As global attention shifts from the 2026 Winter Olympics to the upcoming FIFA World Cup 2026, new findings from YouGov’s 2026 Sport tourism: Measuring fan appetite report reveal that Mexico is the most active sports travel market in North America, while the U.S. remains largely domestic and dependent on drive-to travel.

Nearly half of Mexicans (49%) have traveled for a sporting event, the highest rate in the region, compared with 44% of Canadians and 32% of Americans.

Looking ahead, 32% of Mexicans plan to travel for sport in the next 12 months, compared with 24% of Canadians and just 11% of Americans.

Mexico: High Engagement, Strong Soccer Pull

Mexico’s sports travel strength is reinforced by its deep soccer culture and international engagement:

• 14% have traveled internationally for sport
• 80% are soccer fans (YouGov Global Fan Profiles)
• 53% typically watch at least some FIFA World Cup matches

Soccer’s cultural dominance translates into stronger appetite around global tournaments, including the 2026 World Cup.

Canada: Internationally Oriented and Globally Attractive

Canadian sports travelers show stronger cross-border behavior and global appeal:

• 18% have traveled internationally for a sporting event
• 29% have become fans of a new sport after engaging with an international match played at home

Canada ranks as the top choice among the 2026 FIFA World Cup host nations, preferred over both the United States and Mexico as a destination to watch a match based on 17 global markets surveyed.

United States: Domestic Focus, Growth Opportunity

While the U.S. has a sizable sports travel base, its behavior remains predominantly domestic:

• Only 2% have traveled internationally for sport
• 84% of sports travelers drive to events
• Just 15% usually watch FIFA World Cup matches

With the tournament coming to North American soil, the comparatively low viewership and limited international travel suggest meaningful growth potential ahead of 2026.

What Motivates Sports Travelers?

Across North America, the live experience matters most.

Among U.S. sports travelers:
• Supporting my team (46%)
• Atmosphere and excitement (44%)
• Love of the sport and the prestige of major events also rank highly

Beyond the game itself, travelers are drawn to live music, food trucks, free giveaways, and interactive experiences.

The Biggest Barriers

Cost is the dominant barrier across all three markets, cited by roughly seven in ten sports travelers.

• Ticket prices and travel expenses are the top deterrents
• Safety and security concerns are elevated among Canadian travelers
• Sustainability concerns are present, but secondary

One-Stop Trips Preferred

For multi-country tournaments like the FIFA World Cup:

• Roughly one in four travelers prefer attending events in a single location
• Americans are the least open to multi-destination itineraries (4%)

“Sports tourism in North America isn’t uniform,” said Nicole Pike, Global Head of YouGov Sport. “Mexico is primed for sports-driven travel, Canada combines strong global appeal with cross-border habits, and the U.S. remains predominantly domestic. The real opportunity heading into 2026 isn’t just filling seats, it’s delivering experiences compelling enough to justify the trip in a cost-conscious environment.”

You can download the Sport tourism: Measuring fan appetite report here.

Methodology

The Sport Tourism Report is based on a multi-region survey conducted from November 14 to December 12, 2025, with more than 18,000 respondents across 17 markets. U.S. and Canadian samples are nationally representative; the Mexico sample is representative of the urban population. Additional soccer fan insights are drawn from YouGov Global Fan Profiles (January–December 2025).