Micah Jonah
February 8, 2026
Sports tourism is emerging as the fastest growing segment of the global travel industry, with the Super Bowl increasingly driving demand for premium, experience focused packages that go far beyond attending the game itself.
In Santa Clara, California, where this year’s Super Bowl between the Seattle Seahawks and New England Patriots will be played, fans are paying thousands of dollars for exclusive access that includes post game field experiences, meet and greets with former NFL stars, luxury hospitality and curated entertainment.
Industry players say travellers are shifting away from material status symbols, instead prioritizing memorable, shareable experiences tied to major sporting events. Being on the field amid falling confetti after the Super Bowl, once reserved for players and officials, has become one of the most sought after moments in global sports tourism.
Premium hospitality providers report strong demand across all tiers. Entry level Super Bowl experience packages this year started at about $6,500 per person, while high end offerings reached $34,500 per person, with top tier options already sold out. These packages often include live performances by major music acts, fine dining experiences designed by celebrity chefs, private wine tastings in Napa Valley and golf outings at iconic venues such as Pebble Beach.
Corporate interest is also fueling growth. Concierge and hospitality firms say technology companies, venture capital firms and other corporate clients are increasingly using Super Bowl experiences to host investors, reward executives and strengthen business relationships. Fully customized packages at the top end of the market can run into millions of dollars.
According to global industry estimates, sports tourism accounted for roughly 10 percent of worldwide travel spending in 2025, with revenues growing at a faster pace than the broader tourism sector. Analysts attribute this surge to changing consumer behaviour following the pandemic, with travellers seeking immersive, once in a lifetime experiences rather than conventional leisure trips.
The Super Bowl is part of a broader calendar of global sporting events driving the trend, alongside the Winter Olympics and the football World Cup. Hospitality providers say combined demand across these events is making the current year one of the most significant in the history of sports travel and premium fan experiences.
Industry leaders argue that the appeal lies in exclusivity and emotional connection, noting that simply buying a ticket no longer defines sports tourism. Instead, fans are increasingly willing to pay premium prices for behind the scenes access and experiences that turn major sporting events into complete travel destinations.
