Sports and concerts drive travel growth across APAC: Hilton study

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A new Hilton survey has revealed that sports and concerts are driving travel decisions across Asia Pacific, with nearly half of respondents saying they plan trips around major live events. Conducted across China, India, Australia, Singapore, and Japan, the study points to a growing shift from sightseeing to experience-led travel.

About 40% of respondents intend to plan international trips around sporting or music events, while 60% have already travelled domestically or abroad for such experiences. Sports tourism was particularly strong in China (59%) and India (57%), signalling a sustained appetite for large-scale live gatherings.

Hospitality quality emerged as a decisive factor for travellers, with 70% citing it as crucial when booking accommodation. Other top considerations included proximity to event venues (72%) and price (72%), underlining the balance of comfort, convenience, and affordability that defines modern travel choices.

The report adds that loyalty programmes are playing a greater role in travel planning, as hotel brands tailor exclusive experiences — from concert-adjacent stays to athlete meet-and-greets — to capture this growing segment.

Industry analysts say this marks a major evolution in travel behaviour post-pandemic: “Experiences, not destinations, now define intent,” said a Hilton spokesperson. As mega-events like the 2026 FIFA World Cup and 2028 Los Angeles Olympics approach, the region’s experience economy is poised for continued growth.