A YouGov report on sport tourism across Canada, Mexico and the US shows fans are travelling for the total experience, including atmosphere, excitement and team allegiance.
Among Canadian sport travellers, 51% want the atmosphere and excitement of a live event, 47% want to support their team and 32% are drawn by the chance to visit a new place. Live music, food trucks, free swag, meet-and-greets and beverage areas all ranked as appealing event extras.
The biggest barriers? Event costs, travel expenses and safety concerns.
Source: YouGov
Published October 2026
