Fans are increasingly planning entire trips around major events, with the 2026 World Cup, Ariana Grande's tour, and the Winter Olympics set to drive record travel numbers, according to a new report by Arival. The Event-Driven Traveller report highlights that fandom, whether for sports or the arts, is a significant motivator for travel, particularly among younger audiences.
The report reveals that 71% of US sports attendees and 62% of performing arts fans aged 18–34 identify as "high-level" fans. These fans are not only spending more but also booking earlier, often planning their trips around a single event. Social media platforms like TikTok and Instagram are the primary discovery channels for these travellers, with over half booking tickets within a week of the event.
Douglas Quinby, CEO and Co-founder of Arival, stated, "Fandom is a powerful driver of travel intent. Whether it's a football final, a headline concert, or a cultural performance, travellers are prioritising what they love – and they're willing to spend significantly to experience it live."
The report also notes that this passion translates into spending, with sports fans particularly willing to pay premium prices for tickets and related experiences. Many are using buy-now-pay-later options to fund their trips, a trend especially common among younger UK fans.
Arival 360 Valencia, taking place in April 2026, will delve deeper into this trend, featuring sessions on how experience creators can leverage AI to target fans and insights from industry experts on passion-led travel.
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