The world of sports tourism is evolving. While die-hard fans have always made pilgrimages to major games and tournaments, a growing number of casual observers – and even those who don’t typically follow sports – are now adding events to their travel itineraries. It’s no longer just about a passion for the game; it’s about the atmosphere, the experience and the cultural immersion. Nearly 40% of people have traveled to attend a sporting event, and 23% plan to do so in the next 12 months, according to recent data from YouGov.
But the motivation isn’t always rooted in fervent fandom. Only 37% of those surveyed cited “love of the sport” as the reason for their travel. A significant 45% were drawn by “the atmosphere and excitement” of a live event. As travelers increasingly prioritize experiencing local culture through food and drink, adding a game or match to the agenda feels like a natural extension – particularly in countries with a strong sporting tradition.
Japan: Sumo and Baseball – A Cultural Double Play
A trip to Japan offers a compelling case study in sports tourism. The ancient tradition of sumo wrestling and the widespread popularity of baseball provide distinct, yet equally captivating, experiences for visitors. Sumo, considered Japan’s national sport, boasts a history stretching back over 1,500 years. Its enduring appeal lies in the strict rules and rituals governing the lives of the wrestlers, known as rikishi.
These athletes live in communal stables, where every aspect of their lives – from diet to hairstyle (the distinctive topknot, or chonmage) – is meticulously controlled. During a tournament, competitors face off in the ring wearing a mawashi, a loincloth, but even outside the ring, traditional Japanese attire is expected. The recent Grand Sumo Tournament held at the Royal Albert Hall in London, where images of wrestlers visiting landmarks like Large Ben and Platform 9 ¾ went viral, demonstrated the sport’s growing international appeal.
Six Grand Sumo tournaments are held annually: three at the Ryōgoku Kokugikan in Tokyo (January, May, and September), one each in Osaka (March), Nagoya (July), and Fukuoka (November).
Baseball, introduced to Japan just 150 years ago, has rapidly become the nation’s most popular sport. Over 56 million people tuned in to watch the World Series in 2024, a remarkable figure considering Japan’s total population is around 122 million. Twelve professional baseball teams compete across the country, including two in Tokyo. Attending a game at the Tokyo Dome, even without a deep understanding of the rules, can be a highlight of any visit, offering a chance to connect with local fans and experience the energy of the crowd.
Savannah Bananas: Baseball Reimagined in Georgia
Savannah, Georgia, established in 1733, is renowned for its historic district filled with 18th and 19th-century architecture. However, in recent years, a new attraction has emerged: the Savannah Bananas. This viral sensation plays “banana ball,” a highly entertaining variation of baseball that prioritizes spectacle over strict adherence to traditional rules. Expect dance routines, comedic skits, and players performing on stilts – it’s a show as much as it is a sport.
The Savannah Bananas play their home games at Grayson Stadium, but also take their unique brand of baseball on the road, with games scheduled in cities like Tallahassee, Florida; Frisco, Texas; and Memphis, Tennessee. Demand is so high that tickets are distributed through a lottery system.
Hockey’s Resurgence in Canada
Canada’s national winter sport is experiencing a renewed surge in popularity, fueled in part by the HBO series Heated Rivalry. Social media is filled with videos of fans heading to what’s affectionately known as “the boys’ aquarium” – a nickname for a particular arena – a resurgence directly linked to the show’s broadcast. According to SeatGeek, average ticket sales for games during the week of the penultimate episode increased by 24% compared to the week of the premiere, with a notable rise in new buyers.
Even for those unfamiliar with the intricacies of the game, hockey offers non-stop action and excitement. While understanding the scoreboard may take some effort, the skill on display and the occasional on-ice brawl are undeniably captivating. The National Hockey League (NHL) season runs from October to April, with a total of 1,312 games, providing ample opportunities to experience the sport live.
Monaco Grand Prix: Glamour and Speed
Monaco is synonymous with luxury and celebrity, and its Formula 1 Grand Prix is no exception. The circuit, with its narrow streets and tight corners, presents a formidable challenge for drivers, though ironically, this often results in a lack of overtaking maneuvers that some fans find frustrating.
For those less interested in the racing itself, the atmosphere is the main draw, particularly when viewed from one of the yachts in the Monte Carlo marina. After the race, attendees can enjoy official after-parties and live DJ performances throughout the city. Other Grand Prix weekends that offer a similar blend of racing and entertainment include Silverstone, Miami, and Las Vegas, attracting celebrities like Beyoncé, as well as Singapore, Abu Dhabi, and Saudi Arabia, which host post-race concerts featuring artists like Eminem and Elton John.
Muay Thai: The Art of Eight Limbs in Thailand
Known as the “art of eight limbs,” Muay Thai is a captivating spectacle even for those unfamiliar with martial arts. The discipline utilizes punches, elbows, knees, and shins, making for a dynamic and visually striking combat sport. The Rajadamnern Stadium and Lumpinee Boxing Stadium in Bangkok are the most famous venues. Lumpinee even made a cameo appearance in the 1974 James Bond film, The Man with the Golden Gun. Rajadamnern hosts daily fights, while Lumpinee is open on Tuesdays, Fridays, and Saturdays.
Beyond watching matches, many visitors are now participating in Muay Thai classes or training camps. Numerous hotels throughout Thailand can arrange on-site lessons, or you can find gyms nearby that welcome beginners.
The appeal of attending sporting events, it seems, extends far beyond a simple love of the game. It’s about immersing oneself in a different culture, experiencing the energy of a live crowd, and creating lasting memories. As sports tourism continues to evolve, it’s becoming increasingly clear that the atmosphere and excitement are just as important as the competition itself.
The 2026 Short Track Canada Cup Final will be held from March 25-27, 2026, at the Centre de glace Intact Assurance in Quebec City. You can watch Day 3 live on YouTube.
What sporting events are on your travel bucket list? Share your thoughts in the comments below!
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