As autumn winds down, sports tourism continues to shine across the United States, even as the broader travel market shows signs of softening. From college football weekends to youth tournaments and endurance events, Fall has proven once again that sports are a powerful travel driver, generating a substantial local impact through lodging, dining, and extended stays that turn an event into a complete destination experience.
Yet, the broader tourism picture is cooling off. Recent reports from the World Travel & Tourism Council and Oxford Economics project a 7–9% decline in international arrivals and visitor spending through early 2026, while domestic travel growth remains flat. With fewer leisure travelers on the move, destinations are entering a quieter winter period.
This slowdown creates a significant opportunity. Sporting event placement can help fill the gap. By securing tournaments, endurance races, and seasonal championships now, destinations can offset slower general tourism and keep hotel rooms, restaurants, and attractions active. For event organizers, this is a prime time to engage with CVBs and sports commissions to lock in dates, negotiate creative partnerships, and bundle experiences that highlight local culture alongside competition.
Many sports tourism professionals have recently returned home after a whirlwind of national conferences, trade shows, and summits that spanned from Summer into Fall. From the Sports ETA 4S and Rights Holders Summit to the TEAMS Conference & Expo, and industry-specific forums across the country, these gatherings showcased how collaboration, innovation, and data are shaping the next phase of event strategy. The conversations on site centered not just on booking business and new opportunities, but on reimagining how destinations can remain competitive, sustainable, and community-minded amid shifting travel trends.
Now, as we all unpack both our luggage and notes, this is the time to turn conference ideas into action. The months ahead should be used to evaluate host partnerships, fill open calendar windows, and build the kind of long-term event portfolios that anchor local economies even when visitor numbers dip. Sports tourism has proven to be a steady force through uncertainty, and the relationships, insights, and momentum gained this Fall will play a defining role in carrying the industry forward into 2026. In a slower travel season, sports tourism isn’t just resilient, it’s essential.
x Matt Dunn
PUSH business
Headwinds Ahead: Why U.S. Travel is Set to Slow into Q1 2026
PUSH marketing
Short-Term Gains vs. Long-Term Growth in Sports Tourism Marketing
PUSH mindfulness
5 Non-Negotiable Days You Should Schedule Every Month
PUSH health
Confidence through Consistency
PUSH mentoring
Top Tips from an Industry Veteran
PUSH travel
Packing for Adventure: How to Bring Fitness into Your Next Sports Conference
Headwinds Ahead: Why U.S. Travel is Set to Slow into Q1 2026, and What It Means for Sports Tourism business
The Outlook
After years of post-pandemic rebuilding, the U.S. travel market is hitting a rough patch. Both domestic and international visitation are expected to cool through the first quarter of 2026, marking the first notable slowdown since 2021.
Forecasts from the U.S. Travel Association indicate a modest decline in inbound international visits in 2025, followed by a rebound later in 2026. The World Travel & Tourism Council (WTTC) reports billions in reduced foreign-visitor spending, while airline projections from IATA signal softer demand for long-haul leisure travel.
For most sectors, this is a concerning trend. For the sports tourism industry, it’s a direct hit to the business model. Meaning fewer travelers in the stands, fewer hotel nights around events, and thinner sponsor activations.
Reading the Data
The slowdown isn’t catastrophic, but it is structural, the natural result of economic and policy headwinds colliding at once. For inbound arrivals, international visits are projected to drop several percentage points below 2024 levels before stabilizing mid-2026. According to WTTC data, visitor spending is expected to experience a multi-billion-dollar pullback in 2025. The IATA predicts air travel to experience decelerating growth on long-haul routes, a warning sign for transatlantic sports fans and international athletes traveling
abroad. New visa fees and extended processing times are compounding costs and uncertainty, continuing policy friction.
At the same time, global economic forecasts from the IMF and the World Bank indicate slower growth across major source markets in Europe, Asia, and Latin America. When budgets are tight, discretionary travel is often the first to go.
