The Rise of Lifestyle Sports: Transforming Travel and Connection
Today’s traveler is evolving, packing not just swimsuits but also sneakers and paddles. From early morning runs in Central Park to spirited pickleball matches on the beaches of Tulum, lifestyle sports are reshaping not only how we engage in physical activity but also where we choose to travel. This shift marks the emergence of the cultural athlete, a group for whom sport transcends mere exercise; it becomes a means of connection, identity expression, and inspiration for future adventures.
Running: A Catalyst for Community and Tourism
Running has transformed from a solitary workout into a vibrant social activity, with run clubs gaining immense popularity. According to Strava’s 2024 Year in Sport report, global participation in run clubs surged by 59%, while marathon and ultramarathon entries increased by 9%. Major brands like Nike and Lululemon are not just selling gear; they are fostering communities that turn parks and city streets into lively gathering spots for locals and visitors alike.
This social aspect of running is influencing travel preferences. The 2024 Global Runner Survey by Running USA revealed that location is the primary factor for runners when selecting races, surpassing distance, terrain, or cost. This trend has given rise to running tourism, where travelers seek out memorable courses and the camaraderie of like-minded individuals. Iconic marathons such as the Boston, London, and New York City races attract hundreds of thousands of participants each year, boosting local economies and tourism.
Travel companies are responding with tailored itineraries that cater to running enthusiasts. For instance, Contiki’s Run Club offers a unique 14-day tour across seven European cities, combining sightseeing with running. Similarly, Runcation Travel specializes in trail-running trips in breathtaking locations like the Italian Dolomites and Patagonia, appealing to those who wish to explore the world through their passion for running.
Hotels are also adapting to this trend. Westin’s Move Well program features curated local running routes and a Run Concierge service, where staff members guide guests on runs, acting as cultural connectors. Other hospitality brands, like JW Marriott and EVEN Hotels, are partnering with local run clubs and providing in-room fitness amenities, further enhancing the experience for athletic travelers.
The Explosive Growth of Pickleball
Few sports embody the spirit of today’s active lifestyle quite like pickleball. Once a niche pastime, it has exploded in popularity, with nearly 20 million Americans participating in 2024—a staggering 46% increase from the previous year. This growth is mirrored globally, with rising interest in countries like the UK, Spain, and Mexico.
Destinations are capitalizing on this trend. Naples, Florida, hosts the Minto US Open Pickleball Championships, attracting thousands of players and fans from around the world. The event has not only boosted local tourism but has also inspired year-round pickleball instruction and classes, drawing “pickleball vacationers” to the area.
Resorts are integrating pickleball into their offerings. Sandals Resorts has partnered with USA Pickleball to enhance its all-inclusive experiences, introducing numerous courts and coaching opportunities. Similarly, Palmetto Dunes Oceanfront Resort in Hilton Head, South Carolina, offers comprehensive packages that include professional clinics and tournaments, extending the pickleball lifestyle beyond the court.
Tennis: A Sport for the Modern Traveler
Tennis is shedding its exclusive country club image and appealing to a younger, more diverse audience. In 2024, U.S. tennis participation reached a record 25.7 million players, marking five consecutive years of growth. This revival is evident in urban centers like Los Angeles and London, where modern tennis clubs blend high-level play with stylish social programming.
Hospitality brands are seizing the opportunity to create travel experiences around major tournaments. For example, London’s Egerton House Hotel offers a Wimbledon package that includes luxury accommodations and VIP access to the All England Club. Accor Live Limitless provides loyalty members with exclusive experiences at Roland-Garros, turning tennis into a form of elite entertainment.
For those eager to play, immersive training packages are gaining traction. The Rafael Nadal Academy in Mallorca combines expert coaching with luxury amenities, catering to travelers seeking both skill development and cultural experiences. Specialty operators like Grand Slam Tennis Tours offer tailored itineraries that blend premium event tickets with exclusive coaching and meet-and-greets.
Golf: A New Era of Inclusivity
Golf is undergoing a significant transformation, attracting a younger and more diverse demographic. A 2023 survey from the National Golf Foundation revealed that 57% of golfers are under 50, with nearly one in four aged 18 to 34. The rise of off-course formats like Topgolf has made the sport more accessible, leading to a 115% increase in participation at these venues between 2019 and 2023.
This cultural shift is influencing travel experiences. The WM Phoenix Open, known as “The People’s Open,” combines PGA-level play with a festival atmosphere, drawing a lively crowd and boosting local tourism. Hospitality brands are responding with golf-centric packages that blend championship courses with wellness and local experiences.
Golfbreaks, a travel company specializing in golf trips, is capitalizing on this trend by creating itineraries that combine sport with local culture. As Levi Bilbrey, the company’s Head of Marketing, notes, today’s golf trips are about more than just the game; they encompass a full experience that includes dining, relaxation, and cultural exploration.
The Strategic Imperative for Travel Brands
Lifestyle sports are more than hobbies; they are identity markers that shape travel choices and booking habits. For hotels and destinations, the opportunity is immense. These sports attract affluent, culturally curious travelers who seek meaningful experiences and often travel in groups. Events like marathons, tournaments, and club gatherings encourage longer stays and foster loyalty through repeat visits.
Today’s athletic travelers are defined not by their skill level but by their intentions. Sport serves as a gateway to experience, identity, and connection. Whether it’s chasing a runner’s high along the Amalfi Coast, planning a dream trip around Wimbledon, or teeing off at sunrise in the Black Desert, these moments become emotional anchors. Smart travel brands are recognizing this shift and adapting their offerings to meet the needs of this new generation of travelers.
As the travel industry continues to evolve, the integration of lifestyle sports into tourism strategies will play a crucial role in shaping the future of travel. The rise of the cultural athlete is not just a trend; it’s a movement that is redefining how we explore the world.
