Here’s a surprising trend that’s reshaping the travel industry: millennials are fueling a massive boom in sports tourism, and they’re spending big bucks to do it. But here’s where it gets controversial—while some see this as a healthy lifestyle choice, others question whether it’s just another form of excessive consumerism. Let’s dive in.
Take Vince Nguyen, a 39-year-old entrepreneur from Vietnam, who drops hundreds of dollars every month traveling to countries like Malaysia, Taiwan, and Canada—not for sightseeing, but to play pickleball. What started as a post-injury pastime after quitting American football has now become a central part of his life. He plays for two to four hours almost daily and even plans trips around tournaments. For instance, next month, he’s heading to China for a competition. His expenses? Anywhere from $386 to $772 per trip, covering flights, court fees (ranging from $4 to $8 per session), and hotel stays at around $38 a night. When he travels to Canada, the cost jumps to nearly $1,000 due to pricier flights and indoor courts. And this is the part most people miss—it’s not just about the sport; it’s about the cultural experience. ‘Every country has a little bit different style,’ Nguyen explains, highlighting how sports tourism offers a unique way to connect with local communities.
Nguyen isn’t alone. According to Hilton’s 2026 Trends Report, which surveyed over 14,000 travelers across 14 countries, a staggering 67% of millennials have planned trips around their interests, including sports, wellness, and concerts. In the U.S., millennials are 80% more likely to plan a vacation for tennis and a whopping 87% more likely for pickleball, as revealed by Priceline’s 2025 Travel Trend Report. This trend isn’t slowing down anytime soon. The sports tourism industry is already a $707.29 billion market and is projected to nearly triple by 2032, according to Fortune Business Insights. Europe leads the pack with a $248.23 billion valuation, while the Asia-Pacific region is the fastest-growing, expected to hit $149.50 billion by 2025.
But is this trend sustainable? While some argue it promotes active lifestyles and cultural exchange, others worry about its environmental impact and the financial strain on travelers. Let’s hear from another millennial, Nirbhay Handa, a 35-year-old entrepreneur based in Singapore, who travels abroad for tennis. He attends tennis camps in Phuket and even hires a coach in Dubai and Abu Dhabi to play after work. ‘It makes me better at work because I’m in a better mood,’ he says. For Handa, tennis is more than a hobby—it’s therapeutic. It’s helped him adopt healthier habits, like cutting back on late-night drinking and quitting social smoking. He spends around $200 a week on tennis sessions in Dubai and takes about six tennis-focused trips a year. ‘It’s good for your soul,’ he says, emphasizing how it fulfills both his physical and social needs, much like meeting friends at a pub—but healthier.
Then there’s Mike Goldys, a 39-year-old from Florida, who’s on a mission to surf in as many wave parks as possible. With 140 hours logged across 26 cities in 10 countries, he’s spent $18,500 on surf sessions alone. Each trip costs him between $6,000 and $10,000, depending on flights and accommodation. As a social media strategist, he takes one to two weeks off for these trips, documenting his experiences for his followers. ‘When you pay to surf in a wave pool, you’re guaranteed powerful, well-shaped waves,’ he explains. At $170 an hour, it’s not cheap, but Goldys believes it’s worth it—as long as it doesn’t strain his finances.
Here’s the big question: Is sports tourism a passing fad or the future of travel? With millennials leading the charge, it’s clear this trend is here to stay. But what do you think? Is this a healthy evolution of travel, or does it come at too high a cost—financially, environmentally, or otherwise? Let’s start the conversation in the comments!
