Sports tourism has long been passionately pursued by wealthy people who travel around the world. And no sport has more global appeal than soccer.
The FIFA World Cup is the premier destination event for soccer lovers around the world. The international tournament, which rotates every four years, will be played in stadiums across North America in 2026. It's the right time for FIFA to captivate the American soccer audience. Domestic leagues like Major League Soccer (MLS) and the National Women's Soccer League (NWSL) have growing fan bases, not to mention American interest in European professional teams and his popular Apple TV series “Ted Lasso.” Masu.
Against this backdrop, is it the right time to market a luxury hotel to sports tourists in the heart of U.S. soccer?
InterContinental Hotels Group
InterContinental Hotels Group thinks so. We partnered with the District's own Major League Soccer (MLS) team, DC United, to create InterContinental Washington, DC – The Wharf. The Wharf's new package offers football enthusiasts the opportunity to live like a VIP on match day, meet the players on the pitch and provide the ultimate fan experience. Complete package includes:
- Premium Suite Accommodations at InterContinental Washington DC The Wharf
- Daily breakfast (for 2 people)
- VIP seating for the game at Audi Field with access to premium club for food and drinks
- Receive two DC United jerseys as a take-home souvenir
- A special meet-and-greet with the best player on the field after the game
Sports tourism is one of the fastest growing sectors in the travel industry, estimated to grow by 17.5% by 2030, according to new data reported by CNBC and the United Nations World Tourism Organization. While this trend has real momentum, the idea of attracting soccer fans to travel to luxury hotels at the confluence of the Potomac and Anacostia rivers is in some ways new.
Let's start with the neighborhood itself. A former military site, Buzzard Point and the adjacent Navy Yard District first took root as a sports and entertainment district in 2008 with the construction of Nationals Park (home of Washington, D.C.'s Major League Baseball team). Other new facilities have also been filled in slowly but surely. We are transforming the area into a vibrant destination for a new generation of district residents. Buzzard Point's soccer venue, Audi Field, broke ground in his 2017 year and opened a year later.
D.C. United has been one of MLS' most consistent teams at ticket gate since its inaugural season in 1996. However, it took time for the quality of play within the league to improve. (MLS, the top professional league in the United States, was for years derisively referred to as “Minor League Soccer” by fans of the top leagues overseas.) The league remains a European league in terms of overall talent. Although it lags behind other leagues, MLS consistently attracts posts. -The peak of foreign stars since the arrival of David Beckham in 2007. This trend continued in July 2023, when Inter Miami signed 36-year-old Lionel Messi.
Messi, an Argentinian national, has been a virtual celebrity since he was a teenager. His exploits at the World Cup and his highly paid stint with Barcelona from 2004 to 2021 made him perhaps the most talented player to ever come to MLS. He is a regular on Forbes magazine's annual list of the world's highest-paid athletes. Although Messi is past his prime, he remains a social media star with 502 million followers on Instagram. He's the kind of player needed to turn an ordinary soccer game into a destination event in the eyes of high-end sports travelers. Inter Miami made their annual visit to DC in March.
Given the buzz around Buzzard Point, it makes sense that Intercontinental DC The Wharf would capitalize on it by appealing to the soccer set. His IHG property, built in 2017, features high ceilings, waterfront views and dock access, in addition to his 32 suites that showcase the luxury set. With its sustainable approach and urban design, the property blends perfectly with its surroundings from the outside, while its luxurious interiors make it a welcoming space for even the most affluent jet-setters.
The package is a small-scale but novel experiment to make the United States world-famous as a soccer destination in time for the World Cup.