The Sports-Related Tourism Market Segment

Sports-related tourism has become more prominent in the last ten years as an increasingly popular tourism product. There has been some discussion about the standard definition of this market segment. No matter how you define it, we know that people have been traveling for various sporting reasons for quite some time and that the popularity of this form of travel has increased.

Research claims there are basically three different types of sports-related tourism: people who travel to view a sporting event called “event sport tourism”; those who want to take part in sport called “active sport tourism”; and the third variety called “sport nostalgia tourism” – and involves visiting sport museums, venues, etc. One reason cited for the active variety, versus the two other passive types, is the increased emphasis on health and fitness. And then, as the population ages, more people begin to watch sports rather than participate.

Many areas inside and outside of Florida have increasingly begun to develop and promote this type of tourism. Just recently the Barbados Tourism Authority announced they were going to establish a national sports tourism marketing strategy. The key to the success of these efforts is for all segments of the community to work together.

The economics of tourism from major sports events – it’s attraction to visitors as well as the regenerative effect sports tourism can have on the community -- is another whole area of this marketing concept. Other issues can be the positive impacts on the area, the natural environmental concerns, and the ways to offset the seasonal ups and downs of specific events.

The future of this sports tourism segment looks to be one with many growth opportunities. How can you get your fair share of this market? One upcoming event in South Florida is the Super Bowl. Come on October 21st to learn how you can get involved and the economic impact to our area. Registration links and more information about our lunch meeting at the Renaissance Plantation are at hsmaisouthflorida.org. Hope to see you there, Julie Wernick, Managing Director.