Spring has a way of signaling an exciting shift you can feel across the sports tourism industry. Longer days and warmer weather mark the transition from planning to execution, as outdoor facilities fill up, communities come alive, and events move from concept to reality, inspiring optimism for the months ahead.
The first quarter of 2026 made one thing clear: this is a year of acceleration. January and February were defined by a busy conference and trade show circuit, where conversations moved beyond recovery and into refinement. Event owners, destinations, and technology partners are operating with sharper focus, clearer expectations, and a shared drive to deliver measurable value.
Now, that energy moves outdoors. Spring is where strategy is tested. Where the real impact of sports tourism shows up in full hotels, active venues, and engaged communities.
At the same time, many organizations find themselves balancing execution and planning as they budget for the next fiscal year. It’s a challenging intersection, delivering successful events today while forecasting tomorrow’s priorities. Leaders are using insights from the second quarter, including attendance and community impact data, to inform smarter investments and to prepare for strategic discussions at this year’s industry events.
It also sets the stage for the Sports ETA Symposium 2026 in Las Vegas. More than a conference, the Symposium remains a key industry checkpoint where ideas take shape, partnerships strengthen, and the path forward becomes clearer, inspiring a sense of community and shared purpose among attendees.
As we head into the second quarter of the calendar year, the focus is shifting from volume to value. Data, experience, and long-term impact are redefining success, helping you feel confident in your strategic choices and emphasizing the meaningful contributions of people, communities, and shared energy that make this industry thrive.
Best of luck in Las Vegas.
We hope you enjoy Volume 6, Issue 5.
Happy reading!
x Matt Dunn
WIRE ROAD SOCCER COMPLEX | AUBURN,
DESTINATION SPOTLIGHT
Jeff Mielke
How did you first break into the world of sports tourism, and what hooked you for good?
My first exposure to sports tourism came in graduate school at Florida State University, where I helped manage the FHSAA (Florida High School Athletic Association) Soccer Championships as part of a class. That experience led to a “temporary” summer job with the Central Florida Sports Commission (now Greater Orlando Sports), working on a Junior Olympic event at the Orange County Convention Center.
That event was a turning point for me. I saw firsthand how a small, committed team could deliver something that felt massive – generating real economic impact while also creating a sense of pride and energy in the community. It changed how I thought about sports. It wasn’t just competition; it was a platform for community collaboration.
What’s a recent project or event you’re especially proud of, and what made it stand out?
The Fort Myers Tip-Off is a project we are especially proud of. It’s a college basketball tournament we host here in Lee County, FL, during Thanksgiving week, and this past year’s marquee matchup, Michigan State vs. North Carolina, set FOX’s record as the most-watched men’s basketball game in the channel’s history. It also became the second-mostwatched regular-season game across all networks.
But what makes the event stand out to me goes well beyond the numbers. Growing it required aligning an array of partners, including InterSport, Florida SouthWestern State College, Fort Myers Mighty Mussels, and local stakeholders around a shared vision. The result is an event that feels genuinely authentic to Lee County and Fort Myers.
The most rewarding part has been watching the community truly adopt the event. Our hotel partners, business leaders, and residents don’t just support it; they take ownership of it. That’s when you know you’ve created something sustainable.
How have you seen the sports tourism industry evolve over the past few years, and where do you think it’s headed next?
The biggest shift I’ve seen in recent years is the level of competition for events. There are more highly educated and savvy sports-tourism professionals than ever before, all with access to better data, best practices, and mentorship. At the same time, there has been a boom in new and upgraded sports facilities across the country, especially in Florida.
The reality now is that most communities have quality venues. That’s no longer the differentiator. What separates destinations today is the overall experience, including customer service, ease of execution, and the strength of the community behind the event.
If you could fix one misconception people have about sports tourism, what would it be?
One of the most common misconceptions is that we just show up and enjoy the events. People will say, “You have a great job; you get to be at games all the
time.” What they don’t see is the amount of planning, collaboration, and expectations that go into delivering a successful event. When done right, it looks seamless, but that’s the result of a lot of behind-the-scenes work.
What role does community impact play in your business development strategy?
Community impact is central to our business development strategy. Although generating new economic activity through sports tourism is important, it’s only one part of the equation. We also work closely with our Parks & Recreation department to create opportunities for residents to participate in and experience events, build pride in what we host, and use events as a catalyst for improved sports infrastructure.
At the end of the day, the goal is to ensure that what we bring to the community delivers lasting value, not just short-term visitation. It’s important to remember that successful sports tourism isn’t measured just by room nights, but by how well it serves the people who live there.
What’s one sports moment (personal or professional) that changed your life or career path?
I was a 13-year-old when the 1980 Olympic Winter Games took place in Lake Placid. I had always been drawn to the Olympic movement and dreamed of becoming an athlete someday. But watching the United States hockey team defeat the Soviet Union changed something for me.
That moment showed me the power of sports to inspire an entire nation. It shifted my perspective from just participating in sports to appreciating the impact of the events themselves.
Looking back, that passion has stayed with me and ultimately shaped my career. It’s what drew me to sports tourism, creating events that can have that same kind of lasting impact on a community.
