Travelers are increasingly crossing borders to attend concerts and sports events, marking a rise in purpose-driven tourism. The ongoing global soccer tournament in the United States, Canada, and Mexico is attracting fans from around the world, significantly boosting demand for flights and accommodations.
The travel industry is engaged in fierce marketing competition to capture the sports fan market. Companies are releasing booking data, launching packages that combine accommodations and tickets, and prominently featuring sports stars in their promotions to attract tourists.
◆ Japanese travelers prefer mobility, while Koreans opt for premium stays
According to Trip.com, booking rates in the 16 North American host cities have increased by about 70% compared to the same period last year during the group stage. Reservations for the tournament rounds have also risen by 40%.
Japanese travelers are leading the surge, with bookings from Japan to host cities skyrocketing by 254.3% during the group stage, the highest among surveyed countries. Germany (179.8%), the United Kingdom (138.6%), and Australia (98.6%) followed.
South Korean travelers are also making their presence felt, with bookings from Korea increasing by 41.8% during the group stage and 15.9% during the tournament rounds. Demand has particularly surged in major Mexican cities hosting South Korean matches, with Monterrey and Guadalajara seeing hotel booking increases of 4089% and 1286%, respectively.
Travel patterns vary significantly by nationality. Japanese travelers tend to adopt a mobile approach, frequently moving between host cities. During the group stage, 33% of their bookings were for multiple cities, the highest among surveyed countries, with about 10% visiting more than one country, including the U.S. and Mexico. Their accommodations predominantly consist of three-star hotels, making for a cost-effective travel experience.
In contrast, South Korean travelers show a strong preference for staying in a single city. During the group stage, 87.5% of their bookings were for one city, rising to 98% during the tournament rounds. They also favor five-star accommodations significantly more than travelers from other countries, prioritizing comfort and quality of stay while minimizing travel.
The tourism industry interprets these trends as a sign of market segmentation in sports tourism. Even within the same event, consumer patterns are diversifying, with some travelers opting for multiple matches while others focus on enjoying the games in a comfortable environment.
◆ Industry heats up with ticket-inclusive accommodations and tailored packages
As the market expands, the industry is ramping up its efforts. Airbnb has launched a promotion offering free match tickets to all customers who book accommodations in host cities. Premium seating will be available for matches from the group stage to the finals, with over 1,300 tickets released during the tournament.
As sports events evolve into anchor content that drives overall consumer spending, domestic companies are also targeting local fans. Gonjiam Resort has introduced a weekday package allowing guests to watch morning matches from their rooms and enjoy a late checkout at 2 p.m., considering the time difference with North America. On days when the South Korean team plays, they will also provide room service for breakfast.
◆ "Attract foreign fans"... Local governments leverage sports stars
With the growing influence of sports, the Seoul Tourism Foundation has released a promotional video featuring South Korean national team captain Son Heung-min and players from the prestigious MLS club LAFC. This initiative aims to combine soccer fandom with K-content demand to showcase Seoul's vibrant lifestyle to a global audience.
Alongside the video release, the foundation is also conducting a global online event featuring VIP tickets to LAFC home games and signed jerseys by Son Heung-min. The goal is to directly connect the excitement of the North American soccer festival with increased demand for visits to Seoul.
Hong Jong-min, head of Trip.com’s Korea branch, noted, "Recent travelers tend to choose destinations based on clear interests and purposes, with attending sports events becoming a key criterion for travel decisions."
* This article has been translated by AI.
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