Why Sports Tourism Feels It First
Sports tourism sits at the intersection of travel and emotion; it relies on movement, loyalty, and experience. When mobility drops, it’s felt across every layer of the ecosystem.
Many sports and events depend on international entrants. Even a slight decline in foreign athletes has a disproportionately large impact on ticketing, entry fees, and merchandising.
International visitors spend significantly more per trip than domestic travelers. Fewer inbound participants mean less hotel occupancy, lower ADR, and smaller restaurant and retail receipts for host communities.
Sponsors evaluate reach and engagement. With fewer global travelers and corporate guests on the ground, premium hospitality packages lose appeal, and activation budgets shift toward digital.
The anticipated 2025 trough, followed by a 2026 rebound, will cluster demand around major events. That surge could drive up prices for big-ticket hosts while leaving smaller events with thinner attendance and fewer partners.
What’s Driving the Downturn
1. The strong dollar.
A stronger U.S. currency makes every American trip more expensive. For travelers from Europe or Asia, a 10–15% currency fluctuation can significantly impact trip decisions.
2. Visa friction.
The new visa integrity fee, along with longer processing times, adds cost and complexity for travelers from emerging markets, where growth in sports tourism has been strongest.
3. Softening global economies. IMF and World Bank forecasts predict lower growth through early 2026. That means fewer outbound leisure trips and reduced corporate travel budgets.
4. Airline route economics.
Airlines have trimmed less-profitable long-haul routes, especially to second-tier U.S. markets. That makes access to mid-size destinations harder and more expensive.
5. Perception and politics.
Travel sentiment is influenced by policy tone and media coverage. Confusing visa policies or safety headlines can suppress intent faster than actual restrictions do.
Scenarios Through Early 2026
Base Case: A steady but contained slowdown through Q1 2026, with stabilization by mid-year as global travel confidence returns.
Downside: Visa backlogs and global uncertainty are expected to prolong the weakness into late 2026, with mid-tier markets being hit hardest.
Upside: If visa reforms or marketing pushes take hold, pent-up demand could fuel a sharp, but narrow, rebound around major events.
In any case, sports tourism professionals should expect a leaner six- to nine-month stretch ahead.
Re-Running the Numbers
Event and destination models should be recalibrated for realism for the following reasons: international attendees are expected to be down 10–20% through early 2026, visitor spending is estimated to be down 5–15%, and we should see a 10–25% decline in hospitality and sponsorship sales.
For destinations, that can mean lower tourist development tax collections and softer retail impact. These numbers are not crisis-level, but enough to influence future bid strategies and marketing budgets.
Navigating the Slowdown
1. Focus on domestic and near-in markets. Reallocate marketing toward regional drive markets and national athlete communities. The domestic traveler remains the most reliable segment in uncertain years.
2. Build flexibility into pricing. Encourage early commitments with low-risk deposits, rollover options, or event-insurance programs. The perception of flexibility can be as powerful as a discount.
3. Redefine sponsorship value. Shift from counting foreign spectators to measuring engagement. Offer sponsors measurable digital activations, livestream visibility, and domestic hospitality experiences.
4. Partner smarter with hotels and airlines. Convert traditional room blocks into performance-based agreements. Explore co-marketing campaigns that promote destinations during the lull.
5. Collaborate and advocate. Sports commissions, CVBs, and event directors should present a unified voice on visa efficiency and inbound marketing support. Collective advocacy accelerates recovery.
6. Adjust the calendar. Look for strategic placement in shoulder seasons or regional travel peaks. Reducing overlap with global mega-events can protect visibility and reduce costs.
7. Operate lean but modernize. Use downtime to upgrade CRM systems, ticketing tech, and customer data tools. Better analytics today mean more innovative marketing when demand rebounds.
Opportunity During Slowdown
Turbulence breeds innovation. Destinations and event directors willing to adapt can gain a longterm advantage.
Market share wins. Domestic-focused events that double down on local athlete engagement can
capture share from slower-moving competitors.
Innovation in delivery. Hybrid participation models (remote racing, live tracking, virtual fan zones) create scalable revenue independent of travel volume.
