Around 40% of travellers in Asia Pacific countries plan international trips around sports or music events, according to a Hilton survey conducted in China, India, Australia, Singapore and Japan.
Chinese respondents reported the highest rate of interest in travelling internationally for sports or music events, at 59%. Across countries, 70% said they would travel internationally for sporting events, while 63% said they would do so for music events.
“Sports and entertainment tourism is becoming one of the defining travel trends in Asia Pacific, and F1 (Formula One) is leading the charge,” said Ben George, Hilton senior vice president and commercial director, Asia Pacific.
India saw the second-highest rate of interest in sports or music-related international trips, at 57%.
Around 60% of respondents said they had travelled domestically or internationally for a entertainment or sports event in the past.
Proximity to the event and price were respondents’ top priorities for accommodation on these events-related trips, with 72% naming each as their main consideration. Quality of hospitality was in third place, at 70%.
Almost half of respondents said they were likely to attend these live events with friends, at 47%, while 55% said they would attend with a partner.
Increased tourism in cities hosting Formula One races leads to greater spending on restaurants and lodging, according to a May report by Visa. Travellers also visited other destinations around Victoria and Japan after races in Melbourne and Suzuka.
Australians and South Koreans represented the largest percentage of international tourists at Singapore’s F1 Grand Prix on Sunday.
About 70% of Australians plan to travel domestically to watch or participate in a sporting event in 2025, according to June research by YouGov. Among Millennials, 78% said they had travelled for sports events in the previous six months.
According to Expedia Group’s 2025 Sports Travel Report in April, sports tourism represents 10% of global tourism spending, and is expected to reach US$1.3 trillion by 2032. Australian sports travellers spent an average of $1,680 on their trips.
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