Football tourism does not have to begin and end at the stadium.
A new collaboration between LALIGA and Airbnb provides an interesting example of how football can be used to connect supporters with a place, its people and its businesses.
Ahead of ELCLÁSICO later this month, Jordi Alba and Guti will host a two-day experience in Puertomingalvo, a small village in Teruel located between Madrid and Barcelona.
Participants will experience elements inspired by a professional football training camp, but the programme also includes local food, a guided visit around the village and visits to local businesses before ending with VIP tickets for ELCLÁSICO.
That combination is important.
Football has the ability to attract people somewhere. But once they arrive, the opportunity extends far beyond the match itself.
Hotels, restaurants, bars, shops, transport providers and local attractions can all become part of the supporter experience.
For Spanish clubs based in areas with large numbers of tourists, foreign residents and regular international visitors, that creates an obvious opportunity.
The club does not have to exist separately from the destination around it.
It can become one of the reasons people explore that destination more deeply.
And this does not only apply to the biggest clubs.
A smaller club can work with local businesses, hotels and tourism organisations to create experiences around matchday that give visitors another reason to attend, return and build a connection with the area.
Football can bring people through the door.
The bigger opportunity is deciding what experience awaits them once they arrive.