on sport tourism

What is sports tourism and why it is so big?

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Sports tourism is BIG business. We all know that sport tourism involves sporting activity, that much is pretty obvious, but there is much more than a game of sport involved in the multi million Dollar global industry. In this article I will explain what sports tourism is, I will tell you about the different types of sports tourism and I will discuss the benefits of sports tourism.

What is sports tourism?

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Sports tourism is the act of travelling from one locality to another, with the intention of being in some way involved with a sporting activity or event .

Many people believe that sports tourism relates only to watching a sporting event. However, this is not correct. The sports industry is much more than this.

Sports tourism encompasses travelling for your own sporting purposes, such as a yoga teacher training course, a badminton competition or to learn to surf. Sports tourism includes attending sporting events such as a Formula One race or a Premiership football match. Sports tourism includes nostalgic visits to places of historical importance, such as the Olympic stadium in Barcelona or to see memorabilia related to your favourite sporting hero, such as the museum at the Maracana football stadium in Rio de Janeiro.

There are, in fact, four main types of sport tourism. These types are known as:

• Sport Event Tourism
• Active Sport Tourism
• Nostalgia Sport Tourism

Passive sports tourism

While sports tourism has not always been extremely popular, during the recent decade the amount of people attending out of area sporting events has drastically increased. People are now traveling far and wide just to attend their favorite events, and it is no wonder as to what has encouraged the sudden spike in popularity.

Sport tourism is a relatively new concept, although it has been around for a long time.

There are many academic studies which delve into the concept of sports tourism, particularly sports tourism that involves large sporting events, such as the football World Cup or the Olympic Games. Some scholars and sports tourism stakeholders have attempted to define the term sports tourism.

According to Neirotti (2003), sports tourism can be broadly described as;

‘Including travel away from one’s primary residence to participate in sports activity, for recreation or competition purposes, travel to observe sport at grassroots or elite level, and travel to visit a sports attraction such as a sports museum, for instance’.

Weed and Bull (2004), provide a conceptualisation of the sports tourism phenomenon as;

‘A social, economic and cultural phenomenon arising from the unique interaction of activity, people and place’’.

Gammon and Robinson (2003) state that sports and tourism is;

‘Not just about the management and operation of mega events; it also concerns offering consumer-specific sports and tourism-related services and experiences to the sports tourist.’

Read also: Sustainable tourism- everything you need to know

Gammon and Robinson (2003) further argue that the sports tourism industry cannot be defined easily and that there should be different definitions according to the type of sports tourism that is being discussed. They visualise this in the model below.

Today, sport is regarded as the world’s largest social phenomenon. And, tourism is predicted to become the world’s biggest industry early in the next century. So it doesn’t take a genius to work out that sports tourism is pretty big business!

The sports tourism industry has grown considerably in recent years. In 2016 the sports tourism industry was worth $1.41 trillion and this figure is expected to increase to approximately $5.72 trillion by 2021. This is a whopping 41% growth in only four years!

**Studying sports tourism? I recommend- Sports Tourism: Participants, Policy and Providers **

The sports tourism industry makes up a significant part off the overall tourism industry. Some people claim that this figure is as high as 25%, meaning that a quarter of all tourism in the world is sports related!

The importance of sports tourism is further emphasised by the media statements from the World Tourism Organisation (WTO) and the International Olympic Committee (IOC), which in 2004, announced their commitment to reinforce their partnerships on collaboration in the sports and tourism domain. They stated that; 

‘Tourism and sport are interrelated and complementary… both are powerful forces for development, stimulating investment in infrastructure projects such as airports, roads, stadiums, sporting complexes and restaurant-projects that can be enjoyed by the local population as well as tourists who come to use them.

This demonstrates that sports tourism has a wider economic and social impact than simply the sporting occasion itself. It provides social and economic opportunities for the local population , as well as visitors to the area.

The different types of sport tourism

Sport tourism can be segregated into four main types: sport event tourism, nostalgia sports tourism, active sports tourism and passive sports tourism. Below I have provided a short explanation of what each type of tourism is, along with some examples.

Sport event tourism

Sports event tourism is tourism which centres around a sporting event. Sporting events can be of any size and importance, however it tends to be the major sporting events which gain the most gravitas.

Hallmark events, such as the Olympics or football World Cup, are important centres for sport event tourism, bringing millions of tourists to the host destination.

Smaller events, such as the Henley Regatta in the United Kingdom or a national tennis competition also clarify as sport event tourism.

An often overlooked example of sport event tourism are amateur sporting events. Events such as regional school competitions, youth sporting leagues and non-profit community based sport events are just a few examples.

Wimbledon, also known as ‘The Championships’ is the oldest tennis tournament in the world. A prestigious sporting event, Wimbledon is often associated with the upper class, where spectators sip sparkling wine and Pimms whilst dressed in their best frocks.

Knowing very little about tennis, I attending Wimbledon a couple of years ago just to experience this famous event, which is an integral part off British heritage!

Dating back to 1877, Wimbledon has been held at the All England Club in Wimbledon, on the outskirts of London, each year. The tennis is played on outdoor grass courts, which is unlike tennis matches played in many other parts of the world.

Wimbledon is one of the four Grand Slam tennis tournaments, the others being the Australian Open, the French Open and the US Open.

The tournament takes place in late June/early July each year.

The football World Cup, known officially as the FIFA World Cup, is an international football tournament held every four years.

The  Fédération Internationale de Football Association  (FIFA) is the sport’s global governing body. The football consists of mens only teams and boats the most skilled footballers in the world.

Teams must first pass the qualification phase, which takes place over the preceding three years. After this, 32 teams, including the automatically qualifying host nation, compete in the tournament. The World Cup tournament generally lasts about one month.

The Six Nations Championship is an annual international rugby union competition that takes place. It involves what are considered to be the six best nations in terms of rugby in Europe The six nations are:

The Six Nations tournament begins on the first weekend in February each year and finishes with ‘Super Saturday’ on the second or third Saturday in March.

Each team is required to play every other team once (making a total of 15 matches). Each team will play one match at home and one match away from home.

I attended a six nations match once and whilst I’m really not into rugby (surprise!), I really enjoyed the sophisticated and supportive atmosphere at the venue.

Inspired by the ancient Greeks, the modern Olympic Games have been running since 1896. But, in fact, the games have been played in some form or another since long before this date.

The Olympics is perhaps the most famous and the most popular international sporting event. It features both summer and winter sports competitions which take place every four years. Like many other major sporting events, the Olympics are held in a different location each time.

Read also: Slow tourism: Everything you need to know

The Olympics involves thousands of athletes from around the world who compete in a range of different sports, from trampolining to running. Over 200 nations participate in the event.

The Super Bowl is the annual championship of the National Football League (NFL). Based in the Unites States of America, this is the most popular sport tourism event of the year.

Some interesting facts include The Super Bowl being the second-largest day for food consumption in the USA (after Thanksgiving) and the Super Bowl being the most-watched American television broadcast of the year.

Nostalgia sports tourism

Nostalgia sport tourism involves travelling to famous sport-related tourist attractions.

Nostalgia sports tourism may celebrate sports of the past or the present. It may include visiting museums or exhibitions, visiting sporting hall of fames or visiting sporting venues.

