Visit Williamsburg Launches New Tourism Era with Sports Center

Sports tourism is often a catalyst for destinations to create new opportunities for travelers. But that’s not the case in historic Williamsburg, Virginia, which already has more than enough attractions to be a popular destination among school groups, families, and history buffs.

Ed Harris, CEO of Visit Williamsburg, explains that The Greater Williamsburg Sports & Events Center, which opened in June, is a gateway for visitors who’ve yet to experience the blend of modern amenities and the sites that are among the country’s first building blocks.

“We approach sports tourism not as a standalone market, but as a gateway to leisure visitation,” says Harris. “Ultimately, we're not just hosting sporting events—we're creating pathways for sports visitors to become repeat visitors.”

The Power of Sports Tourism

The 200,000-sq.-ft. indoor sports center, an $80 million project, includes 12 basketball courts that convert to 24 volleyball courts and 36 pickleball courts. The sports can be played year-round, an important feature as Williamsburg aims to extend its traditionally busy travel season.

According to the most recent study by the Virginia Tourism Corporation and Tourism Economics, sports tourism in Virginia generated $2.7 billion in direct spending in 2022, resulting in a total economic impact of $4.5 billion statewide.

The Coastal Region, which includes Greater Williamsburg, accounted for 27% of this spending, contributing $1.2 billion in total economic impact. This included:

• $364.3 million in total labor income
• Support for 11,136 part-time and full-time jobs
• $94.7 million in state and local tax revenues

Williamsburg Builds Upon Proven Winners

Those numbers figure to jump exponentially. As Harris notes, Williamsburg is hardly starting from scratch when it comes to entertaining out-of-towners.

Ed Harris, Visit Williamsburg

“What makes Williamsburg uniquely positioned in the sports tourism landscape is that we are not trying to add leisure amenities to a sports destination—we already are a fully developed, nationally recognized leisure destination that happens to be building best-in-class sports infrastructure,” he says. “That distinction is the foundation of our competitive advantage.”

Colonial Williamsburg, Busch Gardens, Jamestown, and Yorktown are long-established tourism winners.

Generally speaking, the bulk of Williamsburg’s visitors are within driving distance and come from either in-state or the Washington, D.C.-area. As a result, this area built for tourism is waiting to be explored by families coming in for their children’s tournaments.

“In many ways, sports tourism serves as an introduction to Williamsburg,” Harris says. “Once visitors experience the unique combination of history, entertainment, culture, and hospitality that exists here, we have an extraordinary opportunity to convert first-time sports visitors into lifelong leisure travelers.”

Focus on Families

During the games, the kids are centers of attention. But from a tourism perspective, parents, siblings, grandparents, and extended family and friends are the MVPs. Not only do adults have the spending power, they also have more free time to eat at local restaurants, shop at stores, and experience attractions.

The CVB plans to work with sports event organizers to understand the flow of each event and then market opportunities for families to visit a museum, take a tour, or grab a bite during downtime. “Our strategy is to ensure that those hours become opportunities to engage with the destination rather than simply wait for the next game,” says Harris.

From there, Harris is counting on Williamsburg to sell itself as a place to visit when the trip is not tied to a sports schedule. At the very least, he hopes families extend their visit for a day or two before or after the event so the kids can hit Busch Gardens or visit Jamestown, the first permanent English settlement in North America.

The Past Meets the Future

Just because Williamsburg is as historic a destination as there is in the now 250-year-old United States doesn’t mean they are relying on old-fashioned technique. Harris says the CVB is leveraging emerging technology, mobile itineraries, and targeted digital communications to help visitors discover personalized experiences during their stay.

Specifically, the goal is for families to make the most of two- to four-hour windows between games. Even a quick shopping spree is meaningful for the local economy and shopkeepers reliant on tourism to stay open year-round.

“The ultimate measure of success isn't simply filling hotel rooms during an event—it's creating such a memorable experience that families return months later for a dedicated vacation, recommend Williamsburg to friends and relatives, or even choose us for future tournaments,” Harris says.

Photo Credit: City of Williamsburg