Skift Take
Forget the TV screen — new-age Asian travelers want to be pitch-side cheering their favorite team.
The UEFA Euro 2024 soccer tournament in Germany has sparked a surge in sports tourism, particularly among Asian travelers, according to data from Trip.com Group.
The online travel company reported a 125% increase in bookings to Germany from Asian tourists. Bookings from Chinese tourists gained the most, up 132%.
The top destinations for travel include Frankfurt, Munich and Cologne, with Frankfurt leading in booking volumes.
Several factors contribute to this heightened interest in sports tourism. First, there is a growing middle class in Asia with disposable income to spend on leisure activities, including international travel and sports events, Andy Washington, general manager for Europe at Trip.com Group, told Skift.
The allure of major sporting events, such as the UEFA Euro 2024, offers these consumers a chance to combine their love of sports with cultural exploration, Trip.com noted in a report.
“Our data demonstrates the purchasing power of Asian travelers. These consumers will outspend UK consumers by nearly 340% for the Euro Cup. This is also reflected in the type of hotels Asian consumers