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 […]
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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.
Youth Talent and Trade Skills Take Center Stage at 2nd Annual Youth Trades Day in Anniston
ANNISTON, AL – The second annual Youth Trades Day, hosted by Multiple Pathways 2 Success (MP2S) in collaboration with the West Anniston Foundation, will take place Thursday, June 5, at 5 p.m. at 229 S. Allen Avenue in Anniston. The event offers a platform for local youth to showcase their aspirations, skills, and potential career […]
ANNISTON, AL – The second annual Youth Trades Day, hosted by Multiple Pathways 2 Success (MP2S) in collaboration with the West Anniston Foundation, will take place Thursday, June 5, at 5 p.m. at 229 S. Allen Avenue in Anniston.
The event offers a platform for local youth to showcase their aspirations, skills, and potential career paths in various trade and vocational fields. Organizers encourage students and young adults to present their future career plans, offering a chance to win prizes and receive recognition for their ambitions.
As part of the event’s commitment to equity and access, participants will receive a stipend to help cover the cost of presentation materials. This support ensures that all youth, regardless of background, have an opportunity to participate and shine.
Now in its second year, Youth Trades Day seeks to empower young people by promoting hands-on skills, fostering workforce readiness, and connecting them with mentors and career resources. The event reflects a broader effort to prepare youth for diverse career paths outside of traditional academic routes and to raise awareness about the value of skilled trades in the community.
For community members, educators, and families, the event is an opportunity to support local youth, engage with emerging talent, and learn about the evolving landscape of career development in Calhoun County.
Chiefs running back and Super Bowl champion Isiah Pacheco hosted a youth camp for hundreds of kids in the Ozarks today at Springfield Catholic. Pacheco talked with KY3 about why he loves to do the camps and being a role model, recently becoming the first member of his family to graduate from college, and why […]
Chiefs running back and Super Bowl champion Isiah Pacheco hosted a youth camp for hundreds of kids in the Ozarks today at Springfield Catholic. Pacheco talked with KY3 about why he loves to do the camps and being a role model, recently becoming the first member of his family to graduate from college, and why the Cheifs are so active giving back in Missouri.
Atlanta Hawks’ grant launches Spalding County Instructional League | Sports
GRIFFIN — Spalding County Parks and Recreation received a grant from the Atlanta Hawks in March for youth sports. Kay Mobley, director of NBN Sports, teamed up with Warren East, director of Spalding United Youth Basketball (SUYB) to launch the Spalding County Instructional League. This program aims to provide essential basketball training to young athletes […]
GRIFFIN — Spalding County Parks and Recreation received a grant from the Atlanta Hawks in March for youth sports. Kay Mobley, director of NBN Sports, teamed up with Warren East, director of Spalding United Youth Basketball (SUYB) to launch the Spalding County Instructional League. This program aims to provide essential basketball training to young athletes aged eight to fourteen, focusing on skill development in a supportive environment.
The league allows young athletes to learn basketball in a less competitive setting while gaining valuable in-game experience. Coach OJ Moore from Griffin High School selected some of his top players to serve as mentors, creating a unique opportunity for older athletes to share their knowledge with younger players, fostering community and unity.
The league focused on teaching core basketball skills to participants who had little or no prior experience in organized sports.
Over six weeks, sessions held every Wednesday targeted specific skills each week, emphasizing teamwork, discipline, and sportsmanship. Participants significantly improved their basketball abilities through focused training sessions that covered dribbling, shooting, passing, and defensive techniques. For many, this was their first experience with organized basketball, and the inclusive atmosphere helped build their confidence and love for the sport.
Community involvement was key, with parents and local supporters encouraging the young athletes. This supportive environment highlighted the importance of teamwork and strengthened community ties. Feedback from participants and families was overwhelmingly positive, with many appreciating the chance to learn and grow in such a nurturing setting. The program not only enhanced basketball skills but also built lasting relationships.
In conclusion, the Spalding County Instructional League was a great success. The quality training and mentorship provided a rewarding experience for all involved. The partnership between NBN Sports and SUYB shows a commitment to creating a positive environment for young athletes. Looking ahead, Mrs. Kay Mobley expressed our commitment to “building on this success and fostering both skills and a love for basketball among the youth in our community.”
California track-and-field championships draw limited protest over trans student’s participation
CLOVIS, Calif. — California’s high school track-and-field state finals will award one extra medal Saturday in events where a transgender athlete places in the top three, a rule change that may be the first of its kind nationally by a high school sports governing body. The new California Interscholastic Federation policy was written in response […]
CLOVIS, Calif. — California’s high school track-and-field state finals will award one extra medal Saturday in events where a transgender athlete places in the top three, a rule change that may be the first of its kind nationally by a high school sports governing body.
The new California Interscholastic Federation policy was written in response to the success of high school junior AB Hernandez, a trans student who competes in the girls high jump, long jump and triple jump. She led in all three events after preliminaries Friday. The CIF said earlier this week it would let an additional student compete and medal in the events where Hernandez qualified.
The two-day championship kicked off in the sweltering heat at high school near Fresno. The atmosphere was relatively quiet Friday despite critics — including parents, conservative activists and President Donald Trump — calling for Hernandez to be barred from girls competition leading up to the meet.
There was some pushback Friday. A group of fewer than 10 people gathered outside the stadium ahead of the meet to protest Hernandez’s participation. Some of them wore “Save Girls’ Sports” T-shirts. At one point as Hernandez was attempting a high jump, someone in the stands yelled an insult. An aircraft circled above the stadium for more than an hour during the events, carrying a banner that read, “No Boys in Girls’ Sports!”
The rest of the night ran smoothly for Hernandez, who finished the triple jump with a mark close to 41 feet (13 meters), nearly 10 inches (25 centimeters) ahead of her closest competitor, San Francisco Bay Area junior Kira Gant Hatcher.
