New research reveals value of Sport and Music Events

Collinson International, the owner and operator of Priority Pass - a leader in airport experience programs - has released new research revealing the value of sport and music tourism

The new research titled ‘The Value of Sports and Music Tourism’, reveals the extent to which people are willing to travel – as well as the amount they're willing to spend – in order to experience their favourite sport team or music artists in person.

The research found that among those travelling from Asia Pacific (APAC) to attend an event by plane, more than 85% have travelled for sport and 74% for music in the past three years, or plan to do so in the coming 12 months. Of these travellers, 53% travel more than once a year, with 19% attending three or more events annually.

Fuelling Wanderlust
As the biggest global sport, unsurprisingly football (soccer) has the most loyal fanbase, with 70% of fans in APAC travelling to watch their favourite team. Tennis fans in APAC are the second most likely to travel (28%), followed by those watching basketball (25%), Formula 1 (23%) and the Olympics (22%). In turn, music events attracting the highest number of global fans include Rock in Rio, Coachella and Tomorrowland; with Taylor Swift, Travis Scott, Vasco Rossi and Ed Sheeran featuring as the most popular artists.

When it comes to where APAC travellers will go for sporting and music events, Sydney came out as the top destination (35%), followed by London (21%), New York (17%), Paris (16%) and Dubai (15%).

Sports and music events fuel wanderlust, taking travellers to every corner of the globe. 82% of APAC travellers have travelled to a new city or country for a sports or music event, allowing fans to experience different cultures and locations while indulging their passion for sports and music.

The majority of sport (87%) and music (89%) fans in APAC like to arrive between one and three days before an event, while 85% of sport and 86% of music fans like to stay one to three days after an event. This presents travellers with new experiences and memories, as well as huge economic growth opportunities for local businesses within these destinations.

Elevating the Journey
More than half (52%) of APAC event travellers have used airport experiences, which include visiting an airport lounge (34%), gaming lounge (15%), sleep pod (16%) and spa (13%). The top reasons APAC fans visit an airport lounge is to relax and unwind before or after watching their favourite team / artist (58% for sport and 59% for music fans), followed by enjoying food and drink options at the airport (56% for sport fans and 57% for music fans). 

Globally, the uptake of airport lounges is higher among those spending more money on the trip overall. Interestingly, those travelling to basketball events (48%), Formula 1 (45%) and the Olympics (44%) are more likely to use lounges and it is these fans who also spend the most.

Big Spenders
When travelling to see their favourite team or artist, it's not just about the destination, it's about the journey too. Sport fans are the biggest spenders, with 57% from APAC exceeding US$500 per trip, per person. Globally, the 25-34 age group spends the most overall, with a third (33%) exceeding US$1,000 for sport and 31% for music events. In addition, just under half (44%) of event fans typically spend US$100 at the airport.

Christopher Evans, Chief Executive of Collinson International, owner and operator of Priority Pass notes "whether it's being in the crowd for the big game or watching your favourite artist at a festival, you can't beat live events – especially when they're combined with travelling the world. More than ever, people are travelling domestically and internationally for sports and music and this year marks a special occasion, with a huge summer of major events taking place globally.

"Our latest global research report reveals that not only are people travelling far and wide for sports and music events, but they also want to enhance their travel experiences to make these trips even more memorable. Priority Pass offers seamless, premium airport experiences that elevate every journey. With airport lounges and travel experiences in over 700 airports across 145 countries, there's an abundance of choice for wherever the summer takes you."

Todd Handcock, Global Chief Commercial Officer and Asia Pacific President, Collinson International adds "In Asia Pacific, we see many travellers seeking to make their journeys as memorable as the events they attend.

"We understand and relate to travellers' passion for exploration. By offering premium travel benefits such as access to airport lounges and travel experiences, we ensure that every aspect of our members' trips (some of which are in the 'once in a lifetime' category) are enjoyable, stress-free, and are made that little bit more special with Priority Pass." 

To find out more, read the full report here. 

Collinson International, the owner and operator of Priority Pass, commissioned this research independently. The report is not endorsed by any party mentioned herein.

Methodology: Research commissioned by Collinson International, owner and operator of Priority Pass, and independently conducted among a sample of 8,537 travellers from 17 countries and territories including: Australia (505), Brazil (502), Colombia (503), France (501), Germany (503), Hong Kong SAR (501), India (502), Italy (504), Mexico (502), Peru (503), Saudi Arabia (501), Singapore (503), Spain (501), Thailand (503), UAE (501), UK (502), and USA (500). The survey was completed online in June 2024.

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