United States
New “Fan Voyage” travel trend from Expedia reveals travelers are seeking local sporting experiences.
Expedia’s annual travel trend report, Unpack ’26, introduces “Fan Voyage,” a trend centered on sport experiences that go beyond the game to celebrate tradition and local community. According to new data insights, more than half (57%) of travelers say they’re likely to attend a uniquely regional sporting event while on a trip, showing a growing appetite for immersive, culturally rich sporting experiences among global travelers.*
“We know sports fans will travel this year for the major soccer championships in the U.S., Canada, and Mexico, and the Winter games in Italy, but Fan Voyage is about more than just watching a game – it’s about stepping into the heart of a culture,” said Melanie Fish, VP of Communications at Expedia Group. “Travelers want more than stadium lights — they want stories, rituals, and realness, seeking deeper connections with the places they visit through local sports.”
From sumo wrestling in Japan to Muay Thai in Thailand, travelers — particularly Gen Z and Millennial travelers (68%) — are seeking front-row seats to learn about timeless traditions. Fan Voyage is all about community, culture, and feeling like a local.
Expedia’s Hottest Fan Voyage Tickets for 2026:*
- Sumo Wrestling, Japan – A centuries-old showdown where athletes clash in a circular ring using strength and balance
- Muay Thai, Thailand – A fierce martial art in a rhythmic, full-body fight
- Curling, Canada – A strategic ice sport where players slide stones toward a target while teammates sweep the ice to guide its path
- Baseball, South Korea – A high-energy, offense-driven sport full of choreographed chants and dances
- Australian Rules Football, Australia – A fast-paced hybrid of soccer and rugby with nonstop action and sky-high kicks
- Banana Ball, U.S. – A wild, rule-breaking twist on baseball where dancing players, trick plays, and nonstop entertainment steal the show
- Capoeira, Brazil – A blend of martial arts, dance, and acrobatics performed to live music.
- Lucha Libre, Mexico – A colorful wrestling spectacle where masked heroes and villains battle in choreographed matches
- Hurling, Ireland – One of the world’s fastest field sports, combining elements of hockey and lacrosse
- Caber Tossing, Scotland – A Highland Games classic where athletes show their strength and precision
Check out how to get front-row seats to Fan Voyage events here.
Notes to Editors
*Third-Party Methodology
Third-party research was conducted by market research partner OnePoll in accordance with the Market Research Society’s Code of Conduct. The Study was conducted online among 24,000 adult respondents across 18 countries, who are planning domestic or international travel in the next three years. Gen Z respondents are defined as those aged 18 to 24, while the combined Gen Z and Millennial group includes all respondents aged 18 to 44.
*Expedia — Fan Voyage
Top unique sporting activities based on global consumer survey data.
About Unpack ’26
Q: What is Unpack ’26?
A: Unpack ’26 is the annual global travel insights report from Expedia Group, building on years of trend forecasting and traveler behavior analysis. It draws on first-party data from Expedia, Hotels.com, and Vrbo, along with insights from 24,000 travelers across 18 countries, making it one of the most comprehensive travel trend reports in the industry.
Q: What makes Unpack ’26 a credible source for travel trends?
A: The report combines real-time platform data from millions of users with third-party research conducted by OnePoll, following the Market Research Society’s Code of Conduct. Its findings are backed by behavioral insights, booking patterns, and cultural signals, making it a trusted resource for media, industry leaders, and travelers alike.
Q: Where can I access the full Unpack ’26 report and assets?
A: Visit www.expedia.com/newsroom for the full Unpack ’26 report, downloadable assets, and brand-specific insights from Expedia, Hotels.com, and Vrbo.
