A major marathon, football tournament, or golf championship can fill every hotel room in a city for a single weekend and leave those same properties nearly empty the week after, if the destination hasn't planned for anything beyond the event itself. Sports Tourism creates concentrated demand spikes unlike almost any other tourism category, and managing that surge well, along with what happens before and after it, is what separates a one-time event from a genuine tourism strategy. The Sports and Leisure Tourism Management Training Course, delivered by the British Academy for Training and Development, is built for professionals responsible for managing the tourism impact of sporting events and broader leisure travel.

This course treats sports and leisure tourism as a distinct planning discipline shaped by concentrated demand, event logistics, and destination positioning. Participants learn how to manage sporting events as tourism drivers, coordinating accommodation, transport, and visitor services around fixed schedules and unpredictable capacity needs, how destination marketing can extend an event's tourism value well beyond the event dates themselves, and how broader leisure travel patterns connect to and benefit from sports tourism activity. Participants leave with a practical framework for managing sports and leisure tourism that captures value both during and after major events.

By the end of this course, participants will be able to:

• Apply sports tourism principles to manage concentrated visitor demand
• Coordinate sporting events with accommodation, transport, and visitor services
• Apply destination marketing strategies that extend value beyond event dates
• Understand how leisure travel patterns connect to sports tourism activity
• Manage capacity planning for major sporting events and tournaments
• Build partnerships between event organizers, venues, and tourism bodies
• Measure the tourism and economic impact of sporting events
• Develop strategies that convert event visitors into repeat destination guests

Target Group

• Sports tourism and event tourism managers
• Destination marketing organization professionals
• Hotel and hospitality managers near major sporting venues
• Event organizers coordinating with tourism and destination bodies
• Tourism board staff managing leisure and sports tourism strategy
• Professionals preparing for leadership roles in sports tourism management

• Foundations of Sports and Leisure Tourism
  • Core principles connecting sporting events to broader tourism strategy
  • Understanding the concentrated demand patterns unique to sports tourism
• Managing Sporting Events as Tourism Drivers
  • Coordinating accommodation, transport, and services around event schedules
  • Managing capacity planning for unpredictable event-driven demand
• Destination Marketing Around Major Events
  • Applying destination marketing strategies tied to sporting events
  • Extending tourism value beyond the event dates themselves
• Understanding Leisure Travel Patterns
  • Analyzing how leisure travel connects to and benefits from sports tourism
  • Identifying opportunities to attract broader leisure visitors
• Capacity Planning for Major Events
  • Managing accommodation and infrastructure capacity for large events
  • Coordinating with venues and organizers on realistic capacity forecasts
• Building Event and Tourism Partnerships
  • Developing partnerships between event organizers, venues, and tourism bodies
  • Aligning stakeholder interests around shared tourism outcomes
• Measuring Tourism and Economic Impact
  • Tracking the tourism and economic impact of sporting events
  • Using impact data to justify continued investment in sports tourism
• Converting Event Visitors Into Repeat Guests
  • Developing strategies that turn one-time event visitors into repeat guests
  • Building post-event marketing that sustains destination interest
• Sustaining Long-Term Sports Tourism Strategy
  • Embedding sports tourism into ongoing destination marketing strategy
  • Reviewing event outcomes regularly to refine future planning