Smart scheduling reduces travel for players and fans, according to a Euromonitor expert. Hosted by Germany, the tournament is taking place in 10 cities, including Munich and Cologne, with the final set to be held in Berlin.

“UEFA has pledged to make Euro 2024 the most environmentally sustainable European Championship ever," said Justas Gedvilas, Sports and Entertainment Research Manager at Euromonitor International.

"Tournament schedules have been built in a way that minimises travel between venue cities, while public transport users will enjoy discounts and other incentives to decrease dependency on cars and flying. All stadiums will be run with renewable energy with limits set on electricity usage including reduced floodlighting and pitch watering. 

"Circular economy principles, reducing, reusing, recycling and recovering - will form the basis for waste management practices in and around venues. These practices will highly resonate among the football fans and consumers in general, as demonstrated by findings in Euromonitor’s Voice of the Consumer: Lifestyles Survey 2024. 

"Reducing food waste and plastics use, and recycling items were identified by half of respondents globally as the way they enact green activities. Reducing energy consumption was selected in more than 40% of survey responses," he added.

Euro 2024 has managed a global audience of over 5 billion viewers, as top European nations compete for the illustrious trophy. Caroline Bremner, Head of Travel and Tourism at Euromonitor International, stated that based on Euromonitor’s latest travel forecasts, tourism prospects in Germany for 2024 following Euro 2024 are promising.

“International arrivals to Germany are set to exceed peak 2019 levels, reaching 42 million, with inbound tourism spending of €47 billion, reaching new highs for the destination. Arrivals are set to grow by 22% and value even stronger at 24% over 2023/2024, demonstrating how sports tourism can drive value creation, a key pillar of sustainability for communities and destinations.

“Berlin is predicted to welcome 6.2 million international visitors while Munich in second place is forecast to receive 4.3 million in 2024. The less well-known cities will see the strongest growth as visitors look to discover new destinations like Gelsenkirchen while guaranteed a match ticket. Domestic tourism will also receive a welcome boost, with sound growth of 9% for both trips and spending in 2024.”