Scoring Big: How DMOs Can Capitalize on Sports Tourism’s Boom

Sports arena
by Andy Gonzalez
Marketing Coordinator

The eruption of the crowd, the feeling of camaraderie and the sweet taste of victory—sporting events unite people like nothing else. From the Super Bowl to the FIFA World Cup, it’s clear that sports fanatics quickly become travelers when a major event is announced.

It’s no surprise that the UNWTO recognizes sports tourism as the fastest-growing sector in the tourism industry. As the lines between fandom and travel blur, destinations have a unique opportunity for economic growth, boosting their visitation and leaving lasting impressions on an audience of global travelers by leaning on sports tourism. 

Understanding the Rise of Sports Tourism

Sports tourism has always been a growing segment, but its trajectory declined in 2020 when the COVID-19 pandemic forced many sporting organizations to continue without an audience. Now, the industry is coming back with a vengeance. According to the 2024 American Express Global Travel Trends report, nearly 60% of respondents were interested in traveling for sporting events in 2024—a noticeable increase from the pandemic years. With mega sporting events coming to North America soon like the summer Olympics in Los Angeles and the FIFA World Cup, as well as the increase in experience-based travel, it’s no surprise sports tourism will see a rise by the end of the decade. According to the UNWTO, sports tourism is expected to grow at a rate of 17.5% between 2023 and 2030

But it’s not just sporting events; participatory sports are also seeing a rise as more and more travelers look for unforgettable experiences like skiing or hiking to cross off their bucket list when traveling the world. Skyscanner found that 56% of 25-to-34-year-olds want to explore destinations they visit by running or cycling, allowing tourists to better engage with local culture and nature. 

Key Drivers of Sports Tourism

The resurgence is also influenced by content like Netflix’s Formula 1: Drive to Survive and Full Swing, which give fanatics behind-the-scenes access to their favorite stars. These shows not only deepen the connections fans have to the sports but also inspire them to travel to get in on the action. For example, many have visited Formula 1 races across the world from the Middle East to Europe, while iconic events like The Masters have drawn loyal attendees to Augusta, Georgia, year after year. Social media is also a driver of these sporting events, with organizations like the NBA, FIFA, NFL and UFC amassing millions of followers on various channels, showcasing how sports fans indulge online. 

Arival’s 2024 research shows a growing demand among travelers for experiences over material goods. Sporting events align perfectly with this trend. Whether it’s a Formula 1 race or a local baseball game, these events offer fans the opportunity to take part in unique experiences, which makes sports tourism a key factor in the shift towards experience-based travel. 
 

 

Margo Horlander in Paris

Economic growth for destinations also plays a crucial role in the rise of sports tourism. The 2022 FIFA World Cup in Qatar brought 3.4 million spectators, generating $5.8 billion in revenue. Similarly, the inaugural Formula 1 Las Vegas Grand Prix in 2023 made a $1.5 billion economic impact on the city. Destinations with the infrastructure to host a sporting event can receive a financial boost, which would be beneficial to attracting more visitors.

The most important factor, however, is simple: visitation. With major sporting events coming to the United States, host cities and neighboring destinations will see a surge in visitors. The 2026 FIFA World Cup will be hosted in several cities across the United States, and international and domestic travelers alike will travel to be a part of the festivities. For destinations nearby, it’s crucial to take advantage of this opportunity. 

Sports Tourism for Smaller Destinations

Not all destinations have the infrastructure to host large sporting events like the Olympics or Formula 1 races. However, that doesn’t mean they can’t tap into the benefits of sports tourism. Destinations can market niche sports or community-based events. Activities like pickleball tournaments, hiking or even youth sports can draw audiences without requiring extensive infrastructure. For example, in March 2024, Tulsa, Oklahoma, hosted the World Breaking Classic, a sport that was also featured in the Paris Olympics, showcasing how destinations can shine by hosting niche sporting events. 

How DMOs Can Leverage Sports Tourism

As the demand for sports tourism rises, destinations can attract travelers in different ways:

Prioritizing Partnerships and Offerings

Collaborating with local sports teams, venues and businesses can unleash creative opportunities for DMOs. These partnerships help craft one-of-a-kind experiences for sports enthusiasts while showcasing the destination’s unique culture. 

By working with industry partners, DMOs can develop packages for fans attending sporting events including discounts on dining, lodging and post-event activities, encouraging visitors to extend their stay and explore the destination beyond the sporting event. WWE has worked with OnLocation to create packages to add value to visitors and showcase the destination. For example, their flagship event, Wrestlemania, will be hosted in Las Vegas in 2025. OnLocation packages include deals on local lodging, dining and other experiences like golfing with the talent. 

Most sports enthusiasts are planning their travels around a certain event, so it’s important to highlight local activities these visitors can partake in during their downtime. 

Marketing to Sports Enthusiasts

According to Skyscanner, women and younger Gen Z travelers are highly engaged with sports on social media. Research from The State of the American Traveler shows that Gen X and baby boomers, who make up 53% of sports fans, are typically more receptive via search engines and email. To effectively attract sports-centric travelers, destinations must tailor their marketing strategies. With social media and vertical video on the rise, destinations that showcase event highlights and previews on social channels and partner with sports influencers or teams can generate interest and drive visitation. 

Destinations such as Visit Jacksonville and the Las Vegas Convention and Visitors Authority have partnered with English Premier League teams across the world to reach global audiences. These partnerships not only promote sporting events but also encourage fans abroad to explore the destination their team has a partnership with. 

Creating Fan Engagement and Community

Sporting fans look for a sense of community and excitement with fellow enthusiasts. DMOs can leverage this by hosting fan festivals, watch parties and pre-event tailgates that allow fans to connect with not only the sport but with like-minded fans. 

For example, In 2023, the New York Jets unveiled a ground-breaking multi-year partnership with the U.S. Virgin Islands, which included a transformation of the Jets’ tailgate zone to fit the festive vibes of the Virgin Islands, featuring music, food and beach-themed seating. Similarly, Louisiana has been a regular participant in the Rose Bowl parade, an event held annually before the Rose Bowl college football game. For the past four years, the state has created floats that showcase the vibrant culture of Louisiana.  

Miles team at the Rose Bowl Parade

These events certainly leave a lasting impression on sports fans. Personally, I attended a fan festival hosted by NBC Sports, which organizes events across the United States for English Premier League soccer fans.  These events are held a couple of times throughout the year, and I was able to attend one in Orlando. The fan fest offered unique fan experiences and activations, allowing attendees of all ages and backgrounds to immerse themselves in a Premier League experience that felt like a game in England. 

Many fans even traveled from across the country to get in on the action. I had the chance to connect with like-minded individuals and even made a few friends along the way. I’ve even returned to Orlando to watch games with those same fans. DMOs who lack the infrastructure to host large sporting events can still attract sports travelers by offering alternative, community-driven experiences.

Sports tourism is a rising trend that DMOs can no longer afford to overlook. By embracing this growing market, DMOs can create compelling experiences that captivate adventure-seeking travelers while creating deeper connections to their destination’s culture and community.

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