Expedia’s annual travel report, Unpack ’26, has revealed a new trend in sport tourism that it has dubbed 'Fan Voyage'.

Fan Voyage travellers are seeking sport experiences that go beyond the game to also celebrate local culture and communities.

According to new data insights, more than half (57 per cent) of travellers say they’re likely to attend a uniquely regional sporting event while on a trip, showing a growing appetite for immersive, culturally rich sporting experiences among global travelers.

The study was conducted online among 24,000 adult respondents across 18 countries, who are planning domestic or international travel in the next three years.

Expedia Group Senior Director Darren Karshagen said: "Fan Voyage is about more than just watching a game – it’s about stepping into the heart of a culture.

“Travellers want more than stadium lights — they want stories, rituals and realness, seeking deeper connections with the places they visit through local sports.”

Travellers — particularly Gen Z and Millennial travelers (68 per cent)— are pursuing sports experiences that offer a front-row seat to the heart of a community. These immersive travel experiences blend cultural tourism with the thrill of local sports, creating unforgettable holiday memories.

Expedia identified Australia rules football (AFL) as one of the top 10 global 'Hottest Fan Voyage Tickets for 2026'.

AFL has recorded a 20 per cent rise in global interest, particularly from fans in Canada (+400 per cent) and New Zealand (+220 per cent).

AFL is a uniquely Australian sport and seeing the Sydney Swans in full flight at the Sydney Cricket Ground is something to behold. Even for those who are not big on sport, the electric atmosphere at the stadium ensures an unforgettable introduction to the spirit of the game.

Sydney Swans experiences that go beyond the matches include exclusive player and behind-the-scenes access, such as its 'Before The Bounce' package.

Before the Bounce experiences can be booked prior to selected Sydney Swans home games, giving fans a chance to hear from Swans greats and immerse themselves in the club before showing their support from the stands.

The Peter Weinert Museum at Sellers & Colless Centre – Sydney Swans HQ in Moore Park – captures 150 years of the club's evolution. The museum, named in honour of Peter Weinert – a Sydney Swans Life Member and former president – welcomes visitors Monday through Friday from 10am to 4pm and on Sydney Swans home game days at the Sydney Cricket Ground.

According to Expedia Group data, 82 per cent of Australians plan to take a sports-focused trip within the next year, with half intending to take more than one.

View the report here.