Listen to the article 7 min This audio is auto-generated. Please let us know if you have feedback. Sports tourism is booming, and not just during big-ticket events. According to UN Tourism, sports travel accounts for 10% of tourism expenditure globally, and the sector is slated to grow 17.5% between 2023 and 2030. Though events […]
This audio is auto-generated. Please let us know if you have feedback.
Sports tourism is booming, and not just during big-ticket events. According to UN Tourism, sports travel accounts for 10% of tourism expenditure globally, and the sector is slated to grow 17.5% between 2023 and 2030.
Though events like the Super Bowl and Formula 1 Grand Prix garner headlines for their significant boosts to city hotels — Las Vegas saw record-breaking performance from both events in recent years — the economic impact of sporting events is being felt across regions and hotel chain scales.
Hotel Dive spoke to hotel marketers about how accommodations providers can attract and cater to sports tourists of all kinds — from those traveling to big-ticket city events to regional youth sports competitions.
Supporting family travel
Las Vegas saw “remarkable” 22.2% year-over-year growth in meeting volume in 2024, “attributed significantly to sports entertainment,” according to a July Knowland by Cendyn report.
But while large events like the Super Bowl or World Series bring mass crowds to major markets, smaller events can also have a notable impact on tertiary markets, a Knowland by Cendyn spokesperson told Hotel Dive. “In a market like Chicago or Orlando, a single little league or JV tournament would probably have very little impact on the overall data, while a large tournament in a much smaller market would probably register in a much bigger way.”
Extended stay brand My Place Hotels caters to many of those smaller markets, Megan Kukowski, the brand’s director of marketing, told Hotel Dive.
“It’s definitely increasing,” she said. “And the ages for traveling sports [are] getting younger and younger. You’ll see families traveling hundreds of miles for children as young as first or second grade.”
Kukowski — a former youth athlete herself — said she sees the simple, convenient amenities she preferred in her competition days reflected in the desires of My Place guests.
“We don’t have some of the fancier amenities. Most of our hotels don’t have pools. We don’t have on-site gyms,” she said. “But what we’re learning from this segment is that these families aren’t looking necessarily for those amenities … you’re really looking for a comfortable place to crash after a long day.”
Simple amenities, such as healthy breakfasts, laundry facilities and the ability to store and cook food in-room, go a long way when catering to these travelers, Kukowski noted. Pet-friendly policies also help when entire families hit the road.
Multigenerational travel is on the rise, and more hotels and resorts are catering to large families, experts previously told Hotel Dive. According to Wanderland’s Kids Hospitality Report, released in November, kid-friendly hospitality could be a $175 billion opportunity for hotels globally.
Providing memorable experiences
Nashville, Tennessee, is better known for music tourists than sports tourists. But according to Lisa Bush, Thompson Nashville’s director of sales and marketing, that’s about to change.
“Music City in general has been doing so much better about all kinds of sports,” Bush said.
The NFL’s Tennessee Titans are slated to move into a new $2.1 billion stadium in 2027. But this year, the city has emerged as a soccer destination, thanks to soccer stadium Geodis Park, which opened in 2022. The 30,000-seat venue is the largest soccer-specific stadium in the U.S., according to the team it hosts, Nashville SC.
In June, Geodis will host club teams from around the world for the FIFA 2025 Club World Cup, an event that Nashville SC Vice Chairman Ian Ayre told local station News 2 will “bring so many people, fill hotel rooms, fill restaurants, fill stores and the spending is incredible.”
As the closest hotel to the stadium, Thompson Nashville is expecting soccer fans aplenty. Bush and her team created a package to cater to these visitors’ needs, including a see-through tote guests can take into the stadium, portable minifans and drink deals for when they return to Thompson after the game.
Unlike busy families crashing at a My Place, guests at the luxury Thompson want more from their hotel.
“They don’t come here just for the bed and the sleep. They want to experience our nightlife, our rooftop, our seafood restaurant and other things here at the property,” Bush said, adding that the biggest part of offering that experience is customer service. “They’re not going to spend the whole time at the sports facility.”