Negotiation leverage. Hotels and DMOs will be hungry to maintain business; this is the time to secure multi-year contracts or discounted venue rates.
What Destinations and States Can Do
Keep the infrastructure ready. Maintain funding for visa and customs staffing; avoid compounding friction through under-resourced entry points.
Fuel domestic demand. Leverage “Stay and Play” campaigns highlighting home-state tournaments, festivals, and sports experiences that keep visitor dollars circulating locally.
Negotiate smarter event deals. Utilize the quieter season to align with events that offer community engagement and sustainability commitments, rather than focusing solely on visitor volume.
Prepare for the rebound. When travel confidence
returns — and it will — destinations with streamlined logistics and ready venues will capture the surge first.
The Short Runway and the Long Game
The travel slowdown ahead is real, but it’s not permanent. Both domestic and international visitation are expected to decline into early 2026, led by currency strength, administrative barriers, and soft global growth. Yet the fundamentals of sports tourism (community, storytelling, and shared experience) remain strong.
For event directors, this is a time for precision, not panic. Forecast again, adapt, and stay visible. For destinations, it’s time to invest in relationships, not retreat. The organizations that keep moving, even when the headwinds pick up, will be the first to accelerate when skies clear. Stay in motion.
Sources & References:
U.S. Travel Association – 2025 Travel Forecast and Outlook
World Travel & Tourism Council / Reuters – International Spending Decline Report
IATA Global Air Transport Outlook (2025)
Reuters – New Visa Fee and Policy Impacts
IMF / World Bank – Global Economic Forecasts
WIRE ROAD SOCCER COMPLEX | AUBURN, AL
Short-Term Gains vs. Long-Term Growth in Sports Tourism Marketing marketing
For marketing teams and ad agencies, the attraction of short-term wins is powerful. Ticket sales, room nights, sponsorship conversions, and social clicks all provide the instant gratification of success. But in focusing too narrowly on the short term, many destinations and event rights holders risk neglecting the longer game: building a resilient, recognizable, and trusted organizational brand that can weather shifting trends and evolving audiences.
Why We Gravitate Toward the Short-Term Win
It’s not entirely anyone’s fault. The structure of modern marketing encourages it. Budgets are scrutinized quarterly, leadership wants proof of return, and digital dashboards make it easy to see immediate performance, but harder to track longterm brand equity. For sports destinations and event rights-holders, the pressure is even greater: a single quarterly or annual budget can determine future funding or renewals.
So, instinct is understandable. Push hard for attendance, sell out hotel blocks, hit short-term KPIs, and declare success. Yet when every campaign is built around immediacy, there’s little space to nurture loyalty or, for example, position a destination as a must-return experience.
The Cost of “Now”
Short-term thinking often prioritizes promotions over purpose. A campaign might drive visitors for this year’s event, but it rarely tells a story about why that destination should remain on their radar once the medals are handed out. Without consistent brand storytelling, a destination risks being viewed as a one-off stop rather than a repeat-worthy experience.
In sports, where emotional connection is everything, that’s a missed opportunity. The most successful destinations (the ones that attract recurring events and returning spectators) are those
that invest in meaning. They align events with place identity, showcase community pride, and make sure that even the smallest touchpoints (like volunteer engagement or athlete experiences) reinforce a lasting impression.
Think Like a Legacy Builder
Take a cue from major sports cities and recurring event hosts. Whether it’s a coastal town building a reputation around open-water swimming or a midsize metro turning youth tournaments into an economic engine, the most resilient destinations think legacy first.
They ask questions like:
How does this event align with the destination’s long-term positioning?
What stories will participants take home and share?
Are we capturing the kind of content, testimonials, and visuals that build equity for the next three years, not just the next three months?
Long-term growth also means aligning internal teams around a shared vision. Destination marketers, tourism boards, sports commissions, and event operators must communicate beyond transactional metrics. When they collectively understand the destination’s brand promise and what makes it distinct, their campaigns feel consistent and intentional rather than reactive.
