The Rise of Sporting Tourism & the Role of Partnerships to Elevate Cut-Through

Date: 28 August 2025

Sport has also entered the cultural conversation more recently – everything from the rise of Netflix documentaries to the growth of sporting tourism, which now estimates almost 30% of Australians are planning to travel for a sporting event this year. Travel marketers have a unique opportunity to capitalise on this by crafting thrilling experiences that are deeply connected to their brand identity.