The nostalgia sports tourist does not need to be actively participating in sport or to be spectating. They may simply want to learn more or to reminisce.

Here are some examples of popular nostalgia sport tourism attractions.

We visited Calgary Olympic Park on travels through Canada with a baby and loved it!

WinSport’s Canada Olympic Park (COP), (formerly known as Paskapoo Ski Hill) was one of the venues used in the 1988 Winter Olympics. Nowadays, it is open to the general public and iw well known for its ski jumping, bobsleigh and luge.

Whilst we did learn a little bit about the Olympics on our visit here, we actually sent more time on the luge ride than anything else because it was so much fun!

The Maracana is a famous football stadium in Rio de Janeiro, Brazil. The stadium is rich in history and was once the largest stadium in the world.

The stadium was opened in 1950 to host the FIFA World Cup. The venue has seen attendances of 150,000 or more at 26 occasions. Over time terraces were replaced with seating, and after the renovation for the 2014 FIFA World Cup, the Maracana’s original capacity was reduced to 78,838.

Nowadays, it is popular to take a tour to visit the Maracana stadium, like I did when I travelled to Buenos Aires with my friend who is football mad!

The Olympic Village, known in Spanish as La Vila Olímpica del Poblenou is an area in the Sant Martí district of Barcelona, Spain.

The Barcelona Olympic Village was built in the late 1980s and early 1990s in preparation for the 1992 Summer Olympic Games, which were held in Barcelona.

Nowadays, visiting the Barcelona Olympic Village is a popular sports tourism activity undertaken by many tourists visiting Barcelona.

Active sports tourism

Active sports tourism is when a person travels to actively participate in their chosen sport, or when they travel for other reasons, but taking part in sport is an important part of their tourism experience.

Active sports tourists can be segregated into three classifications: The amateur sports tourist; the hobbyist sports tourist and the professional sports tourist.

I would say that I would generally come under the first category. I am an amateur (at best!) at every sport I try my hand at. But, I still like to give it a go! I’ve attempted skiing in Argentina, kayaking in Vietnam and surfing in Costa Rica, to name but a few.

Read also: Business tourism: Everything you need to know

My husband, on the other hand, is usually either a hobbyist sports tourist or a professional sports tourist. He plays for badminton and football teams and loves playing a large number of sports in his free time. He is also a former athlete, having competed for Britain as a trampoline gymnast. As part of this role he travelled around the workload for professional sporting competitions. This qualified him as a professional sports tourist.

There are a large number of active sports that a tourist may choose to get involved with around the world. Here are a few that I have experienced on my travels. But there are sooo many other sports that you can get involved in as a sports tourist!

• Diving in the Galapagos
• Swimming at the Great Barrier Reef
• Playing tennis in Morocco
• Learning archery in Spain
• Going running in France
• Cycling in Amsterdam
• Taking yoga classes in Bali
• Learning tai chi in China
• Kayaking in Vietnam
• Sailing in Australia
• Skiing in Argentina
• Surfing in Costa Rica
• Playing baseball in Boston
• Hand gliding in Rio de Janeiro
• Fishing in The Gambia
• Climbing in Thailand
• Horse riding in Equador
• Walking in Jeju

Here are a few active sports tourism examples:

Did I ever tell you that I completed a Tough Mudder Race? This was a BIG achievement!

Tough Mudder is an endurance event. It is a an obstacle course, originally designed for army training. It is a test of the mind and body.

The race is usually between 10-12 miles in length. It includes a number of obstacles, many of which involve mud! The obstacles often play on common human fears, such as fire, water , electricity and heights.

**Buy now: Sport and Tourism – a recommended textbook for sports studies students!**

Common obstacles include:

• Arctic Enema – Participants plunge into a tank filled with ice water, where they must swim under the water and past an obstacle to the other side.
• Electroshock Therapy – This is where participants will run through a pit of mud where electric wires sway in the air. Participants will often get small electric shocks.
• Funky Monkey – Monkey bars over a pit of cold water. The bars are covered with a mixture of butter and mud.
• The birthing canal- A small, confined space that the participant must crawl through. The upper layer is filled with water so it feels like you are being compressed as you crawl through the tunnel.

Of course, you will need to travel to a Tough Mudder venue to be classified a sports tourism, but many people do!

Many people choose to travel to South Korea for martial arts holidays and Taekwondo-themed events. These might be amateur sports tourists, hobbyist sports tourists or professional sports tourists, depending on the level of involvement and activity type.

Portugal is a popular destination for surf holidays. You can go it alone, if you have the skills and ‘know-how’, or you can book a tour. There are a number of tour operator who offer specialised surfing holidays for all levels of sports tourists, ranging from beginner to advanced.

There are several golfing hotspots around the world. One of the most popular places to travel to for a golfing holiday is Florida . With its year-round pleasant weather and large open spaces, Florida welcomes golf tourists from all over the world to play on their first-class golf courses.

There are many parts of Asia that are known for the popularity of yoga. However, done attracts so many tourists as Bali. Bali is famous the world over for offering top quality yoga retreats and yoga teacher training courses.

Lastly, it is important to recognise that whilst sport is inherently active , not all those who participate or who are involved with the sport are themselves active. In fact, passive tourists can actually contribute more to the sport than those who are active!

A passive sports tourist is a person who is not actively participating in the sport. They are spectators or fans. Passive sports tourism involves tourists watching sport being played. This could take place at a major sporting event (qualifying this also as sports event tourism), or they could simply be supporting a family member of friend. Most passive sports tourists are fans.

Football, or soccer, is arguably the most well-known and popular sports in the world.

Manchester United is a particularly famous football club. It is estimated by the BBC that Manchester United has a whopping 659million football fans!

I always find is fascinating when I travel to a country that is so different and so far removed from my own, yet the locals are also quick to ask me about Manchester United!

Many sports tourists will follow Manchester United, or which ever football team is their favourite, around the world to watch their games.

Anthony Joshua is a British professional boxer. He has many millions of followers, both from the UK and abroad.

Anthony is a two-time unified heavyweight champion, having held the WBA (Super), IBF, WBO, and IBO titles since December 2019, and previously between 2016 and June 2019. At regional level, he held the British and Commonwealth heavyweight titles from 2014 to 2016.

Anthony Joshua participates in fights around the world and is often accompanies by his passive sports tourism supporters.

The British & Irish Lions is a rugby union team selected from players eligible for any of the Home Nations – the national teams of England, Scotland, Wales and Ireland. 

If rugby is your thing and your from Britain or Ireland, then this is a pretty big deal.

The Lions have many thousands of passive sports tourism supporters who cheat them on each match.

Cricket is pretty big in Australia. So big, in fact, that the Australian cricket team has an estimated 24million supporters! Many of these supporters travel with the team around the world as passive sports tourists.

