Sports events have become a major driver of economic development — and a strategic focus for cities competing in the group business marketplace. With sports-related travel and tourism now generating an estimated $114 billion in economic impact, it’s no surprise that convention and visitors bureaus (CVBs) and destination marketing organizations (DMOs) are doubling down on sports tourism as a growth engine.

Much like conventions, sporting events demand robust infrastructure, detailed logistics and long lead times, so they naturally align with a city’s group business strategy. Beyond the influx of athletes and fans, hosting a major competition can also attract related conferences, trade shows and supplier meetings — multiplying opportunities for local venues and hotels. For many destinations, sports tourism is helping to fill off-peak hotel rooms, utilize excess convention center capacity and diversify group business portfolios.

While global spectacles such as the 2026 FIFA World Cup — slated for cities including Atlanta, Dallas, Los Angeles, Miami, and Philadelphia — and the 2028 Summer Olympics and Paralympics in Los Angeles draw headlines, smaller markets are finding success too. Sarasota, Fla., for example, has built a reputation around rowing regattas at Nathan Benderson Park. At the same time, emerging sports like e-gaming, pickleball, and BMX are expanding the types of events that destinations can pursue, widening market reach and visitor demographics.

Competition among communities to host sporting events is heating up, spurring CVBs to invest in new initiatives and specialized expertise. Many are establishing dedicated sports commissions or sports divisions tasked with recruiting events of every scale — from international championships to youth tournaments. Cities such as Ottawa and Birmingham have publicly prioritized sports tourism, while Philadelphia’s PHL Sports division has successfully landed marquee events including FIFA World Cup matches, the MLB All-Star Game, and the Army-Navy Cup.

The reasoning behind this investment is clear: sports tourism delivers measurable economic returns. Events attract thousands — sometimes millions — of visitors who spend on accommodations, dining, transportation and entertainment. Whether it’s families attending youth tournaments or fans following a professional team, sports travelers tend to be high-value guests whose spending ripples through the local economy.

The benefits extend beyond direct spending. Major sporting events create employment opportunities across tourism, event management, retail and security sectors. Large-scale events often prompt infrastructure improvements — from upgraded sports facilities to enhanced transportation systems — that leave lasting legacies for residents and future events alike.

Hosting a major competition also elevates a city’s global visibility. Just as business conventions can inspire return leisure travel, sports events expose visitors and international audiences to the destination’s unique appeal, strengthening its reputation and long-term tourism prospects.

For today’s DMOs and CVBs, sports tourism is no longer a niche pursuit — it’s a strategic imperative. By integrating sports events into their group business plans, destinations are tapping into one of the fastest-growing segments of the travel and hospitality industry. With strong economic impacts, year-round opportunities, and global exposure, sports tourism is helping cities across the world play to win.