Hotel Marketers Should Take Advantage of Sports Tourism Growth
TLDR: The sports tourism market is booming. More and more people are pegging travel to sporting events, creating broad itineraries beyond host cities, and traveling on shorter, tighter schedules. However, they spend big, and may seek accommodation beyond the obvious choices, both due to demand and larger regional appeal. Capture these guests, and your revenue will benefit. In this article, we break down what’s happening and how your hotel can respond.
More People Are Planning Travel Around Sporting Events
According to GWI, international travel for live sporting events in 2025 rose 20% year‑over‑year, and domestic sports-related travel grew by 17%. Forecasts suggest explosive growth ahead: the global sports tourism market is expected to climb from $544 billion in 2023 to $2 trillion by 2032.
Expedia reports that 44% of sports fans travel internationally for events, 56% among ages 16–34. Sports travelers spend heavily too with the same report finding that an average trip costs exceed $1,500 per person. Notably, 3 in 5 sports fans stay outside host cities, spreading revenue across the wider region.That’s great news for hotels with a story to share.
As we discuss in our recent article about the growing “event-cation” trend, travel is transforming from a general tourism and sightseeing activity to something anchored to an occasion. Hotels should reconsider where they may draw visitors, even those visiting events and games further afield. Present a compelling reason to spend their time in your area, and you’ll potentially attract new and untapped visitors.
How Sports Tourism Impacts Hotel Marketing Plans
The growth in sports tourism redefines how hotels plan their marketing. These travelers arrive in groups, spend generously, and often stay outside the host city. For hotels in suburban or secondary markets, this means shifting marketing from a static “location-first” mindset to a more dynamic approach that considers how travelers move through a region. Sports tourists often book late, stay short, and care more about logistics and fan experiences than luxury. That changes how you structure offers, where you advertise, and how fast you respond.
Are your ad campaigns targeting the right cities during event season? If Pittsburgh is playing an away game an hour away, are you advertising packages in Pittsburgh? Is your website optimized for keywords like “hotel near [stadium]” or “places to stay for [event]”? Are your offers flexible enough for last-minute sports fans who don’t want a three-night minimum? Marketing must become as agile as the travelers it targets.
Steps a Hotel Can Take to Capitalize on Sports Travel
Create Event-Based Packages
To tap into this rising demand, hotels should start by creating focused packages that bundle value and simplify the guest experience. Consider flexible check-in/check-out times, shuttles, or regional packages. If someone comes for the game, and spends 2–3 more days in the area, what would create an appealing getaway, and lure people beyond the stadium blocks?
Segment Audiences
Younger fans under 34 are driving international sports travel. That means investing in ad placements that reach this demographic with messages that speak their language. How can they extend their adventure in your neck of the woods? Families attending youth tournaments may care more about safety, breakfast, and parking. Tailor your offers accordingly, and work with your agency partner on effective, trackable ad delivery.
Embrace Data and Planning.
Maintain a calendar of sporting events in your region and plan campaigns 60–90 days out. Use geo-targeted ads and adjust website copy to include relevant search terms when demand peaks.
Optimize Your Website for SEO and GEO
Add content that capitalizes on key search terms, think places to stay near [stadium or venue]. Create stories about a long weekend that includes catching the game. Show fans that you know how to cater to them.
Need help with your sports tourism and event strategy? With the right tools and the right agency partner, hotels can turn sporting events into dependable revenue generators. Our hotel marketers can help you plan and execute campaigns with proven revenue growth. Start a conversation today.