News Summary
Travelers are increasingly prioritizing lifestyle sports such as running, pickleball, tennis, and golf, reshaping tourism strategies. Destinations and hotels are evolving to cater to active travelers, offering tailored experiences that go beyond traditional amenities. The rise in participation in sports, especially running and pickleball, highlights a cultural shift towards fitness as a form of connection and self-expression, benefiting local economies and small markets. Family-oriented sports travel is gaining traction, prompting hotels to enhance their offerings for young athletes and families.
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Lifestyle sports such as running, pickleball, tennis, and golf are reshaping the travel landscape as travelers increasingly prioritize active options when planning trips. As a result, many individuals are packing more than just swimwear; they now include sneakers and paddles in their luggage, reflecting a shift in travel behavior and preferences.
The cultural trend of identifying as an athlete means that sports now play a vital role beyond mere exercise; they serve as a means of connection and a form of self-expression. Destinations are recognizing this shift and adapting their tourism strategies to incorporate various sports-related activities, including races, trails, and sports courts to attract health-conscious visitors.
In response to the growing demand for active travel, hotels are reimagining their amenities and services. The focus has shifted from providing a simple gym to offering tailored experiences that cater to the needs of active travelers. For example, the Move Well program at Westin Hotels curates local running routes for guests, thus enriching their wellness and fitness experience while exploring new destinations.
Recent data indicates that participation in run clubs has surged by 59% globally according to Strava’s 2024 Year in Sport, demonstrating fitness’s role as a social activity. Furthermore, a study by Running USA 2024 Global Runner Survey reveals that the location of races is the most significant factor for participants when selecting events. Major marathons, such as the Boston, London, Berlin, Chicago, New York City, and Tokyo marathons, remain popular, drawing thousands of participants while benefiting local economies through increased tourism spending.
Smaller scenic races like those in Big Sur and Reykjavik are also witnessing a rise in participation, as travelers seek out unique experiences. Companies like Contiki and Runcation Travel are tapping into this trend by offering curated travel tours that focus explicitly on running, combining the allure of travel with the experience of participation in races.
Meanwhile, the sport of pickleball has significantly surged, with close to 20 million Americans taking to the courts in 2024—an impressive 46% increase from the previous year. Events such as the Minto US Open Pickleball Championships in Naples attracted over 55,000 spectators and 3,450 players, reflecting the sport’s booming popularity. In response, Sandals Resorts is expanding its pickleball offerings by introducing upgraded courts and coaching across its properties.
Tennis has also experienced growth, with the participation hitting a record of 25.7 million players in the U.S. in 2024. The demographic is becoming younger and more diverse, attracting new audiences as modern tennis clubs begin to blend luxury amenities with social programming to make the sport more appealing. Hotels are capitalizing on major tennis events, offering specific packages around prestigious tournaments like Wimbledon.
The golf sector is evolving, too, with 57% of golfers now under the age of 50, signaling a push towards younger audiences. Female participation among youth has also increased, making the sport more inclusive. Off-course venues like Topgolf have contributed to this trend by creating accessible environments that appeal to a broader demographic. Events like the WM Phoenix Open emphasize golf’s transformation into an engaging experience, with LIV Golf also capturing the attention of first-time attendees—30% of whom had never attended a golf event before.
As sports tourism continues to grow, it is anticipated to account for 10% of total tourism. The economic benefits are not confined to major tourist spots; smaller markets hosting youth teams and events are also witnessing a significant boost in local economies. Hotels are increasingly adapting to this influx by hosting sports-related events, forming local partnerships, and catering to the specific needs of traveling athletes.
Additionally, family-oriented sports travel is gaining traction, prompting hotels to enhance their amenities to facilitate practical needs for young athletes and families traveling with children. Destinations are leveraging this sports tourism trend to enhance their economic profiles by capitalizing on major events that drive visitation and boost spending within their communities.
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Additional Resources
- Sports Tourism News: Ultimate Travel Bucket List
- Wikipedia: Sports tourism
- National Geographic: Why Sports Tourism Is on the Rise
- Forbes Travel Guide: Why Sports Tourism Is Winning Right Now
- BBC Travel: Four Countries Welcoming Sports Fans
- Google Search: Sports Tourism Trends
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