STATE OF THE INDUSTRY REPORT EXECUTIVE SUMMARY 2023
INTRODUCTION TOURISM THAT WINS
Sports tourism* is an integral part of local and national economies across the U.S. Travelers attending sports tournaments, races, and other events – either as a participant or spectator – generate significant economic benefits to households, businesses, and governments alike and represent a critical driver of the overall economy.
By monitoring the sports tourism economy, policymakers can inform decisions regarding the funding and prioritization of the sector’s development. They can also carefully monitor its successes and future needs. A baseline of economic impacts was established for 2019 (State of the Industry Report: 2019), and this update allows the industry to continue to track progress over time.
To quantify the economic significance of the sports tourism sector in the U.S., Tourism Economics prepared a comprehensive model using multiple primary and secondary data sources.
Impact modeling is based on an IMPLAN Input-Output
(I-O) model for the U.S. The results of this study show the scope of the sports tourism sector in terms of direct sports-related travel spending, as well as total economic impacts, including employment, household income, and tax impacts in the broader economy.
In addition to estimating the economic benefits generated by sports tourism in 2023, the State of the Industry (“SOTI”) Report also provides an overview of the key characteristics for the Sports Events & Tourism Association’s (“Sports ETA”) destination members (i.e. local sports commission, convention and visitors bureau, chamber of commerce), venue members, and rights holders members.
CREATE INSIGHTS
2023
*For purposes of this report, “sports tourism” includes adult and youth amateur events and collegiate tournaments. The economic impact analyses conducted within the report exclude professional sports and collegiate regular season games.
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Adult and Youth Amateur Events Collegiate Tournaments & Championships EXCLUDES Professional Sports Collegiate Regular Season Games
INCLUDES
EXECUTIVE SUMMARY
The Sports Events & Tourism Association (Sports ETA) is a pivotal resource committed to exploring and analyzing the intersection of sports events and tourism, quantifying the significant impacts that sports activities have on local communities and economies. With a focus on providing in-depth analysis and data-driven insights, it aims to inform and educate both industry professionals and sports enthusiasts alike.
The 2023 Sports ETA State of the Industry report represents a significant milestone in the organization’s ongoing commitment to delivering invaluable insights and support to its valued members. Special thanks are extended to Northstar Meetings Group for their support in bringing this report to fruition. Their dedication to industry research has been instrumental in shaping the success of this initiative from its inception.
The report, meticulously crafted in collaboration with Tourism Economics and supported by Longwoods International, is a testament to the collective pursuit of excellence. It is with great pride that the groundbreaking strides made in enriching the content and relevance of this year’s edition are shared.
For the first time ever, invaluable insights from Rights Holders and Sports Venues have been incorporated, amplifying the depth and breadth of the analysis. This year’s survey engagement shattered previous records, underscoring the unwavering dedication of Sports ETA members to contributing to the wealth of knowledge within the community.
Within the pages of this report, readers will discover ample detailed information, including traveler data, room nights, spending data, economic impact analysis, destination profiles, rights holder profiles, sports venue profiles, and more. The year-over-year growth is astonishing, proving once again that the
sports events and tourism industry is one of the most impactful sectors in tourism, both economically and socially beneficial. In fact, 63% of destination respondents reported that Sports is the #1 generator of hotel room nights in their community!
ECONOMIC IMPACT AND CONTRIBUTIONS:
• The industry directly contributed a staggering $52.2 billion in direct spending, reflecting expenditures on tournament operations and the broad array of visitor-related activities.
• The analysis revealed a total economic impact of $128 billion, with the industry supporting 757,600 jobs and generating significant tax revenues amounting to $20.1 billion.
• These figures represent a dynamic increase in both the depth and breadth of sports tourism’s economic significance.
INDUSTRY TRENDS AND DYNAMICS:
• The industry experienced a robust 9.6% growth in sports traveler volume in 2022 followed by 7.0% growth in 2023, achieving a new peak with 204.9 million sports travelers.
• Spending behaviors have evolved, with average expenditures per sports traveler rising substantially, indicating more extended and enriched experiences at sporting events.
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STRATEGIC DEVELOPMENTS AND INSIGHTS:
• The resilience of the sports tourism industry is highlighted through its swift recovery and growth post-pandemic, surpassing pre-pandemic levels and setting new benchmarks.
• Innovative programming has expanded the reach of sports tourism, attracting a wider range of participants and spectators and fostering deeper community connections.
INFRASTRUCTURE AND INVESTMENT OPPORTUNITIES:
• The findings emphasize the importance of strategic investments in sports facilities and infrastructure, which have shown high returns through attracting major events and boosting local economies.
