G Adventures is expanding into sports tourism with the launch of Away Games, a new collection of small-group trips centered around soccer matches and the local culture that surrounds them.
Launching with more than 30 departures beginning in October 2026, the itineraries will take travelers to some of Europe’s most iconic soccer destinations, including London and Manchester in the U.K., and Madrid and Barcelona in Spain. The launch comes as sports tourism continues to gain momentum, and excitement builds amid the ongoing 2026 FIFA World Cup. According to UN Tourism, sports tourism accounted for 10% of global tourism in 2025, driven by travelers seeking experiences centered around sporting events, concerts and festivals.
“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,” said Yves Marceau, vice president of product at G Adventures.
Rather than requiring travelers to secure difficult-to-get match tickets and coordinate logistics on their own, Away Games offers guaranteed tickets along with accommodations, guided sightseeing and local experiences. Each departure is led by one of G Adventures’ Chief Experience Officers with a passion for soccer.
“Away Games is about much more than watching a match,” Marceau said. “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.”
The initial lineup focuses on six English Premier League clubs across London and Manchester.
Fulham FC: London Beyond the Pitch centers on a match at Craven Cottage, Fulham’s historic riverside stadium, where travelers receive premium seating in the Riverside Stand and access to the Markers Lounge, including a visit from a Fulham club legend. The itinerary also features a neighborhood pub crawl, a guided food tour and a lower-league match.
Tottenham Hotspur: London, Inside the Game showcases one of soccer’s most modern venues, with VIP halfway-line seating at Tottenham Hotspur Stadium, premium dining and a behind-the-scenes tour highlighting the stadium’s retractable pitch. Guests also explore North London’s pubs and street-food scene.
Travelers receive premium halfway-line seating at Tottenham Hotspur Stadium.
Credit: 2026 G Adventures
Arsenal FC: The Pride of North London gives travelers guaranteed Club Level seating and VIP lounge access at Emirates Stadium, along with a self-guided stadium tour, a local food market excursion and the chance to experience a grassroots National League match.
Chelsea FC: West London to Pitch City combines a premium matchday experience at Stamford Bridge — including pre-match pitch-side access, premium seating and a chef’s table dinner — with visits to neighborhood supporter pubs and local culinary hotspots.
Manchester City: More Than Matchday includes executive seating at Etihad Stadium with access to the club’s 93:20 Lounge; a behind-the-scenes stadium tour featuring the players’ tunnel; and time exploring the city’s Northern Quarter, known for its music, food and culture.
Manchester United: From the Stands to the Streets offers premium seating at Old Trafford, along with behind-the-scenes access to the dressing room, tunnel and dugouts. The itinerary also explores Manchester’s soccer heritage through visits to supporter pubs and the city’s hidden food spots.
While the first departures focus on England, G Adventures plans to expand the concept to Spain with itineraries built around matches in Madrid and Barcelona.
For travelers who have dreamed of attending a European soccer match but were discouraged by ticket availability or planning logistics, Away Games aims to simplify the experience while offering a deeper look at the destinations beyond the stadium.
