Sports tourism is a top regional economic opportunity

After arriving in Fayetteville, it doesn’t take long to realize that sports are woven into the city’s DNA. From Razorback game days to the cyclists on our trails to families filling fields and courts across the region, this is a community that moves.

And that movement represents far more than recreation. It is one of the strongest economic opportunities ahead of us.

Sports tourism has grown into one of the most powerful, reliable economic engines in the country. According to the Sports Events & Tourism Association, spectator sports tourism generated $47.1 billion in direct spending last year, supporting more than 665,000 jobs nationwide. Youth and amateur sports, everything from tournaments to camps to regional competitions, contributed even more, with $52.2 billion in travel-related spending. These visitors stay in hotels, eat in local restaurants, shop in stores, and explore outdoor assets, leaving a meaningful mark on local economies.

In Arkansas, that story is magnified. Outdoor recreation alone contributed $7.3 billion to the statewide economy in 2023, supporting more than 68,000 jobs. And tourism reached $17.4 billion in economic impact in 2024, with Northwest Arkansas playing a major role in that growth.

At a time when leisure and business travel have softened nationally, sports-related travel has continued to rise, providing a level of stability and resilience that communities increasingly depend on. When communities like Fayetteville lean into their strengths — outdoor recreation, hospitality, accessibility and local culture — the returns are significant.

Fayetteville is uniquely positioned to lead the state and region in this space. We’re home to a thriving SEC city, incredible year-round weather, world-class outdoor recreation, a variety of indoor sporting facilities, and a welcoming culture that makes competitors and travelers feel instantly at home.

Our community has also invested intentionally in the infrastructure that makes sports tourism possible. Centennial Park is a perfect example. Purpose-built to host world-class cycling events, it has already welcomed the 2022 UCI Cyclocross World Championships and will host the USA Cycling Cyclocross National Championships this December, and again next year. These events don’t just bring athletes. They bring national attention, media coverage, and significant economic impact for our hotels and hospitality businesses.

And that momentum extends well beyond cycling. In the past year, organizations such as the Women’s Football League, Athletes Unlimited Softball League, and the Marshall Islands Soccer Federation have approached us about hosting events in Fayetteville. Their interest reinforces what the sports community already knows: Our city is emerging as a national-caliber sports destination.

But the value of sports tourism extends beyond visitor spending. It strengthens identity and builds civic pride. It brings families together. It activates public spaces and showcases the best of who we are. In my previous role in Cody, Wyo., I saw firsthand how powerful it can be when a community rallies around its strengths and invites the world to experience them. In Fayetteville, that same opportunity is in front of us, and we are already leaning in.

The path is clear: We need to continue investing strategically. That means purpose-built sports facilities and deeper partnerships across the region. If we continue investing with intention, collaborating across sectors, and telling our story with clarity and authenticity, Fayetteville can set the standard for what a modern, movement-driven destination looks like.

The momentum is already here. Our job now is to harness it and to make sure the world knows exactly why Fayetteville is a place worth traveling to, competing in, and coming back to again and again.

Editor’s note: Ryan Hauck is CEO of Experience Fayetteville, the city’s tourism marketing agency. The opinions expressed are those of the author.