Sports tourism generated $831 billion in 2025 and soccer leads the way: a hotel facing La Bombonera becomes a must for Brazilian fans traveling to Buenos Aires.
Traveling to watch live matches, tour historic stadiums, or visit club museums is no longer a niche interest reserved for die-hard fans. Sports tourism has grown into one of the most significant trends in travel — and Brazilian travelers are firmly part of this shift.
Brazilians embracing sport-driven travel
A recent study by Brazil’s Ministry of Tourism, in partnership with Nexus – Pesquisa e Inteligência de Dados, found that 14% of Brazilian travelers factor sports into their destination choices. The finding signals a behavioral shift: sport is no longer background entertainment but the main reason to book a trip.
A global survey by Priority Pass, conducted with more than 12,000 travelers across 20 markets in 2025, reinforces this picture. It found that 20% of tourists travel primarily for sports-related reasons, while 33% blend sports and wellness experiences on the same trip.
Among sports travelers, 49% cite the thrill of attending live sporting events as their top motivation. Another 62% stay up to four days at their destination — a pattern consistent with trips organized around matches and championships.
A billion-dollar market led by soccer
According to international consultancy Market.us, the global sports tourism sector generated approximately $831 billion in 2025 and is expected to keep growing. Soccer dominates this market, drawing fans eager to experience matches firsthand, visit iconic stadiums, and immerse themselves in club culture.
Visiting historic stadiums has become one of the most sought-after experiences among sports fans, turning these arenas into genuine tourist attractions. The trend reflects a broader change: travelers increasingly seek experiences tied to personal passions — sport, music, gastronomy — and want to connect authentically with their destination.
La Bombonera: a soccer pilgrimage in Buenos Aires
Few destinations embody this phenomenon better than La Bombonera, home stadium of Boca Juniors in Buenos Aires. Renowned for its distinctive architecture and the electric atmosphere of its stands, it draws visitors from around the world. Beyond match days, the stadium welcomes tourists year-round for guided tours and visits to the club museum.
A hotel where the experience starts at check-in
A standout example of this trend in South America is the La Boca Undici by Howard Johnson, located in the La Boca neighborhood, directly across from La Bombonera. Part of the international Howard Johnson network, the hotel leverages its prime location to attract travelers passionate about Argentine football culture.
“We welcome many Brazilians who want to experience La Bombonera and the history of Boca Juniors up close. For football fans, staying right in front of the stadium turns the trip into something truly unique.” — Gabriel Impaliari, General Manager of La Boca Undici by Howard Johnson
The property features 60 rooms, an in-house restaurant — El Genovés —, a heated rooftop pool with panoramic views, a gym, a spa, and event spaces. The offering combines international comfort standards with the cultural identity of the world’s most storied football neighborhood.
Information
La Boca Undici by Howard Johnson
Location: La Boca, Buenos Aires – Argentina
Category: International standard
Ideal for: Tourism, culture, and corporate travel
Reservations and information: www.hjundici.com.ar and online booking platforms
Photo: Courtesy
