Luxury sports tourism: a key trend driving luxury travel in 2025

Following an in-depth customer survey, ultra-luxe experiential travel company, Ultimate Driving Tours, has unveiled some exclusive insights into what is shaping the luxury travel industry in 2025. 

Here are five of the key luxury travel trends that have emerged from the survey…

Luxury sports tourism

Ultimate Driving Tours has seen a surge in demand for its F1 hospitality packages and tours – immersive destination experiences that combine supercar exploration with exclusive access to Grand Prix weekends across Europe. This appetite reflects a broader trend: sporting-inspired travel continues to be a driving force in the luxury market, with 60% of travellers planning to take at least one trip for a sporting event in 2025, according to the AMEX 2025 Global Travel Trends Report.

The road less travelled

Luxury is increasingly defined by privacy and exclusivity away from the crowds. Ultimate Driving Tours’ most popular tours barely touch traditional tourist hotspots and venture into destinations not featured on traditional European tour routes. The Alpine Royale Tour exemplifies crowd-free travel, venturing through peaceful Bavarian Alpine Towns, off-season St. Moritz and Italian Bormio and Lake Guarda, whilst staying at exclusive five-star retreats and discovering the local culture.

Smaller-group journeys

Despite initial hesitation around the idea of group tours, particularly among guests from the US, Ultimate Driving Tours has found that perceptions shift dramatically post-journey. Common concerns such as “Will we like the people?” or “Will it feel too structured?” are quickly replaced by appreciation for the enriching group dynamic. The brand reports the key to such positive feedback lies in a healthy balance of ‘couple time’ and small group experiences, swapping supercars at each stop and give every guest the chance to compare and discuss their driving experiences with the wider group at each stop.

Beyond sightseeing: deeper cultural immersion

According to Ultimate Driving Tours data, 97% of guests highlight unique cultural experiences as a key factor in their itinerary selection. Ultimate Driving Tours’ most sought-after itineraries are centred around local traditions and lifestyles, such as the German Supercar Tour, which delves into the bucolic alpine life of the Bavarian countryside. Guests can explore Salzburg, Lake Fuschl, and Neuschwanstein Castle before ending their journey in the lively celebrations of Munich’s Oktoberfest.

Culinary themed exploration

Ultimate Driving Tours is seeing a growing appetite for culinary-themed journeys, where gastronomy takes centre stage throughout. Across Europe, guests can sip their way through vineyard-rich regions of Provence, discover the art of beer brewing in Munich, seek truffle adventures in Piedmont, or enjoy the hearty alpine cuisine of Austria and Switzerland. Ultimate Driving Tours’ Châteaux & Champagne Supercar Tour has become one of the most in-demand tours. Over a week, guests experience the gastronomic genius of Lyon with signature dining experiences at iconic restaurants, journey the rolling hills of northern France, private wine tasting in century-old castles and VIP tours of the finest Champagne houses in the region.

See more at ultimatedrivingtours.com