• Regions that prioritize sports tourism in their economic development plans have seen faster growth and greater stability in their tourism sectors.
RIGHTS HOLDERS PROFILES:
• For the first time, the destination criteria for Rights Holders are clearly outlined, emphasizing financial considerations as a primary factor.
• In terms of measuring success, participation leads revenue, and the analysis of hotel housing offers insightful data points on third-party involvement and the prevalence of “stay to play” policies.
This executive summary highlights just a fraction of the in-depth analysis and valuable insights detailed in the full report. The complete 2023 Sports ETA State of the Industry Report is available exclusively to members through the Sports ETA’s Sports Tourism Research Institute. Members are invited to dive into the comprehensive details that can help refine their strategies, capitalize on emerging trends, and continue driving significant economic and social benefits through sports tourism.
A Glimpse Into The Top-Performing States
As part of the Sports ETA 2023 State of the Industry Report, we have incorporated a pivotal new section that delineates the driving forces of economic growth within the realm of sports events & tourism: “Driving Economic Growth: The Top 10 States in Sports Tourism Impact for 2023.”
The success stories of these states are not just tales of demographic might or geographical advantage. They are narratives of strategic initiative, where dedicated sports tourism marketing funds, a growing number of facilities, and passionate sports tourism professionals have crafted environments ripe for economic prosperity. These top 10 states are benchmarks not only for their substantial economic impact but also for their ability to harness the potential of sports events and tourism.
To uncover the full spectrum of insights and see where your state stands—or for a guiding light on where it could be—log in to your Sports ETA member account. Download the full 2023 State of the Industry Report and let the successes of these top-performing states inspire your strategies and invigorate your goals for the coming year.
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ABOUT SPORTS ETA & NORTHSTAR MEETINGS GROUP
As the only trade association for the sports events & tourism industry, Sports ETA is the most trusted resource for sports commissions, destination marketing organizations (DMOs), and sports event owners. Sports ETA is committed to the success of more than 850 member organizations and 2,400 sports event professionals. Our promise is to deliver quality education, ample networking opportunities and exceptional event management and marketing know-how to our members, and to protect the integrity of the sports events & tourism industry. For more information, visit sportseta.org.
Northstar Meetings Group is the leading B-to-B information and marketing solutions company serving all segments of the sports, business meetings, events and incentives market. The company’s audience includes full- and part-time event organizers, as well as sports, corporate, association and not-for-profit decision-makers, and incentive professionals, facilitating their professional development and achievement of business goals. The company's influential brands – SportsTravel, Meetings & Conventions, Successful Meetings, Associations Meetings International, Meetings & Incentive Travel, Meeting News, Incentive and M&C Asia – currently serve nearly 500,000 active meeting planners, event organizers and incentive professionals across an integrated suite of data, digital, events and print products. In addition to publishing SportsTravel, the Sports Division organizes several industry-leading conferences, including the TEAMS Conference, TEAMS Europe and the EsportsTravel Summit. For more information, please visit NorthstarMeetingsGroup.com.
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ABOUT TOURISM ECONOMICS
Tourism Economics is an Oxford Economics company with a singular objective: combine an understanding of the travel sector with proven economic tools to answer the most important questions facing our clients. More than 500 companies, associations, and destination work with Tourism Economics every year as a research partner. We bring decades of experience to every engagement to help our clients make better marketing, investment, and policy decisions. Our team of highly-specialized economists deliver:
• Global travel data-sets with the broadest set of country, city, and state coverage available
• Travel forecasts that are directly linked to the economic and demographic outlook for origins and destinations
• Economic impact analysis that highlights the value of visitors, events, developments, and industry segments
• Policy analysis that informs critical funding, taxation, and travel facilitation decisions
• Market assessments that define market allocation and investment decisions
Tourism Economics operates out of regional headquarters in Philadelphia and Oxford, with offices in Belfast, Buenos Aires, Dubai, Frankfurt, and Ontario.
Oxford Economics is one of the world’s foremost independent global advisory firms, providing reports, forecasts and analytical tools on 200 countries, 100 industrial sectors and over 3,000 cities. Our bestof-class global economic and industry models and analytical tools give us an unparalleled ability to forecast external market trends and assess their economic, social and business impact. Headquartered in Oxford, England, with regional centers in London, New York, and Singapore, Oxford Economics has offices across the globe in Belfast, Chicago, Dubai, Miami, Milan, Paris, Philadelphia, San Francisco, and Washington DC, we employ over 250 full-time staff, including 150 professional economists, industry experts and business editors—one of the largest teams of macroeconomists and thought leadership specialists.
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