News Summary
A major shift in travel and tourism is occurring as lifestyle sports like running, pickleball, tennis, and golf influence travelers’ plans. Destinations and hotels are adapting their offerings to promote active experiences, creating opportunities for economic growth. The rise of the ‘cultural athlete’ reflects a new trend where sports serve as avenues for social connection and personal identity. With an increase in participation in recreational sports, hotels are enhancing their amenities, and tourism strategies are evolving to attract active travelers while emphasizing family-friendly options.
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Major shifts in travel and tourism are underway as lifestyle sports such as running, pickleball, tennis, and golf increasingly influence the ways travelers plan their trips. These changes are prompting destinations and hotels to adapt their offerings, creating new opportunities for economic growth and cultural engagement.
Sports as a Key Travel Driver
Today’s travelers are packing more than just swimwear and casual attire; they are bringing athletic gear like sneakers, paddles, and sport-specific equipment. This trend highlights the emergence of the ‘cultural athlete’, a concept reflecting how sports serve not only as physical activity but also as a means for social connection and personal identity expression. Many destinations are integrating these sports into their tourism strategies by hosting races, trail events, and on-site sports courts, transforming leisure tourism into active experiences.
Hotels Enhancing Active Travel Amenities
Hotels worldwide are reimagining their amenities to serve active travelers better. Many now feature programs and facilities beyond standard gyms, including curated running routes, organized sports activities, and wellness initiatives aligned with fitness trends. For example, some brands offer wellness-focused packages that include participation in local races or sports clinics, encouraging social engagement among guests.
Rise of Active Running Communities
Participation in run clubs has surged globally, with data indicating a 59% increase in run club engagement. The focus on social and scenic running experiences has contributed to this growth. In particular, the Running USA 2024 Global Runner Survey found that location remains the most influential factor when choosing races. Major marathons, known collectively as the ‘Big Six’—Boston, London, Berlin, Chicago, New York City, and Tokyo—continue to attract large numbers of participants, fueling local economies through tourism and associated spending.
Interest in Scenic and Regional Races
Smaller, picturesque race destinations such as Big Sur and Reykjavik are experiencing increased interest and participation. Such events often appeal to those seeking scenic routes and unique cultural experiences, further diversifying the travel market for runners. Additionally, travel companies specializing in curated running tours are gaining popularity, offering themed travel experiences that combine tourism with fitness adventures.
Hospitality Industry Responds with Sports-Oriented Programs
Major hotel chains are expanding their wellness offerings to include local running routes and health programs. For instance, some hotel brands feature wellness initiatives like Move Well programs that help guests incorporate fitness into their travel routines. Hotels near major races or sporting events often provide packages tailored to participants, elevating their appeal to active travelers.
Growth of Pickleball
The sport of pickleball has experienced remarkable growth, with nearly 20 million Americans participating in 2024—a 46% increase from the previous year. The sport’s popularity is reflected in large tournaments such as the Minto US Open Pickleball Championships held in Naples, which drew over 55,000 fans and 3,450 players from various regions in 2025. Hospitality providers, including resorts like Sandals Resorts, are expanding pickleball facilities, adding upgraded courts and coaching clinics to cater to this rising demand.
Tennis Reaches New Demographics
In the United States, tennis participation hit a record of 25.7 million players in 2024. The sport is attracting a younger, more diverse demographic, prompting tennis clubs and hotels to integrate luxury amenities with social programming. Hosting major tournaments or offering themed tennis experiences, such as Wimbledon packages, are strategies used to attract both enthusiasts and casual players.
Golf’s Changing Demographics and Experiences
Golf continues to broaden its appeal, with 57% of players now under 50 and increasing female participation among youth. Off-course venues like Topgolf appeal to a younger and more casual audience, fostering accessibility and social engagement. Spectator events, such as the WM Phoenix Open, demonstrate how golf is evolving into a dynamic experience that attracts diverse audiences. LIV Golf has also captured the attention of newer, younger audiences, with around 30% of event attendees being first-timers, underscoring the sport’s shifting demographic landscape.
Economic and Tourism Impact
Forecasts predict significant growth in sports tourism, which now accounts for approximately 10% of total tourism. This sector’s expansion fuels local economies, especially in smaller markets that host junior tournaments and regional sporting events. Many hotels and destinations are forming local partnerships and hosting sports-related events, further embedding sports tourism into their strategic development. The trend also emphasizes family-oriented sports travel, prompting accommodations to offer amenities suitable for traveling young athletes and their families.
Summary
In sum, the rise of lifestyle sports is transforming the travel industry by promoting active, experiential tourism. Destinations focused on health, fitness, and sports are leveraging these trends to attract diverse visitors and boost economic activity. As sports participation continues to grow across different age groups and regions, the hospitality sector is adapting to meet these changing needs through innovative programs, facilities, and partnerships, ensuring that the evolving landscape of sports and travel remains vibrant and engaging for all.
Deeper Dive: News & Info About This Topic
HERE Resources
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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 RALEIGH WRITER
RALEIGH STAFF WRITER The RALEIGH STAFF WRITER represents the experienced team at HERERaleigh.com, your go-to source for actionable local news and information in Raleigh, Wake 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 the North Carolina State Fair, Raleigh Arts Festival, and the Hopscotch Music Festival. Our coverage extends to key organizations like the Greater Raleigh Chamber of Commerce and Visit Raleigh, plus leading businesses in technology and education that power the local economy such as Red Hat and NC State University. As part of the broader HERE network, including HEREAsheville.com, HERECharlotte.com, HEREGreensboro.com, and HEREOBX.com, we provide comprehensive, credible insights into North Carolina's dynamic landscape.
