Sportscation trend drives growth in athletic travel

A growing trend known as ‘sportscation’ is seeing travelers plan trips around athletic competitions such as marathons, triathlons, and obstacle races rather than traditional leisure activities.

In the United States, sports-related travel generated over $110 billion in direct spending last year. While youth tournaments and spectator events remain significant, there is a notable shift toward adults traveling to compete. For instance, USA Triathlon reported nearly 20% membership growth among 20-to-29-year-olds last year. Similarly, IRONMAN reported over 250,000 registrations for 2025, with a 35% increase in participation from athletes under 30.

Newer fitness competitions like HYROX, which combines running with functional workouts, are also contributing to this trend by turning gym-based fitness into a repeatable travel habit.