The organization responsible for driving sports tourism has evolved many times to meet the increased and changing demands of the market as well as opportunities within our community. In 2019, nearly 180 million people traveled to a sports event in the United States either as a participant or spectator. Sports travelers, event organizers, and venues spent $45.1 billion in 2019 according to a study from Tourism Economics and the Sports Events & Tourism Association.
With the support of the San Diego Tourism Authority and Tourism Marketing District, Sports San Diego launched in January 2022 to serve as the primary organization responsible for marketing San Diego as a sports destination and driving visitor demand through recruiting, supporting, and hosting world-class sports events.
Sports San Diego is strategically aligned with the San Diego Bowl Game Association also known as the Holiday Bowl, as the regions longest standing annual tourism driving sports event. Since 1977, the Holiday Bowl has generated $977 million in economic impact and 819,000 hotel room nights for the San Diego region.