"When the Grand Sumo Tournament arrived in London this October, the city reacted as if a global pop star had touched down. For five days, the Royal Albert Hall transformed into a dohyō (sumo ring), alive with roaring crowds. It was a collision of worlds: ancient Japanese ritual unfolding in a Victorian concert hall usually reserved for symphony orchestras. Sumo's first visit to London in 34 years sparked an electric response."
"Sports tourism has exploded in recent years - from cricket fans turning New York into a temporary Mumbai during the T20 World Cup, to Formula 1 followers building holidays around race weekends. Expedia's latest annual trend report has named "Fan Voyage" as a defining travel trend - a move away from generic spectator sports and toward deeply local, culturally expressive athletic traditions. For Gen Z and Millennial travellers especially, the draw isn't the scoreboard but the ceremony, the atmosphere, and the chance to feel part of a community."
""We didn't come to Japan for sumo," says UK visitor Max Johnson, who attended the November tournament in Fukuoka with his partner, Dolly, "but once we realised it was on during our trip, we thought - we have to try to see it.""
The Grand Sumo Tournament took place in London at the Royal Albert Hall, transforming the venue into a dohyō with roaring crowds. Tickets sold out quickly and social media filled with viral clips of rikishi cycling on Lime bikes and selfies outside Buckingham Palace. Sumo's London return after 34 years sparked British interest and motivated fans to plan trips to Japan to see tournaments in person. Sports tourism trends show a rise in culturally specific fan experiences, with Expedia naming 'Fan Voyage' as a defining trend. Younger travellers prioritize ceremony, atmosphere and community over mere competition. International booking services bundled tickets with English interpreters for visiting fans.
Read at CN Traveller
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