Sports and concerts drive APAC travel as fans prioritise experiences

Nearly half of Asia Pacific travellers are planning trips around major sporting or music events, according to new research from Hilton. The survey, conducted across China, India, Australia, Singapore, and Japan, highlights the growing influence of experience-led travel on booking decisions, loyalty engagement, and hospitality expectations.

Hilton’s findings show that 40% of respondents intend to plan international trips around sporting or music events, while 60% have already travelled domestically or internationally for such events. Sports tourism is particularly strong in China (59%) and India (57%), underscoring the region’s appetite for live experiences.

For fans, the quality of hospitality is a major factor: 70% cited it as decisive when booking accommodation. Proximity to events (72%) and price (72%) were also top considerations, reflecting how convenience, comfort, and experience combine in travel decisions.

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Moreover, sports and music stand out as the most compelling reasons to travel. 70% are willing to cross borders for sporting events such as Formula 1, and 63% for music concerts and festivals. Trips are social, with travellers often attending with friends (47%) or partners (55%), while younger travellers (18–24) show a stronger preference for group experiences (60%).

Hilton is also seeing loyalty programs play an increasingly important role in enabling access to these experiences.

“Sports and entertainment tourism is becoming one of the defining travel trends in Asia Pacific, and F1 is leading the charge,” said Ben George, senior vice president & commercial director, Asia Pacific, Hilton. “Incredible travel experiences start with an exceptional stay, and our partnerships allow fans to connect with the moments they care about most — on and off the track.”

The research underscores the broader trend: APAC travellers are not just seeking accommodation—they are seeking experiences. Loyalty programs, exclusive events, and curated hospitality are now central to travel decisions, particularly among sports and music fans. 

The findings echo a broader shift seen across recent travel studies, where personal growth, emotional wellbeing, and flexibility are emerging as key motivators for travellers in APAC. Beyond adventure or leisure, solo travel is increasingly tied to self-discovery and purposeful experiences — a trend that brands in tourism, hospitality, and lifestyle sectors are now leveraging to build more meaningful engagement. 

The study, conducted by Scoot and YouGov, also found that digital platforms are central in booking accommodation and flights while social media plays a key role in food and activity discovery, with travellers often consulting TikTok and Instagram to plan what to eat and what to do. 

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