Education Session-From Stadiums to Stayovers–Turning Sports into International Tourism Wins

This session explored how sports events can be leveraged as gateways to destination discovery, from pre- and post-event travel programs to regional dispersal strategies that move visitors beyond the venue. Panelists discussed how to convert sports interest into longer stays, broader itineraries, and repeat international visitation. Attendees gained practical insights on building sellable sports-led itineraries and using sports to showcase culture, food, nature, and community – ensuring sports tourism delivers lasting economic and reputational value well beyond game day.