One event, the Surf Cup International, with 1,800 soccer players from 22 countries (128 teams from 69 clubs), caused more than 11,000 overnight stays (4,000 hotel places) last weekend in Salou, Cambrils and Vila-seca. Hotel establishments open at the end of November in the epicenter of the Costa Daurada, sun and beach paradise. A situation unthinkable just a few years ago.

Sports tourism is consolidating itself as one of the claims to make the desire to break, at least in part, the strong seasonality a little more real. Through large events and competitions, but also with smaller groups of sports fans such as sailing or cycling that in central and northern Europe when the cold comes they have a much more unfavorable scenario.

“It’s an example of the work we do to extend the tourist season”, emphasizes Berta Cabré, president of the Business Federation of Hospitality and Tourism of the Province of Tarragona (FEHT).

The new paradigm is causing some hotels on the Costa Daurada to try to open and close their doors more flexibly. It is a matter of learning because it is not easy to have enough resources and staff to be able to open on certain dates, when they know they will do good business, to close later and wait for the next opportunity. Some hotel chains with many rooms are specializing in it, as well as smaller hotels that were already open after the summer. “There are more and more sporting events, cultural events, parties… European countries also help us with more widely distributed holidays”, emphasizes Xavier Guardià (FEHT). “And the climatology is becoming more and more favorable to us”, he adds.

The Surf International Cup, a men’s and women’s grassroots soccer tournament from the United States, is an ideal example of what the management of tourism businesses is after. It’s no coincidence. It is part of a strategic tourism promotion plan with the tourism boards of the Diputació de Tarragona, Salou, Cambrils and Vila-seca, and also the FEHT. The money obtained from the tourist tax on overnight stays is used. They have managed to take the competition for the first time to facilities built to promote sports tourism.

The impact of the events goes beyond sport. Due to its international nature, with teams from America, Africa or Asia, in addition to Europe, with world-famous clubs such as PSG, Rangers or Atlético Mineiro, it is a way to position the Costa Daurada brand in new markets and to do so, moreover, at a time of very low demand.