The Sport of Being Seen: Why the World’s Wealthiest Are Travelling for The Game
Sport has transformed from mere entertainment into the ultimate luxury travel catalyst, driving exclusive experiences and social status among the world’s wealthiest travellers, says Roger Samtani
Ultra-high-net-worth travellers have traditionally sought luxury through timeless pursuits – private retreats, exclusive cultural events and serene escapes. Yet sport has emerged as an unexpected contender to redefine their journeys. Once seen merely as entertainment, sport has transformed into a powerful catalyst for luxury travel, becoming a gateway to exclusive experiences and acting as social currency for the world’s most discerning travellers.
Sport as social currency
For UHNW clients, these events are now powerful social markers. Being at the Monaco Grand Prix, Royal Ascot or Wimbledon – and being seen in the right suite, on the right yacht or at the right afterparty – carries the same social cachet as a front-row seat at Paris Fashion Week.
It’s no longer just about spectating. It’s about belonging to a certain world, where access, taste and discretion quietly communicate status. The Formula 1 calendar, especially the Monaco and Abu Dhabi Grand Prix, plays a significant role here, drawing clients who aren’t necessarily motorsport enthusiasts but see it as a high-octane blend of glamour, business networking and entertainment.
Even traditionally unglamorous sports are getting glitzy. Rugby League found an unlikely new home at Las Vegas’s Allegiant Stadium in March when 45,000 fans from England and Australia descended on Sin City for a day-long festival at the Allegiant Stadium, more used to hosting events in the global spotlight like the Super Bowl.
This reflects an international sports tourism boom valued at more than $600 billion and generating 10 percent of the world’s expenditure on tourism, according to the UN Tourism. The strategy mirrors Qatar, which saw tourism rise 58% after the 2022 World Cup, and Saudi Arabia, which has hosted nearly 100 major sporting events since 2018 targeting 150 million annual visitors by 2030.
The ultimate tickets drawing the world’s wealthiest
Formula 1 sits in a league of its own among our clients at The Lux Travel Group – not just for the racing, but for the social cachet it brings. The Monaco Grand Prix, in particular, draws clients repeatedly. It’s not just about the race; it’s the yachts, the private dinners and the ambience.
Tennis is another huge draw. Every year, clients build entire summer schedules around Wimbledon, Roland-Garros and the US Open. Our job is to curate a full cultural and lifestyle experience around these events, whether it’s a private suite at Centre Court or a backstage tour of Roland-Garros.
Royal Ascot is another favourite, particularly among UK and Middle East-based clients. Ascot is as much about elegance and society as it is about sport – a calendar fixture paired with countryside stays and pre-event styling experiences.
Beyond VIP tickets: what today’s clients expect
Increasingly, clients are seeking tailored experiences that go beyond VIP: they want private lounges, pre-event dinners with legends of the game, or full itineraries built around these marquee moments.
With the upcoming Winter Olympics in Italy and FIFA World Cup in North America, we’re already seeing clients plan multi-generational trips around the events, blending luxury, legacy and shared cultural moments.
Over recent years, there’s been a clear shift: VIP tickets are no longer enough. Clients now expect fully immersive, emotionally resonant experiences that connect them not only to the heart of the event but often to the people behind it.
They want to go beyond the velvet rope. They’re asking for private meet-and-greets with athletes, behind-the-scenes paddock or locker-room access, and even curated conversations with team owners, coaches or commentators.
At The Lux Travel Group, we recently arranged a Monaco Grand Prix experience that started with a yacht-based viewing deck, followed by dinner with a former F1 driver and ended with backstage access to one of the weekend’s most exclusive afterparties. This is what luxury looks like now: not just access, but intimacy and storytelling.
There is also rising demand for discretion with flair. Clients want to feel like insiders, not tourists.
From spectator to player
One of the most exciting shifts is growing demand for travel focused on active participation rather than just spectatorship, especially among UHNW individuals who view wellness, adventure and personal growth as integral to their travel narrative.
We’ve had clients train for the New York City Marathon, climb Kilimanjaro’s summit and spend a week in Courchevel perfecting their skiing technique with Olympic-level coaches. Personal challenge, lifestyle alignment and the luxury of time and space to focus on oneself are now key.
Cycling retreats across the Dolomites, private golf residencies in the Algarve or St Andrews, and tennis in the Maldives with former pros have become regular requests. These experiences are about refining a passion, not just indulging in one.
We’re also seeing adventure redefined. Luxury Antarctic expeditions or remote sailing voyages around the Galápagos are becoming part of this shift. It’s no longer just about being in the audience; it’s about being in motion, part of the story, and leaving with a sense of fulfilment.
Trending destinations for sport-led itineraries
Sport is increasingly becoming the heartbeat of many clients’ travel calendars. The destination now plays just as important a role as the event itself.
For spectatorship, classics such as Monaco during the Grand Prix, London for Wimbledon and Royal Ascot, and Paris for Roland-Garros continue to dominate.
Cape Town has become a go-to not just for golf and adventure sports, but for the culinary and wine scene that makes post-activity downtime exceptional. Melbourne around the Australian Open offers both world-class tennis and an unbeatable food and arts culture.
Porto Cervo on Sardinia remains popular for those drawn to the Mediterranean yachting circuit, while St Barts during regatta season blends competitive sailing with beachfront indulgence.
Designing holistic experiences
Designing travel experiences that balance performance, luxury and wellness starts with truly understanding the individual. For high-performance clients, the line between rest and performance is razor thin.
We often begin with the core sporting interest – skiing in Courchevel, a golf retreat in Quinta do Lago or a marathon in Tokyo – then layer it with tailored recovery and luxury. That might mean incorporating bespoke detox programmes or working with luxury brands that have renowned wellness ambassadors.
Nutrition is crucial, so we’ll coordinate with in-house chefs to ensure dietary needs are met. We also add balance: yacht charters post-event, private cultural access such as closed-door tours of the Uffizi, and wellness add-ons like cryotherapy or meditation coaches.
Ultimately, our work involves creating a holistic ecosystem where luxury, athletic performance and emotional recharge co-exist. When a client finishes a trip feeling better than when they arrived, that’s when we know we’ve succeeded.
As sport and luxury travel increasingly intertwine, today’s ultra-high-net-worth travellers seek more than mere events. They pursue experiences that blend exclusivity, personal growth and social influence. Sport has evolved beyond competition to become a gateway to social currency, immersive storytelling and holistic wellbeing. In this new era, the ultimate luxury is not just witnessing the game – it’s living it.
Roger Samtani is the Founder & CEO of The Lux Travel Group, a Forbes-endorsed, Virtuoso-affiliated agency crafting bespoke travel experiences for over 40 years. Known for curating seamless, white-glove journeys for high-net-worth individuals, CEOs, and royalty, Roger combines deep industry expertise with a global network to deliver access to the world’s most exclusive destinations. His team has travelled to over 120 countries, ensuring every itinerary is both personal and extraordinary.
Image sources: 1 – Instagram, Apple News, X, 2 – Como Alpina Dolomites, 3 – Yacht Club Costa Smerelda, Voyage Provocateur
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