How Lifestyle Sports Are Reshaping Travel

Skift — Today’s traveller might be just as likely to pack sneakers or a paddle as they are a swimsuit. From sunrise runs in Central Park to beachside pickleball matches in Tulum, lifestyle sports are changing not just how we move, but where we travel. It’s the rise of the cultural athlete: For this group, sport is more than exercise — it’s a way to connect, express identity, and often, spark the idea behind their next trip.

Lifestyle sports like running, pickleball, tennis, and golf are smart ways for hotels and destinations to tap into high-value travellers.

Destinations are taking notice, building races, trails, and courts into their tourism strategies. Hotels, too, are rethinking amenities and programming to meet the moment — not just offering gyms, but curating experiences that keep guests moving and engaged.

Few sports capture the spirit of today’s active lifestyle like pickleball. What started as a niche activity has exploded into the mainstream. Nearly 20 million Americans played pickleball in 2024 — a 46% increase from the previous year and a staggering 311% jump since 2021, according to the 2025 Sports & Fitness Industry Association (SFIA) Participation Report.

For the fourth year in a row, pickleball was named the fastest-growing sport in the U.S.

Pickleball’s popularity is quickly spreading globally, with gains in the UK, Spain, Mexico, Australia, and India. With many players falling into higher-income brackets, the sport naturally dovetails with luxury and wellness travel experiences.

Destinations and hospitality brands have taken note. Since 2016, Naples, Florida, has hosted the Minto US Open Pickleball Championships, the sport’s largest annual event. The 2025 edition, sponsored by Margaritaville, attracted more than 55,000 fans and 3,450 players from all 50 U.S. states and 40 countries.

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