March in Southwest Louisiana is a time when the energy of basketball fills the air, igniting the region with excitement and economic growth. In this edition of Tourism Works, we explore the lasting impact of March's events, look ahead to the future of tourism, and celebrate the region's growing international appeal.
Visit Lake Charles Impact
Each March, Southwest Louisiana becomes the heart of basketball excitement, fueling both community pride and economic growth. This year’s basketball season showcased just how far the region has come, with events like the LHSAA Boys’ Marsh Madness Basketball Championships at Burton Coliseum and the Southland Conference Championships at McNeese State University drawing record crowds and generating millions in economic impact.
This year, the LHSAA Boys’ Marsh Madness Basketball Championships at Burton Coliseum saw remarkable growth, drawing 22,661 attendees and generating nearly $5 million in economic impact that grew by about 85%. Hamilton Christian and Lacassine claimed state titles, while Vinton’s semifinal victory landed in ESPN’s Top 10 Plays.
At the same time, the Southland Conference Championships returned to the Legacy Center at McNeese State University, drawing 13,743 attendees and two nationally televised games. Every matchup was streamed on ESPN+, driving this year’s economic impact to $2.4 million up from $800,000 last year. McNeese’s Cowboys secured the Southland title and punched their ticket to the NCAA Tournament, taking Southwest Louisiana’s pride to the national stage.
New this year, the LHSAA/LHSBCA Boys & Girls Basketball All-Star Games debuted in Lake Charles, further showcasing the region’s hospitality, facilities, and love for the game.
But the momentum does not stop when the final whistle blows. The Lake Charles Regional Sports Authority works year-round to keep Southwest Louisiana at the forefront of sports tourism. From basketball championships to baseball and softball tournaments, from water sports to youth leagues, each event fuels the local economy and strengthens the community. In Southwest Louisiana, sports are more than just games; they are economic drivers that echo beyond the final buzzer.
Visit Lake Charles On The Geaux
Destinations International’s CEO Summit
Visit Lake Charles President and CEO Kyle Edmiston, who serves as Treasurer for Destinations International’s 2024-2025 Board of Directors, will attend the 2025 CEO Summit in Savannah, Georgia. As a leader in the global tourism industry, Kyle’s participation in this summit is essential for staying ahead of emerging trends, fostering key relationships, and bringing innovative strategies back to Southwest Louisiana. This event offers a unique opportunity to collaborate with top destination executives, ensuring that Lake Charles remains competitive and continues to thrive as a premier travel destination.
Around the Destination
Welcome Indian Travelers to Southwest Louisiana
Matt Young, director of public relations, recently hosted a familiarization (FAM) tour for Indian travel writers and industry professionals during Mardi Gras, following Visit Lake Charles' participation in the Louisiana Office of Tourism's sales mission to India last October. During the mission, Visit Lake Charles showcased Southwest Louisiana to key markets in Mumbai and New Delhi, highlighting the region as an appealing destination for the growing number of Indian travelers. The mission attracted 170 attendees from the travel industry, media, and trade sectors, helping to increase awareness of Southwest Louisiana to potential international visitors.
Young’s FAM tour showcased Southwest Louisiana’s unique Cajun culture and Mardi Gras traditions, giving Indian media professionals a firsthand look at vibrant parades, local cuisine, and celebrations. With Indian travel to the U.S. growing, 1.5 million Indian tourists visited between January and August 2024, a 30% increase from the previous year, according to the U.S. National Travel and Tourism Office (NTTO). This initiative aims to position Lake Charles as an appealing destination for Indian travelers who are looking to explore beyond the major U.S. cities. Young’s recent FAM tour, along with media coverage from Visit Lake Charles' India mission, could lead to increased international interest in the region.
In the News
Congratulations to Aubrey Caldwell, sports event & volunteer coordinator, for being named one of Destinations International’s 30 Under 30. This prestigious recognition highlights Caldwell’s dedication to sports tourism and her role in executing world-class events right here in Southwest Louisiana. Congratulations, Aubrey!
Visit Lake Charles is pleased to announce the promotion of Brandi Smith from Adventure Guide at Adventure Point to Sales Manager – Meetings & Motorcoach. In her new role, Smith will oversee domestic tour sales and work with Corporate, Social, Military, Education, Religious, and Fraternal (SMERF) groups, furthering Visit Lake Charles’ mission to drive group travel to the region.
Latest Headlines
Louisiana Sportsman (USA): Flounder on the move
- “In Southwestern Louisiana, the marshes between Calcasieu Lake and Sabine Lake and in the lakes themselves offer some of the best flounder action in the state. Between the lakes, Sabine National Wildlife Refuge (www.fws.gov/refuge/sabine) preserves 124,500 acres of marsh."
Louisiana Sportsman (USA): Second chance bass
The Informed Traveler: On Location in Southwest Louisiana
Group Travel Leader: Louisiana Lagniappes
Destination Discourse: Are You Ignoring Your Most Valuable Destination Marketing Asset?
KPLC: LC officials discuss Southland Conference Tournament’s economic impact on SWLA
2024 Annual Report
The Visit Lake Charles 2024 Annual Report is live! From bold campaigns and strategic partnerships to milestone events and deep-rooted community engagement, our team has worked with passion and purpose to elevate the experience of Louisiana’s Playground.
Dive into the data, insights, and stories that defined 2024, and see how we're building momentum for an even stronger 2025.
