Travellers are no longer choosing destinations solely for the sun and sea. Sporting events, wellness experiences and activity-based travel are increasingly influencing travel decisions, transforming the journey itself into an integral part of the overall experience.
These are among the findings of a new survey by Priority Pass, based on responses from more than 12,000 travellers across 20 countries. According to the research, 47% travel for wellness purposes at least once a year, 20% travel to attend or participate in sporting experiences, while 33% combine both.
The atmosphere of a major sporting fixture or international tournament has become a significant travel motivator. Sports tourism is expanding rapidly and is projected to reach £1.7 trillion by 2034. From football and basketball to tennis, motorsport and esports, an increasing number of travellers are planning their trips around sporting events.
At the same time, wellness travel is becoming a central factor in travel decision-making. Travellers are seeking opportunities to relax, recharge and improve both their mental and physical wellbeing through spa experiences, wellness retreats and nature-based activities. The global wellness tourism market is expected to exceed £718 billion by 2030, reinforcing the growing importance of wellbeing as a primary motivation for travel.
The survey also found that 52% of travellers believe the travel experience itself shapes their overall perception of a holiday. As a result, today's travellers are placing greater emphasis on comfort, convenience and minimising stress at every stage of their journey.
This article first appeared, in Greek, in the most recent edition of Hermes Airports' online newsletter, Flight Mode. Click here to view it.
