It is shaping up to be a strong year for events travel, and tour operators are eager to capitalize on the niche, with some offering events-related packages for the first time.
Travel research firm Arival has identified events-based tourism as a winning opportunity for travel companies. Its research found that nearly half of American travelers ages 18 to 34 and 40% of Europeans said an event was a "big factor" in choosing a travel destination.
Sports, especially, are in the spotlight in 2026, with the Winter Olympic Games in Milan and the FIFA World Cup in North America.
Luxury tour operator Red Savannah frequently receives requests to build custom trips around an event -- such as the Wimbledon tennis tournament or a major golf tournament -- but for the first time will offer a villa package that includes lodging and tickets to the Palio di Siena in Italy, a famous horse race where riders race bareback.
Already, Red Savannah receives inquiries for the Palio di Siena due to its villa portfolio in Italy, but this year it managed to procure tickets, which founder George Morgan-Grenville said can be difficult to come by. The operator will split the tickets among two villas, one accommodating 10 guests, the other 11.
The package includes welcome drinks, a three-course dinner, transfer to the race and a guided Siena walking tour.
"We've never done it before, but we think it will be a huge success," he said. "I don't believe there's anybody else offering such a package on the market." Morgan-Grenville added that Red Savannah "seems to get more and more requests every year" from travelers who want to build itineraries around events.
EF Go Ahead Tours added an itinerary built around the Aer Lingus College Football Classic in Dublin, where the University of North Carolina will face off against Texas Christian University. Though EF has created custom itineraries for events-based travel, this is the first time the operator is offering such an itinerary to the general public.
And it's just the beginning. In January, EF Adventures will announce expanded itineraries for the Tour de France Femmes and Tour de France.
"We want to do even more in this space," said vice president of market development Lael Kassis, calling it a "travel trend we're really interested in and talking about a lot lately."
Arival identified sports travel in particular as an opportunity for companies to sell experiences outside of the big game. Arival CEO and co-founder Douglas Quinby said companies have an "enormous" opportunity to cater to these travelers with experiences to complement the event, from food and beverage to pre- and post-game activities.
On Location Experiences is the official hospitality partner for the Olympics and World Cup with ticket-inclusive packages for both events.
The company has developed an experience-based opportunity for fans to attend the Games, but with "white-glove service," said executive vice president Will Whiston, adding that the company aims to deliver a deeper way for fans to engage in the sport than just through observing games.