Sport tourism is one of the most economically significant forms of tourism — visitors travelling to participate in or watch sport events generate hotel nights, restaurant visits, and retail spending. Major sports events attract grant funding not just from sport agencies but from tourism, economic development, and regional development funders. This guide covers the funding sources at the intersection of sport and tourism.
Sport tourism grants come from two directions:
- Sport funders: State sport agencies, national sport organisations — focus on sport outcomes
- Tourism and economic development funders: Tourism boards, regional development agencies — focus on visitor spend, economic impact, and destination marketing
Successful sport tourism applications often need to speak to both audiences.
Australia — Federal:
- Tourism Australia: Investment in major events with international visitor attraction
- Austrade: Trade and investment events with international dimensions
Australia — State:
- Tourism Victoria / Visit Victoria: Major events programme — grants and co-investment for Victoria-based events
- Destination NSW: NSW major events funding
- Queensland Tourism: Sport events with tourism potential
- Tourism WA / SA Tourism Commission: State event funding
New Zealand:
- Tourism New Zealand (TNZ): Major event strategy — international events attracting overseas visitors
- Regional Economic Development: Sport events with regional economic benefit
Many community sport events attract visitors from other regions. Regional and community sport tourism funding:
- Regional development agencies: Events that contribute to regional economic activity
- Local councils: Events on council land attracting visitors to the area
- Regional tourist organisations (RTOs): In-region sport events
- Gaming trusts: Community sport events (NZ)
The key is demonstrating economic impact — how many visitors, how many nights, what spend?
Winning the right to host a major sport event often requires a formal bid. Bid funding:
- State tourism agencies: Bid fees and development costs for major events
- Sport national bodies: Support for bids to host national championships
- Local councils: Municipal support for bids that benefit the local economy
Regional communities use sport events to:
- Attract visitors in traditionally quieter periods
- Showcase the region's landscape and facilities
- Build economic activity for local hospitality and retail
Foundation for Rural and Regional Renewal (FRRR) (Australia): Some regional event support.
Regional development agencies: In both Australia and New Zealand, regional development bodies fund events that contribute to regional economic goals.
Athletes travelling to compete are significant sport tourists:
- Masters Games and Masters Sport events attract older athletes as tourists
- Marathon and running events attract participants from outside the region
- Cycling events and cycle tourism festivals
- Golf tournaments (participant tourism)
Events that attract participants (not just spectators) are powerful for regional tourism because participants stay longer and often bring family.
Tourism funders require economic impact evidence:
- Visitor numbers: Total participants and spectators from outside the region
- Visitor nights: How many nights visitors stay
- Visitor spend: Accommodation, food, retail, transport estimates
- Economic multiplier: How event spending flows through the local economy
Before applying for tourism event grants, assess the economic impact using standard methodologies (Sport New Zealand event evaluation tools, DSEG event valuation in Australia).
Strong sport tourism applications demonstrate:
- Visitor numbers and demographics: Origin of visitors, how far they travel
- Accommodation nights: Visitors staying overnight vs day-trippers
- Economic impact estimate: Visitor spend using credible methodology
- Media and promotional value: Coverage that promotes the destination
- Repeat visitation: Whether the event builds destination loyalty
- Community benefit: Local jobs, business activity, community pride
- Environmental and social responsibility: Sustainability, local procurement
Tahua's grants management platform helps sport event organisations manage complex multi-funder applications, track economic impact data, and demonstrate the tourism and community outcomes that event funders value.