Balancing Performance and Purpose
The best marketing portfolios in sports tourism now blend two types of strategy: Performance marketing, which drives immediate bookings and conversions, and brand-building which grows trust, loyalty, and emotional connection over time.
Both are essential, but the proportions often need re-balancing. A destination that invests 90% of its effort into short-term wins may fill hotels this season but struggle for momentum next year. Conversely, brand-building without any conversion
focus risks losing the practical justification for investment.
A proper mindset is the 60/40 principle: allocate roughly 60% of your marketing energy toward brand-building and 40% toward immediate activation. In sports tourism, this might mean creating long-form storytelling, year-round social engagement, and community events that reinforce the brand between major events, rather than just ramping up activity right before visitors arrive.
Measuring the Long Game
The challenge with brand-building is measurement. Clicks and bookings tell a quick story, but reputation grows slowly. Sports tourism professionals can still track long-term impact through signals like:
· Repeat visitation rates
· Athlete and coach feedback
· Media coverage sentiment
· Volunteer retention
· Event bid interest and re-bookings
· Word-of-mouth referrals
These are the indicators of momentum, proof that a destination is not just hosting an event, but cultivating a following.
Redefining Success in Sports Tourism
Ultimately, this is about maturity when thinking from a marketing lens. The destinations leading the way are those rethinking what success means. It’s not just the weekend sellout or the viral campaign; it’s whether next year’s plan starts with momentum already in motion.
Sports tourism thrives when organizations build emotional capital, not just economic spikes. The brand that resonates (the one that athletes remember, families revisit, and organizers trust) is the one that invested in story, purpose, and consistency long before the next fiscal year began.
Short-term results keep the lights on. A longterm strategy builds a brand that shines.
Get Your Personal Life Together Day
A day to clear the clutter, physically, mentally, and digitally. Example checklist: Pay your bills Organize your inbox and desktop Do meal prep, laundry, and errands It’s boring. It’s unsexy. BUT it’s the kind of maintenance that keeps life from spiraling out of control.
Month
Mini-Adventure Day
You don’t need a plane ticket to have an adventure. Do something small that’s new, but feels exciting:
Try a rock climbing class
Visit a museum
Take a new route home
The goal: Break your routine. Make your day more story-worthy.
Reconnection Day
gets busy. But relationships are makes it meaningful. Take at least per month to reconnect with who matter.
parents to an old friend coffee with a mentor just might help a person in important in your life.
Unplug Day
Put your phone down. Turn off your noti- fications. Log out of social media. For 24 hours, avoid technology as much as possible.
Ideas:
Go for a hike
Read a book
Spend time with people in person
The world won’t fall apart while you’re of- fline, but your mental health might improve.
Be a Tourist Day
When’s the last time you explored your city like it wasn’t just where you live?
Visit a random neighborhood
Try a restaurant you’ve never been to Snap photos like a traveler
Routine makes time fly. Exploration slows it down. The goal: See the world around you with fresh eyes.
Confidence Through Consistency
How steady effort builds real strength... in the gym, on the road, and in life
Confidence doesn’t come from a motivational quote or a perfect training plan.
Confidence builds one consistent rep, one early alarm, one small promise kept at a time. Whether you’re chasing a faster mile, rebuilding fitness after a setback, or simply trying to move more often, this is your reminder that consistency isn’t a punishment; it’s a powerful tool.
There’s something honest about training.
Every workout, whether it’s a run before sunrise, a quiet gym session, or a long ride that tests your limits, is a journey of self-discovery, revealing who you are when no one’s watching.
Some days, everything clicks. You hit your rhythm, your head’s clear, your body feels strong. Other days, it’s a grind just to start. But the secret to lasting confidence isn’t found in those perfect sessions; it’s built in the ones that aren’t, the ones that test your determination and resilience.
“Progress doesn’t come from perfection. It comes from showing up — especially on the hard days.”
Progress comes from consistency, not intensity. Show up, even when it’s inconvenient. Put in the reps, even when motivation fades. That’s how confidence grows, not as a burst, but as a slow, steady burn.
