Field Notes V6 I3
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 once again proven that sports are a powerful driver of travel, 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