100 Years of Advancing Destinations

New “Sports Module” Captures Economic Impact of Sporting Events in Host Communities

Tuesday, July 16, 2013
Destination Marketing Association International (DMAI) and Tourism Economics, an Oxford Economics Company, introduced the beta version of the widely anticipated Sports Module of the Event Impact Calculator.

Since its introduction in 2011, the Event Impact Calculator has been adopted by over 100 destinations of all sizes as the standard for understanding the economic impact of events to their local communities in terms of taxes, jobs, and spending. With sporting events becoming an increasingly important part of group business for destination marketing organizations (DMOs), DMAI recognizes the need for destinations to measure the economic impact of these events in a way that is consistent with how they are already measuring meetings and conventions. 

“Room nights from youth, amateur, and professional sporting events represent 50% of our total annual room night product,” said Loren Gold, Executive Vice President of the Greater Raleigh Convention and Visitors Bureau. “It is also a very important way to drive demand for countrywide limited and service hotels and also fills weekend need periods for hotels that rely heavily on weekday business transient traffic.”

Like the core Event Impact Calculator released in 2011, the Sports Module demonstrates an unequaled level of flexibility, quantifying the impact of diverse events including youth, adult amateur, collegiate, and professional level play. While the core calculator incorporates nine separate data sources including participant and organizer surveys, venue financial data, and information contributed by the DMOs’ own databases covering thousands of events; the Sports Module builds on the original dataset with additional studies. The tool not only includes Longwoods International survey results for 5,000 participants and attendees at sporting events, but also incorporates studies conducted by Tourism Economics on over 150 sporting events.

Currently, a task force with sales professionals representing sports markets in over 25 destinations is testing the beta version of the Sports Module. Upon the tool’s release, DMAI will remain committed to making the Sports Module accessible to DMOs not only online, but also through the DMOs’ own customer relationship management (CRM) systems, and is actively working with CRM solution providers on ongoing integration requirements.


Destination Marketing Association International (DMAI) protects and advances the success of destination marketing worldwide. DMAI's influential membership includes nearly 600 official destination marketing organizations (DMOs), also known as tourism boards or Convention and Visitor Bureaus, from nearly 20 countries that command $2.1 billion in annual budgets. As the world's largest and most reliable resource for DMOs, it provides more than 3,700 individual members - professionals, industry partners, educators and students - the most innovative and relevant educational resources, networking opportunities and marketing intelligence worldwide. 

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