More fans are willing to travel internationally for sporting events, such as the F1 Grand Prix. — Unsplash
Sports tourism has become “a critical driver of travel”, according to a recent survey held across the Asia Pacific (Apac) region.
Presented by Hilton, the survey conducted by OnePoll from Sept 3 to 16 involved the participation of 5,000 adults from Australia, Singapore, China, Japan and India.
Among these respondents, 40% intend to plan international trips that revolve around major sporting or music events. Meanwhile, 60% have taken domestic or international trips related to either event.
Travellers typically take the trips with friends (47%) or partners (55%). For younger travellers, the most appealing aspect is getting to travel alongside friends, with 60% of 18- to 24-year-olds planning such trips.
When it comes to choosing accommodation, the top three considerations identified by respondents are proximity to the event (72%), price (72%) and quality of hospitality (70%).
Travellers from China put particular emphasis on proximity to the event (81%) and the quality of hospitality (80%). Travellers from China (59%), as well as India (57%), also express the biggest interest for these trips. Furthermore, 70% respondents from each of these countries also express interest in access to exclusive events when accommodation is tied to sporting or entertainment experiences.
An example of this would be the recent F1 Singapore Grand Prix, held early last month on Singapore’s Marina Bay Street Circuit.
Sports tourism is seeing growing demands from fans. — Pexels
“Sports and entertainment tourism is becoming one of the defining travel trends in Asia Pacific, and F1 is leading the charge,” Ben George, senior vice president and commercial director, Asia Pacific, Hilton, says in a press statement.
Hilton has a 20-year history of partnering with the McLaren F1 Team, which translates to exclusive perks for fans. Those who are part of Hilton Honors, Hilton’s guest loyalty programme for its 24 brands, were able to redeem their points for the McLaren F1 Team VIP package.
The package included premium trackside hospitality and access to McLaren-hosted activities – plus a two-night stay at Conrad Singapore Marina Bay.
The mix of new and returning guests who participated in the redemption proves that Apac travellers continue to seek exclusive experience-led travel.
Other major annual sports events in Apac include the Hong Kong Sevens (rugby), SEA Games (the next one will be held in Thailand in early December), AFC Champions League, various marathons (Australia and Japan are part of the World Marathon Majors), and Malaysia’s own PETRONAS Le Tour de Langkawi in Kedah.
Super Junior’s tour continues in early 2026 with concerts in five venues across Asia, including Kuala Lumpur. — Super Junior Facebook
Aside from sports tourism, there are rising demands for music tourism as well. Approximately 63% respondents are eager to cross borders for music concerts and festivals (and 70% are willing to do the same for sporting events).
Recognising this, travel platforms have partnered up with event organisers and hotels to provide exclusive packages, which allow fans to attend the events with less hassle.
For example, Klook has previously offered bundle packages for Coldplay’s concert in Hong Kong and Taylor Swift’s concert in Singapore.
Most recently, Trip.com Group announced its multi-year strategic partnership with entertainment events company, Live Nation Asia. It was launched last month with the partners offering exclusive bundle experiences for the Hong Kong concert of K-pop girl group, Twice.
Typically, bundle packages like the ones offered for the aforementioned concerts would include event tickets, fan meets, hotel stays, transport options, and curated local experiences.
Concerts to look out for in Malaysia so far next year include Siti Nurhaliza: Legacy 30 (Jan 10), Super Junior: 20th Anniversary Tour (Jan 17), Bryan Adams: Roll With the Punches (Feb 6), Blue: 25th Anniversary Tour (Feb 9), My Chemical Romance: South-East Asia Tour 2026 (April 20 and May 1), and Lea Salonga and the Malaysian Philharmonic Orchestra: From Broadway to Disney (Sept 26).
