Esports Tournaments & Events: The Untapped Tourism Opportunity

 

By: Jennifer Aarons, Assistant Professor of Hospitality, Tourism & Event Management and Esports Management, Stockton University  

Esports tournaments are driving millions of dollars in visitor spending to cities across the globe. DreamHack Dallas, one of North America’s largest esports tourism events, reported over 60,000 attendees who generated more than $25 million in economic impact in 2024 ^[3]. Could Atlantic City be next?
Esports, commonly described as online competitive gaming, have existed since 1972 with the first organized event held by Stanford University where students competed in the computer game Spacewar!. The winner received a subscription to Rolling Stone magazine. Since then, esports and video games have evolved into a multi-billion-dollar global industry. Games such as League of Legends, Call of Duty and Overwatch, as well as sports-themed games like Rocket League and NBA2K, are played by gamers across many demographics internationally. These games are viewable on platforms such as Twitch and YouTube making them accessible to millions of people across the globe and has given rise to several esports celebrities. How can esports tournaments and events generate tourism opportunities? Are esports tournaments and events a viable option for Atlantic City?

The industry’s rapid growth is not only attracting viewers and players. It is also creating significant tourism and economic development opportunities for destinations. From 2020 through 2025, global esports viewership grew from about 435.7 million to 640.8 million and is expected to reach 924.9 million by 2030. North America encompasses approximately 12% of the global viewership. The average age of an esports viewer is 29. While esports events generated over $107 million in merchandise and ticket sales in 2022, cities across the globe are seeing the economic impact of hosting global tournaments and events. Like traditional sports fans, esports fans often travel to support their favorite teams or players. However, esports enthusiasts also attend these events to participate in cosplay experiences, meet content creators and streamers, experience live competitions and play in hosted gaming events. Raleigh hosted the 2023 League of Legends Series Spring Finals, which resulted in over 12,000 attendees, almost 4,000 hotel room nights and $2.7 million in direct visitor spending ^[4]. In 2024, the League of Legends World Championship was held in London and peaked at 6.86 million viewers ^[1]. According to the Mayor of London’s office, that event contributed more than £12m ($16m USD) to the economy. They also reported that the 2025 BLAST Premier London Open held at OVO Arena Wembley in 2025 generated an estimated economic impact of £30m ($40m USD) ^[2]. In June 2025, Austin held its first major esports event, the BLAST.tv Austin Major Counter-Strike competition. Over the period of June 3 through 22nd, it is estimated that it drew more than 40,000 attendees who generated more than $102 million in total economic impact ^[5]. These examples demonstrate the power and economic impact of esports events. 

As an existing tourism destination, Atlantic City is uniquely positioned to host esports events. Infrastructure support such as transportation to, from and around the city can be accessed easily. Hotels, motels and other overnight accommodations are available at a variety of price points. Convention and event locations, such as the Atlantic City Convention Center and Boardwalk Hall, offer spaces large enough to accommodate these types of events and are centrally located for easy access by rail, car or the Boardwalk. Visitors to esports events have many options for things to do when they are not cheering on their favorite team or player. Attendees can relax on the beach, stroll along the Boardwalk, brave the rides at Steel Pier, learn about various species of aquatic life at the Atlantic City Aquarium or slide through the Island Waterpark. Like successful esports destinations such as Raleigh, London and Austin, Atlantic City offers event venues, hotel capacity, transportation access, entertainment attractions and a growing esports ecosystem.

However, Atlantic City has some additional advantages. Stockton University offers a Bachelor of Science degree in Esports Management and boasts an internationally ranked esports club for Rocket League. The Esports Innovation Center (EIC) is in the city at the Atlantic City campus of Stockton University.  The EIC is a hub for community engagement in esports activities. Andrew Weilgus, executive director of the EIC, has developed relationships with educational and community organizations to offer a gaming space for local youth. Seeing the economic potential, he is also working with members of the state and city on a proposal to bring 2027-2028 BLAST events to New Jersey with projected economic benefits estimated at more than $15 million to Atlantic City.

Atlantic City reinvented itself once through casino gaming. As demographics shift, the economy changes, traveler desires change and technology becomes more pervasive, establishing Atlantic City as a hub for esports events is an untapped opportunity. These tournaments attract players and fans from across the globe and fill gaps during the offseason. As destinations around the world increasingly compete for esports events, Atlantic City has a great opportunity to position itself at the forefront of this expanding market. With the right partnerships and strategic investment, esports events could become a significant driver of tourism and economic growth for years to come.

In addition to the sources used in this article, read the article, How Esports Events Became Live Entertainment Platforms, published on July 9th for more information.