With the Women’s World Cup underway until the 20th August, and travellers from all over the world clamouring to experience the thrill and excitement of the festivities in person, it’s clear that sporting events still hold an unshakeable appeal for fans and travellers alike all wishing to witness the unique atmosphere that sporting events bring.
Events like the Women’s World Cup are an incredible pull for travellers - and this year are beneficial for travel providers in Australia, New Zealand and the general Asia-Pacific region as the host destinations! The last Women’s World Cup generated nearly 300 million EUR for its host country of France in 2019, and 2023’s Women’s World Cup is set to be even bigger with over 1 million tickets sold for 2023’s event before kick-off.
Of course, these figures are unique to globally renowned events like the World Cup; but popular sport events around the world are prime opportunities for global travel agents to capitalise on the demand that these often prestigious and highly anticipated events bring with them, and boost your bookings as a result!
A way to widen the appeal of sporting events to all travellers is to offer the best of both worlds to your clients, and showcase popular events as a way of seeing trending destinations at their most celebratory, but also opportunities, regions and experiences that allow them to catch a more authentic side of these host destinations to bring a unique richness to their trip.
This way, travellers can maximise the time spent in-destination and you can maximise your sales!
So we take a look at some of the world’s most popular sporting events and how you can capitalise on the demand for sporting travel, while highlighting some great alternative or nearby areas to stay, as well as unique experiences, to satisfy the needs of today’s traveller.
But first…
There are countless sporting events that take place every year around the world; some drawing hundreds of thousands of people to their host destinations, and some are only for the most niche of sports but equally loved.
Regardless of where your clients are headed - or could be headed, once you’ve inspired them with our list of sporting event recommendations - it’s important that you’re enriching their time with memorable activities and experiences. Having a wealth of products – not just hotels - in your arsenal makes it easier to accommodate your clients’ needs, and that’s what travel is all about!
With our Booking Engine, our partners can:
The traveller of today (and tomorrow) is looking for authenticity and connection during their trip, and that 71% of all consumers expect personalised service from their providers - not just in travel, but across all industries!
So not being able to offer a wealth of trip-enriching products could seriously put you behind your competitors.
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The 2023 Rugby World Cup is to be the tenth of its kind, and the first to be held entirely in France. Set across ten captivating host cities including Bordeaux, Nantes, Lille, Lyon, Paris, Marseille, Toulouse, Saint-Etienne, Nice and Saint Denis, over a six week period, this Rugby World Cup is set to be one of the most anticipated ever, as the event celebrates the 200th anniversary of the creation of rugby itself!
While the matches themselves are hosted in ever-popular cities like Bordeaux, Nice and Saint-Etienne we’ve got the perfect recommendations inside and outside these destinations for travellers looking to get away from it all between games.
Saint-Etienne
As a melting pot of modern design and culture, Saint-Etienne has earned itself the status of a UNESCO City of Design, and is one of the key host cities for the Rugby World Cup! Many travellers opt to stay in the center of the city, but affordable options can be found near the Carnot and Châteaucreux train stations, while residential neighbourhoods like Bellevue and Villebeouf are great choices for travellers arriving by car. Travellers should visit the gloriously gothic La Cathedral Saint-Etienne, and wonder at the unfettered nature in the Pilat Regional Park.
Lille
Located in Northern France, Lille is a charming city with a vibrant heritage which offers visitors a blend of French and Flemish culture! For the best experience to this host city, Vieux-Lille is a hidden-gem neighbourhood within the city, made up of picturesque narrow streets, historical buildings and plenty of boutiques and cafes.
Albi, Occitane
For travellers with tickets to any of the matches in Toulouse, Albi is a stunning hidden-gem village which makes a great alternative destination. Just an hour (around 78km by car for the shortest route and an hour on the train) outside the busy tourist city of Toulouse, Albi forms an ideal base to explore the gorgeous Occitane region. Listed as a UNESCO site, Albi offers arresting medieval architecture and quiet picture-perfect streets - especially in the Castelnau neighbourhood.
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Postponed in 2022 due to COVID–19 regulations, the return of the 19th edition of the Asian Games in the city of Hangzhou, China, will hold great appeal for sports fans and travellers alike. With 40 sports and 482 individual events for visitors to choose from, including pentathlons, basketball, break dancing, athletics, karate, gymnastics, skateboarding and even chess, there’s something for everyone!
