Game Changer? U.S. Sports Tourism Strategy Takes Aim at Canada

As Canadians continue to shy away from travel to the U.S., American destinations are waving the sports flag in an effort to attract us back.

A Sports ETA 2024 study revealed spectator sports tourism generated $47.1 billion USD in direct spending, fuelled by 109.7 million non-local attendees who travelled 50 miles or more to attend sporting events in 2024, with 63.5 million staying overnight.

According to Brand USA’s 2025 Market Intelligence Study of active travellers across 18 global markets, nearly one in four people considering a trip to the United States said they’re interested in including sporting activities as part of their visit.

“With major global sporting events on the horizon—starting with the World Baseball Classic and FIFA World Cup in 2026 and the Olympic and Paralympic Games in Los Angeles in 2028—these moments are expected to be irresistible draws,” Chris Heywood, Brand USA’s senior vice president, public relations and chief communications officer told Travel Market Report Canada.

“They also offer a chance to showcase the incredible range of destinations across the U.S. And we’re focused on encouraging visitors to come for the game but also stay a little longer to explore the cities, neighbourhoods, and local culture that make each place special.”

Those destinations include Las Vegas, home of the Stanley Cup winning Vegas Golden Knights, the Las Vegas Raiders, and the glitzy F1 Grand Prix, who are already helping to steer focus from restaurants, shows and slot machines to help establish the destination as a sports hotspot. Just earlier this week Bally’s announced a massive, 35 acre complex that will be home to MLB’s Las Vegas A’s and two luxury towers totally 3,000 rooms and more than 500,000 square feet (almost 10 football fields!) of retail, dining and entertainment.

Over in Myrtle Beach, where the second annual PGA Tour Event ONEflight Myrtle Beach Classic just wrapped, the destination leverages strategies to market itself as a sports tourism hub. Those initiatives include “Sports at the Beach” which positions the city as one where competition meets leisure (i.e. “when athletes aren’t competing they’re still playing”); and emphasize the multitude of destination amenities (beaches, restaurants, entertainment) to complement sports to make it a more compelling package for athletes, families and spectators.  Myrtle Beach also has a dedicated “Sports Group Guide” to help event planners.

“Generations of families have made Myrtle Beach part of their story and this tradition is something we’re proud to carry on,” said Stuart Butler, President of Visit Myrtle Beach told Travel Market Report Canada. “In the fall, visitors still enjoy the sunshine and beach days they love while finding time to slow down, reconnect and discover new experiences across our 14 unique communities. This is the season where treasured memories and new discoveries come together.”

Further down to the south, Sports tourism is an important part of VISIT FLORIDA’s marketing strategy in Canada. Canadians are showing a strong interest in sports travel, with 14% of Canadian visitor spending in Q1 2025 going toward activities like sports, up from 12% in 2024. Additionally, 8% of Canadian visitors attended a sports event in Florida in Q1 of this year. They’re supporting Canadian advisors through its VisitFloridaTravelPro.com e-learning platform, which helps with itineraries that combine leisure and sports for their clients.

“Nearly half of Canadians currently considering or planning a Florida trip are under 40, a younger demographic than traditional snowbirds,” Meagan Lowe, vice president of public relations and travel trade at VISIT FLORIDA told Travel Market Report Canada. “Sports tourism naturally appeals to this group, aligning with their interests in combining entertainment, travel, and unique experiences.

Big drive markets like Boston are also trying to capitalize on the sports tourism trend.

Tania Kedikian, Senior Account Director, Development Counsellors International who represents Boston in Canada, says sports have always been one of the strongest cross-border connectors between Canadians and the U.S.

“Matchups like the Blue Jays and Red Sox spark real excitement — they’re not just games, they’re shared cultural moments. For Canadians, Boston is especially appealing because sports are woven into the fabric of the city: game day naturally flows into exploring neighbourhoods, waterfront dining, and historic landmarks. Sports tourism is about more than tickets, but it’s about discovering a city through the pride and traditions of its teams, and Boston delivers that in a way few places can.”

Closer to home, destinations are engaging Canadian advisors and partners through sports events like Toronto Blue Jays games, which is a savvy public relations strategy. By leveraging Canadians’ love of sports, they’re creating opportunities to connect and learn about destinations during a time when trade media coverage may be scaled back.

But the big question remains – will it work?

“Leveraging sports tourism is a smart strategy that we try to implement because sports have a unique ability to connect people across borders and differences,” says Kedikian. “They spark excitement, create shared experiences, and foster emotional connections that transcend any current politics, culture, or circumstance. For cities like San Francisco or Boston, we think that strategy works especially well: a game at Fenway Park or a Giants match isn’t just about the event, it’s a way to immerse travellers in the city’s culture, history, and neighbourhoods.”

“For Canadians especially, sport has always been a shared passion, and often a reason to visit the U.S,” adds Heywood.

“Whether it’s a weekend trip to catch a rivalry game or a vacation planned around a world-class event, sports tourism is a great way to reconnect with the U.S. The United States is still the same incredible place Canadians have long enjoyed visiting. We’re here, and we’re ready to welcome them.”