Confidence Is Built, Not Born
Nobody starts certain. Whether you’re learning to lift, trying to get back in shape, or training for your first race, doubt is part of the process. Confidence isn’t some gift you’re handed. It’s earned, every time you push through resistance, every time you keep your promise to yourself.
Each workout is a small act of belief. Stack enough of those, and belief turns into trust. Trust in your body, your effort, and your ability to figure things out when it gets hard.
Consistency Is the Real Game-Changer
We’ve all been tempted by the “all-in” mindset, go harder, add more, do it faster. But real growth doesn’t come from occasional intensity. It comes from repetition. Move often, even when it’s brief.
A 20-minute session done three times a week beats one heroic workout every two weeks.
You don’t need to crush it every day. You just need to show up often enough that quitting stops being an option.
Mindset Moves That Keep You Consistent
Consistency isn’t about being perfect. It’s about learning how to reset and return.
Here’s how to make it stick:
Start smaller than you think. Set goals you can actually hit. Momentum matters more than ambition.
Count effort, not just outcomes. Showing up on tired days builds more confidence than skipping.
Review, don’t regret. Reflect after each workout. Learn what worked, and what didn’t.
Build your circle. Find training partners or communities that challenge you — and keep you accountable.
What You Learn in Training Stays With
Fitness is just the rehearsal.
The real show is life — work deadlines, chaos, unpredictable challenges.
The same discipline that gets you through run or a strict set will help you stay calm pressure and patient in progress.
Consistency teaches you to trust your process. To stop waiting for perfect conditions and creating results through action.
Because when you learn to trust your rhythm training, you start to trust your rhythm in
You family through a long under process. and start rhythm in in life.
PUSH 3-Day Consistency Challenge
Ready to build confidence through action? Start here.
Day 1: Commit to a Mini Goal
Pick one habit
15 minutes of movement, a walk after work, or a morning stretch. Write it down.
Day 2: Do It , Even If It’s Imperfect
Show up exactly as you are. Forget “all out.” Just start, move, and finish.
Day 3: Reflect and Reset
Take five minutes to note what worked and what didn’t. Tomorrow, do it again — just 1% better.
The goal isn’t streaks. It’s self-trust. Consistency builds both.
Top Tips from an Industry Veteran
Interview with Anthony Terling, Sports Development Director, Auburn-Opelika Tourism
As the Sports Development Director for Auburn-Opelika Tourism, Anthony Terling has spent years turning introductions into partnerships and opportunities into major wins for his destination, Auburn-Opelika, Alabama. Known across the industry for his thoughtful, relationship-driven approach, Anthony believes success in sports tourism is not just about landing the next big event; it is about building genuine connections that last long after the competition ends.
Whether he is representing Auburn-Opelika at conferences like TEAMS, Sports ETA Symposium, Sports Express, or US Sports Congress, his process is rooted in Auburn-Opelika Tourism’s Core Values: Aspire to Excellence, Pursue Growth, Foster Joy, Earn Trust, and Practice Servant Leadership. Those values, he says, are not just a statement on the wall. They are the foundation of how he prepares, connects, and follows through.
When it comes to attending conferences, Anthony’s first step is defining clear goals. “I start by identifying who we need to connect with, what partnerships we want to strengthen, and what opportunities best align with Auburn-Opelika’s strengths or even our weaknesses,” he explains. “I look for gaps in our market, like slow seasons we can boost, or local resources that could help us secure new business. Preparation is key, but I always leave room for organic conversations. Those often turn into the most valuable connections.”
He approaches that preparation through the lens of Aspiring to Excellence by striving to exceed expectations and anticipating what partners and guests might need before they ask. “I try to think two steps ahead,” he says. “If I can walk into a meeting already understanding an organizer’s goals or challenges, it shows respect for their time and helps build trust from the start.”
The next step is collaboration at home. Anthony meets with local facilities, hotels, and community partners to ensure that Auburn-Opelika is represented cohesively. “It is about showing that our community collaborates to deliver excellence and hospitality at every level,” he says. “We stay aligned, but more importantly, we listen. It is not about what we want, it is about what our partners need to enhance the quality of life for everyone in Auburn-Opelika.”