Other hospitality players are offering tailored packages for sports fans, too — often as a loyalty play. Wyndham Hotels & Resorts partnered with Minor League Baseball to allow its loyalty program members to exchange points for baseball tickets last year. And Marriott Bonvoy similarly partnered with the U.S. Soccer Federation to offer exclusive fan experiences.
Staying close to the community
Nashville — which is slated to open the second-most hotel rooms in the U.S. this year, following New York City — has plenty of sports facilities. In 2023, Sports Business Journal ranked the city No. 8 on its list of top markets for sports business.
The city has hosted everything from IndyCar racing to professional bull riding, Bush said. The key to staying prepared, she added, is keeping in touch with the city’s visitors and convention bureau about events.
“We really encourage our individual hotels to get involved in the community,” Kukowski said. My Place hotel managers often connect with local tournament organizers and venues, and sometimes they even sign on as official sponsors to serve as the event’s preferred hotel.
“Really, it is a grassroots effort, and we’re in a lot of tertiary markets so we do have the ability to get really involved in [local] chambers,” she said. “Get to know those people, because it can actually make a huge difference.”
Knowland by Cendyn’s July report also encouraged hoteliers to tap into local networks, as building relationships with sports organizations can position a hotel as “their go-to venue.”
“Understand their requirements, seasonal patterns, and how your hotel can meet their specific needs,” the report advised.
College-town hotels, in particular, are catering to college sports-loving guests with themed decor, gameday watch parties and tailgates — and sports development is directly driving hospitality growth in these markets, Gareth Brown, vice president of operations at Charlestowne Hotels, told Hotel Dive last year.
“The schools that are making strategic expansions in [this area] tend to have a growing need for premium accommodations,” Brown said.
To the editor: Every 45 seconds, an LGBTQ young person attempts suicide Last year 41% of LGBTQ youth seriously considered ending their lives — including nearly half of all transgender and nonbinary youth. Despite this devastating reality, the Trump administration has announced that as of July 17, the 988 Suicide & Crisis Lifeline […]
Every 45 seconds, an LGBTQ young person attempts suicide
Last year 41% of LGBTQ youth seriously considered ending their lives — including nearly half of all transgender and nonbinary youth.
Despite this devastating reality, the Trump administration has announced that as of July 17, the 988 Suicide & Crisis Lifeline will eliminate specialized services for LGBTQ youth. Their statement pointedly omits the “T,” referring only to “LGB youth services.” To do this during Pride Month is not just political — it’s cruel.
This decision dismantles a bipartisan, evidence-based program that has helped vulnerable young people survive their darkest moments. Suicide prevention should be about saving lives — not erasing identities.
Let’s be clear: suicide is the second leading cause of death among youth ages 10-14, and the third among those 15-24 (CDC, 2022). Cutting support will end American children’s lives. Period.
Join me in telling Congress: This is unacceptable.
¯ Senator Chuck Schumer – (202) 224-6542
¯ Senator Kirsten Gillibrand – (202) 224-4451
¯ Rep. Elise Stefanik – (202) 225-4611
Demand they oppose this change and protect LGBTQ youth.
Transgender youth exist. They matter. And they deserve to live.
Martha Spear
Lake Placid
To the editor:
We moved to this amazing community when our oldest son — and at the time, only son — Alex …
To the editor:
Every 45 seconds, an LGBTQ young person attempts suicide
Last year 41% of LGBTQ youth …
To the editor:
The Lake Placid Community Day Planning Committee would like to say thank you to the Lake …
To the editor:
I encountered a cynic recently.
