This past August the Waldorf Astoria New York turned its almost 10,000-square-foot Grand Ballroom into a full-size tennis court. Under glittering chandeliers, pros like Ben Shelton, Tommy Paul, Leylah Fernandez, and Maria Sakkari played showcase matches as spectators sipped from Champagne flutes. The event, which coincided with the US Open, hosted meet-and-greets and coaching sessions with ardent devotees, all of whom later checked in to the plush rooms upstairs. “It [felt] a little outrageous, incredibly glamorous, and completely right,” says Jamie Kerr, vice president of luxury marketing strategy at Hilton. “After all, the Grand Ballroom is where New York has always gathered to see and be seen.”

The congregation of athletic aficionados keen to connect with their idols and fellow fans is indicative of a wider trend. The sports-tourism market was estimated to be worth $1.16 trillion in 2025 and now makes up about 10 percent of the tourism economy itself.…