JACKSONVILLE, Fla. – A packed March sports calendar is expected to deliver a major economic boost to Jacksonville, driving hotel bookings and visitor spending as the region hosts everything from championship golf to youth sports and relay races.
Among the biggest draws this month is THE PLAYERS Championship at TPC Sawgrass, which is estimated to generate 25,000 hotel rooms and about $40 million in economic impact for Duval County, according to figures provided by Visit Jacksonville.
The St. Johns County Chamber of Commerce has said the tournament generates roughly $150 million in economic impact across Northeast Florida, including more than $40 million across Duval and St. Johns counties combined.
Local leaders say the spillover is felt well beyond the course.
“We have a lot going on, and really for the past two weeks. The economic impact is great,” said Samantha Vance, executive director of the Jacksonville Sports Foundation. “We are looking forward to continuing to do stuff like this — and I call it our March madness for Jacksonville in sports.”
In addition to THE PLAYERS, Visit Jacksonville estimates several other March events will add millions more in economic activity in Duval County:
- The AAU Collegiate Hockey Championships (March 6–17): 8,000 hotel rooms and $5.7 million in economic impact
- Florida High School Athletic Association (FHSAA) Basketball State Championships: 2,400 hotel rooms and $3.1 million
- Gate River Run: 2,400 hotel rooms and $3.1 million
- ASUN Tournament: 1,675 hotel rooms and $2 million
- Bob Hayes Invitational Track Meet (March 19–21): 425 hotel rooms and $600,000
Altogether, estimates for those events total nearly $55 million in economic impact this month.
Visit Jacksonville and the Jacksonville Sports Foundation say the city’s growing sports tourism strategy is built on year-round event recruitment and community engagement.
Tourism leaders add that the partnership between Visit Jacksonville and the Sports Foundation is designed not only to land marquee events, but also to connect them with the local community.
“The Jacksonville Sports Foundation came out of Visit Jacksonville and the TPC’s efforts to really ask, how can we delve deeper into the local community and get the local community engaged around these large-scale sporting events,” Mitura said.
For local businesses, the crowds can mean some of the strongest sales of the year.
“It’s the most wonderful time of the year, just like Christmas,” said Bryan Small, a manager at Boat House Ponte Vedra, describing the rush around THE PLAYERS. “That’s where we really thrive, lines out the door. Increasing sales… it’s been incredible.
Businesses in Ponte Vedra Beach also say visitors help spotlight areas that some travelers may not otherwise explore.
“We love having events in this area, because it is just a beautiful way to help our little neighborhood grow and thrive,” said Kamokila, a manager at Morley in Ponte Vedra.
Looking ahead, upcoming events include the 2026 FHSAA Track & Field Championships at the University of North Florida (May 6–9, 2026).
IRONMAN (May 16, 2026), AAU Primary National Championship and Club Championship at UNF (July 4–11, 2026).
The Predator Group Pro Series Challenge (December 2026), and several championship events scheduled for 2027, including the ACES Conference for college swimming and diving coaches, the NCAA Division II Volleyball Championship and NCAA Division I Track & Field East Coast Regionals.
Tourism leaders say the long-term goal is to keep Jacksonville on the map to host other major sporting events.
Some include entering a bid in hopes of hosting an NCAA March Madness tournament in the future, and to make sure the payoff reaches beyond the venues and into neighborhoods across the region.