He sneeringly pooh-poohed John Monroe’s recent 36-hour …
To the editor:
President Trump has recently issued proclamations commemorating Flag Day, the anniversary of …
To the editor:
As a member of the LGBTQ+ community, and a vocal and financial supporter of the Adirondack North …
SBP Partners with Gatorade to Boost Youth Hoops, Coach Training
The Samahang Basketbol ng Pilipinas (SBP) has partnered with Gatorade to strengthen its grassroots and coaching initiatives, the national basketball federation announced Friday. The collaboration focuses on two key programs: the Talent Identification and Development Program for youth players, and the Coaches Academy, which provides training and accreditation for basketball coaches across the country. “Beyond […]
The Samahang Basketbol ng Pilipinas (SBP) has partnered with Gatorade to strengthen its grassroots and coaching initiatives, the national basketball federation announced Friday.
The collaboration focuses on two key programs: the Talent Identification and Development Program for youth players, and the Coaches Academy, which provides training and accreditation for basketball coaches across the country.
“Beyond providing essential hydration, Gatorade brings a wealth of expertise in sports science and athlete performance,” said SBP Executive Director Erika Dy. “This partnership allows us to tap into their knowledge and best practices, which will greatly benefit our programs and the broader basketball community.”
RELATED: EASL, SBP Join Forces to Launch Youth Basketball Program in PH
Gatorade will incorporate hydration and performance education into both programs, while also offering strategic support and resources to expand their reach. The brand will serve as the exclusive sports drink for SBP’s Grassroots Development Program.
The Talent Identification and Development Program, led by veteran coach Norman Black, is open to boys and girls under 16. Free basketball camps are held nationwide throughout the year.
Meanwhile, the Coaches Academy — spearheaded by former national team coach Jong Uichico—trains and certifies coaches at all levels of the game, ensuring they meet SBP’s standards for player development and competition.
The SBP said the partnership underscores its commitment to building a stronger foundation for Philippine basketball through athlete development and coaching excellence.
TruEdge Sports backs off in its criticism of George Pickens over youth camp cancellation
Earlier this week, TruEdge Sports postponed a youth football camp that was supposed to feature former Steelers (now Cowboys) receiver George Pickens. The email sent to those who purchased tickets for the camp included strong language regarding Pickens’s cancellation. Now, TruEdge Sports has sent a fresh email clarifying — and apologizing for — the prior […]
Earlier this week, TruEdge Sports postponed a youth football camp that was supposed to feature former Steelers (now Cowboys) receiver George Pickens. The email sent to those who purchased tickets for the camp included strong language regarding Pickens’s cancellation.
Now, TruEdge Sports has sent a fresh email clarifying — and apologizing for — the prior message.
“At TruEdge Sports, we take pride in fostering strong relationships with the athletes, families, and communities we serve,” the company said. “Recently, a statement was issued regarding our scheduled youth camp with George Pickens that did not accurately reflect the full scope of communications or the context surrounding the event.
“At no point did George communicate with us directly, and our communications with George’s representatives led to confusion about the camp’s status and future direction.
“Regrettably, the language used in our original message mischaracterized George’s intent and actions. While our frustrations stemmed from the uncertainty surrounding the event, it was never our intention to publicly question George’s professionalism, integrity, or commitment to the community. We now understand that the tone and implications of our message were not only inappropriate but inconsistent with our values as an organization.
“We recognize that he was navigating a significant career transition during this time and that his team kept open lines of communication with us.”
That’s a far cry from the prior comments made by TruEdge Sports. The earlier message said that Pickens “decided to walk back on his word” to attend the camp, and that his “sudden decision to back out not only reflects a disappointing lack of accountability, but also shows a disregard for the families and children who were excited to meet him.”
“Let us say again,” the prior message concluded, “we are incredibly frustrated by George Pickens’ lack of professionalism and his decision to abandon the commitment he personally confirmed after his trade.”
TruEdge is now singing a very different tune, presumably after hearing from Pickens’s camp — and possibly after being threatened with potential litigation for the public criticism it heaped upon him.
While the new message isn’t as clear as it could have been, it seems as if TruEdge Sports is saying it had gotten the facts wrong regarding Pickens’s handling of the situation.