Hernandez also led in the long jump with a mark close to 20 feet (6 meters) to advance to the final. She advanced in the high jump, clearing 5 feet, 5 inches (1.7 meters) with ease.
She did not address the press.
The CIF rule change reflects efforts to find a middle ground in the debate over trans girls’ participation in youth sports.
“The CIF values all of our student-athletes and we will continue to uphold our mission of providing students with the opportunity to belong, connect, and compete while complying with California law,” the group said in a statement after announcing its rule change.
A recent AP-NORC poll found that about 7 in 10 U.S. adults think transgender female athletes should not be allowed to participate in girls and women’s sports at the high school, college or professional level. That view was shared by about 9 in 10 Republicans and roughly half of Democrats.
The federation announced the rule change after Trump threatened this week to pull federal funding from California unless it bars trans female athletes from competing on girls teams. The CIF said it decided on the change before then.
The U.S. Department of Justice also said it would investigate the state federation and the district that includes Hernandez’s high school to determine whether they violated federal sex discrimination law by allowing trans girls to compete in girls sports.
Some California Republicans also weighed in, with several state lawmakers attending a news conference to criticize the federation for keeping Hernandez in the competition and a Republican gubernatorial candidate planning to attend Saturday’s finals.
California law allows trans students to compete on sex-segregated sports teams consistent with their gender identity.
The federation said the rule would open the field to more “biological female” athletes. One expert said the change may itself be discriminatory because it creates an extra spot for “biological female” athletes but not for other trans athletes.
The federation did not specify how they define “biological female” or how they would verify whether a competitor meets that definition.
Hernandez told the publication Capital & Main earlier this month that she couldn’t worry about critics.
“I’m still a child, you’re an adult, and for you to act like a child shows how you are as a person,” she said.
California’s state championship stands out from that of other states because of the number of competitors athletes are up against to qualify. The state had the second-largest number of students participating in outdoor track and field in the nation during the 2023-2024 school year, behind Texas, according to a survey by the National Federation of State High School Associations.
Olympians Marion Jones and Tara Davis-Woodhall previously set state championship records in the long jump in 1993 and 2017, respectively, both surpassing 22 feet (6.7 meters).
The boys 100-meter dash heats were also a highlight Friday. Junior Jaden Jefferson of De La Salle High School in Concord finished in 10.01 seconds, about .2 seconds faster than a meet record set in 2023. Jefferson’s time won’t count as a record unless he can replicate his results in the final.
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Austin is a corps member for The Associated Press/Report for America Statehouse News Initiative. Report for America is a nonprofit national service program that places journalists in local newsrooms to report on undercovered issues. Follow Austin on X: @sophieadanna
Youth Sports Continue to Drive Tourism and Revenue in Rutherford County
RUTHERFORD COUNTY, TN – Despite one day of bad weather, the 2025 Spring Fling event, which concluded a week ago in Rutherford County, proved to be another successful series of tournaments. Nate Williams, director of the Murfreesboro Parks and Recreation Department, told WGNS that future Spring Fling events could look slightly different, with possible changes […]
RUTHERFORD COUNTY, TN – Despite one day of bad weather, the 2025 Spring Fling event, which concluded a week ago in Rutherford County, proved to be another successful series of tournaments. Nate Williams, director of the Murfreesboro Parks and Recreation Department, told WGNS that future Spring Fling events could look slightly different, with possible changes on the horizon…
Tournaments like Spring Fling are not the only athletic events being held within our park system…
Sports of all type continue to be popular throughout Murfreesboro, but overall, soccer has proven to be a major draw. Over a 12-month period in 2024, the number of soccer players and spectators that visited the Richard Siegel Soccer Park is nearing the one-million mark…
While final figures from the most recent Spring Fling tournaments are still being calculated, it’s clear that the event generates significant revenue. This is largely due to the influx of high school athletes and their families who visit Rutherford County during the week of games. Additionally, the more events held in the immediate area, the more likely it is that Murfreesboro will be selected to host future tournaments through other leagues.
SOUTH ZANESVILLE, Ohio – Inflation affects many goods and services that fill the needs of the public as well as the specialty items and tasks that keep the first responders on duty. South Zanesville Fire Chief Russell Taylor announced their 64th Annual Chicken Dinner Fundraiser that will be taking place at the fire department this […]
SOUTH ZANESVILLE, Ohio – Inflation affects many goods and services that fill the needs of the public as well as the specialty items and tasks that keep the first responders on duty.
South Zanesville Fire Chief Russell Taylor announced their 64th Annual Chicken Dinner Fundraiser that will be taking place at the fire department this Sunday.
“This chicken barbecue helps fund the day-to-day operations here at the fire department but one of our main goals here is this community tradition,” Taylor said. “It’s been going on so long, we see the same people here every year that show their support for the fire department. Plus the Zanesville Boosters cook fantastic chicken. You’ll get a half-a-chicken, you’ll get our homemade coleslaw that we will make tonight and also you’ll get applesauce and a roll. And you can dine in or you can take it with you.”
The South Zanesville Fire Department engages with the community in countless ways, including their support with the local youth athletics and education. Each dinner sold, helps allow the department to give back to the community.
“You can show up that day, food starts at 11 O’clock,” Taylor said. “We have people get here a little earlier, if we’ve got the chicken ready. I want to get it out the door while it’s good and hot. You can stop by the fire station before Sunday and buy tickets or that day we will have tickets available to sell. There will be 1,300 dinners and they’ll go fast. So if you’d like a good hot meal for Sunday, get here early.”
Meals are $10 dollars and Taylor anticipates fair weather with steady conversations and hot meals satisfying everyone in attendance.
