The British & Irish Lions are considering new tour destinations such as France, Japan and the Americas.
The Telegraph reports that the Lions have begun exploring alternative touring models beyond their long-standing rotation between South Africa, New Zealand and Australia – a system in place since 1989.
While New Zealand will host the 2029 tour, and South Africa expects to be hosts in 2033, the Lions have launched what is being described as a “Beyond29” project to assess how the brand can grow globally. A request has reportedly been sent to consultancy firms to help shape a future strategy.
The aim is to expand the Lions’ reach into new markets while increasing commercial value and fan engagement, without losing the identity that has defined the touring side for more than a century.
France, Japan and regions in the Americas have emerged as potential hosts, with the Lions keen to understand which territories could deliver both financial growth and new audiences.
The review is also set to examine whether the current four-year rotation model remains the best approach. Alternatives could include a revised cycle or even a more flexible hosting system, depending on what is deemed most beneficial commercially and competitively.
Another key focus is how future tours would be structured, including the balance between warm-up matches and Test rugby, as well as player preparation and overall experience.
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Despite the appetite to innovate, the traditional southern hemisphere tours remain hugely valuable. The 2025 tour to Australia, for example, generated record financial returns for both the Lions and Rugby Australia.
For now, any changes remain in the early stages, but the discussions signal a willingness from the Lions to evolve their model – and potentially take one of rugby’s most iconic brands into new territory.
Photo: David Rogers/Getty Images
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The British & Irish Lions are considering new tour destinations such as France, Japan and the Americas.
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