Sports tourism is big business, but you don’t need to tell Gainesville’s leadership. They already know it.
Ever since Gainesville was chosen to host the canoe/kayak and rowing for the 1996 Summer Olympics, the city has taken center stage as one of the most sought-after courses for big competitions and training visits by canoe/kayak and rowing teams from around the globe.
“Visiting teams travel to our area from across the United States and Canada, and the Boathouse at Lake Lanier Olympic Park has garnered recent interest from national teams from as far away as Australia,” said Robyn Lynch, director of Tourism for the City of Gainesville. “Due to the mild climate in Georgia, we see sports tourism throughout the year in various sports. Tourism is Gainesville reached $20 million in 2023 with $17 million being attributed directly to sports. Sports tourism account for more than 85 percent of the total tourism economic impact in the City of Gainesville.”
This impact goes much further than the obvious spending on hotels and lodging, meals and transportation.
“When the teams come to train, they may stay for just a few days up to six months,” she said. “While they’re here, they may be spending money outside of the apparent costs. Visiting athletes use local resources such as medical and training facilities, explore our attractions and shop at our local retailers.”
Bureau staff has been working to support the Greater Gainesville Sports Alliance, which was formed in 2020 and is composed of sports, hospitality, civil and industry leaders.
“Since the beginning, the program has been managed by members of the tourism team, in addition to their responsibilities with the CVB and Lake Lanier Olympic Park,” Lynch said. “Increased interest in Gainesville as a sports tourism hub and destination for travelers is very positive, and we want to continue to be at the top of list for teams and spectators.”
The Greater Gainesville Sports Alliance works closely with local sports clubs and venues; it also interfaces with sporting event planners to market their events, provide funding assistance when applicable, distribute visitor information to participants and spectators, and negotiate accommodations for players, coaches and officials.
For more information, visit www.exploregainesville.org or call 770 531-6598.