As with any type of tourism , there are a range of benefits and advantages of sports tourism. Whilst the most obvious is perhaps the economic advantage of tourism , there are also positive social impacts as well as environmental impacts . Below I provide some examples:

• Sports encourages tourists to visit the area
• Sports tourism creates economic growth through tourists booking hotel rooms, eating in restaurants and opening money in local shops
• Sports tourism helps to create exposure and enhances a positive image for the local community
• Many sports tourism infrastructures and facilities can also be used by members of the host community
• The development of sports tourism helps to build a sense of community
• Sports tourism has the potential to attract high-yield visitors and repeat visitors
• It can provide opportunity to develop new infrastructure in the area
• The media can help to promote the destination
• Sports tourism can improve overall tourist numbers
• Money made from sports tourism can be reinvested into the local economy
• Sports tourism creates jobs for local people
• Sports tourism which relies on the natural environment may result in better environmental management and preservation

Whilst there are many positive impacts of sports tourism, however, it is also important that there are a number of negative impacts too. Aspects such as environmental degradation when gold courses, employing foreign rather than local people for major sporting events and locals who feel that their cultural norms are being overlooked (such as not covering your shoulders in the Middle East, for example), are just a few example of negative impacts of sports tourism.

It is clear that sports tourism is big business. Whether its events sports tourism, active sports tourism, nostalgic sports tourism or passive sports tourism, there is a huge market for tourists worldwide. However, as with any type of tourism, sports tourism must be carefully managed to ensure that it is sustainable .

For more information on sports tourism, I recommend the texts below;

• Sports Tourism: Participants, Policy and Providers – explains sports tourism as a social, economic and cultural phenomenon that stems from the unique interaction of activity, people and place.
• Sport Tourism Development – a text book covering the growth and development of sport tourism.
• Sport Tourism Destinations: Issues and Analysis – with contributions from international experts, this book looks at the dramatic effects sports tourism has on the economy and future of tourism destinations. 
• Sport and Tourism – This book proposes a groundbreaking theoretical model which explores globalization, mobility and authenticity providing insight into the unique interrelationship that exists in a sport tourism context between activity, people and place.

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State of the Industry Report for the $91.8 Billion Sport Tourism Industry

Contact: Jackie Reau Game Day (513) 708-5822 [email protected]

Note to media: To request a full report or to email Al Kidd, President & CEO of Sports ETA, please contact Jackie Reau.

Sports ETA releases its “State of the Industry” Report  for the $91.8 Billion Sport Tourism Industry

FORT WORTH, TEXAS (May 3, 2022) – Sports ETA, the only trade association for the sports events and tourism industry, released its annual State of the Industry Report for 2021 resulting in the sports tourism sector’s direct spending impact of $39.7 billion which generated a total economic impact of $91.8 billion, supporting 635,000 full-time and part-time jobs and generating $12.9 billion in taxes.

The association’s last research report, “2019 State of the Sports Tourism Industry Report in America presented by the Sports Events and Tourism Association in partnership with the Northstar Meetings Group” was released in 2020 to benchmark 2019, and concluded that U.S. sports-related travelers, event organizers and venues spent a total of $45.1 billion in 2019, an increase of over five percent from the previous year. Those travelers generated $103.3 billion in direct, indirect and induced business sales.

The study was led by Dr. Jennifer Stoll, who leads research efforts for Sports ETA, in partnership with Northstar Meetings Group, the leading multi-platform brand for dedicated meeting and business planners and sports event organizers, and the presenting sponsor of the association’s “Annual State of the Industry” research report.

The analysis draws on the following data sources to quantify sports tourism, which includes adult and youth amateur events and collegiate tournaments (The economic impact analyses conducted within the report exclude professional sports and collegiate regular-season games.):

• Sports ETA: destination membership survey data
• Longwoods International: traveler survey data, including spending and visitor profile characteristics for sports tourism nationwide
• Bureau of Economic Analysis and Bureau of Labor Statistics: employment and wage data, by industry
• Bureau of Transportation Statistics: U.S. domestic average itinerary fares
• U.S. Travel Association: domestic travel data
• STR: lodging data
• Sports attendance data

“Our annual State of the Industry report shows that the sport tourism industry has an economic impact of $91.8 Billion supporting 635,000 jobs in our member communities across America,” said Al Kidd , President & CEO of Sports ETA.

Additional major findings in the 2021 State of the Industry Report include:

• In 2020, the COVID-19 pandemic cancelled or delayed sports events across the country and those events that took place had fewer spectators per participant. Ultimately, the number of sports travelers decreased 46.5% year-over-year to 96 million in 2020. The sector rebounded quickly in 2021 increasing 82.0% year-over-year. The 175 million sports travelers in 2021 was only 2.6% lower than the high-water mark established in 2019.
• Sports travelers, event organizers, and venues spent $9.7 billion on transportation, $8.4 billion on lodging, and $7.5 billion on food and beverages. Recreation, retail, and tournament operations rounded out spending, registering $5.3 billion, $5.0 billion, and $3.7 billion, respectively. The lodging sector accounted for 21% of all sports-related travel spending. In 2021, sports-related travel generated 66.5 million room nights, which is an important factor given that hotel taxes are a primary funding source for many entities.

View the 2021 State of the Industry Report .

About Sports ETA:

As the only trade association for the sports events and tourism industry, Sports ETA is the most trusted resource for sports commissions, destination marketing organizations (DMOs), and sports event owners. Sports ETA is committed to the success of more than 600 member organizations and 2,500 sports event professionals. We promise to deliver quality education, ample networking opportunities and exceptional event management and marketing know-how to our members and to protect the integrity of the sports events and tourism industry.  For more information, visit  SportsETA.org .

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How does sport contribute to tourism?

Tourism is one of the world’s most important economic sectors. It allows people to experience the world’s different cultural and natural riches and brings people closer to each other, highlighting our common humanity.

The many important contributions of tourism encouraged the  UN World Tourism Organization  ( UNWTO ) to institute World Tourism Day, celebrated annually since 1980 on 27 September, to highlight the importance of tourism and its impact on our society.

Tourism and sports

According to UNWTO , tourism is one of the largest and fastest growing economic sectors in the world, while sport is one of the world’s largest social phenomenon. As a professional or leisure activity, sport often involves travel to other places, to play and compete in various destinations. Further, major sporting events, such as the Olympics and various World Cups, have become powerful tourist attractions.

Sports tourism constitutes a large part of the tourism industry, with some sources claiming that a  quarter of all tourism in the world is sports-related. Sports tourism includes not only participation in and attending sporting events, but also personal recreational activities.

Statements from the World Tourism Organisation and the International Olympic Committee (IOC) have highlighted the importance of sports tourism; in 2004, the organisations committed to reinforcing their partnership and collaboration in the sports tourism domain, stating :

“Tourism and sport are interrelated and complementary… both are powerful forces for development, stimulating investment in infrastructure projects such as airports, roads, stadiums, sporting complexes and restaurants- projects that can be enjoyed by the local population as well as tourists who come to use them.”

Sports tourism and sustainable development

Tourism is an essential pillar of the  2030 Agenda for Sustainable Development  and the Sustainable Development Goals (SDGs), especially  goals 8 ,  12 , and  14 . As a segment of tourism, sports tourism can also help achieve sustainable development .

At an economic level, sports tourism contributes to SDGs 1 (end poverty in all its forms everywhere) and 8 (promote sustained, inclusive and sustainable economic growth, full and productive employment, and decent work for all). Sports tourism promotes local businesses, creating demand in areas such as transportation, hotels and restaurants. Thus, local populations can avail jobs and income opportunities. Depending on the nature of the sports and experiences, local people can work as instructors and guides, who are likely to be paid more due to their special skills.

