Sports tourism is no longer a single-purpose experience according to Priority Pass’ – the world’s original and leading airport experiences program – findings of its new report From Stadiums to Spas: Unlocking the Explosive Growth of Sports and Wellness Travel. Sports tourism is projected to reach over USD 2tn by 2032, and wellness tourism more than USD 910bn by 2030.
Priority Pass’ latest global research report surveys over 12,000 travellers across 20 markets to reveal how sports and wellness are inspiring the next wave of travel – and, in turn, reshaping expectations around experience-led journeys.
The report uncovers a developing shift in traveller behaviour: sports and wellness enthusiasts are increasingly designing itineraries around major sporting events or wellness retreats, from live football matches to digital detoxes in nature. Of those who travel for sports and wellness globally, nearly half (47 per cent) did so for wellness, 20 per cent for sport, and a third (33 per cent) travel for both – signalling a growing opportunity for card issuers to align propositions with passion-driven travel behaviours.
In the Middle East, this convergence is even more pronounced, with almost half (46 per cent) of travellers deliberately combining sports and wellness experiences within a single trip. Younger generations (Millennials and Gen Z), in particular, are using sports travel as a jumping-off point for broader experiences, with nearly half (49 per cent) globally motivated to explore new cities as part of the same trip. When it comes to wellness travel, they’re looking to power down, with more than a third (35 per cent) booking wellness trips specifically to ‘digitally detox’.
In a region where premium airport experiences are already embedded into travel culture, the shift towards wellness-led sports tourism is extending beyond destinations and into the journey itself. In the Middle East, 82 per cent of cardholders with access to airport-led experiences often or always use lounge access, while 58 per cent say access to spa, sleep pod or sleep suite facilities significantly improves their travel experience.
Christopher Evans, CEO of Collinson International, says “Our report highlights how brands have a unique opportunity to support their customers’ thirst for meaningful experiences – whether that’s wellness retreats, exclusive sports events, or premium lounge access – often opening doors to opportunities they may not otherwise have. These very memorable experiences, create a more emotional connection that delivers lasting value and greater loyalty. Brands that empower their customers to pursue their passions and travel interests are best placed to build genuine, long-term relationships in this new, experience-driven era.”
Methodology
Research commissioned by Priority Pass, and independently conducted by Qualtrics, between 05.09.25 and 26.09.25 among a sample of 12,557 travellers from 20 markets including: Brazil (525), Canada (522), Colombia (525), Germany (509), Hong Kong (SAR) (524), India (1050), Indonesia (1049), Italy (525), Japan (521), Mexico (525), Nordics (Sweden, Norway and Denmark, 531), Peru (521), Saudi Arabia (526), Singapore (523), South Korea (517), Thailand (525), Turkey (525), UAE (516), UK (1049) and USA (1049).
All respondents self-reported as having travelled / plan to be travelling for sports and / or wellness (past 12 months and / or next 12 months)
Younger generations are categorised as Millennials and Gen Z
Older generations categorised as Gen X, Baby Boomers, and Silent Generation
