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. In January 2022, with support from the San Diego Tourism Authority and the San Diego Tourism Marketing District, “Sports San Diego” was launched as the marketing entity for San Diego as a sports destination, operating under the nonprofit Sand Diego Bowl Game Association, which is best known for producing the Holiday Bowl. As of 2023, “Sports San Diego” encompasses the 501(c)(3) nonprofit’s efforts, including the production of events like the Holiday Bowl, Rady Children’s Invitational, and California State Games, as well as serving as San Diego’s sports commission.
