close Group Reveals Travel Trends During Major Sporting Events

PARIS, July 10, 2024 /PRNewswire/ — The summer travel season is in full swing and Group, a leading travel services provider, is seeing a significant increase in bookings across Europe, mainly due to football in June and a major international sporting event in Paris starting in late July. There has been double-digit growth in travel bookings from international travelers heading to Paris this summer compared to last year, showing the potential for sports tourism to win a gold medal in driving travel consumption.

Who’s traveling?

Among travelers visiting Paris in July and August, there is strong demand from Asia, including mainland China, Japan, South Korea and Hong Kong, with other travelers from the UK, Germany, Italy and the US. Notably, there was also a 105% increase in orders from Chinese consumers. Paris remains a top destination for Chinese travelers, reflecting their strong desire to experience the culture and history of the French capital.

Chinese tourists show a taste for luxury, with the highest booking volume for suites and king hotel rooms among other travelers, reflecting a desire for more spacious and luxurious accommodations during their stay. Average spending per Chinese traveler has increased by 65%, with an increase in 5-star hotel bookings compared to the previous year.

Asian fans also show clear differences in relation to major sporting events compared to their European counterparts. They prefer to combine their sporting attendance with broader travel plans, booking longer hotel stays on average than European travellers.

The average length of stay for travellers from Asia increased by 20% compared to the same period last year, with travellers from mainland China, South Korea and Hong Kong staying the longest. This suggests that Asian tourists are extending their holidays to fully immerse themselves in this summer’s sporting event.

Other sporting events, with their diverse range of sports and global representation, also attract international fans from Asia who often combine their attendance with extensive cultural and tourist activities. However, European fans, particularly those following football this summer, focus primarily on cheering on their national football teams, with shorter stays dictated by the matches. This approach by Asian travellers enhances the travel experience and encourages a deeper engagement with the host destination.

This summer, Asian travelers spent more money on attractions than European travelers, preferring attractions such as the Louvre Museum, the Palace of Versailles and the Seine River Cruise.

Where are they staying?

Luxury French hotels and even “palaces” are popular travel options in Paris. In’s 2024 Trip.Best 100 Global list, a collection of curated travel rankings based on real user reviews and booking popularity, French hotels appeared in the top 100 luxury hotels nine times. Five Parisian hotels were ranked in the top 20, with Hotel de Crillon, a Rosewood Hotel in Paris, securing the top spot. This trend toward luxury is also seen in gastronomy, with Trip Gourmet seeing a 20% increase in restaurant bookings with gastronomic distinctions, such as Terry’s Café, Liberto, L’Imperatif, Chez Milo and Le Procope restaurants.

For those seeking a unique experience, there has been a 20%+ increase in bookings for alternative accommodation such as vacation rentals and boutique properties. Within the Asia Pacific market, Singapore leads the way for such accommodation alongside hotels with triple-digit growth, closely followed by Japan with double-digit growth.

More and more Asian travelers are choosing to explore cities other than Paris, with triple-digit growth among cities outside the capital. The top 10 cities and regions attracting travelers outside Paris are Nice, Lyon, Marseille, Bordeaux and Nantes, with Nice and Marseille, on the French Riviera, set to host soccer matches.

For example, visitors from Japan and Hong Kong are now booking stays in Marseille, Lyon and Nice, with bookings showing double the growth compared to the same period last year. Travelers are seeking cultural experiences both inside and outside of Paris, with growing interest in France’s Provence wine region.

Traditional attractions across France continue to captivate Asian travelers with their rich historical and cultural charm. Top attractions in Paris include the Louvre Museum, the Paris Opera House, the Eiffel Tower and Disneyland Paris. There has also been a surge in orders for private tours in France, up more than 50% year-on-year.

The increase in bookings and enthusiasm among travelers reflects a growing interest in combining sports tourism with cultural exploration, highlighting a growing desire to experience more than just the traditional vacation. Sporting events provide a unique gateway for tourists to connect with the culture and community of their destination.


About Group Group is a leading global travel services company comprising, Ctrip, Skyscanner and Qunar. Group helps travelers around the world make informed and cost-effective bookings for travel products and services across its platforms, and enables partners to connect their offers to users by aggregating comprehensive travel-related content and resources, and an advanced transactional platform of apps, websites and 24/7 customer service centers. Founded in 1999, Group was listed on NASDAQ in 2003 and on HKEX in 2021. It has become one of the world’s best-known travel groups, with the mission “to find the perfect trip for a better world”. Learn more about Group here:

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