Further, sports tourism contributes to SDG 3 (ensure healthy lives and promote well-being for all at all ages). Besides providing the tourists with sporting opportunities and an outlet for physical exercise, investment in sports tourism can also promote the participation of local populations in sporting activities.

Finally, sports tourism can also contribute to SDG 11 (make cities and human settlements inclusive, safe, resilient and sustainable. Accessible sports tourism products like hand bikes provide access to sports opportunities for people with disabilities. Para-sport activities can be enjoyed by tourists and residents alike. The development of accessible sports tourism can improve accessibility in the destination city by the provision of not only sports products, but also accessible accommodation and transport. Furthermore, accessible sports tourism helps increase the understanding of people with disabilities in society.

Sports, tourism and sustainability

Sports federations, like the IOC, have realised the need for sustainable practices during mega sporting events. Thus, the IOC launched the International Federation (IF) Sustainability Project in 2016 to obtain an overview of their sustainability initiatives, identifying common topics, challenges and good practices. Building on the Olympic Agenda 2020, the IOC Sustainability Strategy was developed in close cooperation with many stakeholders and partners to fundamentally shape the working practices of the IOC, the Olympic Games and the Olympic Movement.

To develop synergies between the stakeholders so that sports and its facilities can be included in the local assets, it is necessary for decision-makers at all levels to understand their potential and agree to work together to set up sustainable development strategies. 

Host cities should target participants who are most likely to engage in sustainable behaviour while in the destination. This includes developing event portfolios geared towards sustainable event practices. The host city should also harness collaborative partnerships to foster social cohesion and build the capacity to increase sustainable practices.

From the design and construction of sports facilities and the way resources are managed, to valuing the natural environment and health and well-being of people, all decisions should be informed by sustainability principles. As the role and relevance of sport in today’s society continue to grow, progress can only be in cooperation and partnership with others, including the tourism industry.

• Related article: Active tourism
• Related article: How can fans support sustainability in sports?

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What is sports tourism? 

According to a market report by Allied Market Research , the global sports tourism industry was pegged at $323.42bn in 2020. However, it is expected to reach $1.8 trillion by 2030, growing at a compound annual growth rate (CAGR) of 16.1% from 2021 to 2030.

The report revealed that by region, Europe and North America held the largest share in 2020 – accounting for nearly two-fifths of the market, due to the presence of a large population and high participation in sports activities. However, the global sports tourism market across Asia-Pacific is projected to register the highest CAGR of 17.7% during the forecast period of 2021 to 2030, owing to increase in sports participation and sports event hosting.

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Sports tourism: a fast-growing niche

The sport and travel industries go hand-in-hand. Whether it is fans attending a match or an event, or if it is teams and officials travelling to fixtures or competitions, sports tourism is now a major niche in the travel industry.

It’s not just Fifa World Cups, the Olympics or major events that are driving the sector, but also team travel, school sports and smaller competitions. 

Did you know that the global sports industry is estimated to be worth between US$480bn and US$620bn, according to research by A.T. Kearney . Globally, travel and tourism’s direct contribution to GDP was approximately US$4.7trillion in 2020, according to a report by Statista .

UN Tourism describes sports tourism as “one of the fastest growing sectors” in the travel industry. It also states that international sports tourism is worth US$800bn and accounts for 10% of the world’s tourism industry. 

Here we look at what sports tourism is and an expert’s view on its impact…

The United Nations’s definition 

What UN Tourism said about sports tourism:

“ Sports tourism is a fundamental axis, generating around 10% of the world’s expenditure on tourism. It has an estimated growth rate of 17.5% between 2023-2030, moving masses intra and intercontinentally. Sports tourism can promote social, economic and environmental action, it accelerates development and can leave a long-lasting positive legacy.

“ Sports and Tourism are interrelated and complementary. Today, sports tourism is one of the fastest-growing sectors in tourism. More and more tourists are interested in sport activities during their trips whether sports are the main objective of travel or not. Sport events of various kinds and sizes attract tourists as participants or spectators and destinations try to add local flavours to them to distinguish themselves and provide authentic local experiences. Mega sport events such as the Olympics and World Cups can be a catalyst for tourism development if successfully leveraged in terms of destination branding, infrastructure development and other economic and social benefits.”

Impact of sports tourism 

Akis Tsolis, CEO of Active Media Group , organisers of the Navarino Challenge and Santorini Experience in Greece, wrote on gtp.gr :

“Aside from the obvious and vast benefits of travel, sports tourism is great for the economy for one simple reason: it generates economic impact through direct spending into a community.  Sports tourism is a rapidly growing niche in the travel/tourism industry. In fact, we at ActiveMedia Group share the belief that it is the fastest growing segment within the travel industry today, generating billions of dollars every year. Sports tourism is a trend that’s not going away and is expected to continue growing.”

The ChatGPT answer to this question…

What is the definition of sports tourism, how does it benefit the economy and what can we expect in the future.

Sports tourism refers to the act of traveling to a destination with the purpose of participating in or watching a sporting event. It involves a wide range of activities, including attending professional sports games, participating in amateur sports tournaments, and visiting sports-related attractions such as museums or stadiums.

Sports tourism can benefit the economy in several ways. Firstly, it generates revenue for local businesses such as hotels, restaurants, and retail stores. Secondly, it creates employment opportunities in the tourism and hospitality industries. Thirdly, it attracts investment in sports infrastructure such as stadiums and training facilities, which can benefit the local community beyond the tourism industry. Additionally, sports tourism can help to promote a destination as a sports hub, which can attract further sporting events and opportunities.

In the future, we can expect sports tourism to continue to grow, driven by the increasing popularity of sports and the ease of travel. Technological advancements such as virtual reality may also create new opportunities for sports tourism, allowing fans to experience sporting events remotely. Additionally, as sustainability becomes an increasingly important factor in tourism, sports tourism may shift towards more eco-friendly practices, such as promoting sustainable transportation and reducing waste.

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An Olympic Impact on Sports Tourism: The Legacy for U.S. Host Cities

For los angeles, atlanta, salt lake city and lake placid, hosting the olympic games created exposure that still resonates.

With the Olympic and Paralympic Summer Games having concluded in Tokyo, one of many questions about the Games’ legacy is whether the city will be able to benefit from having hosted two of the world’s biggest sporting events—including the second time for the Olympic Games.

Without sports, Tokyo has more than enough to boast about as a tourist destination. But when it comes to benefits from investment in the Games, one immediate plus for when people travel more frequently again is that Haneda Airport now has an expanded terminal for international visitors and a new train line that will reduce congestion for Japanese residents.

“The positive aspects of Tokyo 2020’s tourism legacy will offer no quick fix for the amount of investment that will be lost due to no international visitation and restricted domestic visitation,” said Ralph Hollister , a travel and tourism analyst at GlobalData. “However, it offers benefits for Japan in the long-term, and will assist the nation by creating a more robust and varied tourism product for future years.”

Aside from infrastructure investments, the city may yet benefit from a sporting perspective. “When bidding for future events, Japan’s case will now be strengthened with these new facilities,” Hollister said.

Still, there are many other previous hosts that could have felt that way when the athletes left town and now, instead, have white elephant venues sitting unused with no international festivals or events on the schedule.