Still, the new message continues to omit an open-ended offer to fully refund the payment made for the “George Pickens Youth Football Camp” on June 28, which has now become a camp featuring Steelers tight end Pat Freiermuth on July 20.
After sending a message that tries to make things right as to Pickens, here’s hoping TruEdge Sports will soon be sending a message that makes things right as to those who paid for the camp that was supposed to happen on Saturday.
When I first started writing about online safety back in the days of AOL and dial-up, the biggest concerns were porn and “stranger danger.” Today, the threats and opportunities facing young people in the digital world are far more complex and so should be our response. A new report, Frontiers in Digital Child Safety, provides […]
When I first started writing about online safety back in the days of AOL and dial-up, the biggest concerns were porn and “stranger danger.” Today, the threats and opportunities facing young people in the digital world are far more complex and so should be our response.
Sports in brief: Santa Maria 8-U All-Stars fundraiser | Youth Sports
Santa Maria 8U All-Stars fundraiser The Santa Maria 8U All-Stars softball team will hold a tri-tip sandwich fundraiser Saturday, July 5 for the team’s trip to San Diego for the California State Games which are scheduled for later in July. Delivery will be available for three or more orders. For more information, call Cassandra Estrada […]
The Santa Maria 8U All-Stars softball team will hold a tri-tip sandwich fundraiser Saturday, July 5 for the team’s trip to San Diego for the California State Games which are scheduled for later in July.
Delivery will be available for three or more orders. For more information, call Cassandra Estrada at 805-631-2256.
Cabrillo Hall of Fame dinner
The 10th annual Cabrillo High School Alumni Hall of Fame Induction/Dinner Ceremony is scheduled for Friday, Aug. 1 at the Cabrillo cafeteria.
Doors will open at 5:15 p.m., with the dinner and program beginning at 6 p.m. Tickets are $35 in advance and $40 at the door. Proceeds from the event will be designated toward benefitting the Cabrillo wrestling programs.
The list of inductees is:
Individual alumni: May Swan Lewis, class of 1967; Paula Dinkel, class of 1968; Colonel Dan Barr, USA (retired), class of 1970; Commander Greg Young, USN (retired), class of 1971; Steve Long, class of 1988; Kelly Cardenas, class of 1993.
Team: the 1972 CIF Southern Section championship men’s 200 medley relay team of Walt Heidmous, Randy Nogle and Randy Phillips, class of 1972, and Gary Anderson and Don Reeser, class of 1973.
Hancock College sports camps scheduled
A girls basketball camp is scheduled for July 28-31, and a boys basketball camp is slated for Aug. 4-7 at Hancock’s Joe White Memorial Gymnasium. Players ages six-through-17 are eligible for the girls basketball camp, and players ages eight-through-15 are eligible for the boys basketball camp.
Sign up to receive headlines in your inbox!
Breaking News | Local Sports | Daily Headlines | Local Obituaries | Weather | Local Offers
Lompoc coaching opening
Lompoc High School is seeking a boys and girls head wrestling coach for the 2025-26 season. For more information, contact Lompoc athletics director Claudia Terrones at Terrones.claudia@lusd.org or call 805-742-3073.
Youth basketball camp
Taurasi basketball camp slated for July
The inaugural Taurasi Snow Valley Basketball Camp, an overnight camp for girls ages 11-18, is scheduled to take place July 24-27 at Westmont College.
Former WNBA star Diana Taurasi will oversee the camp. Taurasi is the WNBA’s all-time leading scorer, is considered to be one of the WNBA’s all-time greats and is considered to be a sure first-ballot inductee into the Naismith Basketball Hall of Fame when she first becomes eligible in 2027. Taurasi announced her retirement in February.
Taurasi is a three-time WNBA champion and six-time Olympic gold medalist.
Youth softball fundraiser
Lompoc High School softball team and Central Coast Cruisers 16U softball team member Rianna Stouppe has established a Cruisers 16U fundraiser.