His preparation also reflects Pursuing Growth by learning from every interaction and seeking opportunities for professional and organizational development. “I review event materials, RFPs, and call other destinations that have hosted similar events,” he says. “There is always something new to learn from others’ experiences.”
When it comes to materials, Anthony keeps it simple. “My message is that we are an extension of your event team, and our community will show up for you,” he explains. “I would rather prospects hear about Auburn-Opelika from their peers than
from a brochure. It is about authenticity.”
Once the conference begins, Anthony’s focus shifts from preparation to presence. “I try to find opportunities for genuine conversations, not just about work but about life,” he says. “I intend to learn something new about the person, not just the professional.” He brings Auburn-Opelika’s Foster Joy philosophy with him, creating positive, engaging interactions that reflect the destination’s spirit. “A happy, passionate team leads to happy guests,” he adds. “If people enjoy being around you, they will enjoy working with you.”
Listening, Anthony says, is at the core of every meaningful interaction. “Every event organizer has different needs. I start by listening and then tailor my conversations to show how Auburn-Opelika can meet those needs, whether that is through our facilities, our hospitality, or our hands-on team support. There is no one-size-fits-all pitch.”
To stay focused amid back-to-back meetings and events, he builds structure into his day. “Before the
conference starts, I map out who I need to meet and what I want to accomplish,” he says. “During the event, I stay flexible, take notes after each conversation, and make time to reset, whether that is reading a devotional, listening to music, or calling home. Staying grounded helps me stay present.”
Throughout every interaction, he strives to Earn Trust. “For me, it is about how you make people feel,” Anthony says. “When someone experiences genuine warmth and attention to detail, they do not just remember you, they remember your destination.”
Once the conference ends, the real work begins. “The first thing I do is organize my notes while everything is still fresh,” he says. “I prioritize leads based on interest, event fit, and community impact. Then I meet with our internal team, follow up with personal messages, and keep the relationships moving forward. Consistency matters. It is not about instant gratification; it is about long-term success.”
He also Practices Servant Leadership by keeping collaboration at the center of every follow-up. “When a lead shows potential, I immediately loop in our local facilities and hotels so everyone is aligned,” he says. “I see myself as the facilitator, the point guard, making sure each partner’s strengths shine through.”
That people-first approach has yielded tangible results. “A genuine relationship once led to a two-year national championship contract in a sport few would have associated with our area,” Anthony recalls. “That event proved what our community is capable of and elevated Auburn-Opelika’s reputation nationally.”
Reflecting on what has driven his success, Anthony sums it up simply. “Our Core Values shape how I approach every relationship with authenticity, follow-through, and a genuine desire to serve. It is not about selling, it is about developing something meaningful, whether that is a relationship or our community.”
After years in the sports tourism industry, he has come to believe that the most effective strategy is also the most human one. “Share, open up, and be who you are,” he says. “This is a relationship business. Who you know and trust often matters more than what you know. Be visible, be present, and keep the long game in mind. Being seen will always be more memorable than being absent.”
For smaller or emerging destinations, Anthony believes the same principles apply. “Be real about who you are and what makes your community special,” he says. “You do not need the biggest budget to make a big impression. You need genuine relationships and consistent follow-through. Authenticity always wins.”
If he could advise his younger self, it would be to find an organization that lives its values every day. “Find a team that shares your drive and
values,” he says. “Surround yourself with people who hold each other accountable, stay true to their mission, and bring energy to what they do. When you are part of a culture like that, the work becomes meaningful and fun.”
