Sports tourism is growing across Latin America, bringing new marketing opportunities for cities that host major events. From global tournaments like the FIFA World Cup to regional marathons, cycling tours, and motorsports circuits, these moments attract fans but also international media attention and commercial interest.
For destinations, the key lies in putting these events together with smart, timely promotion strategies that reach the right audiences. With the appropriate tools and partners, sports tourism becomes more than a temporary spike in passenger arrival, but rather turns into a chance to position the city as a world-class destination for leisure, business, and future investment.
Football Spotlight: 2026 and Beyond
The 2026 FIFA World Cup will put Mexico on a global stage once again. With matches scheduled in Mexico City, Guadalajara and Monterrey, these cities have a rare opportunity to activate campaigns that go beyond ticket sales or hotel bookings. Cultural programming, food and music events, and promotions designed for travelers from the US, Canada, Europe and South America can expand the impact of the World Cup long before and after the matches.
This is the moment to plan hypertargeted advertising, segmented by traveler intent and timing, paired with regional PR efforts in other Latin American markets. For example, pre-tournament campaigns in countries with strong football ties like Argentina, Colombia, or Brazil, can position Mexican host cities as not only venues but travel-worthy destinations in their own right.
Marathons: Year-Round Exposure and Niche Appeal
Marathons in major Latin American capitals continue to gain attention. Buenos Aires, Rio de Janeiro, and São Paulo attract thousands of runners and spectators each year. These events are predictable, recurring, and appeal to high-intent travelers who often book far in advance and stay longer.
Marathon participants tend to be planners, and often travel with friends or family. Destination marketers can take advantage of this by targeting audiences based on behavioral data (such as interest in running, wellness, or lifestyle travel) and then reinforcing messages through cross-border PR coverage and brand partnerships. Bilingual assets also help capture both local and regional interest.
Cycling and Adventure Events: Building Identity Around Movement
Across Colombia, Ecuador, and Chile, amateur and semi-professional cycling events have grown in scale. Gran fondos and endurance rides attract both local athletes and international participants. These events are often staged in visually striking locations and appeal to travelers interested in nature, culture, and physical challenge.
Campaigns that spotlight the broader travel experience (including focus on local gastronomy, post-race excursions, or recovery stays) can increase length of stay and spend per visitor. Cycling also connects well with sustainability messages and soft adventure themes, especially when paired with hypertargeted digital media and regional influencer support.
Motorsports: Latin America’s Fast Track
MotoGP’s return to Argentina each year in Termas de Río Hondo, and its recent announcement for Buenos Aires in 2027, gives cities a clear timeline to prepare. Paired with Formula 1 races in São Paulo and Mexico City, the region is regaining visibility in global motorsport calendars.
These events are high-profile, attract affluent travelers, and enjoy widespread media coverage. But they are also short in duration, which makes timing crucial. Marketers should think well ahead: promote through precision digital ads and earned media months before race weekends, and craft narratives that tie the city’s energy, design, and culture to the racing spectacle.
Activating campaigns in other motorsport-focused markets like Latam, Spain, the UK, or the US, can help drive longer-term tourism gains, especially when these events are used as entry points to promote other aspects of the destination.
Putting It All Together: A Regional Approach
To maximize the value of sports tourism, destinations need more than a media budget. message coordination, working with partners who understand audience behavior, and using media tools that go beyond broad demographics is key.
Our agency offers hypertargeted digital media campaigns that reach travelers based on behavior, not just age or country. Combined with regional PR outreach tailored to Latin American markets and media, we help destinations speak the right language to the right audience at the right moment.
As Latin America continues to host global and regional sporting events, cities that invest early in smart promotion will see returns in visitor numbers, perception, brand recognition, and long-term relevance.
