Florida has a reputation as one of America’s biggest leisure destinations, attracting millions of visitors with its beaches, theme parks, and warm weather. However, new research suggests the Sunshine State is entering a new era, one where sport is becoming a major reason for fans to travel.
Results from our survey of 2,000 US sports fans reveal that 57% of respondents say this year’s major sporting events in Florida make the state more appealing as a sports destination. The findings suggest major events are not just bringing fans to Florida for individual games and tournaments; they are changing how people perceive the state as a destination for live sport.
That shift comes as sports tourism continues to grow across the US. A record 339 million people traveled to participate in or attend a sporting event in the United States in 2025, generating 191.8 million hotel room nights and spending $111.2B while in the host destinations (SportsBusinessJournal).
Florida is already benefiting from this trend, with sports tourism accounting for millions of visitors and becoming an increasingly important part of the state’s tourism economy (University of Central Florida).
Our latest findings show why:
Metric | Finding |
|---|---|
| Respondents saying major events improve Florida’s sports appeal | 57% |
| Respondents who have traveled out of state for sport | 47% |
| Florida ranking among preferred sports destinations | #2 (34%) |
| Average sports trip spend (per person) | $1,048.04 |
| Fans willing to spend more on Florida sports trips | 53% |
| Biggest travel-driving league | NFL (52%) |
57% of fans say major events are improving Florida’s sports appeal
The biggest finding from the survey is not simply that fans want to visit Florida for sport; it’s that major events are actively changing how they view the state. More than half of sports fans (57%) believe this year’s major sporting events make Florida more appealing as a destination, rising to nearly three-quarters (75%) among fans aged 21 to 34. By contrast, fans aged 65+ are the most skeptical, with just 34% saying major sporting events make Florida more appealing.
This change comes during a period when Florida has and will host an increasingly high-profile mix of sporting events and competitions. The FIFA World Cup 2026, which has brought international soccer audiences to Miami, along with events such as the Formula 1 Miami Grand Prix and the Miami Open tennis tournament, has helped and continues to help raise the state’s profile among sports fans globally.
This is supported by Florida’s established professional sports landscape, with franchises including the Miami Dolphins, Tampa Bay Buccaneers, and Jacksonville Jaguars in the NFL, the Miami Heat and Orlando Magic in the NBA, the Miami Marlins and Tampa Bay Rays in MLB, and the Florida Panthers and Tampa Bay Lightning in the NHL, creating year-round opportunities for fans to attend live sporting events.
Together, these events and teams are helping to change Florida’s identity, from somewhere people visit primarily for holidays into somewhere fans actively travel to experience sport.
The appeal is not just the sporting event itself, though. Modern sports travelers increasingly look for destinations where a game can become part of a wider experience. The data found the biggest factors making Florida attractive for sports trips include:
Reason | % |
|---|---|
| Combining sport with beaches/warm-weather activities | 36% |
| Ticket, hotel and experience packages | 36% |
| Bringing friends/family who can enjoy non-sport activities | 35% |
| Combining sport with attractions | 32% |
The opportunity for Florida seems clear. Major events attract fans, but the wider destination experience encourages visitors to stay longer and spend more.
47% of fans have traveled for sport and spend $1,048 per person
The rise of sports tourism is being fueled by a valuable audience of fans who are willing to travel across state lines and spend significant amounts of money to experience live sport.
According to the survey, 47% of sports fans have traveled out of state specifically for a sporting event, with many making sports travel a recurring behavior rather than a one-off experience.
Among traveling fans, sports trips are becoming a regular part of fan behavior. Travelers take 1.42 sports trips per year on average, with 30% taking two trips annually, and 17% taking three or more trips each year.
This pattern highlights the long-term value of sports travelers, with almost half of traveling fans taking multiple sports trips each year.
This creates a high-value tourism audience, with fans willing to spend an average of $1,048 per person on sports trips. These costs encompass tickets, accommodation, food, transport, and entertainment.
Spending also varies by region, with sports fans in the West spending the most at an average of $1,187 per person, compared with $882 per person among fans in the Midwest.
There are also notable differences across generations. Fans aged 35-44 spend the most on average, at $1,177 per person, while younger fans also rank highly, with those aged 21-24 spending more than $1,110 per person on a sports trip. By comparison, fans aged 65+ spend the least, at an average of $951 per person.
Florida is particularly well positioned to benefit from this spending power, with 53% of fans saying they would spend more on a sports-related trip to Florida than on a typical vacation – including 22% who would spend significantly more.
34% rank Florida as a preferred sports destination, placing it second nationally behind New York
The perception shift created by major sporting events is already translating into stronger demand for Florida as a sports destination.
Our survey found that 34% of fans would choose Florida for a sports-related trip, ranking the state second nationally behind New York (37%) and ahead of other major sporting markets including California (32%) and Texas (27%).
Florida’s appeal comes from its ability to combine elite sporting experiences with a wider holiday offering. Fans traveling for an NFL game, NBA matchup, or major tournament can also enjoy beaches, attractions, restaurants, and entertainment, turning a single event into a complete travel experience.
This wider experience is becoming increasingly important as sports travel becomes more social. The survey found that 43% of fans said traveling with friends or family would make them more likely to attend a sporting event in another state, highlighting how live sport is increasingly becoming a group travel experience rather than a standalone activity.
As fans increasingly look for destinations that offer more than just a game, Florida’s combination of sport and tourism is helping strengthen its position as one of America’s most attractive sports travel destinations.
52% of fans would travel for NFL games, while 42% have witnessed an away fan takeover
The NFL is the biggest driver of sports travel demand, with 52% of fans saying they would travel for an NFL game, ahead of both the NBA (32%) and MLB (28%).
Football’s dominance reflects the nature of the NFL schedule, where limited games and rivalries encourage fans to plan trips around live events. For Florida, this creates a major opportunity for football teams including the Miami Dolphins, Tampa Bay Buccaneers, and Jacksonville Jaguars to attract traveling supporters and generate wider tourism spend.
The survey also highlights the growing influence of away fan culture, with 42% of fans saying they have witnessed opposing supporters take over a stadium or venue. This is particularly prominent in the South and Northeast regions (43%) compared to the Midwest (40%).
Among Florida teams, the Miami Dolphins were most associated with creating strong away-game atmospheres (33%), followed by the Miami Heat (28%) and the Tampa Bay Buccaneers (24%).
Major events are turning Florida into a prime sports tourism destination
Our survey highlights the growing connection between live sport, travel, and fan experiences. With 57% of fans saying major sporting events are making Florida more appealing as a sports destination, alongside strong demand from traveling supporters, the state is well positioned to benefit from the continued growth of sports tourism.
As fans increasingly look to combine sporting events with wider travel experiences, destinations that can offer a strong mix of competition, entertainment, and hospitality are set to play an important role in the future of sports travel.
Methodology
This research was commissioned by Hard Rock Bet and surveyed 2,000 US sports fans to understand how sports influence travel behavior, spending habits, and destination preferences.
The survey explored:
- Whether fans have traveled out of state specifically for sporting events
- How frequently sports travelers take trips each year
- Which destinations fans would most like to visit for sport
- How major sporting events influence perceptions of Florida as a destination
- How much fans are willing to spend on sports-related travel
- Which leagues drive the strongest travel demand
- The influence of away fan culture and stadium atmosphere
Data collected September 2026.
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