In the end, Anthony’s best practices for any conference, and for any career, come down to preparation, presence, and follow-up, all guided by one belief: Success starts and ends with people. “No matter how great your facilities or budget are, it is the people who make the difference,” he reflects. “When you lead with authenticity, serve others first, and truly listen to what your partners and community need, everything else falls into place. That is what makes representing Auburn-Opelika so special. It is a team effort built on genuine relationships and shared purpose. It’s a ‘get to’ job, not a ‘got to’ job.”
travel
Packing for Adventure: How to Bring Fitness into Your Next Sports Conference
Attending a conference doesn’t have to mean sitting in a room all day with stale coffee and PowerPoint slides. For the modern professional traveler, there’s a sweet spot between work, networking, and staying active—even in a packed schedule. With a little planning, your carry-on can be a toolkit for productivity and adventure.
Build a Flexible Fitness Kit Pack lightweight, multi-use items:
• Athletic clothing that can double as casual wear. Moisture-wicking fabrics travel well and dry quickly.
• Running shoes or trail sneakers that handle both gym sessions and outdoor exploring.
• Resistance bands or a jump rope—they take up almost no space and are perfect for hotel room workouts.
• Swimwear, if your hotel has a pool or you’re near open water.
• Tip: Neutral colors help your clothes work for both workout and work meetings.
Layer for the Outdoors
Conferences often offer downtime that’s perfect for walking meetings, sunrise runs, or a quick hike. Pack layers:
• Lightweight jacket or windbreaker
• Packable rain shell
• Hat and sunglasses for sun protection
Tech & Tracking
Keep your workouts connected without overloading your bag:
• Wearable tracker or smartwatch
• Wireless earbuds for outdoor runs or gym sessions
• Portable water bottle
Smart Extras
• Compression socks for long flights or event days on your feet
• Foam roller or massage ball if you have extra space and want to prevent stiffness
• Snacks like protein bars or trail mix to fuel
Plan With Purpose
Before you pack, check:
• Hotel or conference center fitness facilities
• Local running or biking trails
• Outdoor activity options nearby
With a little foresight, your conference experience becomes more than networking— it’s an opportunity to stay active, explore the destination, and return home energized.
A Shifting Job Market in U.S. Sports Tourism management
The job market in the United States has taken a sharp turn in recent years, and the sports tourism industry is no exception. Where workers once freely moved between roles in search of better pay or advancement, today’s environment reflects a more cautious approach. Employees are staying in their positions, even if they may not fully meet their expectations, due to concerns about stability and financial security.
This phenomenon, sometimes referred to as a shift from “job hopping” to “job hugging,” highlights how the balance of power has shifted away from employees and back toward employers. After a period marked by high turnover and widespread resignations, the market now shows signs of slowing down: fewer open positions, lower quit rates, and growing apprehension about the risks of making a career change.
Across the sports tourism sector, this shift is beginning to reshape how organizations plan and staff their operations.
Tournament directors and event organizers have long relied on a steady flow of motivated workers to handle logistics, customer service, and on-the-ground execution. Today, those roles are less likely to be filled, as staff members often remain in place despite experiencing fatigue or dissatisfaction.
While this brings a measure of short-term stability, it also limits the flow of fresh talent and new perspectives into event operations. With fewer vacancies
opening up, opportunities for advancement are narrowing, and employers are finding it harder to recruit when specific skill sets are needed quickly for large-scale tournaments. Sports tourism thrives on adaptability and innovation; however, a workforce reluctant to move between roles can hinder operational progress. Event operations teams that were once able to bring in new staff with specialized expertise may now find themselves working with the same personnel for extended periods. While consistency has benefits, it can also lead to stagnant practices, lower morale, and less creativity in problem-solving. For an industry where seamless execution and customer experience are critical, this growing reluctance to pursue new opportunities is shaping both the efficiency and energy of events.
Destination marketing and management organizations (DMOs), the backbone of sports tourism growth, are also feeling the effects of this labor shift. Staff within DMOs are more hesitant to leave their roles, even when faced with limited opportunities for advancement. This has resulted in fewer vacancies, which narrows entry points for new professionals and younger talent looking to break into the industry. At the same time, a less fluid labor market makes it harder for destinations to respond to emerging trends, adapt strategies quickly, and maintain the creative edge that drives sports-related travel.
