A blockbuster calendar of global sporting events is set to fuel unprecedented travel demand in 2026 and beyond. From the Milano Cortina Winter Olympics and the Super Bowl in February to the FIFA World Cup across the United States, Canada and Mexico, and Formula 1’s highly anticipated debut in Madrid, major sporting spectacles will draw fans across continents.
As sport and luxury travel become increasingly intertwined, travellers are looking beyond the action on the field, court and track, seeking exclusive access, premium hospitality and once-in-a-lifetime experiences that transform major events into unforgettable journeys.
According to luxury travel network Virtuoso, nearly one in seven travellers now cite sporting events as a key motivator for their travels, with a growing appetite for premium, behind-the-scenes and VIP-led experiences.
This shift has given rise to the “sportification” of travel, as itineraries are increasingly crafted not just around the event, but around the full luxury experience of the destination – animated by the excitement, cultural relevance and global pull of the international sporting calendar.
Formula 1: the new epicentre of luxury travel
F1 is emerging as a major catalyst for luxury travel demand, with an unparalleled blend of glamour, access and social energy, elevating the experience far beyond the action on the track. “Formula 1 really sits in a league of its own – not just for the racing, but for the social cachet it brings,” said Roger Samtani, Founder & CEO of The Lux Travel Group, a member of Virtuoso.
“Monaco, in particular, is something our clients return to again and again. It’s not just about the race – it’s the yachts, the private dinners, the ambience.”
Reflecting this momentum, Meliá Hotels International’s luxury portfolio in Madrid – including Palacio de los Duques, Hotel Fénix Gran Meliá and Casa de las Artes – is reporting a 20% increase in bookings surrounding the highly anticipated Spanish Grand Prix in Madrid in September, with occupancy rates rising by more than 150% compared to typical dates.
Beyond VIP: a new era of sporting experiences
As demand for premium access to major sporting events grows, luxury travel is shifting beyond traditional VIP hospitality towards “fully immersive, emotionally resonant experiences”, said Samtani, “they want to go beyond the velvet rope”.
This evolution is reflected in events such as the FIFA World Cup 2026, where official hospitality programmes combine premium seating with private suites, curated dining, concierge services and exclusive entertainment, with packages reaching up to $73,200 per person – the top ticket being the top-tier eight-match MetLife Stadium package, including access to the final.
“Luxury travellers today aren’t just chasing beautiful spaces – they’re seeking experiences that leave them stronger, healthier and more connected,” said Misty Belles, luxury travel specialist at Virtuoso. “Elite sport sits right at the intersection of these desires. They want access to the world’s most iconic sporting moments, not as spectators, but through rarefied, insider access.”
Similarly, Wimbledon continues to elevate its offering, pairing prime Centre Court and No.1 Court seating with Michelin-starred menus from chefs such as Michel Roux, Marcus Wareing and Tom Sellers, alongside elegant garden settings and refined hospitality suites.
Marathons and movement: the rise of purposeful travel
Endurance events, such as global Iron Mans and marathons – from Paris to New York City – are increasingly influencing travel plans, offering a unique way to experience cities on foot, often with rare access to landmarks, routes and defining sights.
This momentum reflects a wider running boom, with a growing number of travellers planning trips around race calendars. According to Strava, 74% of young travellers are considering booking a “race-cation” this year.
An avid runner herself, Belles said that “for solo travellers, marathons allow them to become part of a larger community that prioritises health, while also bonding over a shared experience”, a trend echoed in Virtuoso’s 2026 UK Luxe Report, where ‘Health and Wellness’ emerged as the top solo travel experience and the second-highest travel motivation overall.
“As travellers seek new ways to immerse themselves in a destination, we’re seeing a growing shift toward experiences that feel both purposeful and energising,” she added. “Events such as marathons are becoming anchors for trips rooted in wellness and discovery.”
Together, these trends highlight a clear shift in how luxury travel is being shaped, with sporting events playing an increasingly influential role in where and how travellers choose to spend their time.
From high-profile global tournaments to grassroots participation events, sport is no longer a standalone moment, but a catalyst for deeper, more immersive travel experiences.
Image: How the MADRING in Madrid will look according to images released by the Spanish Grand Prix (madring.com)
