Travel has officially entered a new chapter, and it’s not being driven by destinations alone, but by desire.
According to Priority Pass, the airport experiences programme, a powerful new movement is reshaping how the world explores. Its latest report, From Stadiums to Spas: Unlocking the Explosive Growth of Sports and Wellness Travel, reveals that travellers today are no longer chasing generic getaways, but building entire trips around what they love most.
Surveying more than 12,000 travellers across 20 global markets, the report confirms what the travel industry is already feeling, and that’s we’ve entered the era of Passion Pursuits, where sport, wellness, and personal fulfilment are becoming the real itinerary.
Globally, among those who travel for sports and wellness, nearly half (47%) did so for wellness, 20% for sport, and a third (33%) have travelled for both, indicating a major shift in motivations behind travel.
No longer content with pre-packaged holidays or checklist tourism, today’s explorers are looking for experiences that feel electric, meaningful, and deeply personal, whether that’s the roar of a stadium crowd or the stillness of a secluded wellness retreat.
Wellness travel goes mainstream, and the Middle East is leading the charge
No longer a niche indulgence, wellness is becoming a modern travel essential, especially for Millennials and Gen Z, who are prioritising rest, recovery, and mental clarity as much as sightseeing.
Globally, 60% of respondents say their top motivator for wellness travel is the desire to*relax, recharge and disconnect. Half are driven by mental health and emotional healing, while 40% are focused on improving physical fitness.
In the UAE, wellness travel is going long-haul, with 69% of respondents say they would book a wellness trip lasting five days or longer, reflecting a regional appetite for deeper, more immersive escapes. Across the Middle East, 57% of wellness travellers cite relaxation and disconnection as their primary reason for taking wellness-focused trips, a clear sign that burnout recovery is becoming a travel driver in its own right.
And the digital detox boom is real. More than a third (35%) of younger travellers globally are booking wellness breaks specifically to unplug from technology. In the UAE, that rises to 40% among Millennials and Gen Z. Today’s wellness traveller is looking for more than a spa treatment, they are curating a full-body reset.
The most sought-after activities globally include:
- Spending time in nature or wilderness (49%)
- Spa treatments, massages or thermal therapies (37%)
- Silent retreats or solo reflection (35%)
- Meditation and mindfulness sessions (33%)
In the UAE, 40% of wellness travellers prioritise spa and thermal therapy experiences, showing how luxury wellness has become mainstream.
Live sports travel
On the other end of the passion spectrum, sports fans are travelling like never before, driven by team loyalty, adrenaline, and the thrill of being there in person.
Nearly half (46%) of global sports travellers, and 52% in the Middle East, say they’re motivated by the chance to explore new cities through sports travel. Among younger generations, the pull is even stronger, with 49% of Millennials and Gen Z cite sports as a reason to travel, compared to 40% of older travellers.
For Gen Z, live sports has become a bucket-list passport. Globally, 42% of younger travellers are chasing once-in-a-lifetime sporting experiences while abroad, compared to just 33% of older generations. Football remains the world’s favourite live sport, but traveller preferences are shifting by region and generation.
The Middle East and Europe favour soccer (61%), followed by basketball (29%) and motorsports (27%). And esports is rapidly emerging as the next major travel catalyst. 15% of younger travellers now travel for esports events, compared to only 6% of older generations.
In the Middle East, 15% of Gen Z travellers say they would travel specifically to attend an esports tournament, proof that gaming arenas are becoming the new stadiums.
