Some destinations aim to attract visitors. Others go further—crafting unforgettable experiences that position their brand on the international map. That’s exactly what the International Padel Experience by Madison (IPE) represents: not just a sporting event, but a powerful tourism activation platform that transforms cities into must-visit destinations.
What the project is about
With over 50 tournaments across 18 countries—from Tokyo and Dakar to Montreal, Valencia, and Dubai—the IPE has become the world’s largest amateur padel circuit and a proven model for using sports to drive experiential tourism.
- Visitor Experience Design: Each IPE location becomes a real-world lab for smart tourism. From personalized player welcomes to curated cultural and culinary agendas for companions, every detail is designed to immerse visitors in the destination beyond the tournament.
- Local Product Integration: IPE boosts the local economy by partnering with producers, artisans, and hospitality businesses. Host cities showcase their identity through commercial activations, tastings, themed routes, and unique experiences that connect visitors with the region.
- Visibility Strategy: IPE’s communication plan includes digital campaigns, segmented email marketing, international media promotion, and social media coverage—all tailored to the languages and cultures of target markets.
- Cultural, gastronomic and commercial activations: Each tournament is accompanied by a parallel program that includes cultural, gastronomic and commercial activations, generating a complete experience that goes beyond the tournament.
Sports tourism as a growth engine
Sports-driven tourism is booming. Recent studies show this segment generates
- Increased international visibility for the host city.
- Boost to the local economy through tourist spending.
- Job creation and public-private collaboration.
- Long-term legacy in infrastructure and reputation.
If your destination is looking for more than just visitors…
At MADISON Travel & Tourism, we partner with regions that understand tourism doesn’t start with a booking—it starts with a story well told. And it doesn’t end at check-out, but with the desire to return.
If your city, region or country wants to become an experience that´s remembered, shared and recommended-let’s talk. Because the tourism of the future is built with intelligence, emotion and strategy.