The ‘Jik-gwan’ Phenomenon: How Global Icons Like Shohei Ohtani and Son Heung-min are Redefining Sports Tourism

For decades, the standard international vacation followed a predictable script: a mix of historical landmarks, local cuisine, and shopping. But a seismic shift is occurring in the travel industry, driven by a trend known in South Korea as jik-gwan—the act of watching a sporting event live in person. No longer content with 4K broadcasts and social media highlights, a growing wave of global fans is treating the pursuit of a stadium seat as the primary destination of their journey.

This surge in sports-centric travel is not merely about the game; it is about the proximity to greatness. From the rain-slicked pitches of the English Premier League to the sun-drenched diamonds of Major League Baseball, the desire to witness icons like Son Heung-min and Shohei Ohtani in the flesh is fueling a lucrative new sector of the tourism economy.

The ‘Icon Effect’ Driving Demand

The catalyst for this trend is the unprecedented global visibility of individual athletes. When a player transcends their sport to grow a cultural phenomenon, they become a tourist attraction in their own right. Shohei Ohtani’s transition to the Los Angeles Dodgers and Son Heung-min’s enduring dominance at Tottenham Hotspur have turned cities like Los Angeles and London into pilgrimage sites for sports enthusiasts.

Travel agencies are pivoting rapidly to meet this demand. Major operators such as Hana Tour, Modetour, and MyRealTrip are now competing to secure exclusive content—experiences that cannot be bought through a standard ticket portal. This includes “concept tours” that bundle high-end accommodations with guaranteed seating at marquee matchups.

The willingness of fans to pay a premium for these experiences is staggering. Recent industry reports indicate that some specialized sports packages, priced as high as 8 million won (approximately $6,000 USD), have completely sold out. These packages often promise money-can’t-buy experiences, such as opportunities to collect autographs or access exclusive fan zones, shifting the value proposition from the trip itself to the prestige of the access granted.

Diversification of the Sports Portfolio

Whereas soccer and baseball remain the primary drivers, the appetite for live sports is diversifying. The industry is seeing a broadening of interests into American professional leagues and international multi-sport events. Agencies like Nol Universe have expanded their portfolios to include curated experiences for the NBA and NFL, recognizing that the “spectacle” of American sports is a major draw for international travelers.

The expansion is strategically timed. With the upcoming cycle of the Winter Olympics, the World Baseball Classic (WBC), and the FIFA World Cup, travel firms are positioning themselves as the bridge between the fan and the venue. This includes providing “official” tickets—a critical selling point in an era of predatory scalping and fraudulent secondary markets.

For example, Nol Universe has focused on providing club-certified tickets for European soccer, offering benefits such as contiguous seating for groups of up to six people, which removes one of the primary stressors of independent sports travel: the risk of being separated from companions in a massive stadium.

The Logistics of the Modern Sports Pilgrimage

Planning a “jik-gwan” trip is significantly more complex than a standard vacation. It requires a synchronization of league schedules, visa requirements, and the volatile nature of ticket availability. To simplify this, travel agencies are now offering end-to-end solutions that include:

• Guaranteed Entry: Direct partnerships with leagues or official ticketing partners to bypass the lottery systems of high-demand clubs.
• Thematic Itineraries: Tours that combine a match day with visits to training grounds, club museums, and legendary local eateries frequented by the players.
• Expert Guidance: Some packages now include former professional athletes as guides, adding a layer of tactical analysis to the sightseeing experience.

This evolution reflects a broader change in consumer behavior. The modern traveler is seeking “active” consumption. Instead of observing a city, they are participating in a global event, creating a memory that is tied to a specific moment in sports history.

Strategic Implications for the Industry

The rise of sports tourism is forcing a rethink of how cities and leagues manage their international footprints. When thousands of fans fly across the globe for a single 90-minute match, the impact on local hotels, transport, and hospitality is immense. This creates a symbiotic relationship where the athlete’s popularity directly stimulates the local economy of their home city.

the digitalization of sports fandom—through platforms like X (formerly Twitter) and Instagram—has shortened the gap between a player’s achievement and a fan’s decision to book a flight. A viral clip of a goal or a home run can trigger a spike in flight searches to a specific city within hours.

As we move toward the 2026 World Cup and other major international tournaments, the “jik-gwan” trend is expected to accelerate. The boundary between a sports fan and a tourist has effectively vanished, replaced by a new breed of traveler: the global sports pilgrim.

The next major checkpoint for this trend will be the official release of travel packages for the 2026 FIFA World Cup, which will likely spot a record-breaking surge in cross-continental travel. We will continue to monitor how leagues and travel agencies collaborate to handle this unprecedented demand.

Do you plan your vacations around the sports calendar, or is the game just a bonus to the trip? Share your experiences in the comments below.