Unlocking the Power of Playcations in Sports and Events Tourism
WISe Wellness Guild
WISe Wellness Guild is a media and consulting agency aimed at driving peak performance for wellness brands.
The sports and events tourism industry is a vibrant and rapidly growing segment of the global tourism market.
This sector involves travel for attending, participating in, or spectating sports and events, playing a crucial role in driving local economies, fostering tourism development, and influencing global travel trends.
Beyond the grandeur of the Olympics, there's a burgeoning trend that can significantly enhance the appeal and success of your events—playcations.
What Are Playcations?
Playcations blend vacations with play, offering travelers opportunities to engage in recreational and sporting activities as a central theme of their trip.
This trend has gained substantial traction, with an increasing demand for play-based stays and activities.
Why Embrace Playcations?
1. Increased Engagement: Offering interactive and participatory activities can significantly enhance attendee engagement.
When visitors are not just spectators but also participants, their connection to the event and destination deepens.
2. Broader Appeal: Playcations cater to a wide range of interests and age groups, making your event attractive to families, groups of friends, and solo travelers.
This diversity can lead to higher attendance and greater economic impact.
3. Health and Wellness: In an era where wellness tourism is booming, incorporating play-based activities aligns with the increasing demand for health and fitness experiences.
This can attract a health-conscious audience and add a valuable dimension to your event.
Case Studies
Zel Hotels by Rafael Nadal
In June 2024, tennis star Rafael Nadal partnered with Meliá Hotels International to open Zel Costa Brava in Spain.
This property features 214 rooms and offers a wide range of sports activities including tennis, water sports, and basketball. The hotel aims to provide an immersive sports experience for its guests, appealing to both sports enthusiasts and casual travelers looking for an active vacation.
Following the success of its first hotel in Mallorca, the brand plans to expand to Madrid, Sayulita (Mexico), and Punta Cana (Dominican Republic) by 2025, highlighting the growing demand for play-based accommodations.
The Louvre's Cultural Program
In Paris, the Louvre Museum has embraced the concept of playcations by integrating sports and arts into its offerings.
Leading up to the Olympic Games, the museum launched a cultural program designed around Olympic themes, inviting visitors to join sports tours, muscle-building, yoga, and more. The Courez au Louvre series featured morning activities such as dancing and exercising among the artworks.
This initiative not only enhanced visitor engagement but also showcased how cultural institutions can incorporate play-based elements to attract a broader audience.
Statistics Supporting the Playcation Trend
Recent data highlights the growing importance and impact of play-based travel.
According to the World Travel & Tourism Council (WTTC), the travel and tourism sector contributed 9.1% to the global GDP in 2023, with a 23.2% increase from 2022. Domestic visitor spending rose by 18.1%, surpassing 2019 levels, and international visitor spending jumped by 33.1% in 2023, indicating a robust recovery and growing interest in diverse travel experiences.
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Additionally, the National Travel and Tourism Office (NTTO) reported a significant increase in international visitor arrivals to the United States, with a 31% rise from 2022 to 2023.
How to Implement Playcations in Your Events:
-Interactive Zones and Sports Clinics: Create dedicated areas where attendees can participate in various sports and recreational activities:
- Music Festivals: Set up interactive music zones with instruments for attendees to play, dance workshops, and fitness sessions set to music.
- Food and Wine Festivals: Organize culinary competitions and active tastings involving activities like vineyard hikes or fruit picking.
-Utilizing Local Venues and Natural Settings: Leverage local sports facilities and natural attractions to offer diverse play-based activities:
- Corporate Retreats: Include team-building sports activities such as obstacle courses or friendly matches in volleyball or soccer, and wellness programs like yoga and fitness classes.
- Cultural and Art Exhibitions: Host interactive art installations and cultural sports activities, allowing visitors to physically engage with the exhibits and learn traditional games.
-Technology Integration: Incorporate cutting-edge technology to create immersive play experiences:
- Tech and Gaming Conventions: Set up VR and AR stations for virtual sports and e-sports tournaments, blending traditional sports with modern technology.
-Customizing Experiences for All Ages: Design activities that cater to different skill levels and age groups to ensure inclusivity:
- Family and Community Events: Offer sports clinics, recreational zones with playgrounds and climbing walls, and sports training sessions for both children and adults.
Promotional Strategies
Highlight the unique playcation elements of your event in promotional materials, emphasizing the physical and mental health benefits of the activities.
Partner with local sports organizations and businesses to provide expertise, equipment, and marketing support.
Conclusion
By incorporating playcations into your sports and events, you can create engaging, health-focused experiences that attract a wider audience and enhance the economic impact of your events.
Embrace this trend to stand out in the competitive sports and events tourism industry and watch your events thrive with increased participation, engagement, and satisfaction.
WISe Wellness Guild is the trusted wellness partner of the Sports Events & Tourism Association
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Sources -? (https://www.vml.com/insight/playcations).