In a recent SportsTravel webinar sponsored by Memphis Travel, industry veterans shared their perspectives on the evolving landscape of sports-related travel and events in 2025. The discussion, featuring Brian Gainor of Gainor Sports, Melany Hugo from IHG Hotels & Resorts, and Heidi Weber of The Open Championship Series, revealed compelling insights into market trends, growth opportunities, and the transformation of sports tourism.
Post-Pandemic Recovery and Premium Experiences
The sports travel industry has demonstrated remarkable resilience and growth following the COVID-19 pandemic. Brian Gainor, founder and CEO of Gainor Sports, emphasized that the sector is experiencing particularly strong performance in premium and bucket-list events. “We’re seeing a significant shift in consumer behavior,” Gainor noted. “While people may be more selective about which events they attend, they’re willing to invest substantially more in experiences they truly value.”
This trend toward premium experiences reflects a broader change in consumer priorities, where quality and uniqueness have become key drivers of spending decisions. Event organizers and destinations are responding by enhancing their VIP offerings and creating more exclusive access opportunities for attendees.
The Unprecedented Growth of Youth Sports Tourism
One of the most significant developments in the sports travel industry has been the exponential growth of youth sports tournaments and events. This segment has evolved from a weekend-focused market to one that regularly generates extended stays and increased economic impact for host cities.
Heidi Weber, whose expertise spans both traditional sports events and cheerleading competitions, highlighted the transformation: “The youth sports community is experiencing unprecedented expansion. Families are increasingly viewing sports tournaments as opportunities for full family vacations, creating a blend of competitive events and leisure travel.”
Key Factors Driving Youth Sports Growth:
- Extended tournament schedules, often running Thursday through Sunday
- Increased family participation and attendance
- Growing diversity of sports offerings
- Rising investment in youth sports facilities
- Enhanced tournament experiences and amenities
The hotel industry has enthusiastically embraced this evolution. Melany Hugo, drawing from her 17 years of experience at IHG Hotels & Resorts, noted that the extended duration of youth tournaments has significantly improved room night delivery and overall economic impact for host communities.
Winning Strategies for Destinations
The competition among destinations to secure major sporting events has intensified, requiring cities and venues to develop more sophisticated bidding and hosting strategies. Industry experts shared several key factors that contribute to successful bids:
Differentiation and Brand Identity
Gainor emphasized the importance of destinations establishing clear value propositions: “Modern brands are seeking more than just traditional sponsorship opportunities. They want to align with platforms that represent specific values or initiatives, whether that’s sustainability, health and wellness, or community impact.”
Value-Added Experiences
Weber highlighted the importance of creating comprehensive event packages: “Event producers must consider the total visitor experience. With families investing significantly in travel and participation, destinations need to offer compelling attractions and activities beyond the primary event.”
Community Integration
From a hospitality perspective, Hugo stressed the importance of deep community engagement: “Success in the sports market requires intimate knowledge of your local sports ecosystem. Hotels and venues must understand the unique requirements of different sports and events, building meaningful relationships with local organizations and teams.”
Looking Ahead: Major Events and Future Opportunities
The United States is entering an unprecedented period of hosting major international sporting events, with the 2026 FIFA World Cup and 2028 Olympic Summer Games on the horizon. These events present extraordinary opportunities for the entire sports travel industry.
2025-2028 Major Event Timeline:
- 2025: FIFA Club World Cup (USA)
- 2026: FIFA World Cup (USA, Mexico, Canada)
- 2028: Olympic Summer Games (Los Angeles)
These events are expected to catalyze significant infrastructure development, increase sports participation, and create lasting economic impact across multiple regions.
Sector-Specific Growth: Cheerleading and Dance
The cheerleading and dance segment exemplifies the industry’s broader growth trends. Weber reported strong market expansion, characterized by:
- Increasing participation rates
- New event formats and competitions
- Market entry by new event producers
- Growing destination interest in hosting competitions
- Enhanced event production values
Industry Implications and Recommendations
For stakeholders across the sports travel industry, several key recommendations emerged from the expert discussion:
- Invest in Premium Experiences: Focus on creating high-value, unique offerings that justify premium pricing.
- Adapt to Extended Stays: Develop programming and packages that accommodate longer tournament schedules and family travel patterns.
- Build Community Partnerships: Foster strong relationships with local sports organizations and understand the specific needs of different sports segments.
- Prepare for Major Events: Begin planning now for the opportunities presented by upcoming international sporting events.
- Focus on Value Addition: Create comprehensive experiences that extend beyond the primary sporting event.
Conclusion
The sports travel industry in 2025 presents a landscape of unprecedented opportunity and evolution. From the continued growth of youth sports to the approaching major international events, stakeholders across the sector are positioning themselves for sustained expansion. Success will depend on understanding and adapting to changing consumer preferences, creating premium experiences, and building strong community partnerships.
The insights shared by industry leaders Gainor, Hugo, and Weber suggest that while the industry has successfully recovered from recent challenges, the focus now shifts to maximizing new opportunities and creating sustainable growth strategies. As the United States prepares to host several major international sporting events, the entire sports travel ecosystem stands to benefit from increased attention and investment in the sector.
