Sportcations surge as travellers build holidays around active experiences

Active travel is moving into the mainstream, with Trip.com Group reporting a nearly 40% year-on-year increase in travel booking gross merchandise value (GMV) linked to active holidays.

Searches for sporting experiences have risen by more than 30%, led by particularly strong growth in Singapore (+80%), Malaysia (+65%), and the UK (+50%). France, Italy, Germany, and Spain all recorded triple-digit increases.

For travel insurers, the trend highlights a growing need to account for activities that can carry higher medical and rescue risks. Diving is the most-booked sporting experience globally, followed by ziplining, paragliding, skydiving, and cycling.

Booking growth has been especially pronounced in several markets, including Thailand (+200%), South Korea (+150%), Singapore (+104%), and the UK, where bookings more than doubled. Germany recorded growth of more than 600%.

Thailand, China, Australia, New Zealand, and Malaysia emerged as leading destinations across cycling, climbing, swimming, water sports, and adventure activities. Thailand appeared across all five categories and was the leading destination for diving.

The trend is also influencing travel behaviour. European active travellers typically travel in parties of one or two, while Asia-Pacific travellers average two to three people. Meanwhile, active travel-related posts on Trip.com’s Trip.Moments platform have almost doubled, rising 99% year on year.

With travellers increasingly organising holidays around specific sporting passions, the growth of active travel could have significant implications for insurers, from activity exclusions and medical cover to specialist policies for adventure sports.