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E-biking in Upper Austria: a slow sports travel escape
25Aug By Sports Tourism NewsNo Comments
Editor's Pick, Holidays & Trips, Trends

E-biking in Upper Austria: a slow sports travel escape

Crystal Palace manager Oliver Glasner took his FA Cup-winning side for some pre-season matches to Upper Austria. Glasner’s team certainly benefitted from the clean air and local produce, having flown home with two wins under their belt. Ramy James Salameh followed in their footsteps but explored the culture and heritage of the region from the saddle of a e-bike in a slower more considered manner. Sitting in the world’s largest cider barrel sauna – the Mostfassl – with 50 other naked strangers might not be your traditional warm-down after a nature-filled cycle ride, but in Upper Austria this is simply how one keeps body and mind at a healthy equilibrium. It is not high-intensity workouts or Tour de France-style cycling elevations, but simply a form of slow sports travel in a rolling and...
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‘E-biking is booming’: Much Better Adventures launches new e-bike holidays 
22Jul By Sports Tourism NewsNo Comments
Hotels & Resorts, Trends

‘E-biking is booming’: Much Better Adventures launches new e-bike holidays 

Travel company Much Better Adventures is expanding its portfolio of cycling trips with five new e-biking holiday itineraries. Catering to the growing interest in the e-bike trend, the new collection takes travellers from the highlands of northern Vietnam to Peru's Sacred Valley, culminating at the iconic Machu Picchu and to the beaches of Costa Rica.  The itineraries meet the rising demand for immersive travel among all generations of travellers with e-bikes opening up harder-to-reach destinations for those who are seeking a challenge but want it to feel achievable. These new trips join a line-up of e-bike-friendly adventures that combine riding with hiking, paddling, wild swimming and local food and wine. Sam Bruce, co-founder of Much Better Adventures, said: “E-biking is boom...
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Demand grows for active travel in Spain’s lesser-known regions
13Jul By Sports Tourism NewsNo Comments
Holidays & Trips, Trends

Demand grows for active travel in Spain’s lesser-known regions

Spain is seeing a surge in demand for active travel experiences, as three UK independent tour operators – Headwater, Pura Aventura and Naturetrek – report a marked shift in booking trends toward more immersive, activity-based holidays. Travellers are increasingly drawn to Spain’s lesser-known regions, seeking out walking, cycling and nature-focused adventures that go beyond the traditional sun-and-city breaks. In response, the operators have expanded their offerings to include immersive nature-based, cultural, and active adventures – from scenic cycling routes through Extremadura to wildlife-focused treks in Andalucia and multigenerational activity family escapes in the Pyrenees. Sharon Zanni, product manager for mainland Spain and the Balearics at Headwater, said: “We have seen a g...
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2025 Global F1 Fan Survey: women, Gen Z and US fans power new era 
5Jul By Sports Tourism NewsNo Comments
Editor's Pick, Sports Business, Trends

2025 Global F1 Fan Survey: women, Gen Z and US fans power new era 

Formula 1 fandom is evolving – and it’s younger, more diverse, and more plugged-in than ever. According to the 2025 Global F1 Fan Survey, released by Formula 1 and Motorsport Network, the sport is in the midst of a generational and cultural shift, with women, Gen Z, and US fans emerging as powerful forces shaping the future of the grid. Conducted every four years, the survey gathered insights from more than 100,000 self-identified F1 fans across 186 countries. The results confirm what has been building over recent seasons: Formula 1 is no longer just a motorsport, it’s a cultural phenomenon. Women are leading the next wave of fandom, with female fans making up three in four of all new fans in the survey. Among Gen Z respondents, nearly half identify as female – highlighting the spor...
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The biggest sports travel trends of 2025
5Jul By Sports Tourism NewsNo Comments
Holidays & Trips, Sports Business, Trends

The biggest sports travel trends of 2025

In 2025, sports travel is booming, fuelled by a growing demand for immersive, active, and socially-conscious experiences. One of the standout trends is the rise of purpose-driven travel, with fans and athletes seeking trips that combine sport with sustainability, local culture, and wellness. From marathons in eco-conscious destinations to community-led surf retreats, travellers want to feel good about where they go and what their trip supports.  Adventure and endurance sports are also surging, with destinations offering multi-day cycling tours, trail running events, and triathlon camps to meet rising interest in personal achievement and outdoor escapism. Meanwhile, the growth of padel and pickleball is driving new regional events and sports holidays, especially in Europe and the M...
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Adventure travel trends 2025: fuelling a new wave of sports tourism 
5Jul By Sports Tourism NewsNo Comments
Editor's Pick, Trends

Adventure travel trends 2025: fuelling a new wave of sports tourism 

The global adventure travel industry has entered a new era – stable, focused, and increasingly connected to the fast-rising world of sports tourism. That’s one of the big takeaways from the 2025 Adventure Travel Trends & Insights Report, the annual benchmark study released by the Adventure Travel Trade Association (ATTA). Now in its 18th year, the report reveals how active, immersive travel experiences are not just bouncing back from the pandemic, but helping define a more meaningful future for global tourism. Drawing from multilingual survey responses between February and April 2025, the report reflects the real-world data and insights of hundreds of tour operators worldwide, based on their business activity during 2024. It’s a clear snapshot of what today’s adventure traveller wa...
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‘Sports-tripping’: Hyatt survey reveals British sports travel trends  
13Jun By Sports Tourism NewsNo Comments
Editor's Pick, Holidays & Trips, Trends