For the four U.S. markets that have hosted either the Olympic Summer or Winter Games in modern history, what happened after the Games were gone have provided a variety of lessons. From establishing legacies to expanding their sporting reputations, each destination is still able to capitalize on the status of having hosted the world.

Leaving a Legacy While Looking to Future

When Los Angeles hosts the 2028 Olympic Summer Games, it will join Paris and London as the only cities to have hosted three times. But Los Angeles remains the standout among perhaps any Olympic Summer Games host not only for what it did in 1984 in delivering record profits and bringing commercialism to the Games for the first time, but what it has done afterward with LA84 Foundation — a nonprofit institution created to manage Southern California’s endowment from the 1984 Olympic Games that at the time was groundbreaking in its inception.

“It’s such a great story,” said Kathyrn Schloessman , president and chief executive officer of the Los Angeles Sports and Entertainment Commission . “It’s a story for us in telling what major events do for a city and we can point to a specific example. … I think (LA84) sets the bar pretty high on the expectations for what needs to be delivered after a major event. You’re talking about a $160 million surplus from those Games that is still alive and well and being invested in youth sports in our community almost 40 years later.”

Between so many of the 1984 venues still in use and plenty of new venues in the competitive Los Angeles market, the 2028 Games will in many ways be the crowning summer of a run of major events in the city that few destinations could dream of hosting. Los Angeles is scheduled to host the 2022 Super Bowl, the 2023 College Football Playoff championship game, 2023 WrestleMania and is expected to be one of the host cities for the 2026 FIFA World Cup.

“What we’ve been telling everybody as we’ve been coming out of this pandemic the past few months, this run that we have during a six-year period is an incredible opportunity to showcase our city in a time where it’s so important to be able to do that, now more than ever because of what (COVID) did to the hospitality industry,” Schloessman said. “Having the Olympics to look forward to is such a great, ultimate North Star at the end of this whole thing to build toward. The Olympics are No. 1 in the world in terms of visibility. Being a future Olympic host city in 2028, it’s giving us a media platform. It just adds a level of excitement about our city.”

The Start of a Big-Event Run

When Atlanta won the bid to host the centennial 1996 Olympic Summer Games , it put the city on a bigger stage than ever before.

“It was the beginning of our buildup as a big sports-event hosting destination,” said Atlanta Sports Council President Dan Corso . “It paved the way to showing that our city and our state was capable of, and putting on an event of that size gave us the confidence that we could do anything.”

Four years after hosting the Games, the Super Bowl came to town. The city has since become home for the Southeastern Conference football championship game, the 2020 Super Bowl and three NCAA Men’s Final Fours, plus one NCAA Women’s Final Four.

“I think coming off the momentum of the Olympics helped in those bids,” Corso said. “Twenty-five years removed from it, it’s certainly part of our narrative as for our event hosting experience.”

Corso also said the Games’ legacy continues in every major event the city hosts in another way; there are volunteers that first helped at the 1996 Games that still help at major events. Multiple venues are still in use, including the Centennial Olympic Park that Corso is able to see every day from his office downtown.

“I’m seeing people walking around and taking photos of the (Olympic) rings right now,” he said earlier this summer. “We hold public fan fests and concerts in that venue when we host the Super Bowl or Final Four. It’s part of our pitch for the FIFA World Cup to use that location as our fan festival site. Centennial Olympic Park is really that epicenter of our downtown championship campus and is utilized on a daily basis.”

Memories of the 1996 Games were even stronger this year as the 25th anniversary came around. Atlanta’s Games were marred by a domestic terrorism event in the Centennial Olympic Park but may now be known as much for the groundbreaking success of U.S. women’s athletes in both team and individual sports.

“It’s part of our history,” Corso said. “We had the 2003 Women’s Final Four, we’ve had a women’s professional soccer team, we’re now home to the (WNBA’s) Atlanta Dream and have multiple colleges and universities and HBCUs surrounding metro Atlanta that put an emphasis on women’s sports. That’s part of our lasting legacy of the ’96 Games.”

Expanding Into Year-Round Hosting

The 2002 Olympic Winter Games has been called by many around Salt Lake City as the region’s coming-out party on the world stage. Since that moment nearly 20 years ago, the region has continued to be a winter sports haven with U.S. Ski & Snowboard now located in Park City and international events regularly held in Park City and speedskating events at the Olympic Oval in Kearns.

The bigger boost the state has gotten, said  Utah Sports Commission President Jeff Robbins , has been the impetus to make the region into a year-round sports destination. Robbins said the commission has helped attract about 900 events since the 2002 Games — about 250 of them being Olympic-related events but many others in sports such as soccer, volleyball, climbing and weightlifting.

“Since the Games, we’ve evolved and made a name for ourselves,” Robbins said. “We’ll always be known as a Winter Olympic host but we’ve had a lot of success in evolving into a year-round sports destination.”

The region has been able to bring in events not only because of Rice-Eccles Stadium, site of the Opening and Closing Ceremonies that has since been a regular stop for motocross events, but everything from major international soccer at Rio Tinto Stadium to the new skatepark at the state fairgrounds, which opened in late August with the Street League Skateboarding tour as well as the inaugural Tony Hawk Vert Alert.

“Having that platform gives you the ability to go out in the marketplace and it gives you a certain level of credibility,” Robbins said. “We’ve done so many different things in the marketplace since that we have a reputation now not just from the Olympics, but for everything else we’ve been doing. … It used to be that the Olympics was the piece. Now, the Olympics are a piece of the sports infrastructure here.”

And, potentially, the Olympics will be part of Salt Lake’s future as the city is seeking to host again in 2030 or 2034.

No Miracle That They Still Remember

In terms of pure sporting memories, there may be no more famous Olympics in U.S. history than the 1980 Winter Games in Lake Placid, New York, thanks to the “Miracle on Ice.”

And still 40-plus years later, the Lake Placid Convention & Visitors Bureau’s venue tracking shows that the Games remain a top reason tourists visit — to step into the arena where the U.S. beat the Soviet Union: “The association with the Olympic Games, it’s ongoing and it’s continual,” said CVB President and Chief Executive Officer Jim McKenna .

Lake Placid is also preparing to host the 2023 World University Winter Games , which will bring 1,600 athletes from around the world. As part of the preparations, U.S. athletes in luge, bobsled and skeleton can take advantage of a new ice house at Mount Van Hoevenberg and the speedskating rink is getting a complete makeover.

“If we didn’t have the 1980 Olympics, we probably wouldn’t have the World University Games in 2023,” McKenna said. “It was identified as a realistic multi-sport winter event that we could host and it would allow us to really look at our sports venues, bring them up to and beyond international standards, and be a catalyst for community housing and community infrastructure.”

Lake Placid has also gotten invaluable networking and information through the World Union of Olympic Cities, which is based in Lausanne, Switzerland, “where the community of Lake Placid with a population of 8,000 can be in the same conversation with London,” McKenna said. Being part of the group helped Lake Placid focus the past three years on revitalizing the existing 1980 venues with just under $500 million invested by New York state. A recent tour of the sliding, biathlon and skiing areas left International Bobsled and Skeleton Federation President Ivo Ferriani and USA Biathlon Chief Executive Officer Max Cobb wowed, McKenna said.

