Sitting down on your comfy couch, surrounded by friends, family and other fanatics, you grab the remote and excitedly search your streaming services for the big game. Selecting the channel and cranking the volume, you sit back in your seat (but not too far because how else will you be able to quickly jump out of it?) and bask in the fluorescent glow of the screen. Through the highs and lows and twists and turns of watching your team compete, your heart rate steadily climbs, preparing for the moment — the one where your team wins it all and you hold onto your viewing partners in a chaotic clamor, yelling, bouncing and cheering as you celebrate a victory so real, it almost feels like your own.
These gatherings are precious — the ritual of watching a game with other die-hard fans in a welcoming atmosphere is irreplaceable. But imagine having that experience live, in real time and in a new destination, as the crowd’s pulsating energy transforms the venue into a living, breathing space.
It’s that exact raw, adrenaline-inducing feeling of watching live events that’s encouraged the surge of sports tourism in recent years. In fact, this niche part of the industry has an estimated growth rate of 17.5% between 2023 and 2030, making up for 10% of the world’s spending on tourism, according to a Sports Tourism Market Size, Share & Trends Analysis report. Major upcoming global events like the 2026 FIFA World Cup — featuring venues across the United States, Canada and Mexico — and the Olympic Games in Italy and Los Angeles will only further drive travelers’ interest in sports tourism.
Despite the growing demand for live event travel, few brands possess the industry connections needed to turn big dreams into unforgettable experiences. On Location is bridging this gap, and with over two decades of expertise curating original itineraries, your client’s next big adventure is closer than ever before — here’s how to get them there.
The Sports Experience, Reimagined
A major component of the brand’s magic is its relationship with some of the most recognizable franchises in sports.
“On Location is the official hospitality partner for the world’s largest, most exciting events in sports and entertainment,” said Keir Matthews, head of global luxury sales at On Location. “With that title, we’re able to work closer with the event organizers, leagues and governing bodies than anyone else can to create once-in-a-lifetime opportunities that other hospitality providers can’t provide.”
It’s these brand relationships that have translated into premium access to events like the Super Bowl, NCAA Final Four and PGA Championship, to name a few. Think a one-, two- or three-day pass to Formula 1’s Pirelli Gran Premio D’Italia, complete with private lounges, a full-day hospitality experience in the exclusive grandstand and gourmet, chef-curated cuisine. Or maybe it’s lower-level seating at UFC Fight Night, topped off with a dedicated VIP entrance, reserved seats at ceremonial weigh-ins and private athlete appearances. Regardless of the event or sport, this luxury treatment is standard across On Location’s traditional packages, ensuring each traveler has a memorable experience.
“On Location has something for everyone,” said Matthews. “Our entry-level packages are extremely attainable for the bucket list fan or a family looking for an exciting vacation for four.”
Entertainment Worth Traveling For
The complementary sister to sports travel, “gig-tripping,” “music tourism” or however else it may be referred to, is another point of interest for adventurers. A recent Credence Research report underscores music’s prominence in driving the travel industry, predicting the market’s value to reach $400.5 billion by 2032. Surveys from brands like Bank of America confirm these findings with data of their own, noting that 50% of respondents in their 2025 Summer Travel and Entertainment report traveled for a concert, festival or sporting event out of state or internationally within the last two years.
The rise in music tourism can be attributed to a variety of factors, such as an increase in general awareness of major festivals, social media boosting the global visibility of events and access to shows otherwise not available in a traveler’s home area. Taylor Swift’s Eras Tour is a prime example of this — videos about the pop icon’s three-and-a-half-hour performance went viral on platforms like TikTok and Instagram, and many listeners were only able to secure tickets to see Swift in a neighboring state, encouraging long road trips and extended weekend vacations. Some avid music-goers even followed the star across the pond for her European leg, finding it easier to snag seats abroad and taking the opportunity to explore bucket list destinations while they were there.
Recognizing the industry growth and supporting music lovers in their search for epic performances, On Location also offers entertainment-based packages. Beloved events such as Stagecoach, Buckeye Country Superfest and Coachella are up for grabs, with VIP tickets, pre-show meet-and-greets, hand-selected lodging and premium transportation services among the extra perks available. These bonuses are often bundled together as well, so when travelers purchase their tickets to the main festival, they can book their hotel and transportation services at the same time. Even within the standard packages, On Location provides tiered experiences to fit every budget, whether travelers are looking for general admission, pit tickets, economy accommodations or a 5-star hotel stay.
Tailored to Perfection
Luxury travel means something different to everyone, and On Location meets the need for fully customizable itineraries with its Platinum Access category.
“Our Platinum Access program creates bespoke itineraries and experiences that guests can’t find on our website,” explained Matthews. “Your clients want to take in the amazing food and wine in Milano, we can curate a private dining or cooking experience. They are a winter sports fanatic and want to hit the slopes in between sport events, On Location can get them slope time.”
These ultra-luxurious experiences are perfect for corporate groups or high-end clients who prioritize the flexibility Platinum Access can offer. The sky’s the limit for these travelers, and optional enhancements can include special restaurant bookings, hand-selected activities, exclusive talent appearances and private meeting or lounge spaces not available with the standard offerings.
Matthews shared how one Platinum Access client was taking advantage of this access, explaining, “We are planning an amazing brunch package with authentic Italian cuisine in a spectacular venue, with an appearance by a former Olympic gold medalist and household name,” he said. “On Location is always creating unique and once-in-a-lifetime experiences your clients won’t find anywhere else.”
The Advisor Advantage
Travel advisors thinking of tapping into the sports, entertainment and music market should do some digging about customer preferences and their travel patterns to better match them with On Location’s offerings.
For instance, a study by Expedia Group reported that 44% of travelers visited an international destination for their most recent sporting event. That figure is up to 56% for visitors ages 16-34, emphasizing the willingness of younger travelers to go further in ticking off a bucket list item. Additionally, attending the event itself is only one component of the trip — connecting socially and emotionally with friends, family or loved ones is equally as important to create a more meaningful experience overall. While not every client interested in live event travel will fit a particular mold, a general understanding about their behaviors will help narrow an advisor’s marketing approach.
Business pros can also capitalize on the growing demand for experiential travel with On Location’s commission structure. The process is simple and starts with business pros completing an online form to connect with a sales representative. From there, a rate is established based on the product or event.
Matthews encourages advisors who are interested in promoting these events and experiences to get the message out ahead of time.
“It is never too early to start planning. Check out our website, sign up for our travel advisor newsletter, or reach out to our team (traveladvisors@onlocationexp.com), and we can get you the information you need to help your clients decide,” he said. “As far as when to book, the sooner the better. [Travelers] will have more options versus waiting and feeling disappointed.”
Originally appeared in the Winter 2025 issue of The Compass magazine
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