Asia Pacific Travel Trends: The Rise of Sport & Music Tourism

From Grandstands to Grand Stays: Nearly Half of Travelers in Asia Pacific Plan Trips Around Major Sporting and Music Events

Hilton survey finds sports and concerts are driving travel decisions, with fans prioritizing proximity, hospitality, and loyalty perks when booking their stay

• 40% of respondents indicated their intention to plan international trips around major sporting or music events
• More than half (60%) have travelled domestically or internationally for a sporting or entertainment event
• Hilton Honors sees record Points redemption for McLaren F1 Team VIP packages at the 2025 Singapore Grand Prix
• 70% surveyed cite ‘quality of hospitality’ as a decisive factor when booking – reinforcing Hilton’s belief that ‘It Matters Where You Stay’

SINGAPORE – 2 October 2025 – Hilton (NYSE: HLT) today revealed new research which signals growing interest in sports and entertainment travel across Asia Pacific. The consumer data sheds new light on how sporting and music events influence travel decisions and drives deeper engagement with loyalty programs as fans prioritize experience-led travel.


Sports Tourism: A Critical Driver of Travel

The survey, conducted across China, India, Australia, Singapore, and Japan, uncovers the rapid rise in demand for sports tourism, with four in 10 respondents indicating their intention to plan international trips around major sporting or music events. This interest is particularly strong in China (59%) and India (57%). Underpinning this demand, 70% of respondents identified the quality of hospitality as a key factor in their travel planning. This underscores Hilton’s conviction that, for sports enthusiasts, an exceptional stay lays the foundation for a memorable experience.


Sports and music lead the way as the most compelling reasons for event travel. More than two-thirds (70%) are eager to cross borders for sporting events such as an F1 Grand Prix, while 63% of respondents are willing to do the same for music concerts and festivals. Beyond their high frequency, these trips are social in nature, with travelers most likely to attend alongside friends (47%) or partners (55%), reinforcing the value of live events in creating shared memories. For younger travelers, travel with friends offered the most appeal – with 60% of 18–24-year-olds planning these trips.

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