“Our door is being knocked on for all the winter sports now,” McKenna said. “The Olympic legacy as a winter sports destination has allowed us to position ourselves not only currently for success in the world of winter sports competition but more importantly in the future.”

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World Sports Tourism Congress

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25-26 Nov 2021, in Lloret de Mar, Catalonia, Spain

The World Tourism Organization (UNWTO) and the Catalan Tourist Board (Agència Catalana de Turisme) are organizing the World Sports Tourism Congress which will take place from 25-26 November 2021, in Lloret de Mar, Catalonia, Spain.

Sports tourism is one of the fastest growing sectors in tourism. More and more tourists are interested in sport activities during their trips whether sports are the main objective of travel or not. Sport events of various kinds and sizes attract tourists as participants or spectators and destinations try to add local flavors to them to distinguish themselves and provide authentic local experiences. Sports events can be a catalyst for tourism development if successfully leveraged in terms of destination branding, infrastructure development and other economic and social benefits.

Within the framework of the 2030 Agenda for Sustainable Development , this congress seeks to explore the relationship between sports tourism and sustainable and inclusive development and how sports tourism can serve as a tool for tourism dispersal, differentiation and deseasonalization. In line with this, the congress will challenge all participants to further explore these topics and discuss innovation and current and future trends in the sector, as well as successful governance and private sector strategies.

The Congress aims at influencing and inspiring the future development of sports tourism by focusing, among the others, on the following main topics:

• Sports Tourism and its contribution to Sustainable Development Agenda 2030
• Innovation in the development of Sports Tourism: Stadiums, Olympic Games and Mass Outdoor sports
• Successful destination governance and public-private strategies in Sports Tourism
• Sports technologies, eSports and Digital Transformation of Sports Tourism

Please visit the offical webpage of the Congress to access all the information on the Programme, Registration process, and other relevant aspects.

If you have any doubt do not hesitate to contact us at [email protected]

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Please note you do not have access to teaching notes, sport tourism: a perspective article.

Tourism Review

ISSN : 1660-5373

Article publication date: 22 April 2020

Issue publication date: 26 February 2021

The purpose of this paper is to review the past 75 years of sports tourism and explore the potential of the next 75 years.

Design/methodology/approach

This is a personal perspective paper that reflects upon the emergence and development of the field of sport tourism, contemporary challenges and future pathways.

Research must extend to wider manifestations of sport, and sport-related tourism, in response to the growth of participation and pleasure sports and the increasingly important roles of those sports in addressing the growing social and environmental challenges of contemporary life.

Originality/value

This paper offers insights into the future of sports tourism.

• Sport tourism
• Future perspectives
• Lifestyle sports
• Participation and pleasure sports
• Power and performance sports

Higham, J. (2021), "Sport tourism: a perspective article", Tourism Review , Vol. 76 No. 1, pp. 64-68. https://doi.org/10.1108/TR-10-2019-0424

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Sport tourism: an ever-growing sector with high potential for cities.

Jul 3, 2021

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By Young Hoon Kim, Ph.D, Professor, Department of Hospitality and Tourism Management University of North Texas, USA, and John Nauright, Ph.D Dean, Richard J. Bolte, Sr. School of Business Mount St. Mary’s University, Maryland, USA

Definition of sport tourism

As defined by Gibson (1998, p. 49), sport tourism is a “leisurebased travel that takes individuals temporarily outside of their home communities to participate and/or watch physical activities or to venerate attractions associated with physical activities”. Human beings are born to travel to fulfil their motivational needs and sports can be one of the reasons and tourism will be one of the ways to satisfy those leisure activities (e.g., trail with family or attending sport events). In theory, it is a naturally generated social phenomenon to satisfy human’s physical and psychological desire through travel or vice versa. Each domain (i.e., sports and tourism) is one of the most significant areas which impact our life from many perspectives, such as social, economy, political, and many more. In particular, Zauhar emphasised (2004, p.13), “the points of contact between sport and tourism have increased dramatically – the mutual benefits for both are quite perceptible and the relationships very compatible. In fact, the term ‘sports tourism’ has been coined to better understand the use of sport as a touristic endeavour”.

The impact of COVID-19 on the sport tourism industry

Unsurprisingly, COVID-19 has significantly impacted both sport and tourism industries. Since its original break in Wuhan, China on 21 December 2019, it led to the world pandemic declared by the World Health Organisation (WHO) on 11 March 2020. There was no way to stop this disaster and its global spread across every continent. Although our life has been getting better after vaccine and some medical treatment, it is still a question to get back to our “new” normal. The impact on global sports tourism and income from events has run into billions of dollars of lost revenue. The impact has been particularly hard for smaller scale events and lower-level leagues that do not have protection from significant television, streaming and advertising revenues. It is the key solution for major sport cities to get back to the “new” normal by recovering from the down-turn stage after being negatively impacted by COVID-19. However, it is a great opportunity for specific sport tourism sectors, such as e-sports and golf industry.

Role of cities in sport tourism

As Kim et al. (2018) pointed out in their research, “a destination brand with strong equity leads to greater commitment in the form of loyalty and willingness to revisit the destination” (p. 1196). Not only for its image developed by sports tourists but also it is critical to prepare the destinations (i.e., cities) for sustainable growth. While sport tourists select and look for a city (i.e., destination) to experience “unique” sport tourism components (e.g., physical activities or sport events), most cities are not primarily designed for sport tourism except some cases (Settimi, 2020). In addition, it is strongly recommended to partnership with educational institutions to maximise the outcomes as well as sustainable development for cities (i.e., destination) (Kim et al., 2018). The specific following suggestions can be emphasised for sport cities:

• Accessibility (e.g., transportation and highway access)

• Basic sports facilities

• Hotel and lodging facilities

• Local government (city) involvement

Sport tourism trends

Hosting of major events (spectators) is still a successful way for cities to develop their sport tourism strategy.

Sport tourism strategy will lead sport cities to the next level by approaching destination as a travel package or products which eventually increase the brand equity of destination. Thus, systematic recovery strategies are keenly needed to prevent from unexpected health-related disasters in the future (e.g., pandemic). In addition, foreseeing framework and business structure will help cities to prepare for next stage.

The development of active sport tourism should be looked at closely

Probably, the 2020 Olympics in Japan will be the best case for cities or city cluster to examine the critical cases how to react and follow up. The given lists below will be considered and discussed:

• Organise a special committee under the IOC to monitor,

• Require pre-examination systems to evaluate the current condition,

• Establish disaster-related control centre,

• Provide the stages and steps to react the outbreaks,

• Follow-up strategies to minimise the damages,

• Assess the post-Olympics, and

• Report and share the results to the public.

While global sport tourism has been damaged in the short term by the COVID-19 pandemic, immediate return of spectators and plans for new events and seasons suggests the upward trends of the latter 2010s will continue by 2022 and into 2023 and beyond. Regional events could become more important, as spectators do not travel as far. Cities and municipalities should consider the appropriate mix of major events and more local and recurrent events.

