Sports tourism might not always be limited to the huge audiences of mega events but the academic literature rarely factors inminor world championships. Key data and numbers should also include benefits in capacity-building tournaments that precedethe main event and those that succeed them. The ‘feel-good’ factors generated by progressive civic boosterism might besymbolically important where there is little evidence that Games will return significant financial returns. There areimplications for how to build stories around the athletes so that paying live audiences and television viewers have some senseof investment in women’s sport, especially in female-only tournaments. This continues to be a challenge but social mediaseems to be an important potential vehicle.