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Sometimes the event is the reason for the holiday.

A Grand Slam final, a huge international tournament, a once-in-a-generation exhibition or a weekend built around one of the world’s biggest sporting spectacles can be all the inspiration clients need to start planning their next trip.

And 2027 already has plenty on the calendar.

For agents, major events create an opportunity to go beyond securing the ticket. The right hotel, a few extra nights and some well-timed destination suggestions can transform an event into a much bigger holiday.

Here are some of the dates and destinations worth having on your radar for 2027 – and hotels to consider when your clients decide they want to be there.

Melbourne: Australian Open – 11–31 January 2027

January means one thing for tennis fans: Melbourne.

The Australian Open returns to Melbourne Park for three weeks in 2027, beginning with Opening Week from 11 January before the main draw gets underway on 17 January.

But the appeal extends well beyond the tennis. Melbourne in summer means rooftop bars, outdoor dining, shopping, galleries and plenty happening around the city, making it easy for clients to turn a couple of days courtside into a longer city break.

4* Crown Promenade Melbourne

Crown Promenade Melbourne gives clients a convenient base for combining the tennis with everything else Melbourne has to offer.

Set within the Southbank precinct, guests have restaurants, bars and entertainment close by, while Melbourne’s CBD and many of its attractions are within easy reach.

For tennis fans, it means the holiday doesn’t have to begin and end at Melbourne Park. Add a few extra nights and there’s plenty of time to discover the city’s food scene, laneways and neighbourhoods too.

Belgrade: Expo 2027 – 15 May–15 August 2027

One of the year’s biggest international gatherings will put Belgrade firmly in the spotlight.

Expo 2027 will bring countries, organisations and visitors together in the Serbian capital under the theme “Play for Humanity: Sport and Music for All”.

Running for three months, the event gives clients plenty of flexibility around when they visit – and provides a reason to discover a European city they may not previously have considered.

Belgrade itself adds plenty to the trip, from the historic Belgrade Fortress and riverside areas to restaurants, nightlife and a growing creative scene.

4* Hotel Moskva

One of Belgrade’s best-known historic hotels, Hotel Moskva gives an Expo trip an extra sense of place.

Its distinctive architecture and central location make it a useful base for clients who want to explore the city alongside their time at the Expo.

For well-travelled clients looking for somewhere different in 2027, the combination of a major global event and a less familiar European city could be particularly appealing.

Brazil: FIFA Women’s World Cup – 24 June–25 July 2027

Football fans will have their eyes firmly fixed on Brazil next summer as the FIFA Women’s World Cup heads to South America for the first time.

Matches will take place across eight host cities, including Rio de Janeiro, São Paulo, Brasília, Belo Horizonte, Fortaleza, Porto Alegre, Recife and Salvador.

Rio has an especially important role, with the legendary Maracanã hosting both the opening match on 24 June and the final on 25 July.

5* Fairmont Rio de Janeiro Copacabana

For clients building their football trip around Rio, Fairmont Rio de Janeiro Copacabana combines the excitement of the tournament with one of the city’s most recognisable locations.

Overlooking Copacabana Beach, it gives guests the chance to experience another side of Rio between matches – whether that’s relaxing beside the pool, heading to the beach or exploring the city’s famous sights.

And this is one event where agents may want to think beyond a single hotel booking. With matches spread across eight cities, clients following their team could need accommodation in several destinations, creating the perfect opportunity to build a wider Brazilian itinerary.

London: Wimbledon – Summer 2027

Strawberries, summer afternoons and some of the biggest names in tennis – Wimbledon remains one of those sporting occasions that can easily become the centrepiece of a trip to London.

For international visitors, attending the Championships can be combined with a few days exploring the capital, while domestic clients might use it as an excuse for a special London weekend.

5* The May Fair Hotel

The May Fair gives clients a luxurious base in the heart of London.

Its Mayfair location puts restaurants, shopping and many of the capital’s best-known sights close at hand, while transport connections make it possible to head out towards Wimbledon for the tennis.

It’s a particularly good option when clients want the event to be only one part of the trip – perhaps combining a day at Wimbledon with theatre, dining and a few nights enjoying London.

Singapore: Formula 1 – October 2027

There are Formula 1 races – and then there is Singapore.

The city’s night race turns Marina Bay into a floodlit circuit, with racing, concerts and entertainment creating an atmosphere that stretches far beyond the grandstands.

For clients who enjoy combining sport with nightlife, food and a vibrant city break, it’s an easy event to build a few days around.

5* Pan Pacific Singapore

Pan Pacific Singapore puts guests in the Marina Bay area, making it a particularly appealing option for a Formula 1 trip.

Beyond race weekend, clients can explore Gardens by the Bay, Marina Bay, the city’s neighbourhoods and its incredible food scene.

And because Singapore works so well as a stopover destination, agents can take the idea even further – adding the Grand Prix to the beginning or end of a longer Asia, Australia or New Zealand itinerary.

Australia: Men’s Rugby World Cup – 1 October–13 November 2027

Six weeks, 24 teams and matches across seven host cities will make Australia one of the major sporting destinations of 2027.

The Men’s Rugby World Cup begins in Perth on 1 October before travelling around the country, with matches also staged in Sydney, Melbourne, Brisbane, Newcastle and Townsville.

The tournament then builds towards Sydney, which will host both semi-finals, the bronze final and the final at Stadium Australia on 13 November.

For agents, the geographical spread creates plenty of possibilities. Clients could follow their team between cities, combine matches with a wider Australian holiday or simply choose one of the major knockout weekends as the focus of their trip.

4* Hyatt Regency Sydney

For clients heading to Sydney for the latter stages of the tournament, Hyatt Regency Sydney offers a central base close to Darling Harbour.

Its location gives guests plenty to do away from the rugby, with restaurants, waterfront walks, shopping and many of Sydney’s attractions within easy reach.

Clients travelling all the way to Australia for a match may also be open to staying longer, creating opportunities to add another Australian city, the coast or even a completely different part of the country to their itinerary.

When the ticket is only the beginning

Event-led travel gives agents a natural starting point for a much bigger conversation.

If clients are travelling thousands of miles for a match, concert or major event, chances are they won’t want to fly home the following morning.

That’s where asking a few extra questions can make all the difference. Could a three-night event break become a week-long holiday? Are there other host cities they could visit? Could a stopover make the journey more enjoyable? And what else have they always wanted to see while they’re there?

The event might provide the initial reason to travel, but the experiences around it can turn the trip into something much more memorable.