The Paris Games has wrapped (and rapped!) with the traditional Olympic closing ceremony. But this one was a little less traditional, as Tom Cruise abseiled into Stade de France and the likes of Billie Eilish, the Red Hot Chilli Peppers, Snoop Dogg and Dr Dre chimed in with performances from the next host city, Los Angeles.
As LA took centre stage at the ceremony, Los Angeles Mayor Karen Bass received the Olympic flag from Paris Mayor Anne Hidalgo, marking the countdown to the LA28 Games. And what a spectacle that promises to be. This is LA after all.
But even before then, the City of Angels will play host to several massive sporting events including the FIFA World Cup (the world’s most watched sports event), NBA All-Star Game, US Women’s Open Championship in 2026 and Super Bowl LXI in 2027.
Sports surge
All of this symbolises a broader surge in sports tourism, a sector now generating 10 per cent of global tourism expenditure with a projected growth rate of 17.5 per cent, according to UN Tourism.
Indeed, sports tourism is on the rise… and Los Angeles has positioned itself as one of the central players in this growing, global trend.
The Los Angeles Tourism & Convention Board (LA CVB) labels LA a year-round destination for sports fans, with the city home to no less than 11 professional teams – the most in the US.
It’s also home to some iconic venues. The LA28 venue plan will use existing stadiums as part of its sustainability efforts, with highlights like SoFi Stadium hosting the largest swimming venue in Olympic history and the LA Memorial Coliseum making history by hosting track and field competitions for the third time.
Elsewhere, diving will return to the historic 1932 Olympic pool, while basketball will be played at the new Intuit Dome, opening this month. And for the first time, BMX, skateboarding and archery events will be held in the San Fernando Valley.
LA CVB President and CEO Adam Burke was in Paris to gain insights into the tourism impact of the Games as Los Angeles prepares for an unprecedented few years of sporting events.
“We’re honoured to join Mayor Karen Bass to commemorate the historic handover of the Olympic flag from Paris to Los Angeles,” Burke said.
“We can’t wait to roll out the red carpet for the 2028 Olympic and Paralympic Games where LA will become the third city in history – and first in the US – to host the Games a record three times, joining Paris and London on the medal stand.
“The handover raises visibility for the City of Angels as one of the true sports capitals of the world. Félicitations to our friends in Paris for an incredible job.”
Tourism leaders are optimistic that the surge in LA’s sporting events will spur even greater visitation to the city in the coming years, as travellers not only take in the city’s sports scenes but also visit new attractions like the Academy Museum of Motion Pictures, Destination Crenshaw, Super Nintendo World at Universal Studios Hollywood and Cosm Los Angeles (like Las Vegas’ Sphere). In addition, travellers will be welcomed by a modernised Los Angeles International Airport (LAX).
Paris 2024 may have just concluded, but with the next Games taking place in one of Australia’s favourite overseas holiday destinations (plus with Aussies taking home record gold… oi, oi, oi), holidaymakers could be excused for already thinking about 2028.
No doubt, it’s going to be SHOW TIME at LA28.
In July, California’s sports culture took centre stage with the new documentary, “Gameday”. A collaboration between Visit California and Australian streaming giant Stan, the special brings viewers an immersive look at the intersection of sports, entertainment and the spirit of California.
