Wanderlust Union has been closely watching the growing class of travellers who don’t just plan around seasons, but plan around tournaments.
Whether it’s Wimbledon, the Australian Open, the Ryder Cup, or the Monaco Grand Prix, the world’s most iconic sporting events are fast becoming anchors for luxury travel experiences. And for brands in the hospitality and tourism space, this is an opportunity worth watching closely.
More than just a seat in the stands, today’s sport-driven luxury travel includes premium hospitality packages, exclusive behind-the-scenes access, private transfers, fine dining, wellness add-ons and the chance to explore a city at its cultural and energetic peak
Take the Australian Open as an example.
In 2024, over 1.1 million people attended the AO, a record-breaking number that delivered over AUD $533 million in economic impact to Victoria. There were more than 620,000 hotel nights booked, and the event continues to grow as a global tourism magnet, drawing guests not just for the tennis, but for Melbourne’s food, fashion, nightlife and world-class accommodation.
And this is just the beginning.
With the Brisbane 2032 Olympics on the horizon, Australia is set to redefine its place in the global sport-tourism conversation. The Olympics are expected to deliver up to $70 billion in economic opportunity for Queensland over two decades, reshaping Brisbane’s infrastructure, cultural capital, and its international visitor appeal.
What does this mean for luxury travel?
Sport becomes the drawcard, but the real value lies in the experience around it.
Brands that can offer elevated, personalised, and meaningful ways to engage with these moments, before, during, and after, will win the hearts of a highly engaged, high-value audience.
Because for many travellers today, luxury is no longer just about where you stay, it’s about what you feel, who you connect with, and the once-in-a-lifetime energy you can be part of.
Wanderlust Union has seen the rise of the sport tourist, and they’re looking for more than a game, they’re looking for an unforgettable journey.
If you’re a luxury travel or lifestyle brand looking to activate during a sporting event, we’d love to assist you with your PR strategy.
