of Aussie sports aficionados are planning to travel overseas to the host city for a major international sporting event in the next 12-24 months.
Of the major sporting events in 2015 and 2016, the summer games holds the strongest pull for Aussie international travel, with nearly one in four (24%) planning to attend the event in Rio, Brazil. Other sporting matches on Aussies’ travel agendas include the Grand Prix, basketball and baseball games in the U.S., the English soccer league, and the Rugby Sevens.
Expedia.com.au Travel Expert Kelly Cull comments: “There are some really exciting sporting events coming up over the next year, both locally and internationally, and for a nation that is so devoted to its sport, there’s nothing quite like watching the action live! A major sporting event is a great excuse to make the most of an overseas holiday and explore new destinations.”
While sports tourism is rife among all Aussie fans, the research reveals it is the younger generation that have the largest appetite for sport. Close to half (44%) of 25-34 year olds and a third (33%) of 18-24 year olds are the most likely to travel for an international game in the next 12-24 months.
As for the best sporting travel companion, 39% of Aussies are most likely to travel with their wife or husband, above travelling with their friends (19%), girlfriend or boyfriend (17%), family (13%) or solo (11%). Men are more likely than women to travel with their mates (21% vs. 16% of women), while women would rather holiday with their family (17% vs. 9% of men).
Looking into what Aussies love most about travelling to international sporting games, the research found that, aside from the event itself, the atmosphere in the host city and country is the most exciting aspect (58%). Other popular features include: enjoying the time shared on an overseas adventure with close friends and family (37%), partaking in a ‘once in a lifetime’ opportunity (32%), and supporting the nation in a foreign city (31%).
When it comes to cost, Cull says:“There’s no escaping the fact that travelling to international cities at the time of big sporting events can be expensive. My top tip is to book now, as availability for major sporting events is often limited and prices are likely to rise as the big event draws near. Booking early and bundling your flight and hotel into a package can greatly help with savings.”
For further information, interviews or images please contact:
Kirsty Burgess, Haystac
(02) 8094 7507 or 0478 010 533
Notes to Editor
*The study was commissioned by Expedia.com.au and conducted amongst 2,014 Australians in April 2015. The study is weighted to ensure it is representative of the national population.
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