Since the pandemic, sports tourism has become one of the fastest growing segments in the travel industry.
Sports tourism refers to travel which involves either observing or participating in a sporting event
The sector now generates around 10% of the world’s expenditure on tourism and is fueled by passionate fans eager to combine travel with their love of sports.
GetYourGuide, an online marketplace for travel activities, said sports-themed bookings have increased 130% since 2019.
The Potential in the Caribbean
The Caribbean is recognized as the most tourism-dependent region in the world.
And a major goal of sports tourism is to increase travel outside of peak season, an anecdote to the seasonality of the industry.
Sport tourists spend money by staying in hotel rooms, eating at restaurants, shopping in local stores and visiting other tourism attractions.
Sports tourists also tend to spend more than average tourists, making it an effective tool to boost local and national economies.
Where Cricket Fits In
Look no further than last month’s T20 World Cup to see how cricket mobilizes traveling fans.
As co-hosts, Cricket West Indies expects the tournament to generate over $300 million in economic activity for the region.
The event is anticipated to captivate more than a billion viewers worldwide through television broadcasts, further elevating the global stature of the Caribbean as a sporting and tourist destination.
Sports give travelers an authentic glimpse into local culture, and cricket does that for the Caribbean.
Starting with the CPL
As the world’s second most popular sport, there is fierce competition among franchise cricket leagues vying for position in the global landscape.
And the Republic Bank CPL stands tall.
In 2023, the tournament had a record 854 million viewers, a 27% increase from 2022.
This marks the twelfth straight year of annual viewership growth.
The league's fervent players and fans create an electric ambiance during matches, contributing to a unique match-day experience.
Already with a core fan base, the next step is getting them to experience a match in-person.
CPL Economic Impact
Not only does the league develop local talent and provide a platform for exposure, but it has also become a significant commercial force.
The 2022 tournament generated over $200 million in economic impact for the countries who hosted matches, a 47% increase on the amount generated the last time the CPL travelled around the region.
The tournament is now structured such that all six teams, TV production crew, and tournament staff travel around the region as one cohort, spending more time in each of the host countries.
Looking Ahead
With interest in traveling to the CPL increasing each year, the league is now working with travel agencies to help overseas visitors attend the Biggest Party in Sport.
Marking the end of summer travel, it occurs during “shoulder season”.
During this time of the travel calendar, the heavy tourist crowds of summer or winter holidays have dissipated.
Running from August 28th until 6th October, the CPL is an ideal vehicle to help the Caribbean capitalize on sports tourism.
Thank you to Darren Douglas for his guest submission - you can follow his substack BACKCOURT Business here
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