Small-group football trips combine match tickets with local cultural experiences as G Adventures expands into the growing sports tourism market.

G Adventures is launching a new range of football-focused small-group holidays called Away Games, marking the company's first move into sports travel. The trips combine premium matchday experiences with guided cultural activities in some of Europe's best-known football cities, targeting travellers who want to experience local football culture without organising tickets and logistics themselves.

The first departures are scheduled for October 2026, following the publication of the English football calendar. More than 30 departures will be available initially, with trips centred on London and Manchester. Spanish itineraries covering Madrid and Barcelona will be announced once domestic fixtures have been confirmed. According to the release, travellers can book now to secure places for matches that typically sell out quickly.

The launch reflects the continued growth of sports tourism, which UN Tourism estimates accounts for around 10% of global tourism. G Adventures says many supporters are discouraged from attending overseas matches because of the difficulty of securing tickets, navigating unfamiliar destinations and coordinating travel plans. Away Games aims to package those elements into a single itinerary while also bringing together groups of football fans with shared interests.

Yves Marceau, VP of product at G Adventures, says: “At G Adventures, we've always believed travel is about human connection, and there are few communities more passionate, emotional and united than football fans.”

He adds: “Away Games is about much more than watching a match. 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 travelers after the final whistle, and experiencing a destination through the lens of its football culture. We saw an opportunity to create something completely new in the adventure travel space, and we're incredibly excited to bring fans together in a way only G Adventures can.”

Each departure is led by a football-loving G Adventures Chief Experience Officer (CEO), who accompanies the group throughout the trip. Matchday experiences include VIP seating, hospitality access and stadium tours, with visits to grounds including Old Trafford and Stamford Bridge. Beyond the stadium, itineraries include neighbourhood pub tours, local food experiences and visits to lower-league matches, giving travellers a broader introduction to football culture in each destination.

The initial programme covers six clubs. In London, travellers can choose itineraries built around Fulham, Tottenham Hotspur, Arsenal or Chelsea, each combining a home fixture with neighbourhood food tours, supporter pubs and behind-the-scenes stadium experiences. In Manchester, separate trips focus on either Manchester City or Manchester United, alongside guided explorations of the city's music, industrial heritage and food scene.

While every itinerary centres on a live football match, G Adventures says the wider aim is to connect travellers with local communities as well as the sport itself. The company positions Away Games as an extension of its existing small-group travel model, combining organised experiences with free time for independent exploration.