With so many perks and amenities, traveling fans have lots to cheer about. iStock-gorodenkoff The term “March Madness” first hit the mainstream in the early 1980s when announcer Brent Musburger started using it to encapsulate all the upsets, buzzer beaters and overall hysteria that came with the NCAA Division 1 men’s basketball tournament. While that excitement still defines the event, the phrase may work better today describing the frenzy of fans trying to get to the actual games. The tournament’s 68 participating men’s teams and the 64 on the women’s bracket are announced on a Sunday afternoon and the majority of games start that following Thursday and Friday in venues around the country. Most schools have no clue where they’re going until four days before tipoff, giving fans little time to purchase flights, book hotels and line up a babysitter. It’s sheer madness. Not that following your favorite teams or players around is anything new. Sports fanatics have always rooted for their baseball squads on the road, headed to Las Vegas for a big fight or gotten friends together for a golf getaway. In fact, UN Tourism reports that sports tourism — travel experiences specifically centering around a spectator sport or the participation in a sport — accounts for roughly 10% of the global tourism market. The estimated growth rate is expected to be 17.5% between 2023 and 2030, making it one of the fastest-growing sectors in the industry. Mercedes-Benz has had a presence at the Masters since 2008. Mercedes-Benz USA The biggest difference these days is that luxury brands and high-end hotels are getting in the game, offering all sorts of cool perks and unique opportunities that enhance experiences for fans spending thousands to catch their teams at away games. Mercedes-Benz is one of the luxury brands doing an excellent job of scouting customer trends and habits. A longtime sponsor of top sporting events (the Masters, the British Open) and major entertainment venues (Atlanta’s Mercedes-Benz Stadium), the car manufacturer knows that if it’s going to stay at the forefront of consumer minds, it needs to have a presence wherever they are. “We see it from two angles,” says Dimitris Psillakis, president and CEO of Mercedes-Benz USA, whom Forbes Travel Guide chatted with at the 2025 College Football National Championship. “One is we want to be in places where our customers are. We want to offer them chances to associate the brand with a fun lifestyle — not only top events, but also top concerts.” Psillakis, a Greece native who loves soccer and the competitiveness that comes on the pitch, adds, “We [also] see sports as an environment where we can thrive, where you compete with other brands. [Carl Benz] invented the automobile, but we continue reinventing it and [continue] competing in the fields of technology, safety and comfort. Sports are filled with competition. That’s what makes us heavily engaged in sports.” Marriott puts fans in the middle of the action. Marriott Bonvoy Marriott is another brand that understands the importance of rubbing elbow guards with fans. Marriott Bonvoy, the company’s loyalty program, grants customers with enough points the chance to participate in unique activations. Some of the sports offerings include behind-the-scenes arena tours and exclusive meet-and-greets with athletes and coaches. The latest endeavor from Marriott Bonvoy, the official hotel partner of the NCAA, is Points for Points, where 134 lucky Marriott Bonvoy members will be randomly selected to receive points equal to the total points scored during the 134 games of the 2025 men’s and women’s basketball tournaments. Las Vegas will host the men’s Final Four for the first time in 2028, only adding to the madness of fans parading down the Strip in their favorite jerseys. A city that has morphed from a gambling capital to an entertainment hub to a foodie playground, Vegas is now squarely focused on hosting as many sporting events as the calendar will allow. Vegas’ T-Mobile Arena keeps spectators cheering throughout the year. “We embrace our gaming history,” says Steve Hill, Las Vegas Convention and Visitors Authority CEO and president. “The addition of sports in Las Vegas has rounded out what we offer and adds a new reason to visit. While the gaming component is an option when visiting Vegas, it’s no longer the only or most popular draw.” Hill and his team are in an interesting situation. They naturally want to promote the city’s WNBA Aces, NFL Raiders, NHL Golden Knights and soon-coming MLB Athletics, but because Las Vegas is such a massive draw for out-of-town fans wanting to root for their team and play a little roulette, they roll out the red carpet for all fanatics. “Making the trip to see your favorite team or event doesn’t have to be the only marquee experience of the weekend,” says Hill, who’s looking forward to hosting WrestleMania 41 this April and the College Football National Championship in 2027. “In Las Vegas, it’s possible to include three or four events in one weekend. Maybe