Historic Triangle Boosters See Sports Tourism as Next Big Win
Visit Williamsburg presents "For The W" marketing campaign, booked tournaments, projected hotel stays
Williamsburg officials recently received an update on efforts to use sports tourism as a tool for regional economic development. During a City Council work session on Monday, September 8, Visit Williamsburg CEO Ed Harris presented the organization’s Sports Williamsburg initiative, which promotes the region as a host site for athletic tournaments and events. Harris said the aim is to generate overnight stays by visiting teams and their families, a goal he describes as “putting heads in beds”.
A central part of that effort is the Greater Williamsburg Sports & Events Center (GWSEC), a 200,000-square-foot facility scheduled to open in 2026. According to Harris, the center already has 10 weekends of tournaments reserved in its first year and 22 more confirmed for 2027, with some bookings extending through 2029. Planned events cover basketball, volleyball, pickleball, wrestling, cheerleading, and flag football.
While the GWSEC will be the centerpiece, Harris emphasized that other venues are also part of the plan. The Warhill Sports Complex has been used for a range of regional tournaments and local schools and universities provide gymnasiums and fields that can support overflow needs. Harris said the variety of venues, combined with Williamsburg’s attractions, strengthens its competitiveness compared to other destinations.
Visit Williamsburg estimates that the tournaments already booked at multiple venues across the region could generate nearly 90,000 hotel rooms stays over the next several years. Harris noted that many of the events are projected to be large-scale tournaments drawing 100 or more teams and requiring multiple days of lodging, food, and transportation.
A major push for Visit Williamsburg is a sports-focused campaign called “For The W”, which includes digital and print advertising, a dedicated website, and a promotional video. In a follow-up email to the Williamsburg Independent, Harris wrote that “[e]very tournament across the Historic Triangle and at our new Sports & Events Center is more than a game-it's a catalyst for our local economy, filling our hotels, restaurants, attractions, and shops while uniting the community around the spirit of competition."
Industry trade shows dedicated to sports tournaments will also be a point of focus for Visit Williamsburg going forward. Harris stated that the events allow staff to network with tournament organizers in order to promote the region. For example, the organization recently attended a trade show in Miami and hosted roughly 30 different tournament officials at a Miami Marlins game as part of promotional efforts. In order to expand expand its sports tourism outreach, Harris said Visit Williamsburg is adding staff positions.
Harris also acknowledged the need to overcome some challenges, including the limited availability of group dining options for large teams. “Sports tourism is highly competitive,” Harris said during his presentation to Council. “The commitments we have in place demonstrate that Williamsburg is entering that market in a meaningful way.”
The writer used AI tools and these sources:
Agenda - City of Williamsburg - City Council Work Session - Monday, September 8, 2025
Video - City of Williamsburg - City Council Work Session - Monday, September 8, 2025
“Does my support really matter?” - Yes! Every contribution keeps the Williamsburg Independent moving forward. For example:
Investigation takes time and money - FOIA costs so far this year have already surpassed $1000.
Investigation is risky - even a frivolous lawsuit could put this effort (and me) in peril, so there’s expensive insurance to defend against libel claims.
Taking a cut - publishing and payment services take a substantial percentage of each paid subscription.
Nuts and bolts - minimal software & services necessary to run a small (very small) “newsroom” still add up monthly.
Paying our dues - various governments require various fees and/or taxes to register and maintain standing for this business.
Spreading the word - funding a modest budget for marketing and promotion.
… AND these costs don’t include any form of compensation - every $$$ is currently reinvested.
Want to contribute, but not ready to become a paid-subscriber?
Here’s other ways you can support the Williamsburg Independent: