Get your head in the game! These 3 DMOs are scoring big in youth sporting events

Sports tourism has become a key driver in the travel industry, and there is a new MVP on the team: youth sporting events.

Regarding the steady popularity of youth sports in the U.S., JerseyWatch reported that:

• 60 million children are registered to play youth sports.
• 54% of high school students play team sports in school.
• 27.5% of youth athletes play for a travelling club or team.

As these families flock to cities across the country for their children's competitions, destination marketers are recognizing the potential these events have to boost local economies, increase return visitation, and foster community engagement.

Many destination marketing organizations (DMOs) are focusing on attracting youth sporting events to build a steady flow of tourism that extends beyond traditional peak travel seasons. Here are three examples of fellow DMOs that will inspire you to get your head in the game.

1. Williamsburg, Virginia – The Power of the AAU Basketball Tournament

Williamsburg, Virginia, has seen firsthand that the economic power of youth sports is worth the hustle. By hosting the Amateur Athletic Union (AAU) Basketball Tournament, one of the largest basketball events in the country, the city brings thousands of athletes, coaches, and spectators to its destination — resulting in a significant increase in hotel stays, dining, and local spending.

The city is between the major urban centers of Washington, D.C., and Richmond, making it an ideal spot for regional teams to compete. The event often sees families extend their stays to explore the destination’s rich history, including Colonial Williamsburg, Busch Gardens, and nearby beaches. Visit Williamsburg emphasizes this blend of sports tourism with family-friendly activities on its powered-by-Simpleview website — using a “Kids & Families” landing page to help parents plan their stay. The variety of attractions for all ages promoted by the DMO has turned Williamsburg into a top destination for youth sport travelers turned repeat visitors.

2. Orlando, Florida – Extend the Stay After the Game

Known primarily for its theme parks, Orlando, Florida, has also made a name for itself as a hub for youth sports — particularly with facilities like the ESPN Wide World of Sports Complex. This state-of-the-art venue hosts a wide array of youth sporting events, from soccer and baseball tournaments to basketball and cheerleading competitions.

Visit Orlando’s emphasis on youth sports helps extend its peak tourism season, as many events are scheduled during times when traditional theme park visitation might be slower. The DMO leverages a “Visiting with Kids” landing page to target family planners looking to turn sports into leisure. Boasting an impressive variety of activities for all ages, visitors are encouraged to come for the competition and stay for family-friendly entertainment that extends beyond the theme parks to include ecotourism, arts and culture, and shopping.

3. Lubbock, Texas – The Economic Boost of a National Soccer Championship

Lubbock, Texas, is a prime example of a smaller destination using youth sports events to boost its profile and economy. Home to the National Championship Youth Soccer Tournament and nine indoor sporting facilities throughout the destination, visitors flock to Lubbock to support their favorite teams — and local businesses reap the rewards. For example, in 2019 alone, Visit Lubbock reported 198 sporting events,130,875 room night stays related to sports, and an economic impact of $40.9 million.

In addition, the DMO’s strategic investment in event infrastructure and promotion has helped raise Lubbock’s profile as a premier youth sports destination. With its portfolio of family fun adventures, the destination is an easy win for event planners and parents alike.

The success stories of these destinations are a testament to the positive impact that youth sporting events can have on local economies, proving to be an effective tool to attract visitors and create lasting impact. As the demand for youth sports continues to grow, more DMOs will likely follow suit, keeping sports tourism as a central force in the future of destination marketing.