New report finds fandom a powerful driver of travel intent

A new report by Arival found that travellers aren’t just attending events – they’re building entire trips around them.

Arival’s “The Event-Driven Traveler” report reveals that fandom – whether for a sport, artist, or performance – is a major motivator for travel, especially among younger audiences.

And with global fan-based events such as the World Cup, Ariana Grande’s upcoming tour, and the 2026 Winter Olympics on the horizon, passion-driven travel is set to accelerate even further.

Some of the key findings of the report include:

• * 71% of US sports attendees and 62% of performing arts fans aged 18–34 identify as “high-level” fans
• * Sports fans spend more and book earlier – often planning entire trips around a single match or concert
• * Social media is the top discovery channel for younger travellers, with TikTok and Instagram most popular
• * Over half book tickets within a week of the event

The report also highlights the emotional intensity of event-driven travel. Younger US travellers show the highest levels of fandom, with more than 60% describing themselves as “highly committed” to the sport or artist they travelled to see.

In Europe, half of 18–34-year-olds reported high fandom levels, underscoring the global nature of passion-led travel.

This passion translates directly into spending – and sometimes borrowing. Sports fans in particular are willing to pay premium prices for tickets, travel, and related experiences.

Many book earlier than arts attendees, often securing tickets before planning other aspects of their trip.  But buy-now-pay-later has become as common as overdrafts among UK adults, and younger fans are especially likely to use this option to fund their experiences.

Douglas Quinby, CEO and Co-founder of Arival, observed that: “Fandom is a powerful driver of travel intent. Whether it’s a football final, a headline concert, or a cultural performance, travellers are prioritizing what they love – and they’re willing to spend significantly to experience it live. This passion‑driven behaviour is reshaping the travel landscape.

And Quinby continued: “Experience providers must recognize that these travellers are not casual attendees. They’re deeply engaged, highly motivated, and often making travel decisions based on a single event. The challenge – and opportunity – is to build experiences that resonate with this emotional connection, and to meet them where they’re discovering and booking – on social media and direct channels.”

This passion-driven trend will be explored in depth at Arival 360 Valencia, which takes place in April 2026.  The event’s new Culinary Experiences Stream will spotlight the intersection of food, fandom, and events – from music festivals to night tourism.

Delegates will also enjoy sessions on how experience creators can use AI to target fans and enthusiasts traveling for major events, and hear candid insights from industry experts on what’s working in passion-led travel.

For more on Arival 360 Valencia, go to www.arival.travel .