Sports Tourism: Hawaii’s Next Big Travel Game Changer

Hawaii is taking big steps to expand its tourism offerings by focusing on the rapidly growing sports tourism market. That industry generated an impressive $119 billion in 2023. Diversifying beyond beaches and traditional leisure travel markets, both domestic and international, this shift could help reshape Hawaii’s visitor profile and, if successful, provide new financial opportunities.

Governor Josh Green is in Nevada this week attending a related conference, signaling the state’s intent to learn from destinations that have capitalized on major sporting events. Nevada’s booming sports tourism sector, especially in Las Vegas—Hawaii’s unofficial “ninth island”—has become a top destination for large-scale events. Hawaii is looking to learn from that success.

Hawaii looks to sports events for growth.

Governor Green’s trip to Nevada coincides with Hawaii’s broader ambitions to court new travel markets, including sports tourism. With the U.S. preparing to host significant global events, including the 2026 FIFA World Cup and the 2028 Summer Olympics in Los Angeles, Hawaii wants to position itself to seize the momentum. The goal is to leverage Hawaii’s iconic appeal, natural beauty, and mild climate for year-round events ranging from triathlons and marathons to emerging opportunities like e-sports and beach volleyball championships.

Readers of Beat of Hawaii have voiced concerns about Hawaii’s current tourism strategy, particularly its heavy focus on Japanese visitors. As one reader, KA, pointed out, “Maybe because domestic tourism has been dominating the total visitor count in recent years without any help, while the share of Japanese tourism has declined.” With sports tourism, Hawaii may have a chance to re-engage not just international markets but also its often-overlooked U.S. visitors.

Lessons from Nevada’s sports tourism success.

Nevada has a proven track record of using sports tourism to revitalize a destination. Las Vegas, once known primarily for casinos, has transformed into a global sports hub, hosting events like the Super Bowl and Formula 1 racing.

Governor Green’s meetings with stakeholders in Nevada focused on understanding the investments and strategies needed to attract major sporting events to Hawaii. Hawaii wants to learn from Nevada’s success in hosting large-scale events to drive visitor numbers and boost local business revenue.

This shift is another new strategy for Hawaii, especially as tourism from traditional markets faces challenges. However, not all readers are convinced that the focus is right. Ernie S. commented, “The wealthy, rich, and powerful are the only target demographic that HTA is interested in. Greed is, as always, showing its face across all of Hawaii.” His concern reflects the apprehension that sports tourism might cater to a specific crowd, leaving out average travelers.

U.S. travel industry eyes major sporting events.

Governor Green’s Nevada visit occurred during the Meetings Mean Business Coalition’s gathering in Las Vegas, where key U.S. travel leaders discussed the importance of travel to the U.S. economy. The discussion focused on how major sporting events can boost tourism, create jobs, and support businesses. Travel in Hawaii and through the U.S. is an enormous business. The U.S. Travel Association noted that U.S. travel generated $2.8 trillion in economic output in 2023, supporting 15 million jobs. With a decade of global sports events on the horizon, Hawaii has an opportunity to align itself with this fascinating trend.

However, some Beat of Hawaii readers are cautious about how these strategies will impact regular visitors. This concern highlights the balancing act Hawaii faces as it embraces sports tourism while ensuring that regular U.S. visitors, the most critical market, will continue to feel welcome.

Diversifying Hawaii’s tourism landscape.

Hawaii’s tourism industry has traditionally relied on travelers from the mainland U.S. first and foremost. However, in light of recent global travel disruptions, the state must diversify its visitor base. Sports tourism presents a unique opportunity to attract a new demographic—those who may travel specifically for sporting events and are seeking memorable experiences beyond the typical vacation. We’ve seen this in action with highly popular marathons and other events that already take place here in Hawaii.

This diversification could be vital to supporting Hawaii’s economy, particularly as some areas recover from the devastating impacts of natural disasters. L M, a reader of Beat of Hawaii, shared their perspective, saying, “If Lahaina expects to rebuild, it will take tourist dollars, and lots of them.” Sports tourism could inject some of the much-needed funds into the local economy, especially in areas like West Maui that have suffered tremendous losses in visitor numbers and income.

A sustainable future for Hawaii’s tourism.

While sports tourism offers a promising new direction, some readers have raised concerns about the sustainability of any form of increased tourism.

However, Governor Green has emphasized the importance of sustainability in Hawaii’s future tourism strategy, vowing to balance growth with preserving the islands’ natural beauty and cultural heritage. Hawaii hopes to ensure its push for sports tourism aligns with its long-term goals by focusing on eco-conscious sporting events and creating partnerships with organizations prioritizing sustainable travel.

Hawaii’s sports tourism future.

As Hawaii embarks on this new path, sports tourism could be a game-changer for the islands. By attracting a mix of U.S. and international athletes and spectators alike, the state can draw in visitors who may have yet to consider Hawaii their destination of choice.

As Governor Green returns next week with new insights from Nevada, Hawaii is poised to expand its role as a sports tourism destination. The next steps will involve securing major events, building infrastructure, and ensuring that the islands remain both a dream destination and a sustainable one. As one reader noted, “If we do this right, sports tourism could be a game-changer for Hawaii’s economy.”

Please share your thoughts about the future of Hawaii sports tourism.