Sports tourism as we know it is evolving. While mega fans have always travelled for the biggest matches and tournaments, more and more casual viewers (or even non-followers) are now adding games to their travel itineraries.
Nearly 40% of people have taken a trip to attend a sporting event, with 23% of those polled planning to do so in the next 12 months, according to YouGov's latest report, Sport tourism: Measuring fan appetite.
Yet when asked why they had travelled, just 37% of people said it was "for the love of the sport". The biggest reason to travel? For 45% it was "to experience the atmosphere and excitement" that comes from a live event.
Tourists have had trying local dishes on their travel to-do lists for years, but in countries with a strong sporting culture, there's no reason