Overall, the sports tourism industry is seeing fewer job postings and less turnover compared to the boom years following the pandemic. While this has helped organizations avoid some of the churn and instability that once plagued the sector, it has also reduced upward mobility for employees. Professionals seeking to transition into leadership positions or explore new areas, such as event technology or international bidding, are finding fewer openings. As a result, the pipeline of future leaders and innovators in sports tourism may not develop as robustly as it has in the past.
Today’s sports tourism job market reflects a shift toward risk aversion. Employees are less likely to pursue bold career moves and more likely to hold tight to what they have. For employers, this can ease retention concerns in the short term but create challenges in the long run, as disengaged workers remain in roles without bringing the energy, innovation, and creativity the industry demands. From event operations to tournament staffing to destination management, the balance between stability and forward momentum will be a defining issue as sports tourism navigates the next chapter of its growth.
Industry Confidential
Check in every issue for the unfiltered thoughts of our guest writers and contributors as they discuss the hottest topics in sports tourism.
In this issue, our guest writer explores how to select the ideal travel tech partner.
Choosing a travel-tech partner in sports tourism is a lot like selecting a quarterback for a team you’ve never seen play. The marketplace is crowded with companies offering booking platforms, data dashboards, and seamless integration, all claiming to simplify the housing process for teams, parents, and spectators. Yet when you strip away the marketing, most platforms deliver the same core services. The fundamental differences lie in relationships, transparency, and the quality of service.
Every company can promise the basics. Contracting, booking portals, pickup tracking, and analytics. Some offer integrations with registration systems or scheduling tools. But choosing a provider based only on features is like comparing teams that all run the same plays. What matters is how those plays are executed when the tournament weekend begins and the pressure is on.
Relationships still produce the best results. Two companies might have identical technology, but the one with direct relationships with hotels, CVBs, and destination partners will often deliver better rates, faster responses, and more flexibility when things go sideways. In sports tourism, genuine human relationships frequently prove more valuable than the most sophisticated software interface.
Contract transparency is equally important. The fine print around commissions, rebates, attrition, and cancellations can make or break an event’s bottom line. Event directors should always ask who controls the master account, when rebates are paid, and whether they have audit rights. The structure of these agreements determines whether the partnership will feel collaborative or transactional in nature.
The booking experience also matters more than most realize. If the process requires parents or team managers to navigate too many clicks, redirects, or passwords, bookings can get lost. A strong system must make it effortless for families to reserve, modify, and confirm rooms in a single, seamless flow. Convenience directly translates into higher pickup rates and happier participants.
Local knowledge often separates good partners from great ones. Technology can’t solve every on-site problem, such as overbooked rooms, early arrivals, or late checkouts. Companies with established local relationships and hands-on support staff can resolve issues quickly, keeping teams satisfied and events on track.
Data, meanwhile, only has value when it’s used well. Event directors need partners who not only interpret information but also deliver actionable insights. Insight into booking trends, compression patterns, and attendee behaviors can help improve next year’s event and strengthen relationships with host destinations.
The selection process should be structured and transparent. A clear RFP with defined pickup data, expected deliverables, and measurable service standards ensures an even playing field. The most important question isn’t which company has the flashiest platform; it’s who delivers the best net rate after all commissions and fees are factored in.
Collaboration with local tourism offices can further reduce costs and add value to the experience. CVBs may offer citywide agreements, marketing funds, or performance incentives that enhance the overall housing package. Event organizers who engage both parties (technology providers and destinations) tend to achieve the best results.
Turnover is common in this space. Many organizations switch travel partners every few years, often due to service issues, unclear fees, or lack of flexibility. Technology itself rarely fails; it is people and processes that usually do. The most successful partnerships are built on responsiveness, honesty, and a shared understanding of goals.
Sports tourism thrives on relationships, and the same principle applies when selecting a travel-tech partner. Technology should make operations easier, but it’s the human side (the communication, the adaptability, the trust) that ultimately determines success.
The right partner delivers more than a platform. They show up when challenges arise, negotiate better rates, protect your bottom line, and make your event look seamless from the outside. In a world full of similar systems, that level of service is what truly sets a company apart.
