News Summary
Lifestyle sports are reshaping travel as hotels and destinations respond to a growing demand for active excursions. Today’s travelers are opting for sports-oriented experiences over traditional vacations. With the rise of the ‘cultural athlete,’ participants are prioritizing fitness as a form of self-expression. This shift is evident, as destinations incorporate races and sports venues into tourism strategies, and accommodations enhance amenities for active guests. As sports tourism grows, it reflects travelers’ desires for unique, engaging experiences that blend leisure with fitness, making it a major trend in the travel industry.
New York City – Lifestyle sports are redefining travel trends as hotels and destinations adapt to the increasing demand for active leisure experiences. Today’s travelers are packing sneakers and paddles, reflecting a shift from traditional sun-and-sand vacations to more engaging, sports-oriented getaways. The rise of the ‘cultural athlete’ signifies that participation in sports serves as a form of connection and self-expression, influencing how and where people choose to travel.
As active travel becomes mainstream, destinations are incorporating races, trails, and sports courts into their tourism strategies. Recent data reveals the participation in run clubs has surged by 59% globally, making fitness a more social venture. According to the Running USA 2024 Global Runner Survey, location has emerged as the foremost consideration for individuals selecting races. Major marathons, known as the ‘Big Six’ (Boston, London, Berlin, Chicago, New York City, and Tokyo), continue to draw large crowds and significantly boost local economies.
In addition to landmark races, scenic smaller events in locations like Big Sur and Reykjavik are witnessing increased participation, highlighting travelers’ desire for unique and picturesque experiences. The trend has also generated a niche market for travel tours centered around running, with operators such as Contiki and Runcation Travel offering curated experiences that cater to fitness enthusiasts.
Hotels are responding to this shift by reimagining their amenities and programming to accommodate active guests. For instance, Westin Hotels’ Move Well program is designed to enhance wellness experiences by curating local running routes for guests. This move is reflective of a broader trend that prioritizes the needs of active travelers, providing more than just traditional gym facilities.
Further illustrating the growth of lifestyle sports, participation in pickleball has exploded, with nearly 20 million Americans taking part in the sport in 2024, representing a remarkable 46% increase from the previous year. The annual Minto US Open Pickleball Championships in Naples attracted over 55,000 fans and 3,450 players from across the country in 2025, underscoring pickleball’s rising prominence. In response, Sandals Resorts is expanding its pickleball offerings, enhancing its courts, and introducing coaching programs to cater to the growing interest.
Tennis is also enjoying a renaissance, with participation reaching an all-time high of 25.7 million players in the U.S. in 2024. This growth includes a younger and more diverse demographic, prompting modern tennis clubs to combine luxury amenities with social programming to attract new audiences. Hotels are leveraging major sporting events, such as Wimbledon, by providing tailored packages that create memorable experiences for guests excited about the match.
Meanwhile, golf is evolving to attract a younger crowd, with 57% of golfers now under the age of 50 and increased participation among young females. Off-course golf venues like Topgolf are playing a significant role in making the sport more accessible and appealing to younger players. Event attendance is also changing, as demonstrated by the WM Phoenix Open, which showcases golf’s transition into a more engaging spectator experience. LIV Golf’s appeal to younger attendees is noteworthy, with 30% of participants at its events being first-timers.
As the sports tourism sector grows, it is projected to account for 10% of total tourism. The economic impacts are being felt not just in major cities but also in smaller markets hosting youth tournaments, which contribute to local economies. Many hotels are enhancing their offerings by hosting sports-related events, forming local partnerships, and catering to the unique needs of traveling athletes.
The trend of family-oriented sports travel is also gaining momentum, which prompts hotels to provide practical amenities tailored to young athletes and their families. Destinations are seizing the opportunity to enhance their economic profiles through sports tourism, capitalizing on major events to drive visitation and spending. As more travelers embrace active lifestyles, the tourism landscape continues to evolve, reflecting a growing preference for combining leisure with fitness.
Deeper Dive: News & Info About This Topic
HERE Resources
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 INDIANAPOLIS WRITER
INDIANAPOLIS STAFF WRITER The INDIANAPOLIS STAFF WRITER represents the experienced team at HEREIndianapolis.com, your go-to source for actionable local news and information in Indianapolis, Marion 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 Indianapolis 500, Indy Jazz Fest, and the Indiana State Fair. Our coverage extends to key organizations like the Indy Chamber and Visit Indy, plus leading businesses in motorsports and healthcare that power the local economy such as Indianapolis Motor Speedway and IU Health. As part of the broader HERE network, we provide comprehensive, credible insights into Indiana's dynamic landscape.
