South Walton is already renowned for its sugar-white sand and turquoise water — but there’s a new game in town. Walton County Tourism is stepping into the exciting world of sports tourism, and it’s shaping up to be a win-win for everyone.
This growing initiative isn’t just about attracting visitors during the shoulder season — it’s also about creating more opportunities for the community, boosting local businesses and expanding ways for locals to get involved in sports closer to home.
Sports tourism revolves around traveling to play in or watch sporting events, and it’s big business. In 2023, Americans took a record 204.9 million sports-related trips, spending a whopping $52.2 billion, according to Sports Business Journal. Worldwide, the sports market is on track to reach $2.1 trillion by 2030, making this the perfect time for Walton County to get in the game.
Walton County is carving out a niche in adult sports tourism, hosting events that appeal to a broad range of participants. Think golf, tennis and pickleball — all popular pastimes in Walton County. By diversifying into adult sporting events, Walton County can cater to its visitor demographic and create experiences for athletes of all ages and skill levels.
Marketing efforts focused on these adult sports, provideing even more reason for our high household income audiences in key markets to visit the destination, especially during non-peak months. And hosting sports events brings big benefits: more spending at local businesses, more overnight stays and more tax revenue that supports the entire community. Even better, it introduces new visitors to everything Walton County has to offer.
As an added bonus, Walton County Tourism’s sports tourism efforts are already helping attract visitors for some youth sports, as well. Last spring, the group sales team booked four baseball tournaments that utilized sports complexes in both South Walton and Authentic Walton.
Moving forward, the sales team already has plans to attend several sports trade shows throughout the year. These events will spotlight the area as a prime location for small, high-end adult sporting events. With a growing portfolio of events, Walton County aims to attract more sports teams and spectators from across the country.
At the helm of Walton County’s sports tourism initiative is Cade Supple, a seasoned tourism sales specialist with a deep knowledge of the sports industry. Supple’s expertise allows him to forge meaningful relationships with clients, tailor sales strategies and stay ahead of industry trends.
Director of Sales Karen Morris relies on Supple’s knowledge and vision to succeed in the sports tourism market.
“A strong and passionate understanding of the sports landscape will allow us to stay ahead of the curve, identify gaps in the market and anticipate competitor strategies,” Morris said.
Looking toward the future, Walton County’s goal is to establish a reputable sports complex that can host a wide range of sporting events, including indoor competitions. While the vision for this facility is still a few years away, Walton County Tourism is working with the County to maximize existing spaces and natural assets in the meantime.
By building on recent successes and diving headfirst into this growing market, Walton County is gearing up to become a go-to destination for sports tourism — and the game is just getting started.