Sports tourism is emerging as a significant economic driver, transforming local economies across the nation, and nowhere is this impact more evident than in Northwest Montana. This region has strategically harnessed the power of sporting events, from youth camps to major tournaments, to inject vitality into its communities and stimulate robust business growth, attracting visitors who extend their stays beyond the sidelines.
The area boasts a rich tapestry of sports-related activities that draw crowds and generate revenue. Legendary figures like former NFL quarterback Brock Osweiler have hosted “Win the Day” camps for aspiring young athletes, while established events like the Spartan Race in Bigfork have become local mainstays, demonstrating the long-term economic benefits of sustained sports tourism initiatives. These events not only provide entertainment but also lay the groundwork for a thriving local economy.
Organizations like Discover Kalispell are at the forefront of this movement, actively supporting sports organizations and business partners to maximize their impact. They offer crucial marketing assistance and event grants, helping to offset costs for vital elements like referees and equipment rentals. Their strategic encouragement of “shoulder season” events ensures a more consistent flow of tourism dollars, boosting local businesses during traditionally slower periods.
The global potential of sports tourism is undeniable, with UN Tourism reporting it accounts for approximately 10% of worldwide tourism expenditure and an estimated growth rate of 17.5% between 2023-2030. Domestically, a 2024 report by the Sports Events and Tourism Association highlights that spectator sports tourism alone generated $47.1 billion in direct spending, leading to a total economic impact of $114.4 billion and supporting over 664,000 jobs.
Beyond large-scale tournaments, diverse sports like pickleball are contributing to the economic fabric, with facilities such as the Jewel Basin Center and Two Rivers Pickleball Club in Bigfork attracting travelers who often extend their visits. Youth sports, including events hosted by Lakers Baseball, Mission Valley basketball, and Glacier Surf Soccer, further underscore the region’s appeal. These activities not only provide recreational opportunities but also encourage sustained visitor spending.
Flathead Valley United stands out as a prime example of a local organization driving significant sports tourism. With approximately 3,000 participating families annually, their major event, the 3BR tournament, draws over 200 teams from across the U.S. and even international groups. While attracting visitors is a perk, the organization’s core mission, and a key selling point for sponsors, remains providing accessible pathways for young athletes to engage in soccer.
Recognizing the immense potential, the region is actively pursuing significant infrastructure development. Flathead Valley United is embarking on a capital campaign for a $3 million indoor training facility in Evergreen, designed not only for soccer but also as a community hub for various indoor sports. Furthermore, a Discover Kalispell-commissioned study suggests a $60 million multi-sport facility could further boost off-season tourism, highlighting basketball, volleyball, ice skating, baseball, and softball as key attractions.
Neighboring cities like Helena and Billings are also investing heavily in large-scale sports complexes, recognizing the substantial economic returns from increased visitor spending and job creation. This regional trend underscores the widespread belief in sports tourism’s power. For Northwest Montana, the concept of “tourna-cations” perfectly encapsulates this trend, where participants extend their stays, turning a sports event into a full-fledged vacation.
The success of sports tourism is already tangible, with the Glacier Country region of Northwest Montana accounting for nearly $2 billion in non-resident travel spending in 2023, predominantly in dining, fuel, and lodging. This robust economic activity, driven by sports events and facilities, solidifies sports tourism as a highly promising and growing market segment for the region, ensuring long-term prosperity and community engagement.
