G Adventures is moving into sports tourism with Away Games, a new small-group travel collection built around live soccer matches in Europe. The tour operator plans more than 30 departures beginning in October 2026, with early itineraries focused on major football cities including London, Manchester, Madrid and Barcelona.
The launch comes as global interest in soccer continues to build around the World Cup and as travelers increasingly look for trips tied to events, fandom and shared cultural experiences. Rather than selling match tickets as a standalone add-on, G Adventures is packaging soccer as the organizing theme for an entire trip, combining stadium access with neighborhood experiences, food, pubs and local supporter culture.
The itineraries are designed to go beyond watching a game. Travelers will receive VIP club-level or premium seating, lounge access and hospitality packages, depending on the club and venue. Outside the stadium, tours will include behind-the-scenes access, local food experiences, supporter pubs and lower-league or grassroots football moments that help place the sport within the daily life of each city.
In London, the early lineup includes trips tied to Fulham, Tottenham Hotspur, Arsenal and Chelsea. The Fulham itinerary centers on Craven Cottage and a traditional riverside matchday experience, while Tottenham’s trip focuses on the modern sports entertainment model at Tottenham Hotspur Stadium. Arsenal’s itinerary offers Club Level seating at Emirates Stadium, and the Chelsea program includes a Stamford Bridge matchday experience with premium hospitality.
Manchester will also play a central role. G Adventures is offering trips connected to Manchester City and Manchester United, using the city’s two global clubs as gateways into local history, music, pubs and food. The Manchester City experience includes Etihad Stadium access, while the Manchester United trip brings travelers into the Old Trafford atmosphere and the wider story of the city’s football identity.
Pricing for the first trips starts from about $2,499 to $3,299 per person based on double occupancy, depending on the club and itinerary. Additional Spanish departures are expected after Madrid and Barcelona release match schedules, allowing G Adventures to expand the collection into two of Europe’s most important soccer markets.
The product reflects a broader trend in tour operations. Travelers are increasingly booking around passions, not just destinations. Food, music, cycling, wellness and now sports are becoming lenses through which people choose where to go and how to spend. Soccer is especially well suited to that model because it combines spectacle, local identity and strong emotional communities.
For G Adventures, Away Games gives the company a way to reach fans who may not think of themselves as traditional group-tour customers. The appeal is not only the match. It is the chance to experience a city through the rituals around it: the pregame pub, the neighborhood walk to the stadium, the songs, the rivalries and the collective reaction after the final whistle.
If the format works, soccer tourism could become a larger part of the adventure travel market, especially in Europe, where clubs are deeply tied to place. Away Games is G Adventures’ bet that fans want more than a ticket – they want the full matchday story.
