Travel Trends: Sports Tourism

Sports tourism refers to traveling to participate in or observe sporting events. It includes everything from youth tournaments and road races to collegiate championships and major professional competitions. It spans two main groups: participant travel (athletes, families, teams) and spectator travel (fans following their favorite sports). Sports tourism has become one of the most reliable, year-round ways to strengthen a local economy. Visitors generate revenue through hotel stays, restaurant dining, retail purchases, venue rentals, and tax contributions to host cities and counties.

Beyond the economic boost, sports tourism also:

• Smooths seasonality by filling shoulder periods between peak travel times.

• Supports local jobs across hotels, restaurants, attractions, retail, transportation, and event services.

• Builds destination brand equity through nationally televised or streamed events—such as the NCAA Beach Volleyball Championship—that showcase the Alabama coastline to audiences across the country.

The Alabama Gulf Coast has made a deliberate investment in developing a robust sports tourism economy. Each year, thousands of athletes and their families are drawn to the region for a wide variety of events, including:

• Youth & amateur tournaments: soccer showcases, baseball and softball championships, gymnastics, and volleyball competitions.

• Collegiate events: the NCAA Beach Volleyball Championship, which has become a marquee event on our beaches.

• Cheer & dance events: Deep South Spirit’s Beach Nationals, a springtime tradition.

• Signature tournaments: Orange Beach’s Blue Marlin Grand Championship, proudly calling itself “The Greatest Show in Sportfishing,” attracting world-class anglers and festival-style crowds at The Wharf.

• Endurance events: the Alabama Coastal Triathlon, the Coastal Half Marathon, and the Flora-Bama Beach Run, which all highlight the unique coastal landscape.

  
  

Sports tourism is now a core pillar of our local tourism economy.

• Alabama’s Beaches (2024): 123 events, generating 123,641 hotel room nights and an estimated $80.4 million in economic impact.

• Foley Sports Tourism (2024): 91 events, producing 31,615 hotel room nights and $47 million in economic impact.

Combined, these efforts are transforming Baldwin County into a premier sports tourism destination.

Looking ahead, the local sports tourism industry is set to grow exponentially. The NCAA Beach Volleyball Championship returned to Gulf Shores in 2025 and has already been secured again for 2027–2031, cementing the Alabama Gulf Coast as a proven host for marquee collegiate events.

Investments in infrastructure are also paving the way for growth:

• Herbert J. Malone Sports Tourism Complex (proposed): A new 111-acre facility at County Road 8 and the Foley Beach Express, featuring multipurpose fields, an indoor sports event facility, and championship venues—designed to drive visitation during slower periods.

• City upgrades in Gulf Shores: An indoor/outdoor multisport facility at the Sportsplex and new turf at Mickey Miller Blackwell Stadium to ensure year-round playability.

• Orange Beach investment: A new school sports complex with a competition stadium, eight-lane track, and indoor practice field to complement regional hosting capabilities.

• Event pipeline growth: Continued expansion in youth/amateur tournaments and cheer/dance competitions at Foley’s 90,000-square-foot Event Center, alongside fishing tournaments at The Wharf.

Sports tourism has matured into a strategic advantage for the Alabama Gulf Coast. With nationally recognized events, a thriving youth and amateur sports pipeline, and major new facilities on the horizon, our region is well-positioned to grow year-round visitation, reduce seasonality, and deliver lasting community benefits for years to come.