As the focal sporting hub of the games, the Hangzhou Olympic Center Stadium on the Qiantang River - known as the 'Big Lotus' - will stage the opening and closing ceremonies, and the althetics. The Olympic Center Stadium also hosts a cluster of other important venues where the tennis, aquatic sport events, squash and basketball will take place. So travellers looking to maximise their time near to this central hub can stay in some of the amazing local districts!
West Lake is the top area for cultural sightseeing and tourism, part of the Xihu district and just 30 minutes from the Olympic Center Stadium, is one of the most popular tourism and natural beauty areas in Hangzhou! This UNESCO World Heritage Site is also host to a number of sporting events such as golf, football, water polo, gymnastics and more, in venues including the West Lake International Golf Course and the Yellow Dragon Sports Center to name a few. Enrich your clients’ stay by suggesting they visit awe-inspiring Buddhist temples like Yue Fei Temple, Lingyin Temple and the stunning Long Jing tea farms, or head to Bai Causeway or the incredible Bhosi Mountain for lush forest views.
Downtown Hangzhou is the most modern part of the city where visitors will find many of the best hotels in Hangzhou; this is the perfect area for travellers seeking cityscape views, modern amenities and all the vibrancy of a busy city center.
Shangcheng is just south of the main downtown area, 15 minutes from the Olympic Center Stadium, and is known for its scenic beauty and commerce! The western side of the district borders West Lake while the south side borders Wu Mountain, making for a picturesque stay. Football matches will be held here, in the Shangcheng Sports Center Stadium and the Hangzhou Chess Institute is also located in this district, which will host the games' complex cognitive sports like bridge, chess, go, and xiangqi.
Xixi National Wetland, also only 30 minutes from the central Olympic Center Stadium, is a must-visit location with is delicious restaurants and must-see sights like Xixi Paradise Boutique Commercial Street, the Hangzhou Wetland Botanical Garden and the Xixi Wetland Park itself. This is the best area to stay for nature lovers looking for an authentic experience in between the thrill of the Asian Games in Hangzhou centre!
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We couldn’t list the most unmissable sporting events without mentioning the Winter X Games, held in the stunning Aspen region of Colorado. The Winter X Games is renowned for having an ‘extreme’ reputation, with many of the 200 competing athletes pushing the sports even further, and inspiring generations of athletes with many ‘firsts’ in its competitions as a result of some of the best athletes in the sport going head-to-head!
With a relatively small permanent population, Aspen as the host destination for the Winter X Games can get pretty crowded!
Glenwood Springs is only around 35 miles (56km) from Aspen, offering an easy and scenic drive to the center of the action in Aspen - there’s also an equally reliable bus service! From the 33,000 square foot Glenwood Hot Springs Pool to the stress-relieving underwater springs of Yampah Vapor Caves, there are plenty of ways to warm up. Snowmobiling the back of Sunlight Mountain is also an unmissable and thrilling experience; skiing here is also just as challenging and enjoyable as any of the big mountains in Aspen or otherwise, just without the crowds and hiked ticket prices.
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With the estimation that there will be around 450,000 people in Las Vegas for Super Bowl weekend and it’s certainly set to be a memorable event! Though, travellers should be prepared for a hefty price tag, with this Super Bowl set to be the most expensive on record for fans.
The Strip
Allegiant Stadium, where the game will be held, is located just west of the south Strip. Travellers will find 24/7 entertainment, lavish hotels which are architectural marvels in their own right, and an atmosphere unique to this neon city! For the Super Bowl, a whole host of fan events, concerts and hospitality events are set to take place in each of the casinos here and moving north up the Strip. For dedicated fans looking for the most in-depth Super Bowl experience, this is the place to stay.
Summerlin
Around 22km and an approxmiate 20 minute drive from the Strip, Summerlin offers 200 miles of walking trails nearby, an abundance of coffee shops, golf courses, outdoor activities and parks, and even the Red Rock Canyon National Conservation Area only 15 minutes away! This makes it a perfect choice for families and travellers looking for something a little more relaxing.
Fremont Street
A down to earth, historic section of the city widely thought of as ‘Old Vegas’, Fremont Street offers no-frills fun for every traveller who ventures off the Strip and is a short 15 minute drive from Allegient Stadium itself. From live music venues offering every kind of genre, to block after block of neon casinos, to bars with cosy fireplaces or techno-filled nightclubs, there is something for everyone.
