Designing Sports-Related Tourism Products

This course is designed for students interested in developing skills in design, management, and promotion of tourism products linked to sports, using major international sporting events as a reference and considering the growing influence of football on global tourism mobility. The program takes place in Mexico during 2026, a key year in the international sports calendar, allowing participants to experience the dynamics of sports tourism firsthand.

Redefine the game: Build the next generation of sports tourism. Transform the stadium roar into unforgettable journeys.

Duration 7 days
July 22–28 (dates may be flexible) * Optional lodging quote available in Puebla

Week 1

Day 1. July 22 | Welcome at UVP

Introduction to sports tourism and analysis of the FIFA World Cup 2026
Economic, social, and environmental impact of sports tourism
Street food tasting experience
Cultural walk through Puebla’s Historic Center, Fuertes de Loreto, and Cuauhtémoc Stadium

Day 2. July 23

Creativity and innovation in sports-experience design
Responsible visitor management and best practices
Visit to Cholula, archaeological ruins, and gastronomic tasting
Workshop: Mexican Mixology

Day 3. July 24 Technical Visit to Mexico City

Visit to Azteca Stadium and Olympic University Stadium (UNAM)
Exploration of Diego Rivera murals, iconic architecture, and Club Pumas
World Cup Fan Fest at Zócalo CDMX

Day 4. July 25

Case studies: Olympic Games, Super Bowl, Qatar 2022
Sports destination branding and identity-building for mega-events
Cantina experience in Puebla’s Historic Center
Football match experience (World Cup Opening Match)

Day 5. July 26

Commercialization strategies for sports tourism products
Destination management and Fan Fest design
Workshop: Storytelling for Sports Experiences
Workshop: Contemporary Mexican Cuisine

Day 6. July 27

Final project presentations
Visit to Africam Safari

Day 7. July 28

Free morning in Puebla
Farewell lunch at Roof Garden Quetzalcóatl
Optional transfer to bus terminal CAPU, Paseo Destino or Puebla Airport

Experiences and activities

Get to know Puebla!

Take advantage of your free time to take the best pictures.

April - May

Warm weather
Temperature between 26° y 30° c

July - September

Warm - rainy weather
Temperature between 23° y 26° c

October - November

Cool weather
Temperature between 19° y 23° c

Recommended places to visit in Puebla:

Artist’s Quarter

The Artist’s Quarter is a space in Puebla historical downtown, located in what is known as Plazuela del Torno or del Factor, the artists, work and expose their work to the view of tourists and citizens that visit this corridor.

Street of Candy (St. 6 Oriente)

Another one of the many things that distinguish Puebla is its candy, tasty, beautiful, and with peculiar names: mostachones, marzipan, macaroons, peanut condumios, mechitas de ángel, tortitas de molletes, myrtles, muéganos, gaznates, novias, marinas and, of course, sweet potatoes and borrachitos.

Crafts Market The Parian

An ancient small square of San Roque was built in 1801. It is covered in most parts of the building in brick with Talavera tiles, very much in Puebla style. It is considered to be the first artisan market in the city and since 1961, it occupies the facilities of what was the old market called El Parián.