Perfect tour for English Premier League tragics

If the FIFA World Cup has left you wondering where your next round-ball fix is coming from, G Adventures has an answer. The small-group tour company is launching Away Games, a collection of football-themed itineraries in England that kick off soon. The tours not only tap into that forlorn post-tournament feeling, but also into one of tourism’s fastest-growing sectors.

According to UN Tourism, the United Nations’ specialist tourism agency, sports tourism accounts for an estimated 10 per cent of global tourism. Increasingly, travellers plan holidays around spectator events from Formula 1 and the Olympics to marathons, cycling and football. And sports tourism now extends well beyond buying a ticket, booking a flight and hotel, then flying home after the final whistle.

Tour companies are building itineraries around fans’ desire to experience the culture surrounding the game, from the pubs supporters frequent to the neighbourhoods that have shaped famous clubs, and local rituals visitors rarely discover on their own. Sign up for the Traveller newsletter The latest travel news, tips and inspiration delivered to your inbox. Sign up now.

Launching with more than 30 departures from October, G Adventures itineraries combine premium match tickets with experiences designed to place travellers inside each city’s football culture rather than simply in the grandstand. In London, for example, a five-day Fulham itinerary centres on a match at historic Craven Cottage, complete with hospitality in the Riverside Stand’s Markers Lounge. It also includes a neighbourhood pub crawl, a local food tour and a lower-league fixture, offering a different perspective on English football alongside the polished spectacle of the Premier League.

(Fulham FC: London Beyond the Pitch, November 6-10, 2026, from $3739 a person.) A Manchester United departure similarly pairs executive seating at Old Trafford with behind-the-scenes stadium access, visits to supporter pubs and time exploring the city’s industrial heritage and food scene. (Manchester United: From the Stands to the Streets, December 18-22, 2026, from $3479 a person.)

Tottenham’s itinerary includes VIP halfway-line seating, premium dining, a behind-the-scenes tour of the stadium’s retractable pitch and time exploring North London’s football pubs and street food. (Tottenham Hotspur: London, Inside the Game, November 20-24, 2026, from $3749 a person.) Arsenal supporters receive guaranteed Club Level seating at Emirates Stadium, alongside a stadium tour, food market visit and a grassroots National League fixture.

(Arsenal FC: The Pride of North London, October 9-13, 2026, from $4599 a person.) While each departure is led by a guide who’s a football fan, free time allows travellers to explore beyond the stadium precincts. The concept is a natural extension for a company that has built its reputation on community-based tourism.

Established in 1990 by entrepreneur Bruce Poon Tip, G Adventures aims to connect travellers with local people, cultures, landscapes and wildlife while supporting the communities they visit. It also backs more than 150 community tourism projects through its non-profit partner, Planeterra, and other programs. In keeping with that philosophy, Away Games uses football as a gateway to the destination rather than treating it as a standalone attraction.

Australians are no strangers to sports tourism. Specialist agencies such as Sportsnet Holidays, Events Travel, Australian Sports Tours, Premium Sport Tours and Travel & Sports Australia (TASA) package tickets, accommodation and hospitality for everything from Formula One and the AFL Grand Final to overseas golf, tennis and football events. UN Tourism says destinations are increasingly using sporting events to showcase local culture and create more authentic visitor experiences.

G Adventures is responding to the appeal that extends beyond the stadium. Travellers want to better understand the places and communities that give rise to the sporting passions they’re there to witness. Football, that is, the round-ball version we call soccer, the world’s most popular game, is a natural fit.

“Away Games is about much more than watching a match,” says Yves Marceau, the company’s vice-president of product. “It’s about belonging and being part of something bigger. It’s about singing with locals in supporter pubs, celebrating a last-minute goal with fellow travellers, and experiencing a destination through the lens of its football culture.”

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