If you want to see a community come together through shared passion and experiences, look no further than the world of sports. Sports tourism is all about traveling to participate in, or cheer on, your favorite teams, from local tournaments to world-class championships. This fast-growing and vibrant segment of the travel industry commands around 10% of all global tourism spending. The sector racked up more than $560 billion in revenue in 2023 and is projected to skyrocket to $1.3 trillion by 2032.
For travel marketers, this presents a unique and unmatched opportunity to drive steady, year-round visitation and revenue. Let’s dig into how.
Sports tourism draws all kinds of travelers—passionate fans at championship games, athletes competing in tournaments, families cheering on kids at youth matches, alumni rallying for their college teams, international visitors attending major events, and even adventure seekers chasing their next thrill. Many want to explore bucket-list venues in cities hosting these events.
Popular sporting activities include soccer, basketball, tennis, Formula 1 racing, and golf, along with major tournaments like the Olympic Games and FIFA World Cup. More niche sports include college ice hockey, college baseball, badminton, and mountain climbing.
Europe leads the sports tourism market, accounting for $219.62 billion of the global share in 2023. Growing interest in sports like cricket, soccer, golf, rugby, tennis, and basketball continues to fuel this growth across the region.
In the United States, sports tourism generated an impressive $47.1 billion in direct spending in 2024 and contributed a total economic impact of $114 billion. The sector also supported 664,860 jobs and drew 109 million non-local sports fans to various sporting events. Out of these, 63.5 million travelers stayed overnight, fueling strong demand for hotel stays, dining, and local attractions.
Unlike other travel segments whose demand fluctuates with the seasons, sports tourism draws a steady stream of visitors throughout every season. This provides consistent and reliable business for travel businesses. Youth leagues, college competitions, niche sports, and big tournaments take place throughout the year.
So, while other travel segments may slow down during off-peak travel times, sports tourism is an evergreen engine that you can tap into all year round. And since these games happen at different times across the year, you have a valuable opportunity to make the most of this steady demand by mapping out key events in advance, spotting openings, and ensuring you're attracting travelers consistently.
VISIT FLORIDA is a standout example of how destination branding and sports can go hand in hand. By tying its identity to year-round sunshine, playability, and access to major sporting events, the state has positioned itself as a go-to venue for both competitive and recreational sports. Florida is especially known for hosting American football at the professional and collegiate levels, and is a major hub for motorsports like NASCAR.
Visit Las Vegas has also embraced this approach. Traditionally known for its neon-lit nightlife and iconic casinos, Las Vegas has rebranded and repositioned itself as a top-tier destination city for sports in the U.S. The city has leaned into its world-class infrastructure and cultivated a sports culture that’s just as electric as its reputation. And the payoff is evident. Take the Las Vegas Grand Prix, for instance—this headline race alone generated $934 million in revenue and $1.3 billion in economic impact in 2024.
Sports tourism isn’t just about the big-league glory. Sure, headline events like the FIFA World Cup, Formula One, the Super Bowl, and the NBA attract massive crowds and generate impressive revenue. But these only happen a few times a year. What will drive steady demand for your hotel or destination is what happens in between.
Youth and amateur sports, college tournaments, and niche events like esports, Bicycle Motocross (BMX), and regional championships take place throughout the year, and they bring millions of travelers with them. More than 200 million people traveled to attend youth and adult amateur sporting events in 2023. In 2021, youth and amateur sports generated $39.7 billion in direct spending and $91.8 billion in total economic impact.
These small-scale competitions have a significant economic impact. They keep demand steady and fill hotel rooms and attract city visitors even when major league games aren’t on the calendar. A single youth sporting event can bring in anywhere from $200 to $1,000 per family for just one weekend. Multiply that across several events throughout the year, and you have an evergreen, year-round market.
Since sports tourism can drive year-round demand for destinations and hotels, maintaining consistent engagement with travelers is key. At Sojern, we call this an always-on approach—continuously running digital marketing to keep your brand visible and top of mind, even outside of peak seasons. In the U.K., Visit Leeds adopted this strategy and increased its average length of stay by 24%, driving more revenue and achieving a return on ad spend (ROAS) of 4.5x.
Sojern’s travel intent data lets you spot travelers early in their planning phase, months before the big game. With our advanced data insights, you can pinpoint not just who your visitors are, but what they want, whether it’s a front-row seat to a playoff or a guide to the city’s top brunch spots. These insights can help you design targeted campaigns, tailor your bundles, and surprise guests with localized experiences that feel made just for them.
Sports bring people together, and your marketing should, too. Partnering with event organizers, leagues, and local clubs can amplify your impact through co-op marketing. Sojern’s co-op programs help DMOs, hotels, and attractions pool resources for unified campaigns that drive greater reach and visibility. These partnerships not only lead to more bookings but also strengthen the destination’s reputation, making it a win-win for everyone involved.
The best sporting experiences don’t stop when the game ends. They carry on through thoughtful and personalized touches. For DMOs, this could look like you sharing insider tips on what to do around the city before or after the game, or even something as simple as pointing out the best post-game pizza spots in the city. For hotels, it could be game-themed suites and room packages, or value-added perks that make your guests feel valued and special.
And don’t stop there. Keep the momentum going with post-event offers, such as promoting upcoming matches or simply thanking them for their visit. It’s those small, personalized details, a warm welcome at check-in, a concierge ready with a tailored city itinerary, a recommendation for local sightseeing opportunities, that keep sports fans coming back.
Attracting sports travelers requires more than just hosting the game—it’s about understanding your audience, building a standout brand, maintaining visibility, and creating experiences they’ll want to return to. At Sojern, we have the data, tools, and expertise to help you become the place sports travelers choose, no matter the season.
Get in touch with us and get started today.
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