STAT SHEET
TOURNAMENT TRAFFIC
82,000 + unique visitors in Wetumpka
51 teams at a single Lagoon Park tournament
308,000 visits at Wetumpka Sports Complex
( Aug 2023 – Jul 2024)
ECONOMIC IMPACT
$ 42M + from Montgomery sports tourism in 2024
$ 614M statewide sports tourism impact in Alabama
$ 150,000- $ 250,000 per weekend in Millbrook from tournaments
Experience Montgomery is working hard behind the scenes to land major events, facing increasing competition from new markets.“ In the past few years, one of the biggest things we have seen is growth. There are more sports with more tournament organizers putting on more events. With that, we are also seeing more and more markets building facilities to attract those events,” said Craig Howard, National Sports Manager for Experience Montgomery.“ Cities are seeing the value sports tourism brings at all levels. So, we are seeing competition to bring in events from cities that we haven’ t always seen in the past.”
To stand out in this competitive landscape, Montgomery emphasizes more than just high-quality fields. A strong community experience— the food, the friendliness and the fun— often seals the deal.“ When we are competing for events, we are selling our city, not just our facilities,” said Howard.“ People are the differentiating factor here. Combine that with attractions such as Montgomery Whitewater, the Montgomery Zoo, Riverwalk Stadium and the Biscuits and the depth of history found in this city— we continue to be a major player in the sports tourism industry.”
THE DOLLARS BEHIND THE GAME: ECONOMIC IMPACT ON FAMILIES AND CITIES But beyond the wins and rankings, travel sports bring another powerful force to the River Region: dollars. For families, travel ball is a major financial commitment— from hotel stays and meals to tournament fees and gas. But for cities, this visitor influx is a powerful economic driver.
In Montgomery, sports tourism generated more than $ 42 million in economic impact in 2024.“ This is the first year we began tracking this officially, and we expect to see that number grow in 2025. Economic impact numbers are becoming more and more important when recruiting sports across the country,” said Howard.
A MAJOR
PLAY
The state of Alabama reported over
$ 614 million in economic
impact for sports tourism in 2024. Sports Alabama Annual Report.
That kind of impact is drawing nationwide attention.“ That’ s why the City of Montgomery and Experience Montgomery continue to put big resources behind facilities and event recruitment. It creates a more balanced economy and more importantly, a better quality of place in Montgomery and the entire River Region,” said Howard.
Wetumpka sees steady weekend impact, hosting tournaments nine months of the year and welcoming 4,000 – 5,000 visitors per tournament weekend. Between August 2023 and July 2024, Wetumpka Sports Complex recorded over 308,000 visits from over 82,000 unique individuals.
“ These tournaments generate a significant economic boost for the Millbrook and Elmore County area. Estimates indicate that a single weekend tournament can bring in $ 150,000 –$ 250,000 in local spending on lodging, dining, fuel, shopping and entertainment,” Myers said.“ Over the course of a season, this impact can total well into the millions of dollars annually.”
CentrAL Inc! 51