Travellers are embarking on a new era of exploration, one defined not by destinations alone but by passion.

Priority Pass, an airport experiences programme, has unveiled its new report, From Stadiums to Spas: Unlocking the Explosive Growth of Sports and Wellness Travel. 

Over 12,000 travellers across 20 markets were surveyed to reveal how sports and wellness are inspiring the next wave of travel, where interests and aspirations shape every journey.

Globally, of those who travel for sports and wellness, nearly half (47%) did so for wellness, 20% for sport, and a third (33%) have travelled for both.

These findings reveal that we have entered the era of Passion Pursuits.

No longer content with traditional holidays or pre-packaged itineraries, today’s adventurers are building their travels around unforgettable experiences, whether that’s feeling the electric energy of a stadium crowd or finding tranquillity in a secluded wellness retreat.

This new wave of travel is as much about personal fulfilment as it is about the destination, redefining motivations behind travel.

Wellness Travel Goes Mainstream

Wellness is no longer an occasional indulgence; it’s become an essential part of modern life, especially for younger generations. Travellers are actively seeking trips that help them nurture both mind and body.

Globally, 60% of respondents cite the desire to relax, recharge and disconnect as their top motivator for wellness travel, while half (50%) are driven by the need to support their mental health or emotional healing, and 40% seek to improve their physical health or fitness. In the UAE, 69% of respondents say they would book a wellness trip lasting five days or longer.

Across the Middle East, 57% of wellness travellers reveal that relaxing, recharging, and disconnecting is a key motivation for wellness-focused trips.

Digital detox is also on the rise: over a third (35%) of younger global travellers are booking wellness escapes specifically to unplug from technology.

In the UAE, this rises to 40% among Millennials and Gen Z. Today’s wellness travellers are curating experiences that help them switch off, find balance, and return home rejuvenated.

The most sought-after activities globally include spending time in nature or wilderness (49%), indulging in spa treatments, massages or thermal therapies (37%), silent retreats or solo reflection (35%), and practices like meditation or mindfulness sessions (33%). In the UAE, 40% of respondents who travel for wellness prioritise spa and thermal therapy experiences.

Live Sports: The Spark for Adventure

Meanwhile, sports fans are packing their bags, driven by the thrill of live events, team loyalty, and the desire to explore new destinations. Nearly half (46%) of global sports travellers - and (52%) in the Middle East - say they are motivated to explore new cities through sports travel.

The trend is even stronger among younger generations (Millennials and Gen Z) - 49% compared to 40% of older travellers (Gen X, Baby Boomers, and the Silent Generation). 

When it comes to ticking items off their bucket list, 42% of younger people globally are seeking new experiences whilst they are away, such as famous global sports events, compared to just a third (33%) of their older counterparts.

Soccer remains the world’s favourite live sport, however travellers’ preferences are increasingly shaped by both region and generation. The Middle East and Europe favour soccer (61%), followed by basketball (29%) and motorsports (27%).

Esports is also emerging as a draw, with 15% of younger people travelling for Esports events, compared to only 6% of older generations. In the Middle East, 15% of Gen Z travellers say they would travel specifically to attend an Esports event.

Redefining the Journey 

For sports and wellness travellers, the journey starts at the airport; a crucial moment to shift gears and set the tone for the adventure ahead.

More than half (52%) of global travellers say a good travel experience significantly enhances how much they enjoy the trip overall, yet many still face long queues (42%), inconvenient flight schedules (34%), and stressful or rushed airport experiences (34%). 

In the Middle East, of those who have access to these benefits on their card, more than half (58%) say access to spa, sleep pod or sleep suite facilities improves their travel experience, followed by guest passes for lounges (55%) and lost or delayed baggage protection (53%). 

In addition, 85% of respondents with travel benefits say they were influenced to acquire their payment card due to sports and wellness travel interests, while 76% of those without card travel benefits say they are interested in perks that support their sports or wellness interests.

Members of Priority Pass can access more than 1,800 airport lounges and travel experiences worldwide, complemented by a suite of end-to-end services that remove friction at every touchpoint: from transfers and car hire to lounge access, tranquil spas, sleep pods and gaming lounges. Digital tools like Pre-Book also allow travellers to plan in advance, whilst access to digital travel wellness companion, TrvlWell, enhances health and wellness while travelling.

“Travellers are increasingly choosing journeys that truly enrich, inspire and reflect their personal passions,” said Christopher Evans, CEO of Collinson International. “Travel is no longer just about checking destinations off a list or visiting famous landmarks – there’s a growing shift towards experience-led itineraries. Trip inspiration is increasingly being sparked by the excitement of a major sporting event or the restorative calm of a wellness escape. Travellers are seeking elevated travel experiences that align with their interests and create lasting memories, long after they touch down.”

Commenting on how she resets between races when travelling, Bianca Bustamante, Palou Motorsport Formula 3 Racing Driver and Priority Pass brand advocate, said: “Sport and travel are my twin passions; they’ve taken me from karting in Manila to racing globally. Racing pushes my limits, you’re chasing tenths, adapting every lap, managing pressure that never lets up. Travel can add to that chaos, or it can be the reset. With Priority Pass, I find calm and comfort, space to refuel my mind, recover my body, and stay sharp for the next green flag.” -TradeArabia News Service