Sports tourism is a lucrative industry that offers a wide range of experiences for travelers. From attending weekend tournaments to flying with sports equipment, there are countless ways to enjoy sports tourism. Despite the fact that big cities often host major events like the Super Bowl, smaller markets also compete for thousands of other events every year.

Recent research by Sports Business Journal has identified four underrated markets that are winning event bids and providing major league experiences. These markets include Salem, Virginia, Houston, Texas, Greensboro, North Carolina, and Louisville, Kentucky. Each of these markets offers unique opportunities for travelers to experience top-notch sports events and tourism opportunities.

The City of Salem in Virginia is preparing to host its 100th NCAA championship. This event is sure to attract thousands of fans from around the country and boost the local economy. In Houston, recent event wins have contributed to a growing tourism market in the city. Greensboro is living up to its reputation as “Tournament Town” by hosting a variety of events throughout the year. And Louisville is seeing an increase in events coinciding with upgraded venues, making it an attractive destination for sports enthusiasts.

In addition to city and state funds being used to attract sports events and fans, there are also deals being made with major organizations like the PGA Tour to bring more visitors to certain areas. These efforts are helping cities and states grow their tourism industries and create economic benefits for everyone involved. The pursuit of major sporting events is an important aspect of sports tourism and continues to drive economic growth across the country.