Sports Tourism Boom Driven by Millennials: $707 Billion Market

Millennials are significantly driving the sports tourism boom, with the market currently valued at $707.29 billion and projected to nearly triple by 2032, according to a report from Fortune Business Insights.

This demographic shift in consumer spending patterns is evident in the habits of individuals like Vince Nguyen, a 39-year-old entrepreneur from Vietnam, who spends a few hundred dollars each month traveling internationally to play pickleball.

Nguyen's travels to various countries for tournaments and leisure have led him to spend between $386 to $772 on trips, with costs rising to around $1,000 for destinations like Canada. According to Hilton's 2026 Trends Report, 67% of millennials have planned trips centered around their interests, including sports, wellness, and concerts.

In the U.S., millennials are 80% more likely to plan vacations for tennis events and 87% for pickleball, highlighting a trend that shows no signs of slowing down. Nirbhay Handa, a 35-year-old based in Singapore, shares a similar sentiment, utilizing his travel for tennis sessions.

He spends around $200 weekly on tennis while abroad, emphasizing the therapeutic benefits of the sport. Mike Goldys from Florida has dedicated substantial resources to international surfing, logging 140 hours across 26 cities in 10 countries and spending up to $10,000 per trip.

The Asia-Pacific region is leading the fastest growth in sports tourism, anticipated to reach $149.50 billion by 2025, with a compound annual growth rate of 17.85% from 2025 to 2032. This growth represents significant opportunities for businesses in both the tourism and sports sectors, as millennials increasingly view travel as a means to engage in their passions, contributing to a robust market.

The tourism industry must adapt to these changing preferences, with companies looking to capitalize on this demographic trend. As millennials continue to shape the travel landscape, their spending habits reflect a broader cultural shift towards experiential travel, where the pursuit of sports and leisure activities becomes a primary driver of travel decisions.

This dynamic presents a unique opportunity for innovators in the tourism and sports industries to cater to these evolving consumer desires.