YouGov：2026体育旅游：观赛意愿度量：受众画像、动机与制约因素分析报告（英文版）（36页）.pdf

1、Sport tourism:Measuring fan appetite/Research RealityM U L T I-C O U N T R Y R E P O R TWho is traveling for sport,what motivates them,and what barriers stand in their way?Sport tourism report 20262Contents1Foreword&key takeaways2Who are sport tourists?3Whos traveling for a sport event in 2026?4What

2、 kinds of events will fans travel for?5What motivates sport event travelers?6Creating local fandom7MethodologySport tourism report 20263ForewordGet in touchDiscover brand trackingThe year 2026 is set to witness a host of marquee global sport events,including the FIFA World Cup,the Winter Olympics an

3、d the ICC T20 World Cups.From these global tournaments to regular season games,sport tourism impacts where people go,how they travel,and what they expect from destinations.This report draws on data from YouGov Surveys across 17 markets to explore who is traveling for sport,what motivates them,and wh

4、at barriers stand in their way.By examining attitudes,behaviors,and differences across countries and generations,this study offers a clear,data-driven view of the evolving sport tourism landscape,and what it all means for rights holders,destinations,and brands.”Nicole PikeGlobal Head,YouGov Sporthtt

5、ps:/ tourism report 20264Sport tourism is already a mass-market behavior,especially among younger fans.The U.S.runs on domestic league travel,while most other markets still rely on major global tournaments to drive sport travel.Fans travel for the atmosphere and experience as much as for the sport i

6、tself.010203Key takeaways Travelling for sports events is an international phenomenon,with four in ten consumers across 17 markets having done so.At 45%,Millennials are significantly more likely than the general population to have traveled for sport events.International sport tourism rates vary vast