it’s coming for the Las Vegas Grand Prix and staying for a concert at Sphere and a Raiders game.” Lotte Hotel Seattle caters to soccer fans. Lotte Hotel Seattle When it comes to welcoming guests from all over, nothing quite compares to the FIFA World Cup. Next summer’s colossal soccer showcase will hold matches in 16 stadiums across North America, stretching from Toronto to Kansas City all the way down to Guadalajara. In terms of foot traffic and media coverage, every match will feel like a Super Bowl. The 2022 World Cup in Qatar brought 3.4 million spectators and generated a revenue record of $5.8 billion. Some hotels will angle for their piece of the big visitors pie with packages and parties; others such as Forbes Travel Guide Four-Star Fairmont Hotel Vancouver, Four-Star Lotte Hotel Seattle (which is already running an overnight promotion tied to the hometown MLS Sounders) and Forbes Travel Guide Recommended The Ritz-Carlton, Atlanta won’t have to do much, seeing as how they’re within walking distance of the World Cup venues. The Winter Olympics will take place in Milan and the Northern Italian alpine city of Cortina d’Ampezzo next February. The International Olympic Committee is expecting roughly 3,000 athletes and hundreds of thousands of fans to visit the Dolomites during the Games, creating an avalanche of opportunities for area hotels to win over tourists. Ski like an Olympian at Lefay Resort & SPA Dolomiti. Manuel Righi Four-Star Lefay Resort & SPA Dolomiti may be more than a two–hour drive from the nearest event, but the pristine property will get in on the powder-packed fun next January through March with its Olympic-Inspired Ski & Wellness Program. Aimed at well-heeled travelers who love the slopes as much as Lindsey Vonn, the promotion consists of pre-ski conditioning with experts, mental resilience training, après-ski spa treatments and an athlete-approved dining menu — all with the aim to give guests a gold medal-worthy experience they’ll never forget. Olympic year or not, one of the central goals of Sardinia’s Forte Village is to be a family-friendly resort that offers the world’s best sports academies. Come to the beautiful property along the island’s Southern coast for a week and your itinerary can be filled with fencing lessons from a nine-time Olympic champion, table tennis classes with an international sensation and mountain bike rides with one of the world’s top pro cycling teams. Top-ranked tennis player Jannik Sinner practiced here. The Italian national soccer team trained here. You’re free to use the same facilities. Though soccer dominates the global sports tourism market, golf is still a major player here in the States, be it with buddies on their annual pilgrimage to Pinehurst or that Tiger Woods fan finally making that bucket-list trip to Augusta, Georgia, for the Masters. Pebble Beach’s fabled fairways have hosted six US Opens — a seventh is coming in 2027 — so California’s Lodge at Pebble Beach essentially sells itself, but packages like Play After the Pros (deluxe accommodations and three rounds of golf) and amazing amenities like the Five-Star spa don’t hurt in hooking overnight guests. Whistling Straits is near the top of most golfers’ must-play list. Kohler, Wisconsin When it comes to award-winning resorts like Pebble Beach or Kohler, Wisconsin, golfers tend to be so excited about the trip that they overlook one important factor—time. “The biggest mistake I’ve seen golf guests make is not staying long enough,” says Nick Dockter, marketing manager for Kohler’s Whistling Straits and Blackwolf Run courses. “With four 18-hole championship golf courses, a 10-hole, par-three course, a spa, wellness and outdoors [activities], golf guests typically don’t have enough time to experience all the offerings the resort has available and have to give up something that they regret.” But it doesn’t matter if you’re packing your favorite clubs in September or preparing for the madness in March, it all boils down to proper planning, being safe and embracing the local culture. Luxury hotels and brands earn MVP honors for taking so much of the stress out of the travel equation, allowing you to focus on more important things like cheering. “I consider myself lucky because, 10 years back, I was [working] in Brazil and we had the World Cup there,” Mercedes-Benz USA CEO Psillakis remembers. “I was at some great futebol matches. Brazilians love soccer. It’s the place to be. I wish to be here [at Mercedes-Benz Stadium, one of the host venues] in 2026 and be part of the games. I’ll follow a couple of teams around the country. I’m looking forward to that.” MORE FROM FORBES Forbes7 Remarkable Resorts With 9-Hole Golf CoursesBy Katie SweeneyForbes12 Marathons Worth Traveling For In 2025By Forbes Travel Guide ForbesForbes Travel Guide Unveils The Edge List For Extreme AdventuresBy Jennifer KesterForbesFrom Anguilla To Australia, Forbes Travel Guide’s 2025 Star Award WinnersBy Jennifer Kester Follow me on Twitter. Editorial StandardsForbes Accolades