‘Sports-tripping’: Hyatt survey reveals British sports travel trends  

British travellers love to take part in sporting events so much that one in six (16%) admit they’d be willing to travel thousands of miles to do so, according to a new survey by Hyatt. This growing trend – dubbed “sports-tripping” – sees people combine their love of taking part in sport with ticking off bucket list destinations. The survey of 2,000 Brits, commissioned by Hyatt and conducted by Perspectus Global during March 2025, also reveals that typically people plan to take part in five sporting events in the next 12 months, with two in five saying this is more than previous years. Football tournaments (48%), cycling races (20%) and swimming competitions (18%) topped the list of favourite events. More than a quarter of people are planning to turn their marathon race calendars into t...
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Luxury sports tourism: a key trend driving luxury travel in 2025
13Jun By Sports Tourism NewsNo Comments
Editor's Pick, Holidays & Trips, Trends

Luxury sports tourism: a key trend driving luxury travel in 2025

Following an in-depth customer survey, ultra-luxe experiential travel company, Ultimate Driving Tours, has unveiled some exclusive insights into what is shaping the luxury travel industry in 2025.  Here are five of the key luxury travel trends that have emerged from the survey… Luxury sports tourism Ultimate Driving Tours has seen a surge in demand for its F1 hospitality packages and tours – immersive destination experiences that combine supercar exploration with exclusive access to Grand Prix weekends across Europe. This appetite reflects a broader trend: sporting-inspired travel continues to be a driving force in the luxury market, with 60% of travellers planning to take at least one trip for a sporting event in 2025, according to the AMEX 2025 Global Travel Trends Report....
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Rise of ‘mara-cations’: Generator sees marathon weekend booking surge
11May By Sports Tourism NewsNo Comments
Hotels & Resorts, Sports Business, Trends

Rise of ‘mara-cations’: Generator sees marathon weekend booking surge

Following the TCS London Marathon in April, boutique accommodation brand Generator has recorded an increase in guests looking to combine their love of running with travel – opting for a hybrid of a holiday and a marathon, affectionately coined the “mara-cation”.  With a surge in bookings across its global portfolio, Generator’s properties in key marathon locations have seen increased demand during event weekends, highlighting that guests now more than ever are seeking  a blend of wellness, intense self-optimisation and a desire to see the world through a new lens.  Of the locations that are seeing the biggest increase, New York leads the way, with a 67% increase in bookings at Paramount Times Square - a Generator Hotel during the NYC marathon weekend 2025 (2 November). Berlin c...
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Amex Travel report: sports tourism is one of 2024’s top global travel trends
14Apr By Sports Tourism NewsNo Comments
Sports Business, Trends

Amex Travel report: sports tourism is one of 2024’s top global travel trends

Sports tourism has been picked out as one of the top global travel trends for 2024, in a new report published by American Express Travel. Under the headline “for the love of the game”, the report reveals how sports fans, both internationally and domestically in the US, are “logging serious miles to witness their favourite sporting events first-hand”. The 2024 Global Travel Trends Report uncovers the “driving forces behind why people are travelling right now”, and “one thing remains clear”, they “intend to make the most of their trips this year”. In regards to the sports travel trend, it’s not just about “rooting for the home team”, the report said. A poll conducted by American Express Travel found that nearly three-quarters of global respondents are into sports, with 71% considering...
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Sustainable sports travel: cycling trends and tours from Cycling for Softies
30Jul By Sports Tourism NewsNo Comments
Holidays & Trips, Sports Travel, Trends

Sustainable sports travel: cycling trends and tours from Cycling for Softies

If you want your next sports-themed holiday to be sustainable, then a cycling tour could be a great option. Often overlooked, this type of holiday offers the opportunity to explore a destination while leaving no carbon footprint. In this expert guide, Harvey Downard, head of cycling at bike tour operator Cycling for Softies, shares some insight into this type of travel and suggests some breathtaking routes for anyone looking for an eco-friendly getaway. No-fly and no-drive: keep your carbon footprint to a minimum Using a bike instead of a car for short journeys reduces travel emissions by up to 75%, according to ourworldindata.org. So, as you explore by bike on your holiday, you’ll be able to cover much larger distances than by car to best immerse yourself in a destination and mi...
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Interview: StubHub president Sukhinder Singh Cassidy talks NFL, London, Brexit and ticket trends
23Oct By Sports Tourism NewsNo Comments
Sports Business, Trends

Interview: StubHub president Sukhinder Singh Cassidy talks NFL, London, Brexit and ticket trends

Hosting major US sporting fixtures has cemented London’s position as an international sports hub - and the perception of the UK has improved for fans who attended the events.   That’s according to a study published in October by online ticket company StubHub which looked at sales data ahead of the 2019 NFL London Games. This year London hosted the NBA regular-season match between the Washington Wizards and New York Knicks at The O2 in January. And for the first time baseball arrived on UK soil with the Boston Red Sox taking on rivals New York Yankees in two MLB matches at the London Stadium in June. In October and November American football has once again been on the London sporting calendar. Two NFL games were played at Tottenham and two are taking place at Wembley.    The StubHub stu...
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