SPORTS TOURISM: Preparing for the Olympics, World Cup and More

With global sports events like the 2026 FIFA World Cup and the 2028 Los Angeles Olympics and Paralympics on the horizon, California is gearing up for what may be the biggest tourism surge in a generation. While Ventura County isn’t hosting matches or competitions directly, our region is uniquely poised to capture economic and community benefits from this wave of global sports excitement.

A Strategic Location + Existing Sports Infrastructure

Ventura County already attracts sports travelers year-round. From professional training camps such as the longstanding summer sessions for the Dallas Cowboys in Oxnard to world-class action sports competitions like X Games at the Ventura County Fairgrounds, our region has proven it can host events that draw visitors from across the U.S. and abroad, boosting hotel occupancy, restaurant sales, and retail traffic.

Sports tourism isn’t just about entertainment, it’s about economic impact:

• Local hotels, restaurants, and retailers benefit from increased bookings and visitor spending.

• Youth and amateur sports events attract families that stay overnight and shop locally.

• Partnerships between tourism leaders and event hosts help position Ventura County as a go-to destination for teams looking for training sites or fans seeking viewing experiences.

Tapping Into Mega Sporting Moments

The 2026 FIFA World Cup, set to generate billions in tourism revenue across California, and the LA28 Olympic Games present indirect but huge opportunities for Ventura County:

• Training Camps & Viewing Parties: While most matches are in Los Angeles or the Bay Area, international teams and fans may seek nearby training locations, accommodation hubs, or community viewing events that drive business to local venues.

• Regional Travel & Stay Options: Proximity to major transport corridors and quality hospitality services makes Ventura County a natural choice for visitors wanting a quieter, scenic place to stay during mega sporting events.

• Branding & Long-Term Recognition: By aligning with statewide sports tourism efforts, local businesses can tap into marketing campaigns and visitor itineraries tied to these world events.

What Small Businesses Can Do Now

1. Partner with Local Tourism Groups
Connect with organizations like Ventura County Coast’s sports tourism team to explore visibility opportunities.

2. Promote Sports-Friendly Offers
Consider special menus, themed nights, or game-day specials timed with major match days and events.

3. Leverage Social Media & Local Events Calendars
Share schedules for watch parties, youth tournaments, and regional sporting events that draw crowds.

4. Think Beyond the Games
Even if Ventura County isn’t hosting main stage events, the residual economic impact can be significant, from increased hotel stays to higher weekday foot traffic.

Bottom Line

Sports tourism isn’t just about marquee games, it’s about positioning Ventura County as a welcoming, strategic stop for travelers and sports fans alike. As the 2026 World Cup and 2028 Olympics approach, local business owners who understand and engage with this trend can score big gains in revenue, visibility, and long-term customer loyalty.