Soccer and Volleyball are having a moment in California
California is a strong contender for destinations at the top of the sports tourism hierarchy. Within the state, though, Los Angeles may be the city many eyes look toward, but that isn’t the Golden State’s full story. There are more cities making waves in sports and creating a culture around them.
Following the FIFA World Cup 2026 and heading into the 2028 Olympics, Santa Barbara and Anaheim have been and are making a name for themselves in the world of sports.
The Sports Drivers
Santa Barbara
“Santa Barbara’s emergence as a sports destination is driven by premier training facilities, an ideal year-round climate and a seamless visitor experience. Just as important is Santa Barbara’s longstanding connection to wellness,” says Kathy Janega- Dykes, president and CEO of Visit Santa Barbara.
“Dating back to the 1800s, the destination’s tourism industry was built around its restorative climate and coastal setting, and this emphasis on health and well-being remains part of the experience today, offering athletes a chance to perform at their highest level while enjoying an environment that promotes health, balance and recovery. Moreover, Santa Barbara offers a level of seclusion that is increasingly difficult to find in larger sports markets, while remaining in easy reach of key international gateways and competition venues in Los Angeles and throughout California.”
Janega-Dykes says the fact that the destination has been able to host events and teams over the last several years with people who wouldn’t usually associate with a destination like Santa Barbara is due to its well-equipped venues, privacy and accessibility.
Anaheim
Ronnie Collins, chief sales officer for Visit Anaheim, says Anaheim’s success has been the result of its intentional investment and strong partnerships. “We recognized early on that volleyball was one of the fastest-growing sports in the country, and we had the right ingredients to support it: world-class venues, a walkable resort district, more than 100 hotels, and a destination built to host large-scale events,” he says.
Collins says what sets the city apart is its “complete experience.”
“Athletes, coaches and families can stay, compete and enjoy everything the destination has to offer without spending hours in transit,” he says. “Add in the fact that Team USA Volleyball trains here, and Anaheim has become more than just a host city. It’s become part of the sport’s ecosystem. That consistency and familiarity are a big reason why event organizers continue to choose Anaheim.”
To add to such a prolific team such as Team USA Volleyball training in Anaheim, the city has tripled its volleyball event portfolio over the next five years. Over this time, the city’s expected to welcome more than 200,000 athletes and spectators and generate more than 51,000 room nights.
The Cities and Their Sport
Santa Barbara
Santa Barbara has hosted two FIFA World Cup base camps, a training camp for the U.S. Women’s national soccer team and hosted a match that included international soccer club Wrexham AFC, from the FX series “Welcome to Wrexham.” In 2024, the football club started its Wrex Coast Tour at the University of California, Santa Barbara’s Harder Stadium. In 2027, Santa Barbara will launch its first professional soccer team, the Santa Barbara Sky Football Club.
“Hosting two FIFA World Cup team base camps reinforced the value of community-wide collaboration,” Janega-Dykes says. “Bringing Austria and Qatar to the Santa Barbara South Coast required close coordination with UC Santa Barbara and Westmont College, our hotel and tourism partners, and local government, all of whom played instrumental roles in meeting the needs of these international teams.”
The 17,000-seat Harder Stadium has also hosted NCAA championships, Major League Soccer exhibitions and training activities for professional teams. “The combination of natural grass, modern amenities and a spectacular setting makes it a sought-after venue,” she says. “Thorrington Field offers an equally valuable environment. Its private setting, premium playing surface and proximity to world-class hotels make it attractive for teams seeking a highly focused training environment. Together, these facilities provide the infrastructure and flexibility needed to host a wide range of events, from collegiate championships to international matches.”
She says the team also saw firsthand how important a role the destination plays in a team’s performance and recovery. “While the teams came to Santa Barbara for training and competition preparation, they embraced opportunities to enjoy the waterfront, golf courses, restaurants and wellness amenities throughout the region,” she says. “Those experiences support both physical recovery and mental well-being, which are increasingly important components of high-performance athletics. For a destination of Santa Barbara’s size, successfully hosting these teams showed that sports associations are increasingly looking beyond major metropolitan areas when selecting training locations: The sporting environment, high-quality facilities and visitor experience can be just as important as market size.”
Anaheim
Collins says the Olympics are a catalyst rather than a finish line for the city. In 2027, the city will host the FIVB Women’s Volleyball World Championship and, in 2028, Olympic indoor volleyball. He says this’ll give the city an opportunity to showcase Anaheim to event organizers, athletes and fans internationally.
“Our focus is on turning that visibility into long-term opportunity” he says. “Every successful event strengthens Anaheim’s reputation and creates momentum for future business. Combined with investments like OCVIBE and the transformation of Honda Center, we’re building the infrastructure and visitor experience to attract major sporting events for years to come.”
The Future of Sports
Santa Barbara
While soccer continues to be the strongest sport in the region, buoyed by youth sports and interest in international competition, Janega-Dykes says they continue to see engagement in sports that allow athletes to take advantage of Santa Barbara’s coastal setting, such as running, cycling, pickleball and triathlons. The city is working on a renovation of Dwight Murphy Field that will further expand the sports opportunities in the area.
“The project will introduce a new multi-sport field capable of hosting youth and adult soccer, rugby and lacrosse, with improved sports lighting and enhanced spaces for athletes and spectators,” she says. “The renovation will also bring expanded recreational amenities, new walking paths, updated restrooms and increased parking, creating a more modern and accessible experience for participants and visitors alike.”
Looking beyond the field and toward the city at large, Janega-Dykes says Visit Santa Barbara is prioritizing efforts to build the city’s presence in sports tourism. “Visit Santa Barbara’s recently launched Sports & Events Task Force aims to identify new focus areas, strengthen existing events and position Santa Barbara for future growth, while leveraging the visibility and experience gained through hosting FIFA World Cup team base camps,” she says. “We are keenly focused on opportunities leading up to the 2028 Olympic and Paralympic Games in Los Angeles, and we welcome location scouts and booking agents to reach out.”
Anaheim
Collins says the investments in OCVIBE and Honda Center are being made at the perfect time in an unprecedented era of global sports, including the FIFA World Cup, Super Bowl, and 2028 Olympic Games, bringing worldwide attention to the region.
Visit Anaheim has also added a dedicated sports sales manager whose focus is on attracting new sporting events and supporting sports event planners. “Combined with Anaheim’s family-friendly atmosphere, extensive hotel inventory and proven ability to host youth and amateur competitions, we’re well-positioned to continue growing as a premier destination for sports events of every size,” Collins says.