Kim, Y. H., Li, H., & Nauright, J. (2018). A destination development by building a brand image and sport event tourism: a case of Sport City USA. Sport in Society, 21(8), 1196-1203. Gibson, H. J. (1998). Sport tourism: A critical analysis of research. Sport Management Review, 1, 45-76. Settimi, C. 2020, July 17). America’s best sports cities 2020. Retrieved from https://www.forbes.com/sites/christinasettimi/2020/07/17/ americas-best-sports-cities-2020/?sh=6c36d2bedaef Zauhar, J. (2004). Historical perspectives of sports tourism. Journal of Sport & Tourism, 9(1), 5-101.

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More From Forbes

D.c.’s newest intercontinental property takes aim at luxury soccer tourism.

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Inside the InterContinental Washington D.C. - The Wharf

Sports tourism has long been a passion pursuit among affluent globetrotters. And no sport holds more global appeal than soccer.

The FIFA World Cup is the premier destination event for soccer aficionados worldwide. The international tournament, which rotates host sites every four years, will be contested in stadiums across North America in 2026. It’s a logical time for FIFA to capture the U.S. soccer audience. The fan base for domestic leagues such as Major League Soccer (MLS) and the National Women’s Soccer League (NWSL) is growing, to say nothing of the American interest in European professional teams and the hit Apple TV series “Ted Lasso.”

Against this backdrop, is the time right to pitch a luxury hotel to sports tourists in a U.S. soccer hub? The InterContinental Hotels Group thinks so.

Major League Soccer club D.C. United player Christian Benteke

The InterContinental Hotels Group

In partnership with DC United , the district’s own Major League Soccer (MLS) team, InterContinental Washington D.C - The Wharf . The Wharf’s new package gives soccer enthusiasts an opportunity to indulge like a VIP on match day and meet the players on the pitch for the ultimate fan experience. The full package includes:

• Premium suite accommodations at InterContinental Washington D.C. The Wharf
• Daily breakfast for two
• VIP seats at the match at Audi Field with access to the Premium Club for food & beverage
• Two DC United jerseys as a take-home memento
• An exclusive meet and greet with the Player of the Match on the field post-match

New data reported by CNBC and the UN World Tourism Organization shows sports tourism represents one of the fastest growing sectors of the travel industry, with an estimated increase of 17.5 percent by 2030 . The trend has real momentum, but the idea of attracting soccer fans to a luxury hotel at the confluence of the Potomac and Anacostia rivers is new on several fronts.

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Start with the neighborhood itself. Buzzard Point, a former military site, and the adjoining Navy Yard neighborhood only took root as a sports and entertainment district with the construction of Nationals Park (home to D.C.’s Major League Baseball team) in 2008. Other new amenities have slowly but surely filled in around it, turning the area into a vibrant destination for a new generation of District residents. Audi Field, Buzzard Point’s soccer venue, broke ground in 2017 and opened its doors a year later.

View of The Wharf from The InterContinental Washington, D.C. - The Wharf hotel.

The D.C. United have been one of MLS’ steadiest performers at the ticket gates since its inaugural season of 1996 . However, the quality of the play in the league needed time to tick up. (MLS, the top professional league in the U.S., was derisively called “minor league soccer” by fans of the top foreign leagues for years.) Although the league still lags behind its European counterparts in terms of overall talent, MLS has consistently attracted post-peak foreign stars since the arrival of David Beckham in 2007. The trend continued in July 2023, when Inter Miami signed 36-year-old Lionel Messi .

HARRISON, NEW JERSEY - SEPTEMBER 27: Lionel Messi #10 of Argentina celebrates his goal in the ... [+] second half against Jamaica at Red Bull Arena on September 27, 2022 in Harrison, New Jersey. Argentina defeated Jamaica 3-0. (Photo by Elsa/Getty Images)

Messi, an Argentine national, has practically been a household name since he was a teenager. His exploits in the World Cup, combined with his well-compensated play with Barcelona from 2004-21, make him perhaps the most talented player ever to come to MLS. He’s a regular on Forbes’ annual list of the world’s highest-paid athletes. Even though he’s past his prime, Messi remains a social media star with 502 million Instagram followers at last count . He’s the kind of player necessary to turn an ordinary soccer game into a destination event in the eyes of luxury sports travelers. Inter Miami made its annual trip to D.C. in March.

Given the buzz in Buzzard Point, it makes sense for the Intercontinental D.C. – The Wharf to capitalize by appealing to the soccer set. Built in 2017, the IHG property features soaring ceilings, waterfront views, and dock access in addition to 32 suites that appeal to the luxury set . Its sustainable approach and urban design allow the property to blend perfectly with the surrounding neighborhood from the outside, while its interior opulence will make well-heeled jetsetters feel right at home.

The package is a small but novel experiment in lifting the U.S. to global prominence as a soccer destination — just in time for the World Cup.

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Shapiro Administration Opens Application Period for Sports Marketing and Tourism Program Grants

• April 22, 2024

Pennsylvania is a world-class destination, with the most passionate and dedicated fanbase in the world – and Governor Josh Shapiro’s Administration is working hard to attract more marquee sporting events to the Commonwealth to drive tourism and economic growth.

SMAT has helped bring nationally known sporting events to Pennsylvania – including the 2026 World Cup, the 2025 United States Men’s Open, the 2024 United States Women’s Open, and more.

Harrisburg, PA – Today, Department of Community and Economic Development (DCED) Secretary Rick Siger announced that the application period for grants through DCED’s Sports Marketing and Tourism Program (SMAT) opened this morning, April 22 at 9:00AM EST. The application period will close on June 30 at 4:00PM EST.

The Sports Marketing and Tourism Program was created to attract high-quality, amateur, and professional sporting and e-sports events to Pennsylvania. The goal of the investment in the program is to capitalize on the influx of tourism that comes with hosting a major national or international event, which can increase sales to both large and small businesses in the surrounding area and in turn boost the regional economy, as well as improve the quality of life for residents.

“This is an exciting time for Pennsylvania as we prepare to host a number of incredibly exciting events in the coming years, including the 2026 World Cup, the 2024 USGA Women’s Open, and the 2025 USGA Men’s Open,” said Secretary Siger. “SMAT is helping to bring major events like these to the Commonwealth, providing a huge boost to our economy. With the new application period opening up, we look forward to supporting even more major sporting events here in the coming years.”

Eligible program applicants include a municipality, a local authority, a nonprofit organization, or a legal entity that meets all of the following criteria:

• The applicant participates or plans to participate in a competitive selection process;
• The site selection process is conducted by a Site Selection Organization not located in Pennsylvania; and
• The applicant is seeking to secure a single year or multiyear commitment from a site selection organization to conduct high quality, amateur and professional sporting or esports events at one or more locations in Pennsylvania.

Last September, DCED announced the previous round of SMAT grant approvals , with $5 million in grant funding awarded. Recipients included Philadelphia Soccer for the 2026 World Cup in Philadelphia, the United States Golf Association (USGA) for the 2025 United States Men’s Open in Oakmont, and the 2024 United States Women’s Open in Lancaster.

Applicants can use DCED’s Electronic Single Application (ESA) to apply. For full program guidelines, visit the Sports Marketing and Tourism website .

For more information about the Department of Community and Economic Development, visit DCED website , and be sure to stay up-to-date with all of our agency news on Facebook , X , and LinkedIn .