The Grand Canyon is, of course, a must! The West Rim is closest to Las Vegas, and is best explored via rented car or guided tour! For travellers dedicated to the view, Grand Canyon North is further away, but offers a more remote location with smaller crowds and some of the most scenic vistas. For the ultimate view, why not suggest a once-in-a-lifetime thrilling helicopter ride?
Las Vegas itself is also home to many local attractions, and offering exclusive ticket passes for flexible exploring is best for travellers who like to go it alone.
For remote towns complete with authentic atmosphere, travellers can visit Blue Diamond, just a half hour outside of Las Vegas, and enjoy this historic mining town; while they’re there, the hike up Mount Wilson in the Spring Mountain Ranch State Park has views all the way across to Las Vegas!
Many guided experiences and exciting activities just like this can be booked with exclusive rates in our Booking Engine!
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Although the Formula 1 schedule stretches all the way from the end of 2023 to the latter quarter of 2024, one of the most anticipated of all its heart-stopping race weekends is arguably the Monaco Grand Prix. World-renowned for its challenging street circuit that navigates the narrow, twisting streets of Monte Carlo, this event is a unique and spectacular one. Combine that with the undeniable glitz and glamour of Monte Carlo itself, and this is one of the most prestigious sporting events of the calendar - many celebrities and VIPs also attend this event, so it’s a must for sports and pop-culture fans alike.
As an alternative, Singapore's F1 Grand Prix would cater wonderfully to affluent sports-lovers and event-goers alike from the APAC region, or even those who are due to be, or already passing through at the time of this prestigous event. It's an equally unmissable event, and one for which we're able to offer exclusive packages for your clients!
For many travellers, Monaco itself is a luxury trip to end all luxury trips. So, here are some great alternative locations no further than 30 km away from the glittering city.
Eze
Only around 5km away, Eze is still noticeably more affordable than Monaco itself. A charming medieval village often referred to as the Riviera’s ‘real showpiece’, travellers can expect a clifftop coastal location with Belle Époque villas, narrow streets filled with bougainvillea, wisteria, and lemon trees.
Antibes
The Riviera town of Antibes is an old coastal village and fortification that offers a gorgeous, rustic setting. Enclosed in 16th-century star-shaped ramparts, Antibes has an irresistible historic appeal that makes an ideal backdrop for quieter evenings after the clamour of the racing.
Nice
This seaside location is all the sunshine and glamour at a much lower price tag - and a mere 14km away from Monaco. Nice combines the luxury hotels, restaurants and casinos lining the Promenade des Anglais with the appeal of small-town flower markets and fresh produce, culminating in a uniquely Provençal atmosphere.
La Colle sur Loup
Just 27km away from Monaco is La Colle sur Loup, an inland village that contrasts the typical terracotta coloured houses that covers most of the Côte d’Azur with its white stone and mint green or orange shuttered buildings. Travellers will find that the rural, French way of life is king here: simplistic and centered around the main square.
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The 17th UEFA Euro Championship is one of the largest in the football calendar, with no other club competitions quite matching the popularity and draw! Featuring the best teams from Europe vying for the right to call themselves ‘Europe’ best’, it’s an unmissable, frenetic event - and 2024 sees it taking place in London in the iconic Wembley Stadium!
East London
With a thriving creative scene in the likes of Brick Lane or Shoreditch and the glitz of the newer financial districts like Canary Wharf surrounding the Thames, East London offers a busy, metropolitan atmosphere interspersed with down-to-earth creativity. Why not recommend a walking tour around the vibrant Brick Lane and Shoreditch to really immerse your clients? Plus, as Wembley Stadium is only an hour away on the London Tube lines, travellers can get the best of both worlds with London's most prestigous sporting venue during the day, and this vibrant creative borough after the games themselves.
West End
Perfect for families and first-timers to the city, London’s West End boasts tourist-hotspots like Covent Garden, Soho, Oxford Street, Leicester Square, Mayfair and more! For the city’s best art galleries, extensive dining options, and much of London’s nightlife, this is the area to stay. South Bank is also within easy walking distance, which offers a leafy promenade and a host of attractions from the London Eye to the Tate Modern, Shakespeare’s renowned Globe Theatre and Madame Tussauds!
