Sports Tourism and Football: Why We Are Missing the Moment

The views expressed herein are solely those of the writer.

By Candy Fraser

As someone closely involved and well versed in what is taking place in football in St. Vincent and the Grenadines, it is important to say plainly that sports tourism is an opportunity we are not fully activating.

Right now, we are hosting international football through CONCACAF World Cup Qualifiers, including U17 matches from the 5th of February to the 10th of February at the Arnos Vale Stadium.

Teams from the USA, St Kitts and Nevis, and the Dominican Republic will be on our soil. CONCACAF brings regional and international attention whenever matches are played, and that exposure is valuable for a small nation like ours.

But sports should not stand alone.

Around the world, major sporting events are intentionally paired with culture. In the United States, for example, events like the Super Bowl attract global audiences. Even here on our small islands, people gather at hotel watch parties and in friends’ homes not just for the game, but specifically to see the cultural performances. Artists such as Beyoncé and Rihanna have turned halftime shows into global moments that drive conversation, viewership, and economic activity far beyond the sport itself.
The same principle is already visible closer to home.

In the region, cricket provides a strong example, with live bands, fireworks, and full fan experiences transforming matches into national celebrations rather than just sporting fixtures. These events create an atmosphere of pride and economic activity that goes far beyond the field.

We can do the same.

Footballers in this country, especially our young men and women, make real sacrifices to represent St. Vincent and the Grenadines. Some travel regularly from Bequia, others from Leeward and Windward communities, just to train, compete, and then rush back to catch the last boat home. These are national ambassadors, and they deserve consistent support and respect not only on match day but all year round.
While football is the immediate focus, this conversation must also extend to other sporting disciplines. Netball, volleyball, basketball, athletics, and cricket all attract regional movement, supporters, and media attention across the Caribbean, including strong participation and followership in countries such as Trinidad and Tobago. Basketball continues to grow in popularity and visibility across the region.

Sports tourism should be a partnership between sport, tourism, culture, and community. Cultural performances, music, pan, dance, and local creativity can be integrated into match days, team welcomes, and fan engagement. Cruise visitors and short-stay guests can be brought into the football experience, since the game is played year-round, not only during Carnival season.

This is not about criticism; it is about coordination.

We already have sports, culture, and stories. What is needed now is alignment, so that when international football comes to St. Vincent and the Grenadines, the entire nation benefits and the world sees who we truly are.

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