Hosting Two FIFA World Cup Team Base Camps Reinforces Santa Barbara’s Ability to Compete with Larger Cities

As global sports tourism gains momentum, Santa Barbara is strengthening its position as a destination capable of attracting elite international teams and major sporting organisations. In this exclusive interview, Kathy Janega-Dykes, President and CEO of Visit Santa Barbara, explains how the selection of the Santa Barbara South Coast as an official base camp for FIFA World Cup teams including Austria and Qatar has highlighted the region’s appeal for high-performance training, recovery and international sports events. She discusses the destination’s combination of quality venues, year-round weather, privacy, coastal wellness and access to major Californian markets, while outlining how the experience is shaping Visit Santa Barbara’s longer-term strategy. With the 2028 Olympic and Paralympic Games in Los Angeles approaching, Janega-Dykes also reveals how new infrastructure, expanded connectivity and the Sports & Events Task Force could help drive further opportunities, economic impact and visitor growth across the region.

What were the key factors that led FIFA World Cup teams such as Austria and Qatar to select Santa Barbara as their official base camp ahead of the tournament?

The Santa Barbara South Coast offers high-quality venues, reliable year-round weather, privacy and convenient access to major markets like Los Angeles and San Francisco, making it particularly appealing to prominent teams. Equally important, the area offers an environment that supports both performance and recovery, as wellness has long been part of the area’s identity. Athletes can prepare and recuperate while enjoying a relaxed coastal setting and first-class hotels, dining and transportation. These differentiators helped set Santa Barbara apart during the selection process.

How has hosting two FIFA World Cup base camps influenced Santa Barbara’s long-term tourism and destination marketing strategy?

Hosting two FIFA World Cup team base camps has reinforced Santa Barbara’s ability to compete for events typically associated with larger cities. By validating the quality of our facilities, accommodations and visitor services and by introducing the region to athletes, media and fans from around the world, we’ve strengthened our position as a sports hub, helping establish the destination as a training option for the 2028 Olympic and Paralympic Games in Los Angeles, which will be a key focus.

In what ways is Visit Santa Barbara preparing to attract additional national teams, federations and sporting organizations ahead of the 2028 Olympic and Paralympic Games in Los Angeles?

Our approach centers on building relationships across the industry and showcasing Santa Barbara’s appeal as a location for team preparation and recovery. Visit Santa Barbara recently launched a Sports & Events Task Force designed to identify new opportunities, support existing activations and expand the region’s presence in the sports tourism market. Drawing on the visibility and experience gained from the FIFA World Cup base camps, we are highlighting the destination’s readiness to engage with international organizations ahead of the 2028 Olympic and Paralympic Games.

Beyond elite athletes, how do you expect sports tourism to benefit local businesses, hotels, restaurants and the wider visitor economy over the coming years?

Beyond the athletes, groups travel with coaches, staff, media and family members who contribute to restaurant visits, retail spending and local tax revenue. The FIFA World Cup team base camps showcased this impact, with June 2026 marking Santa Barbara’s highest June hotel occupancy over the past decade. As we facilitate additional competitions and training camps, we anticipate continued economic gains throughout the community.

What investments or enhancements have been made to Santa Barbara’s sporting, hospitality or transport infrastructure to support high-performance teams and international visitors?

Over the past several years, we’ve seen significant investments in sports venues, hotels and transportation infrastructure, from upgrades at Harder Stadium to widespread renovations at some of the South Coast’s top hotel properties, including the Ritz-Carlton Bacara, Hotel Santa Barbara and The Milo. We’ve also expanded accessibility through new and increased routes at the Santa Barbara Airport and enhanced regional rail connections with the new Goleta Train Depot, which is set to debut later this year. Together, these improvements enhance our ability to welcome organizations, media and fans while delivering exceptional comfort, convenience and hospitality.

Looking ahead, what is Visit Santa Barbara’s long-term vision for positioning the region as one of North America’s leading destinations for elite sports training camps and sports tourism?

Our goal is to further establish Santa Barbara as a setting where athletic performance and memorable visitor experiences go hand in hand. While we may be a smaller locale, our success in welcoming major sporting events and international teams demonstrates that we can compete with much larger markets, and through initiatives such as our Sports & Events Task Force, we will pursue opportunities that create economic impact and deliver lasting value for residents and visitors alike.