The demand for travel to global sporting events is experiencing a remarkable surge among Indian consumers, according to recent data from Thomas Cook (India) Limited and SOTC Travel. Rajeev Kale, President & Country Head of Holidays, MICE, and Visa at Thomas Cook India, highlighted a 40% increase in interest for high-profile sporting events in 2024, including the Cricket World Series, Wimbledon, the Olympics, and Formula 1 races in Bahrain, Abu Dhabi, and Singapore.
Kale noted that Thomas Cook India has received approximately 200 queries, including confirmed Group Inclusive Tour (GIT) bookings, for the highly anticipated India-Pakistan fixture in New York. This surge is not unexpected, as sporting events significantly influence travel decisions for 23% of consumers. The digital economy and social media further fuel this trend, with fans eager to share their experiences of attending premium sports events.
Our key segments include Indian fans and fan clubs, ad-hoc groups of friends, and the corporate MICE sector,” Kale stated. “These groups are drawn to our exclusive VIP packages, which feature meet-and-greets, dining with sporting stars, and signed merchandise.” He added that Indians are increasingly willing to spend on such high-end experiences, with one Olympic package priced at Rs 11 lakhs per person for a group of 50 customers.
Daniel D’Souza, President & Country Head of Holidays at SOTC Travel, also emphasized the growing importance of sports tourism in India. “The demand for sports-related travel has increased by 20-35%, reflecting the deep emotional connection and passion Indian fans have for live sports,” he said. This trend is evident in the significant purchase of overseas tickets for major events like cricket, Wimbledon, the Australian Open, and football matches.
D’Souza pointed out that what was once a niche market now appeals to a broader audience, including High Net-Worth Individuals (HNI) and Ultra High Net-Worth Individuals (UHNI), families, and young Indians from Tier 1 and Tier 2 cities.
