The Layover Live: How to become the MVP of sports tourism

Sports tourism is one of the fastest-growing opportunities in destination marketing, creating new pathways for community development and long-term economic growth. On this episode of the Layover Live podcast, hosts sit down with John David, president and chief executive officer at Sports Events & Tourism Association, to explore how destination marketing organizations (DMOs) of all sizes can compete in the expanding sports tourism market.

This conversation goes beyond facilities and event bids to focus on the partnerships, planning, measurement strategies, and community alignment required to build a sustainable sports tourism program.

Tune in for big ideas

1. Innovation often matters more than infrastructure: Creative thinking can unlock opportunities across a wide range of sports and event types. Successful destinations frequently leverage existing assets instead of waiting for major facility investments.
2. Community alignment drives long-term success: Sports tourism works best when DMOs, parks and recreation departments, elected leaders, venues, and private-sector partners unite around a shared vision and common goals.
3. Sports facilities create a broader economic impact: The benefit of sporting venues is far reaching. Facilities can generate visitor spending, encourage hotel development, attract retail investment, and improve quality of life for residents while supporting tournament activity.
4. Data and measurement are mission-critical: Proving value will support funding discussions and encourage more informed investments. Consistent reporting, event impact modeling, and geolocation data help destinations quantify results to show off to stakeholders.
5. Sports tourism is about creating future visitors: Positive event experiences generate lasting destination affinity — creating memories that influence future leisure travel and repeat visitation.

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