2026 will probably be a defining 12 months for international sport, with the Winter Olympics in Milan and the FIFA World Cup hosted throughout Canada, Mexico, and the U.S. later this 12 months. These worldwide occasions are set to drive important fan journey and cross-border tourism.
But who’s planning to journey? What motivates them? And how does appetite differ throughout markets?
In YouGov’s newest report, Sport tourism: Measuring fan appetite, we uncover who sport vacationers are, and what drives these from Canada, Mexico, and the U.S. to journey to a sporting occasion.
With the World Cup only a few months away, we additionally present perception into the extent of curiosity that Canadians, Mexicans, and Americans have in soccer.
We additionally surveyed shoppers in 14 further nations to know the place worldwide followers would like to journey to look at a 2026 World Cup match, revealing how the host locations examine in international enchantment.
In the report and webinar, you’ll study:
- Who are sport vacationers, and are they touring internationally?
- What motivates sports activities vacationers to journey to a sporting occasion?
- How do causes for touring to a sporting occasion differ amongst Canadians, Mexicans, and Americans?
- Can worldwide occasions construct new fanbases in host nations?
- Which World Cup host nation do individuals from world wide wish to watch most?