Industry Confidential

Volume 5, Issue 6

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 discusses the subject of conference no show appointments.

Time to Get Professional: Fixing the Appointment No-Show Culture at Sports Tourism Conferences

There’s an uncomfortable truth that needs to be addressed in the sports tourism industry: too many attendees at major conferences are simply not showing up for their pre-arranged appointments. It’s not just disappointing — it’s downright unprofessional. Year after year, industry partners, rights holders, and destinations invest tens of thousands of dollars in attending these events, only to find themselves sitting alone at a booth, waiting for meetings that never happen.

As conferences continue to grow in attendance and influence, so does the frustration of sponsors, destinations, industry partners, and rights holders who rely on these one-on-one meetings to build partnerships, secure bids, and justify the substantial expense of attending. For many, participation costs include registration fees, booth displays and setup, hotel stays, flights, meals, and promotional materials — all assuming pre-scheduled meetings will be honored.

When attendees skip out on these appointments without notice or follow-up, it isn’t just rude; it’s a breach of professional courtesy and a slap in the face to those who have made a financial and time commitment to be there.

So, what’s causing the no-show problem?

Lack of communication if something comes up. Look, we all know things happen, but if you must miss an appointment, be courteous, reach out to the person you have an appointment with, and make arrangements for another time. This shows professional courtesy for their investment, allowing them the time back to utilize for their goals (or simply grab a bathroom break!) 

Not enough time to cross large conference floor plans. We have all been there, it’s time to move to the next table, and you have mere moments to get to the next booth 10 isles away. While it’s on conferences to think through these logistics, there are things you can also do to help. Evaluating your schedule ahead of time, and identifying these “long haul” appointments can help you be aware and even prepare.  (This may be an appointment you try to move to another time, or connect with them at an event) 

Another factor is the nightlife culture surrounding these events. Networking is a valuable component of these events; it’s an essential element in building relationships and generating bonds with current and future clients. But if you can’t handle going out at night and also being ready to show up and be professional the next morning….. 

This issue becomes worse toward the end of the conference. On the final day, it's common to see booths already broken down, tables abandoned, and attendees heading for the airport well before their scheduled commitments are complete. This behavior undermines the event's professionalism and sends a clear message: “My time is more valuable than yours.”

If we are to grow as an industry, then all stakeholders — destinations, rights holders, and industry partners — must take this issue seriously and collaborate to change the culture. Here are a few suggestions:

Establish Clear Expectations and Consequences: Events like the Sports ETA Symposium include an enforceable code of conduct or participation agreement that outlines the importance of honoring appointments. Missed meetings without prior communication should carry a consequence, whether it’s a warning or a loss of priority for future events. 

Encourage Full Commitment Through the Final Day: Attendees should not be allowed to break down booths early. Conference organizers must enforce rules that booths remain open until the final session ends. If you’re scheduled for an appointment at 4:00 p.m. on the last day, you should expect that your meeting will happen and that your colleague will be present.

Reward Reliability: Recognize attendees and organizations that complete 100% of their appointments, not just rights holders, but also destinations and industry partners. A small incentive—perhaps preferred booth locations, discounted registration, or public shout-outs—could go a long way toward shifting behavior.

Reevaluate Conference Scheduling: If attendance consistently drops on the final day, maybe it’s time to shorten the event officially. But if it stays on schedule, it must be treated with the same professionalism as Day 1.

The current pattern is unsustainable. It erodes trust, devalues investment, and undermines the professionalism we strive to uphold in this fast-growing and vital industry. Let’s stop normalizing no-shows and early exits and start holding each other — and ourselves — to a higher standard.

It’s time for the sports tourism industry to show up — literally and figuratively. Because every missed appointment isn’t just a lost opportunity. It’s a message that professionalism doesn’t matter. And if we’re going to elevate this industry, that’s a message we can no longer afford to send.