A new survey commissioned by Hyatt reveals that sport is becoming a defining factor in how UAE residents plan their travel. The recent survey revealed that individuals plan to participate in an average of 12 sporting activities and attend seven events as spectators over the next year.
Nearly half (45%) of respondents said they would plan an entire holiday around a major sporting event, a growing opportunity for hospitality brands to meet guests where passion, performance and purposeful travel unite.
According to the survey, 45% of UAE residents say attending live sporting events is one of life’s greatest pleasures, and nearly a third (30%) would travel thousands of miles to experience a key event. Additionally, 27% say they would pay a premium to stay in a hotel that enhances their event experience, from location and amenities to atmosphere. Football remains the most travelled-for sport (52%), but interest in cricket (29%), cycling (28%), swimming (27%), and bodybuilding (21%) reflects a diverse and growing sports culture across the region.
Hyatt, too, has observed a growing shift across its regional properties, where travel is increasingly centred around major sporting events, not just for the spectacle but for the full experience. Travellers today seek stays that support their performance and wellbeing, from proximity to venues and recovery-led facilities, to nutrition-conscious dining and the quiet confidence of being in spaces designed to support peak performance. For many, it’s not just about convenience, it’s about immersion. In fact, 30% of UAE respondents are drawn to hotels known to host professional teams, offering them a direct link to esteemed sports personalities. With 52% prioritising easy access to sports venues and one in three valuing onsite facilities or access to fan zones, hotels are becoming a meaningful part of the journey. This trend has already played out in recent years, with events like Formula 1 and key football fixtures driving high occupancy levels across Dubai and Abu Dhabi, an indication that sport is not just a calendar event here, but a growing part of the region’s identity.
“Sports-tripping is reaching fever pitch, and we are increasingly seeing more travellers, with a passion for building their holidays around watching live sporting events, stay in Hyatt properties,” said Stephen Ansell, Managing Director Middle East and Africa, Hyatt. “Whether people are discovering a new destination, or revisiting a firm favourite, travelling to watch sporting events offers the perfect opportunity for fans to enjoy a unique event as well as the wider experiences a city has to offer.”
The desire to travel isn’t limited to just enjoying the spectator experience. Two in five UAE residents say they love travelling specifically to take part in competitive sports. While adrenaline and achievement play a role, this emerging segment also reflects a broader shift toward wellness-focused travel. For many, these trips are as much about personal health and fulfilment, as they are about competition. Whether it’s maintaining fitness routines (40%), developing discipline (33%) or spending active time with family and friends, these journeys are helping people redefine what it means to truly relax. Travellers are now blending movement with meaning, creating holidays where sport, wellbeing and connection intersect.
That same mindset is also influencing how people approach business travel. 42% of UAE respondents say the ability to practise sport during a work trip is a major incentive, and nearly 40% try to combine attendance or participation in sporting events with business schedules. Whether it’s squeezing in a morning swim, catching a match after meetings, or joining a cycling group between conferences, the modern professional isn’t abandoning their wellbeing goals while travelling; they’re building around them. Hotels that provide the right balance of productivity and wellness, with flexible services and fitness-forward amenities, are increasingly meeting the expectations of these multi-dimensional travellers.
As the UAE continues to invest in world-class sporting infrastructure and hosts a growing calendar of globally renowned tournaments, sports-led travel is emerging as a key driver of tourism, both inbound and outbound. The findings of this latest survey not only reinforce the country’s position as a hub for international sport but also indicate that this shift in travel behaviour is expected to increase in the years ahead.
The term “Hyatt” is used in this release for convenience to refer to Hyatt Hotels Corporation and/or one or more of its affiliates.
- This research of 2,100 UAE respondents was commissioned by Hyatt and conducted by Perspectus Global during March 2025.
