Ask Skift: Do Sporting Events Boost Tourism?
10.02.2024 - 02:09
/ Rashaad Jorden
The world’s most popular sporting events not only attract hundreds of millions of TV viewers, but they can also bring large numbers of travelers to host destinations. Skift reported that more than 330,000 people are expected to visit Las Vegas for the upcoming Super Bowl between the San Francisco 49ers and Kansas City Chiefs.
So how do sporting events boost tourism?
We posed the question to Ask Skift, our artificial intelligence chatbot. Ask Skift used information that appeared in our past news coverage, and we also conducted additional reporting.
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Sporting events can significantly boost tourism in multiple ways:
Increasing Tourist Numbers: Major sporting events often attract large numbers of fans, participants, and spectators to a destination. For instance, the Las Vegas Grand Prix drew over 100,000 fans, and the Super Bowl in Las Vegas in February 2024 is projected to bring roughly 330,000 visitors.
Economic Impact: These events can inject substantial revenue into the local economy. The Las Vegas Grand Prix, for example, was expected to inject $1.3 billion into the local economy.
Upselling Tourism Products: Mega events, including major sporting events, present an opportunity to upsell tourism products. Bundling offerings on a platform, rather than selling separate tickets, can provide a seamless booking and entertainment experience, potentially increasing tourism spending within a destination.
Promotion and Brand Recognition: These events offer global consumer reach, encouraging travel and promoting brand recognition. They can also align with major events or holidays that have widespread appeal or recognition, which is a promising way for travel brands to reach new consumers and increase sales.
Extended Stays: If the event is hosted in a city with many attractions, festivals, and activities, attendees may extend their trips, providing opportunities for upsell, additional activities, and a greater experience.
UN Tourism has called sports tourism one of the fastest-growing sectors in the travel industry, and it’s projected to grow 17.5% between 2023 and 2030. The sector already represents around 10% of the global expenditure on tourism.
“The sport tourism market will continue as long as new opportunities to play and compete exist,” Lisa Delpy Neirotti, professor and director at George Washington University’s Sport Management Program, told CNBC, adding a major goal of sports tourism is to increase visitor numbers in slow or shoulder periods.
Singapore is one destination that received a tourism boost from a sporting event held in its shoulder season. The city-state saw hotel rates climb to $440 on average during its annual Formula One