MEDIA CONTACT: Penny Ickes, [email protected]

• DCED Funding tourism

Ban on public nudity among proposed Brevard tourism cultural grant modifications

Brevard County Commission Chair Jason Steele is recommending that a new restriction be put in place on county tourism grants to arts and cultural organizations ― no nudity at public events, or else you'll be disqualified from getting a grant.

Steele put forth his proposal at a recent meeting of the Brevard County Tourist Development Council , the tourism advisory board that Steele also chairs. Steele wants the proposal incorporated into the county guidelines for cultural grants — guidelines that must go to the County Commission for final approval.

"I'm only concerned about nudity and partial nudity and things of that nature that might be offensive to children and their families," Steele said.

During the TDC discussion of the issue, Steele didn't define "partial nudity" or cite any specific examples of this happening at events that received county cultural grants.

In a subsequent interview, Steele said he is not aware of any particular past instances, and is not targeting any specific events or organizations. But he wants to make sure that grant recipients abide by state and local laws, and wants to avoid situations "that potentially could harm children."

Cultural grants and other tourism grants are funded by Brevard County's 5% tourist development tax on hotel and motel rooms, vacation rentals and other short-term rentals.

Tourism cultural grants have been awarded by the county for years, but became controversial since August, when Florida Rep. Randy Fine, who represents South Brevard County, raised questions about a proposed $15,000 grant to the LGBTQ+ organization Space Coast Pride for its 2024 Pridefest event in downtown Melbourne.

Part of Fine's concerns stemmed from the Drag Queen Story Time that was a part of some previous Pridefest events. Drag Queen Story Time was not included in the 2023 Pridefest, held in Sept. 23.

Space Coast Pride eventually received approval for its grant for its Sept. 28, 2024, event. But not before the County Commission briefly withdrew funding for cultural grants altogether, affecting 25 arts and cultural organizations and events, as money was shifted to paying for ocean lifeguards and marketing expenses for the lifeguard program.

"There was a big issue before," Steele said, referring to the cultural grant program, while adding: "I'm not pointing my finger at anybody."

Steele said his proposed restriction is limited to events that are held in a public venue that can be viewed by passersby. He said it's not intended to censor performances by local theater groups or other entities that may qualify for grants ― events in which patrons purchase a ticket for the event, and parents can decide on their own whether to bring their children to the performance.

The Brevard County attorney's office has been working to come up with specific language for the County Commission to consider, reflecting Steele's wishes.

Space Coast Office of Tourism Executive Director Peter Cranis said the language in the grant guidelines "can't be too subjective."

The discussion of Steele's proposal came as the Tourist Development Council made a series of recommendation for the cultural grant program — as well as for two other grant programs funded by the tourist development tax ― for the 2024-25 budget year that begins Oct. 1.

Cultural funding reversal: 25 cultural entitles again in line for Brevard grants, reigniting Pridefest controversy

Cultural and sports grants

The TDC recommended that $605,000 be allocated for cultural grants, and that the grants be tied to the number of out-of-town visitors the events are expected to attract.

It also recommended $240,000 in grants for sporting events, with amounts tied to the number of hotel room-nights each events generates.

Cranis, however, pointed out that cultural grant funding would be contingent on what the County Commission decides to do related to funding of beach lifeguards. Money for the county's lifeguard program potentially could be shifted from the pool of tourist tax money designated for cultural programs.

"There may not be any money for cultural grants, period," Steele said.

Nevertheless, TDC member Julie Braga, a hotel general manager, maintained that the TDC needs to send the message to the County Commission that cultural grants are important, and that arts and cultural events help bring tourists to the Space Coast, thus generating tourist tax revenue.

Tourism + Lagoon Grant Programs

The TDC recommended that Tourism + Lagoon Grant Program — which is designed for tourism-related projects that benefit the Indian River Lagoon — be given $500,000 for grants in 2024-25.

The program previously was funded for up to $1 million for several years. This grant program was suspended for the 2023-24 budget year, as a result of the expenditure of all tourist-tax-generated beach funds in order to repair the South Beaches because of damages from several storms in late 2022.

Under the TDC's proposal for the 2024-25 budget year, grants in this program could be for up to $50,000 apiece.

The Tourism + Lagoon Grant Program guidelines will come before the County Commission for final approval on Tuesday. The cultural and sports programs guidelines will be on a future County Commission agenda, potentially in July.

Dave Berman is business editor at  FLORIDA TODAY.  Contact Berman at  [email protected] , on X at  @bydaveberman  and on Facebook at  www.facebook.com/dave.berman.54

• Latest news

Great Keppel Island Master plan ignites new era of growth

The Queensland Government reveals a comprehensive plan to rejuvenate Great Keppel Island (Woppa), focusing on sustainable tourism, infrastructure upgrades, and community involvement to unlock its full potential as a world-class destination.

The Queensland Government has unveiled the blueprint to revive Great Keppel Island (Woppa) as a world-class tourism destination for future generations to enjoy.

Co-designed with the community and key stakeholders, the final concept master plan has a strong focus on unlocking the iconic island’s full tourism potential, generating jobs, and celebrating its rich history and natural environment.

The Great Keppel Island (Woppa) Concept Master Plan outlines the key infrastructure needed to make the island safer, more accessible and support tourism development – benefiting visitors, businesses and the community.

The plan includes opportunities for:

• Sustainable tourism development to attract domestic and international visitors, including new eco resorts and precincts and a village centre.
• Better access around the island with new boardwalks, walking trails and wayfinding signs.
• An enhanced arrival gateway, with options to improve maritime access being investigated.
• Cultural, educational and nature-based experiences to encourage longer stays on the island.
• Infrastructure upgrades, including a new wastewater treatment plant.

The Queensland Government has committed $30 million towards common-user infrastructure on the island off the Capricorn Coast.

Livingstone Shire Council is working with the government to deliver the first piece of work, with $10.1 million committed to build a new wastewater treatment plant and amenities blocks. This is expected to be completed by the end of 2025, subject to a viable business case.

The Queensland Government is also funding technical studies on options to improve maritime access and working with key partners to progress plans for a gateway precinct for visitors and new and upgraded boardwalks and walkways.

The concept master plan identifies the infrastructure needed to drive growth over the long term. While the Queensland Government committed a total of $30 million towards infrastructure, this concept master plan provides a strategic framework to help stakeholders secure private or public sector funding in the future.

A range of local stakeholders, including residents, business owners and operators on or servicing the island, Traditional Owners, the peak tourism body and Livingstone Shire Council, were part of the concept master planning process, which was led by a community Project Reference Group to ensure a shared, community-driven vision.

The Queensland Government received more than 160 pieces of feedback on the draft plan when it was released in July 2023.

At the heart of the plan is protecting the island’s history, cultural values and unique characteristics through sustainable and eco-friendly development, while ensuring the island maintains a strong connection to the history of the land and its Traditional Owners, the Woppaburra People.

Great Keppel Island (Woppa) is considered one of the best development opportunities within the Great Barrier Reef due to its location, exceptional natural environment and access to the coast.

The resort closed in 2008 and the Queensland Government took over the leases in 2023 after a number of commercial negotiations did not progress.

The $30 million investment is comprised of a 2017 Election Commitment of $25 million under the GKI Rejuvenation Fund and a further $5 million under the Building Our Regions Fund to support common-user infrastructure.

See the final Great Keppel Island (Woppa) Concept Master Plan .

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