Sports tourism becomes Korea's next big ticket as fans turn games into getaways

Sports tourism is emerging as the travel industry’s next big hit in Korea, powered by fandom-driven travel trends, healthier lifestyles and a shift toward trips with a clear purpose.

Once a niche for die-hard fans, “direct viewing” trips — in which travelers build their itinerary around a specific game or athlete — are now moving into the mainstream. From Gen Z office workers to middle‑aged sports lovers, more Koreans are choosing when and where to travel based on game schedules instead of cherry blossoms or shopping districts.

Travel agencies are racing to catch up. NOL Universe, the country's largest tour operator, is currently developing five categories of sports‑focused products, ranging from European football league packages and U.S. professional sports such as MLB, NBA and NFL, to World Cup, Olympics and Asian Games cheering tours, fan meeting-linked products and motorsports trips.

The company has already tested the waters with a fan meeting and live game tour built around national basketball team member Lee Hyun‑jung in Japan’s B.League early this year, followed by premium products tied to Son Heung‑min’s new U.S. Major League Soccer's Los Angeles FC and the Korean baseball team Doosan Bears spring camp fan tour in Miyazaki in February.

“We are not just selling a ticket to a game,” a NOL Universe official said. “We are designing purpose‑driven sports trips that combine fan experiences with local content.”

Major agencies are also retooling their portfolios. On Hana Tour’s website, searches for the Korean term for “direct viewing” turn up itineraries centered on matches featuring stars such as Lee Jung‑hoo, Kim Hye‑sung and Son, whose clubs are clustered in California. The packages pair game days with visits to landmarks like San Francisco’s Golden Gate Bridge and Griffith Observatory in Los Angeles, turning long‑haul sports pilgrimages into full‑fledged holidays.

“Since cross‑border travel resumed in the endemic era, agencies have focused on differentiated products,” a Hana Tour official said. “Sports ‘direct viewing’ is one of the flagship items, and it continues to enjoy steady popularity.”

The boom is not without its risks. Because many products are built around a single star athlete, a change in form, injury or even a coach’s last‑minute selection can throw a wrench in carefully planned itineraries.

“We once operated a package that included watching a famous player’s game, but by coincidence he did not make the squad that day,” a travel industry source said. “Some customers were clearly disappointed.”

Despite such uncertainties, the sector is expected to grow and diversify. Industry insiders say demand is expanding from traditional spectator sports such as football and baseball to running, golf and motorsports, as well as overseas marathons where participants are the "main characters” on the course rather than in the stands.

This shift comes amid Korean authorities' and local governments’ efforts to use sports to spread tourism benefits more evenly across the country.

Policy plans now highlight sports content — K League and Korea Baseball Organization games, walking festivals, trekking routes and cycling — as tools to encourage frequent, shorter domestic trips and support regional economies. Packages such as K League train‑and‑stadium days, or baseball‑themed city breaks bundled with local food and cultural stops, are being rolled out to turn weekend matches into full regional experiences.

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