Philippine Sports Commission (PSC) Chair Patrick Gregorio said hosting global competitions may not be a complete solution, but it offers a “low-hanging fruit” that can quickly stimulate interest in the country as a destination.
Unlike traditional tourism campaigns that require heavy promotion and may struggle to compete with Southeast Asian neighbors, sports tourism guarantees arrivals, Gregorio said.
“Athletes have to come because they need to compete for their country,” he said, noting that participants typically travel with coaches, family members, and support teams.
Higher spending, longer stays
Gregorio said sports tourism drives higher spending and longer stays, as athletes usually arrive days before competitions and remain after events.
Participants and their companions also promote destinations through their social media accounts, providing additional exposure at no extra cost.
He added that sports tourism is less affected by geopolitical tensions, as competitions generally proceed regardless of external disruptions.
“Sports competitions will never stop. They have their own world. These athletes are there to compete for their family and for their country,” he said.
Beyond hotel bookings, sports events also generate revenues from sponsorships, broadcast rights, and social media exposure.
Gregorio spoke at the Sports Tourism Forum held at Nustar Resort and Casino in Cebu on March 18, attended by industry leaders, government officials, academe, and private sector representatives.
No cancellations despite tensions
The PSC has lined up 36 international sporting events in 2026, expected to draw thousands of athletes from around the world.
Gregorio said he has not received any cancellations or postponements, despite ongoing tensions in the Gulf region.
“Sports competitions operate in their own silos, where the goal is to win for flag and country,” he said.
‘Forced’ tourism demand
Gregorio acknowledged that the Philippines may rank only third or fourth among Southeast Asian destinations in terms of tour packages.
“But if we do hardcore sports tourism, we don’t have to convince them to visit the Philippines—we bring them here because they want to compete,” he said.
Athletes, he added, are less price-sensitive and often travel with companions, boosting tourism receipts.
“They don’t negotiate for hotel rates, transportation, or meals. All they want is to win—and they bring family, friends, and loved ones. They stay for about a week,” he said.
Investment, not expense
Gregorio stressed that hosting sports events should be treated as an investment due to its trickle-down economic impact—from hotels and transport to small vendors.
He cited the Karate 1 World Youth League Championship scheduled on May 14 to 17 in Manila, where at least 3,000 athletes from 90 countries have confirmed participation.
These participants are expected to be accompanied by relatives who will spend on accommodation, food, and shopping during their stay.
The event is also expected to generate millions of pesos in sponsorship deals and online exposure through livestreams and social media posts.
“And you know how much we will spend? Not even a million dollars—and that already includes facility upgrades,” Gregorio said.
Cebu eyes major games
Gregorio said Cebu is being considered as a host for the Asian Beach Games in 2028, which could draw participants from 45 countries, including those from the Middle East.
Princess Galura, president and managing director of Sunrise Events Inc., highlighted the economic benefits of hosting international sporting events such as Ironman races.
The Ironman 70.3 event in Lapu-Lapu City in 2022 attracted 1,928 participants, who stayed for at least three nights on Mactan Island.
Participants and their companions spent an estimated P275 million during the event, or about $1,500 per participant. Media exposure from the event was valued at around P100 million.
The event also boosted property sales, with 160 condominium units sold at Megaworld and 60 at Robinsons Land Corp.
“By default, we showcase the entire place—its beauty, safety, and hospitality—without a hard sell,” Galura said.
Push to expand MICE to ‘SMICE’
Gregorio said sports should be integrated into the country’s tourism strategy, proposing the inclusion of an “S” in MICE (Meetings, Incentives, Conferences, and Exhibitions).
“Sports deserves a permanent place in our tourism framework,” he said.
“If we align government agencies, private investors, and local governments, sports tourism can be a powerful engine for long-term growth.” —Ed: Corrie S. Narisma
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