"Sport x Social x Travel" Becomes a New Global Trend

In recent years, “Sport Tourism” — which combines sport, social interaction, and lifestyle experiences — has risen rapidly and is regarded as one of the fastest-growing global travel trends.¹ Travel demand has expanded beyond simple leisure vacations to include immersive experiences that combine sports training with self-improvement. As the leading all-inclusive holiday brand, Club Med leverages its resorts spread across the globe together with more than 60 land and water sports programs to build the “World’s Largest Sports Academy,” making a holiday not just about relaxation, but a new way to enrich oneself and broaden one’s life experience. 

In response to the sport tourism trend, Club Med continues to upgrade the sports experience at its island resorts. Among these, pickleball — an emerging sport known for its low barrier to entry, high interactivity, and social appeal — has rapidly grown in popularity in recent years, becoming a new highlight at Club Med’s island resorts. According to research by UPA Asia,² more than 800 million people across the Asian market have already been exposed to pickleball; in Taiwan, as of 2026,³ the number of pickleball courts has already surpassed 200, with the total participating population estimated at 1.2 million — showing that the pickleball craze in Taiwan continues to grow. Club Med has already set up pickleball courts at its resorts in Phuket (Thailand), and Bintan and Bali (Indonesia), and arranges experience activities and weekly friendly matches during guests’ stays. The newly opening Club Med Borneo resort in Sabah, Malaysia, set to debut in November, will also feature pickleball courts and related activities, continuing to respond to a new generation of travelers’ expectations for island sports holidays.

近年結合運動、社交與生活體驗的「運動旅遊（Sport Tourism）」快速崛起，並被視為高度成長的全球旅遊趨勢之一，旅遊需求已從單純休閒度假，延伸至兼具運動訓練與自我提升的深度體驗。作為全包式假期領導品牌，Club Med 憑藉遍布全球的度假村據點與超過 60 項水陸運動課程，打造「全球最大運動學校」，讓假期不只是放鬆，更成為充實自我與拓展生活體驗的全新選擇。

因應運動旅遊趨勢，Club Med 持續升級海島度假村運動體驗，其中，兼具低門檻、高互動性與社交屬性的新興運動匹克球（Pickleball）近年快速崛起，成為 Club Med 海島度假村的運動新亮點。根據 UPA Asia 研究，亞洲市場中已有超過 8 億人曾接觸匹克球；而台灣截至 2026 年，匹克球場數量更已突破 200 座，整體參與人口推估達 120 萬人，顯示匹克球在台灣的熱潮持續擴大。目前 Club Med 已於泰國普吉島、印尼民丹島、峇里島等度假村設置匹克球場，並於度假期間安排體驗活動與每週固定交流賽；預計於 11 月全新開幕的馬來西亞沙巴婆羅洲度假村（Club Med Borneo），也將設置匹克球場地與相關活動，持續回應新世代旅客對海島運動假期的期待。

Kid-Free Adult Travelers” Growing Rapidly — Free-Spirited Social Holidays Becoming the New Mainstream

Chiang Pei-shu, General Manager of Club Med Taiwan’s agent Co-Jing (珂境), said: “As emerging social sports like pickleball rapidly rise, demand for holidays that combine sport, social interaction, and lifestyle experiences has also been heating up. In recent years, Club Med’s guest profile has changed noticeably — no longer centered mainly on family travelers. The proportion of adult travelers who prefer traveling without children and enjoying a freer travel pace — including groups of friends, couples, and solo travelers — is growing rapidly. As of now, related business in the second half of 2026 has already grown by nearly 40%.” She further noted that she hopes the upcoming opening of the Club Med Borneo resort in Sabah, Malaysia will meet the demand of more Asian travelers for freer, more diverse holiday styles, so that a trip becomes not just about rest and relaxation, but also about exploring new interests through local experiences and resort activities.

成人系旅客 (Kid-Free)」快速成長　自由社交假期成新主流

Club Med 台灣珂境總經理江佩書表示：「隨著匹克球等新興社交型運動快速崛起，結合運動、社交與生活體驗的假期需求也同步升溫，近年 Club Med 客群結構亦明顯改變，不再僅以家庭旅客為主，偏好無孩同行、旅遊節奏更自由的成人系旅客，包括朋友、雙人與個人旅客比例正快速成長，2026 年下半年相關業績截至目前為止已經增加近四成。」她進一步表示，期待未來馬來西亞沙巴婆羅洲度假村（Club Med Borneo）開幕後，能滿足更多亞洲旅客對自由、多元度假型態的需求，讓旅程不只是放鬆休息，更能透過在地體驗與度假村活動探索全新興趣。