Hawaii is taking major steps to expand its tourism offerings with a focus on the rapidly growing sports tourism market. This industry generated a staggering $119 billion in revenue in 2023. This shift to diversifying beyond domestic and international beaches and traditional leisure travel markets will help reshape Hawaii’s visitor profile and, if successful, could provide new economic opportunities.
Gov. Josh Green is attending related conferences in Nevada this week, signaling the state’s intention to learn from destinations that leverage major sporting events. Nevada’s sports tourism sector is booming, especially in Las Vegas, Hawaii’s unofficial “9th Island,” which has become a top destination for large-scale events. Hawaii is trying to learn from its success.
Hawaii is looking to sporting events for growth.
Governor Green’s visit to Nevada coincides with Hawaii’s broader ambitions to develop new travel markets, including sports tourism. As the United States prepares to host major global events such as the 2026 FIFA World Cup and the 2028 Los Angeles Summer Olympics, Hawaii wants to be in a position to capture the momentum. The goal is to leverage Hawaii’s iconic charm, natural beauty and mild climate for year-round events, from triathlons and marathons to new opportunities like esports and beach volleyball championships. .
Beat of Hawaii readers have expressed concern about Hawaii’s current tourism strategy, especially its focus on Japanese tourists. One of our readers, KA, said, “This may be because domestic tourists have been monopolizing the total number of visitors without any help in recent years, even though their share of Japanese tourists has been decreasing.” pointed out. With sports tourism, Hawaii may have an opportunity to re-attract not only international markets but also tourists from the often overlooked United States.
Lessons learned from Nevada’s sports tourism success.
Nevada has a history of using sports tourism to revitalize destinations. Once known primarily for its casinos, Las Vegas has transformed into a global sports capital, hosting events such as the Super Bowl and Formula 1 races.
Governor Green’s meeting with Nevada officials focused on understanding the investments and strategies needed to attract major sporting events to Hawaii. Hawaii hopes to learn from Nevada’s success in hosting large-scale events to increase visitor numbers and revenue for local businesses.
The change is another new strategy for Hawaii, where tourism, especially from traditional markets, faces challenges. However, not all readers are convinced that the focus is correct. Ernie S. commented, “HTA only cares about the wealthy, rich, and powerful. Greed is showing its face all over Hawaii, as always.” His concerns reflect fears that sports tourism targets a specific demographic and excludes the average traveler.
The U.S. travel industry is focused on major sporting events.
Governor Greene’s visit to Nevada came during the Meetings Mean Business Coalition gathering in Las Vegas, where key leaders in the U.S. travel industry discussed the importance of travel to the U.S. economy. Discussions focused on how major sporting events can boost tourism, create jobs and support business. Traveling to Hawaii and the United States is huge business. The U.S. Travel Association noted that U.S. travel generated $2.8 trillion in economic output and supported 15 million jobs in 2023. With a decade of global sporting events just around the corner, Hawaii has an opportunity to align itself with this exciting trend.
But some Beat of Hawaii readers are wary of how these strategies will affect regular visitors. The concerns highlight the balancing act Hawaii faces as it embraces sports tourism while ensuring regular visitors from its most important market, the United States, continue to feel welcome.
Hawaii’s tourism situation is diversifying.
Hawaii’s tourism industry has traditionally relied first and foremost on travelers from the mainland United States. However, given recent global travel disruptions, the state needs to diversify its visitor base. Sports tourism offers a unique opportunity to attract new demographics who travel specifically for sporting events and are looking for memorable experiences beyond the typical vacation. We’ve already seen this in action at the very popular marathons and other events held here in Hawaii.
This diversification could be critical to supporting Hawaii’s economy, especially as some regions recover from the devastating effects of natural disasters. Beat of Hawaii reader LM shared their view: “If Lahaina is going to rebuild, it’s going to need tourist money, and a lot of money.” Sports tourism has the potential to inject some much-needed funds into the local economy, especially in areas like West Maui that have suffered significant losses in visitor numbers and revenue.
A sustainable future for Hawaii tourism.
Although sports tourism represents a promising new direction, some readers have expressed concerns about the sustainability of all forms of tourism growth.
However, Governor Green emphasized the importance of sustainability in Hawaii’s future tourism strategy, vowing to balance growth with preserving the islands’ natural beauty and cultural heritage. By focusing on environmentally responsible sporting events and building partnerships with organizations that prioritize sustainable travel, Hawaii hopes to ensure that promoting sports tourism is aligned with long-term goals.
The future of sports tourism in Hawaii.
As Hawaii embarks on this new path, sports tourism could be a game-changer for the Hawaiian Islands. By attracting national and international athletes and spectators alike, the state can attract tourists who may not have already chosen Hawaii as a destination.
Hawaii is poised to expand its role as a sports tourism destination as Governor Green returns from Nevada with new insights next week. Next steps include securing major events, building infrastructure and ensuring the island remains a dream destination and a sustainable island. One reader said, “If we do this right, sports tourism could be a game-changer for Hawaii’s economy.”
Please share your thoughts on the future of sports tourism in Hawaii.
