Lifestyle Sports Transform Travel and Tourism

Categories: Golf Resorts & TripsResorts & Trips

Guests participating in various sports at a destination hotel, emphasizing the rise of active lifestyle tourism.

News Summary

The rise of lifestyle sports like running, pickleball, and golf is reshaping travel trends. Travelers now prefer active vacations, blending fitness with leisure. Destinations and hotels are adapting their offerings to attract these ‘cultural athletes’, focusing on wellness and community engagement. Notable increases in sports participation signify a shift in tourism strategies, with benefits to local economies and the hospitality industry. This transformation highlights a growing demand for health-oriented travel experiences.

City: Global

Lifestyle sports, such as running, pickleball, tennis, and golf, are significantly changing how and where people travel. In recent years, a growing number of travelers are opting for active vacations, increasingly choosing to pack sneakers or paddles in place of conventional swimwear. This trend marks a shift toward merging fitness and leisure, reflective of a new category of traveler known as the “cultural athlete.” These individuals view sports not only as a means of exercise but also as an avenue for connection and self-expression.

As a result of this transformation, various destinations are adapting their tourism strategies to incorporate races, scenic trails, and well-maintained sports courts to attract visitors. With sports-related tourism projected to account for 10% of total tourism, local economies are expecting various benefits tied to this rapidly growing sector.

Hotels are also reimagining how they cater to these active travelers. No longer just a place to rest, accommodations are enhancing their amenities and programming beyond traditional gyms. For example, the Westin Hotels chain boasts a “Move Well” program, which includes curated local routes specifically designed for guests who prioritize wellness. Furthermore, popular fitness activities are becoming more social, as evidenced by a 59% global increase in run club participation, according to Strava’s data from 2024.

According to the Running USA 2024 Global Runner Survey, location is a critical factor for runners when selecting races. Major marathons, including the famed “Big Six” (Boston, London, Berlin, Chicago, New York City, and Tokyo), draw vast crowds of participants, stimulating local economies and enhancing community engagement. Smaller, more scenic races in locations like Big Sur and Reykjavik are also observing rising participation as travelers increasingly seek unique and picturesque experiences.

With the influx of traveling athletes, specialized travel tours dedicated to running are gaining traction. Companies like Contiki and Runcation Travel are now offering curated experiences catered to those who wish to explore new destinations while pursuing their fitness goals. This is part of a broader movement to envision travel as a holistic experience rather than a mere escape.

In addition to running, participation in pickleball has skyrocketed, with approximately 20 million Americans engaging in the sport in 2024—a 46% increase from the previous year. Events like the annual Minto US Open Pickleball Championships in Naples are attracting massive attendance, with over 55,000 fans and 3,450 players competing. An acknowledgment of pickleball’s rising popularity has prompted resorts, such as Sandals Resorts, to expand their offerings, with upgraded courts and coaching opportunities available to guests.

Tennis is also experiencing a resurgence, with participation rates hitting a record 25.7 million players in the United States in 2024, drawing in a younger and more diverse demographic compared to previous years. Modern tennis clubs are combining luxury amenities with innovative social programming to attract a fresh audience. Hotels are integrating experiences around significant tennis events, such as curated level packages for prestigious tournaments like Wimbledon.

Golf is evolving to become more inclusive, with the demographic of golfers now leaning younger—57% of golfers are under 50 years old, and participation among young females is climbing. Off-course golf venues like Topgolf are making the sport more accessible and thrilling for younger players, while high-profile events such as the WM Phoenix Open demonstrate golf’s move toward a more engaging spectator experience. Events organized by LIV Golf are particularly appealing to a younger audience, as nearly 30% of attendees are attending their first golf event.

As the sports tourism industry continues to expand, proximity to major sporting events will significantly influence travel plans. Smaller markets are also beginning to benefit financially from hosting youth tournaments and other sports-related events. Many hotels are now engaging with local partners, allowing them to provide sports-related events and meet the specific needs of traveling athletes and their families. The rise in family-oriented sports travel has prompted many hotels to equip themselves with practical amenities tailored to young athletes and their accompanying relatives.

In summary, lifestyle sports are driving a transformation in travel and tourism, with destinations and hotels alike rethinking their offerings to accommodate this dynamic and evolving demand. The focus on health, wellness, and community through sports is shaping how travelers experience destinations, indicating a promising future for sports tourism worldwide.