A fundamental shift is reshaping global travel, as travellers increasingly prioritise purpose, passion and personal wellbeing over traditional sightseeing. According to Priority Pass’ latest global research report – From Stadiums to Spas: Unlocking the Explosive Growth of Sports and Wellness Travel – sports and wellness are no longer niche motivations but central pillars of how people plan and experience trips.
The report, based on a survey of more than 12,000 travellers across 20 international markets, highlights a clear move towards experience-led itineraries, where travel is shaped around activities that align with lifestyle, identity and self-improvement rather than destinations alone.
Two of the fastest-growing forces behind this shift are sports tourism and wellness travel. Sports tourism alone is estimated to be worth US$707 billion in 2025 and is forecast to more than double to over US$2 trillion by 2032. Wellness travel is following a similar trajectory, expected to grow from more than US$525 billion today to over US$910 billion by 2030.
These figures reflect more than short-term trends. Instead, they signal a long-term behavioural change in how travellers allocate time and spending, with sports and wellness experiences increasingly viewed as essential, not discretionary.
Combining sport, wellness and exploration
The research reveals how deeply embedded these motivations have become. Nearly half of respondents (47%) say wellness is a key reason for travel, while 20% travel primarily for sport. Notably, a third of travellers (33%) actively combine both, blending high-energy sporting experiences with restorative wellness-focused trips.
Sports travel is also proving to be a powerful gateway to destination discovery. Almost half of sports travellers (46%) say they are motivated to explore new cities specifically through sports-related travel, reinforcing the role of major events, tournaments and participation-based experiences in driving wider tourism engagement.
Younger travellers seek balance and digital detox
Among younger demographics, particularly Millennials and Gen Z, wellness travel is closely tied to mental wellbeing and balance. More than a third of respondents (35%) say they book wellness trips specifically to digitally detox, underlining growing concerns around screen fatigue, burnout and always-on lifestyles.
This shift is reshaping expectations across the travel ecosystem, from hotels and resorts to airports and destinations, with travellers increasingly seeking calm, space and wellbeing-focused amenities alongside excitement and entertainment.
What this means for the travel industry
For destinations, airlines, hospitality groups and travel brands, the findings carry clear strategic implications. Destinations that can integrate major sporting events with wellness infrastructure and experiences are well positioned to attract longer stays, higher spend and repeat visitation.
Airports and airlines are increasingly part of this equation, with lounges, spas, mindfulness spaces and curated experiences becoming important touchpoints in the end-to-end journey. Meanwhile, hospitality providers are rethinking design, programming and partnerships to cater to travellers who want both stimulation and restoration.
A new era of purposeful travel
What emerges from the Priority Pass report is a picture of travel that is becoming more intentional and personalised. Travellers are no longer simply going somewhere; they are going for something – whether that is a live sporting moment, a wellness reset, or a carefully balanced combination of both.
As sports and wellness continue to converge, the travel industry faces a clear challenge and opportunity: to move beyond transactional offerings and build experience-led ecosystems that reflect how people want to live, move and feel. From stadiums to spas, the future of travel is increasingly defined by meaning, wellbeing and connection.
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