YouGov：2026北美体育旅游：观赛意愿度量：受众画像、动机与制约因素分析报告（英文版）（25页）.pdf

1、Sport tourism:Measuring fan appetite/Research RealityC A N A D A,M E X I C O&U.S.Who is traveling for sport,what motivates them,and what barriers stand in their way?Sport tourism report 20262Contents3Foreword&key takeaways5Who are sport tourists?9What motivates sports event travelers in 2026?14Creat

2、ing local fandom through international sport17FIFA World Cup 2026 deep diveSport tourism report 20263Get in touchDiscover brand trackingThe year 2026 will bring a packed calendar of global sport from the FIFA World Cup to the Winter Olympics and with it,a new wave of travel tied to live events.This

3、report examines how sports travel is evolving across North America,and what it means for destinations,rights holders and brands looking to connect with fans.We highlight clear differences in who travels,how far theyre willing to go and what makes a trip feel worthwhile.Mexico shows the highest incid

4、ence of sports travel(49%),followed by Canada(44%)and the U.S.(32%).Canadians are also more likely than Americans to have traveled internationally for an event,reflecting long-standing cross-border habits.While the match-up matters,fans consistently emphasize the total experience,including atmospher

5、e,excitement and team allegiance,even as cost remains a key barrier.The pages ahead unpack these motivations and the opportunities leading into 2026.Nicole PikeGlobal Head,YouGov SportForewordhttps:/ tourism report 20264Canada shows a high rate of sport travel,with strong interest in multi-city even

6、t itinerariesMexico has the highest sport travel intent and strongest soccer/World Cup pull among the three marketsDomestic,drive-to sport travel dominates in the U.S.with lower World Cup and cross-border engagementKey takeaways 44%have traveled for sport;24%plan to in the next year.Canadians are mo