News Summary
Lifestyle sports such as running, pickleball, tennis, and golf are transforming the travel and hospitality industries. Travelers are now prioritizing active experiences, prompting hotels and destinations to adapt amenities and offerings for the emerging ‘cultural athlete.’ From curated running routes to upgraded pickleball courts, the demand for active travel is reshaping vacations, as sports tourism is projected to account for 10% of total tourism. The evolving landscape highlights the importance of community, personal growth, and local partnerships in enhancing travelers’ experiences.
Los Angeles, CA – Lifestyle sports such as running, pickleball, tennis, and golf are driving a significant transformation in the travel and hospitality industries. Today’s travelers increasingly prioritize active experiences, packing sneakers and paddles alongside their usual swimwear. As a result, many destinations and hotels are reimagining their offerings to cater to the needs of the emerging ‘cultural athlete,’ who views sports as a way to connect with others and express their identity.
According to Strava’s 2024 Year in Sport, participation in run clubs has surged by 59% globally, reflecting a trend where fitness is becoming more social. The Running USA 2024 Global Runner Survey emphasizes the importance of location in choosing running events, with major marathons collectively known as the “Big Six” — Boston, London, Berlin, Chicago, New York City, and Tokyo — drawing thousands of participants each year and significantly boosting local economies. Smaller scenic races, such as those in Big Sur and Reykjavik, are also experiencing a rise in interest among travelers.
In response to the growing demand for active travel, hotel chains are adapting their amenities to provide more than just traditional gym facilities. Westin Hotels, for instance, has rolled out the Move Well program that includes curating local running routes for its guests to enhance their wellness experience. The expansion of travel tours that focus on running is also gaining traction, with companies like Contiki and Runcation Travel providing curated experiences that cater to this niche market.
Beyond running, the surge in popularity of pickleball is noteworthy, with nearly 20 million Americans participating in the sport as of 2024—a 46% increase from the previous year. Major events, such as the annual Minto US Open Pickleball Championships in Naples, are drawing crowds, with over 55,000 fans and 3,450 players in attendance. In response, resorts like Sandals are enhancing their offerings by introducing upgraded pickleball courts and coaching to meet the demand.
Tennis is similarly thriving, with 25.7 million players in the U.S. in 2024 and a notable increase in participation from younger, more diverse demographics. Modern tennis clubs are also evolving, combining luxury amenities with social programming to attract new audiences. Hotels capitalize on tennis events by offering unique packages, such as those surrounding the Wimbledon championships at the Egerton House Hotel.
Golf is witnessing a shift towards inclusivity, with 57% of golfers now under age 50 and an increasing number of young female players. This younger demographic is being engaged through off-course venues like Topgolf, which make golf more accessible and appealing. Additionally, events such as the WM Phoenix Open showcase golf’s transformation into a lively social experience, while LIV Golf is capturing first-time attendees, with 30% of their event audiences being newcomers to the sport.
The implications of sports tourism are far-reaching, projected to account for 10% of total tourism in the near future. While major cities benefit immensely from hosting large sporting events, smaller markets are also experiencing the economic impacts of sports tourism, particularly through youth tournaments. Hotels are adapting to these changes by hosting sports-related events, forming local partnerships, and catering to the needs of traveling athletes.
The rise of family-oriented sports travel is creating a new segment, prompting hotels to offer practical amenities that cater to young athletes and traveling families. Destinations are leveraging sports tourism to enhance their economic profiles, with localities capitalizing on major events to drive both visitation and spending.
As the landscape of travel continues to evolve, there is clear evidence that lifestyle sports are reshaping the way people plan vacations, with an increasing emphasis on active and engaging experiences that foster community and personal growth.
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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
Author: STAFF HERE MILWAUKEE WRITER
MILWAUKEE STAFF WRITER The MILWAUKEE STAFF WRITER represents the experienced team at HEREMilwaukee.com, your go-to source for actionable local news and information in Milwaukee, Milwaukee County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Summerfest, Milwaukee Film Festival, and the Milwaukee Boat Show. Our coverage extends to key organizations like the Metropolitan Milwaukee Association of Commerce and Visit Milwaukee, plus leading businesses in manufacturing and brewing that power the local economy such as Harley-Davidson and MillerCoors. As part of the broader HERE network, we provide comprehensive, credible insights into Wisconsin's dynamic landscape.
