The British Academy for Training and Development offers this training program in “Sports and Leisure Tourism Management”, designed to develop a practical understanding of the management principles that shape tourism built around sporting events, recreational activities, and leisure experiences.

The program examines how destinations, tourism businesses, event organizers, and service providers can coordinate sporting and leisure offerings with visitor expectations and destination resources. It addresses tourism product development, destination positioning, visitor services, event planning, marketing, revenue considerations, and responsible use of local resources. Participants will also examine the factors that influence travel decisions, seasonal demand, customer satisfaction, and the commercial value of sports and leisure tourism. The content supports informed management decisions and helps professionals organize tourism offerings that are commercially sound, well-structured, and responsive to changing visitor preferences.

Who Should Attend?

• Tourism managers and supervisors responsible for sports, leisure, recreation, or destination services.

• Professionals in tourism agencies, hotels, resorts, and destination organizations.

• Sports event and leisure activity coordinators managing tourism-related events and experiences.

• Marketing, business development, and hospitality professionals working in sports and leisure tourism.

Knowledge and Benefits:

After completing the program, participants will be able to master the following:

• Explain the structure, characteristics, and value of sports and leisure tourism.

• Identify visitor needs, market trends, and factors affecting sports and leisure travel.

• Develop tourism products combining sports, recreation, hospitality, and destination resources.

• Apply suitable approaches to marketing, event management, pricing, and revenue planning.

• Establish performance measures that support visitor satisfaction and operational efficiency.

• Sports and Leisure Tourism Foundations

  • Concepts, characteristics, and key segments of sports and leisure tourism.

  • Links between destinations, sporting activities, recreation, and visitor demand.

  • Economic, social, cultural, and commercial contributions of sports and leisure tourism.

• Sports and Leisure Tourism Markets

  • Visitor segments and their travel motivations.

  • Factors affecting destination choice and participation in leisure activities.

  • Seasonal demand, emerging preferences, and visitor behavior.

• Sports and Leisure Tourism Products

  • Designing tourism products around sports and recreational experiences.

  • Integrating accommodation, transport, attractions, activities, and visitor services.

  • Product differentiation and positioning in competitive tourism markets.

• Destination Management

  • Assessing destination resources, facilities, accessibility, and service capacity.

  • Coordinating public and private stakeholders within the destination.

  • Managing visitor flows, destination image, and overall visitor experience.

• Sports Event Tourism Management

  • Planning tourism services linked to sporting events.

  • Venue requirements, visitor logistics, accommodation, transport, and support services.

  • Managing event demand and service standards during peak periods.

• Leisure and Recreation Tourism

  • Managing recreational attractions and leisure tourism activities.

  • Developing experiences for different visitor groups.

  • Safety, service quality, accessibility, and operational requirements.

• Sports and Leisure Tourism Marketing

  • Positioning destinations and tourism products for target visitors.

  • Digital marketing, promotional channels, partnerships, and destination communication.

  • Building destination identity and consistent tourism messaging.

• Revenue and Commercial Management

  • Pricing considerations for sports and leisure tourism products.

  • Revenue sources, package development, partnerships, and commercial opportunities.

  • Managing costs, capacity, demand changes, and financial performance.

• Visitor Experience and Service Quality

  • Understanding visitor expectations throughout the tourism journey.

  • Service standards, customer satisfaction, feedback, and relationship management.

  • Maintaining consistent service across tourism providers and facilities.

• Sustainable Sports and Leisure Tourism

  • Managing environmental, social, and economic aspects of tourism development.

  • Responsible use of destination resources and protection of local communities.

  • Measuring tourism performance and supporting long-term destination development.