Fitzrovia
For a quieter experience travellers can stay in the charming borough of Fitzrovia or Bloomsbury, and enjoy a wide range of accommodation at a slightly lower price tag. These boroughs are ideal for bookshop lovers and museum goers especially, with the British Museum as a key highlight. Not to mention, the iconic Wembley Stadium is only 40 minutes away on the Tube!
London is also host to some key sporting attractions that are perfect pit-stops for fanatics! Sports lovers should check out the Emirates Stadium and Tottenham Hotspur Stadium, both of which offer immersive tour experiences to get a good look inside these iconic venues.
But for travellers who love to explore at their own pace, why not offer them exclusive ticket passes to 80+ other attractions in London? Or maybe even a hop-on-hop-off sightseeing bus for a stress-free flexible way to see the city?
Top tip - London is in hot demand during the summer months and 2024 especially will have seen record numbers with the UEFA Champions League and the prestigious, historic Wimbledon tennis tournament soon after in July. So this is the perfect time to really hone in on London as a destination that travellers shouldn’t miss out on!
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An event that needs little to no introduction, the Olympic Games are the pillar of sporting prowess, and have achieved worldwide renown across the many years that this cornerstone tournament has been running. Garnering the interest and excitement of millions of people all around the globe, the Olympic Games offers a prime opportunity to draw upon the cultural significance of this event and double down on the electric atmosphere they bring not only to the host destination, but to viewers all over the world.
The Olympic Games 2024 descends upon Paris, as does its sister tournament the Paralympic Games, and with a total of 15 Olympic and 11 Paralympic venues around the city of Paris itself, there is plenty to occupy sports lovers of all preferences!
Other key host cities include Nice, Saint-Etienne, Marseille and Bordeaux; but our recommendations stick to Paris itself, and their proxmity to the main venue, Stade de France, which will transform into the Parisian Olympic Stadium.
Paris will be bustling with crowds as the Games get underway, but here are some great neighbourhoods within the city that offer an authentic glimpse of French culture at its finest!
Bastille, located just 36 minutes on the Metro from the Stade de France, is worthy as a basecamp for your customers’ time in the city! With excellent dining and drinking destinations, as well as a plethora of boutiques along the Rue de Charonne and culture aplenty at the Opéra Bastille.
Montmartre is the Paris we know from the postcards! Indulge your travellers and offer them their true Parisian dream with Montmartre's retro cafes, ivy-laden apartments and bright white domes of the Sacré-Cœur. A wander around the Musee de Montmartre is a must after enjoying this charming neighbourhood. Plus, it's just a quick 30 minutes on the Metro from the main Olympic venue.
Foodie travellers will love Canal Saint-Martin, with its numerous organic produce stores, craft coffee and canal-side restaurants. Just a 9 minute Metro ride from the Hôtel de Ville, which will host the Olympic marathon, this location is nevertheless a great location for travellers to stay to remain close to the main action.
And for travellers looking for a truly iconic experience Champs-Élysées offers Paris’s most famous and busy shopping district - though savvy travellers will swerve the Champs itself, and head into the side streets for a taste of authentic Paris at its most bourgeois.
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Offering a thrilling 22 sports over 11 days, the Paralympic games are a cornerstone in the world’s sporting events, attracting more and more spectators with each edition. 4,400 of the world’s best paralympic athletes will compete in the biggest Paralympics to date!
And with the Paralympic games following so closely on from its sister event, the Olympics, our top recommendations for ‘where to stay’ in and around Paris during this important calendar event are also perfect for this second installment of world-class athleticism! Of course, a trip to Paris would be nothing without seeing the Louvre or the Musée d'Orsay, and the incredible Notre Dame - and perhaps even a thrilling Burlesque performance at the iconic Moulin Rouge.
Log into our Booking Engine for exclusive access to equally world-class tours, activities and hotels in trending areas of Paris, to maximise your customers’ trip and make it unforgettable!
Of course, this is most definitely not an exhaustive list of all the incredible sporting events that are set to take place around the world in 2023 and into 2024, but these are a few of the key highlight and cornerstone events that we think present key opportunities for you as travel agents to capitalise on their demand!
And to truly maximise your customers’ experience, you can enrich their travel plans with some of the very best tours and activities thanks to our powerful Booking Engine.
With integrated cross-selling features, as well as over 16,000 experiences for your travellers to choose from, our Booking Engine has everything that you need to ensure your clients have the best possible trip in their chosen destination.
