According to the analysis of According to TUI Museum , one of the leading travel trend research agencies, user bookings for sports- related trips increased by nearly 37% in the past year, and this trend is projected to continue strongly in 2026. This shows that sports tourism – from attending major games to experiencing related activities – is becoming a new driving force for travelers choosing destinations.
Beyond traditional sports, cultural events, music festivals, and community activities are also considered "catalysts" to attract international tourists in 2026, combining destination experiences with unique activities. In an increasingly competitive environment, cities and destinations are leveraging these events to extend tourist stays and increase spending on services – a positive sign for the recovery and sustainable development of the tourism industry.
The Da Nang International Marathon 2025. (Image from the internet)
Olympics and the World Cup: Two pillars of the sports tourism trend.
The two biggest sporting events in the world in 2026 – the Winter Olympics in Italy and the FIFA World Cup in the USA, Canada, and Mexico – will not only attract millions of fans to watch live, but will also stimulate tourism in the host regions and surrounding markets. Reuters Recent reports indicate that locations hosting Olympic events in northern Italy, such as the biathlon in Antholz-Anterselva, are experiencing a significant increase in tourism, attracting athletes, fans, and visitors seeking to combine competition with a local cultural experience.
At the same time, according to an international survey, searches and bookings related to the 2026 World Cup have surged, with Australian travelers signaling an 82% increase in demand for sports tourism in cities hosting the group stage and knockout rounds – demonstrating how sporting events are reshaping global travel behavior and choices.
This series of events will contribute to expanding the scope of sports tourism – including ticket sales, hotel bookings, transportation, and service spending – into an essential part of the global tourism economy by 2026.
Tourism trends are expanding to include local experiences and cultural events.
Beyond major sporting events, travel trends in 2026 will also be shaped by a desire for a deeper appreciation of destinations through cultural activities, festivals, and local experiences.
Travel trend reports indicate that tourists now prioritize "memory-rich" trips over mere sightseeing, often incorporating events like music concerts, food festivals, art festivals, or local tournaments.
According to international tourism experts, the trend of "event-led experiences" is gaining dominance, as travelers seek to combine sports, culture, and community experiences in a single trip.
This not only enriches the travel experience but also helps destinations extend the length of stay, increase tourist spending, and capitalize on local cultural values.
Impact on Vietnam's tourism industry
These trends are not only globally significant but are also clearly reflected in national tourism development strategies.
According to the Vietnam National Tourism Administration's 2026 tourism promotion plan, numerous promotional activities, participation in international trade fairs (such as ITB Berlin, WTM London, Travex ASEAN), and destination introduction programs in key markets will be implemented to leverage cultural and event trends to enhance the brand recognition of Vietnamese tourism on the world map.
Simultaneously, the domestic tourism industry is witnessing breakthrough growth, with a sharp increase in international visitors to Vietnam in early 2026, creating a foundation to welcome new international tourists during international events and sporting events taking place throughout the year.
Overall, 2026 is considered the era of event and experiential tourism, as major sporting events like the Olympics and the FIFA World Cup become magnets for international visitors, creating a ripple effect on other types of tourism such as cultural exploration, culinary experiences, and local experiences.
In parallel with the goal of post-pandemic recovery, this trend not only brings immediate economic benefits but also reshapes how tourists choose and experience destinations, contributing to the tourism industry entering a new phase of sustainable development in 2026.
Source: https://bvhttdl.gov.vn/du-lich-su-kien-nguon-luc-moi-cho-nganh-du-lich-2026-20260211084710839.htm
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