Twenty-seven percent of U.S. travelers took trips to attend sporting events in 2025, according to Future Partners' State of the American Traveler — a share projected to keep rising and one that places a multi-year revenue pipeline in front of sellers who package games into longer itineraries.

Where does the 2026 FIFA World Cup change advisor math?

The 2026 tournament, the first staged across three countries, runs 48 teams through 16 North American host cities — 11 in the U.S., three in Mexico and two in Canada — during peak summer travel season. Boston, Philadelphia, Mexico City, Miami, Seattle, Vancouver and New Jersey (final) sit on the fixture list.

"For high-profile events, fans have to be directed to a limited number of outlets that are given the rights to sell those tickets," said Jason Gewirtz, senior vice president of content, meetings and sports at Northstar Travel Group. "So, travel advisors should be aware of who those entities are to know where the legitimate tickets can be found."

That authorized-channel constraint is where commissionable inventory lives. On Location and Roadtrips are among the operators packaging premium match packages; hotel chains are repositioning around the calendar.

"Sports tourism is having a clear impact on our booking pace," said Ericka Nelson, director of operations at Kimpton Epic Hotel in Miami. "We're seeing travelers pairing games with extended leisure stays — a blend of high-energy events and destination appeal that's translating directly into stronger demand across key travel windows."

Irvine, California, less than an hour from the U.S. men's team matches in Los Angeles, is pitching itself as a quieter base, with Great Park set as the official training site for the squad. "Irvine offers World Cup travelers a balanced home base," said Misty Bond, executive director of Destination Irvine. "Our location gives fans the best of both worlds."

How does LA28 reshape Southern California itineraries?

Los Angeles will spread 2028 Summer Olympic events across a wide geographic footprint — surf at Trestles, baseball at Dodger Stadium, squash on the Universal Studios backlot — giving advisors room to stitch multi-stop Southern California trips.

"Los Angeles is the epicenter of sports, culture and entertainment," said Reynold Hoover, CEO of organizing committee LA28. "And every venue selected for the 2028 Games will provide the best possible experience."

Dave Guenther, president and founder of Roadtrips, framed the dual opportunity bluntly: "With the World Cup and Summer Games taking place right in our backyard, there's a tremendous opportunity for travel advisors to take advantage of this growing demand."

Why does the U.K. keep topping the sports-travel wish list?

London alone stacks Premier League soccer, Six Nations rugby and elite cricket into a single spring weekend, said Steve Guilday, director of travel at AARP Services, Inc. "Many consider it to be the holy grail because of its density," he said. "On any given spring weekend, you can catch Premier League soccer, Six Nations rugby and elite cricket, all within a short tube ride."

VisitBritain's Carl Walsh pointed to add-on revenue: "Combining tickets with stadium tours, local traditions and immersive activities makes trips more appealing." The Silverstone Circuit, 90 minutes from London, hosts the F1 British Grand Prix's largest crowd of the year and sells trackside accommodations. Scotland, England and Wales will host Tour de France stages in 2026, the route's first British appearance since 2014.

What niche events unlock off-peak bookings?

Lesser-known fixtures — rodeos, figure skating, the Hawaiki Nui Vaa ocean canoe race in French Polynesia — give advisors off-calendar inventory. "Hawaiki Nui Vaa is essentially our Super Bowl," said Iotua Lenoir, sustainability and events manager for Tahiti Tourisme.

The bigger long tail, though, sits in participatory events. "Understanding the scope of the sports-related travel market should be the first step travel advisors take," Gewirtz said. Youth tournaments, endurance races and amateur championships dwarf the elite-event share by volume, he argued.

Who is the sports-travel client?

The short answer from operators: everyone. CityPass has layered in stadium tours at SoFi Stadium, the College Football Hall of Fame in Atlanta, AT&T Stadium and The Star (Dallas Cowboys HQ) in Frisco, Texas, expanding ancillary ticket revenue beyond game day. Megan Allen, president and CEO of CityPass, said the additions let travelers "go beyond game day."

Anbritt Stengele, founder of Sports Traveler, pushed past any lingering hesitation: "If you can sell travel, you can sell sports travel. You likely have sports fans in your client database, and you'll be pleasantly surprised how many are eager to attend the sporting event of their dreams."

The advisory opportunity, by every operator measure above, now hinges on booking the client before the schedules and authorized channels tighten for the next World Cup cycle.