Outside of work, what sport, team, or athlete do you enjoy following the most?
I’m originally from Kansas City, Missouri, so the Chiefs and Royals have always been my teams. I’m also a graduate of both the University of Missouri, first and foremost, and Florida State University, so I follow their programs closely.
More recently, I’ve gotten into Formula 1, which has been intriguing. The combination of strategy, technology, and global competition offers a completely different perspective on sports, and I’ve enjoyed learning more about it.
If you weren’t working in sports tourism, what would you be doing instead, and why?
I would likely be working in hotel or restaurant management, which is what my undergraduate degree is in and where I began my career. That experience taught me the importance of delivering high-quality customer service, anticipating guests’ needs, solving problems quickly, and creating a positive experience for guests.
Those same principles carry over directly into
sports tourism. At the end of the day, we are in the service industry, and delivering a seamless event experience requires that same mindset.
You’re working on a dream project within your dream destination. Where are we going and what’s happening?
First, I love living and working in Lee County and Fort Myers, so my dream destination doesn’t change. The dream project would be hosting an NCAA college football bowl game right here in our community.
It would be more than just the game itself. It would be a week-long experience that engages the entire community, from fan events and youth clinics to business and hospitality partnerships. The goal would be to create something that drives significant economic impact while also giving our residents a sense of pride in hosting a nationally recognized event.
To me, that’s what sports tourism is at its best: cre-
ating an event that brings in visitors but leaves a lasting impact on the community long after it’s over.
Who’s someone in the sports world (living or legendary) you’d love to grab coffee (or a cold one) with, and what would you ask them?
I’d choose to sit down with my son and daughter, both of whom play(ed) high school and travel sports, and just ask them how their day was.
In a demanding profession with long hours and many weekends, it’s easy to miss opportunities to slow down, connect, and spend quality time with the people who matter most.
What’s in your “event day survival kit”? (No judgment here… Energy drinks, lucky socks, secret Scooby snacks?)
My event-day survival kit is pretty simple: a large cup of coffee, a fully charged battery backup for my phone, and a positive mindset going into the day. No matter how much preparation goes into an event, there are always a few surprises, so staying calm and adaptable is just as important as anything you pack.
What’s the most unexpected or hilarious thing that’s ever happened at one of your events?
One of the most memorable moments came during an open-water swimming event on Fort Myers Beach. In the middle of the 5K race, a pod of dolphins appeared and began swimming alongside the competitors.
What surprised everyone was how long they stayed with the swimmers. It wasn’t just a quick sighting; they were part of the race for a while.
It turned into a once-in-a-lifetime experience for the athletes and a great reminder that sometimes the most unforgettable moments at events are the ones you could never plan.
If sports tourism were an Olympic event, I’d take gold in …
Building relationships that make great events possible.
What’s your go-to hype song when you need to get pumped for a long day on-site at an event?
“Break Stuff” by Limp Bizkit
If PUSH Magazine gave you a free billboard in Times Square for one day, what message would you put up for the world to see?
“Parents, youth sports don’t need more noise; they need more space. Step back and let your kids own the experience. They will win, regardless of the score.”
RISE: Sports ourism’s i st i t is the premier
industry gathering where destinations, rights
holders, event organizers, rands, and invest ors
come t ogether t o cele rat e excellence and activat e
the future of sports t ourism.
This is not a traditional awards gala. t is a high-
impact industry platform that lends recognition,
deal flow, and leadership positioning int o one power ful night.
Hosted by The Collective ST
December 9, 2026
Sunsee er esort, Ch rlotte H rbor, F
Followin the US Sports Con ress
talent
Rethinking Gen Z at Work: What Employers Still Get Wrong
Many employers fall into the trap of stereotyping younger workers. These assumptions don’t just miss the mark; they can prevent companies from recognizing and developing strong emerging talent.
Search online for descriptions of Gen Z, and a familiar narrative appears: a generation labeled as entitled, distracted, or lacking discipline. This portrayal has become widespread, shaping perceptions that influence hiring and management strategies, often leading to biased decisions.
But broad generalizations about an entire generation overlook a more important reality. Many younger employees are eager to grow, collaborate, and build meaningful careers.
These perceptions can also impact hiring decisions. Some organizations hesitate to bring in early-career talent based on preconceived notions rather than actual ability or potential. In doing so, they risk missing out on capable individuals who bring fresh thinking and adaptability.
Breaking the Generational Narrative
Labeling Gen Z as lazy or disengaged oversimpli-
fies what is, in reality, a difference in approach. Recognizing that their motivation manifests differently helps organizations avoid misjudging their commitment and potential.
Gen Z has come of age during a period defined by constant change. Many grew up in the aftermath of the September 11 attacks and the Great Recession, shaping a more cautious and pragmatic outlook. They are also the first generation to be fully immersed in smartphones and social media platforms like Instagram and TikTok, fundamentally changing how they communicate, learn, and engage with the world.
When companies hold onto outdated assumptions, they risk undermining confidence and limiting opportunities for these employees. More importantly, they may overlook highly capable individuals who don’t fit traditional molds.
Shaped by a World of Constant Change
Gen Z’s mindset is rooted in the reality that instability is normal. From economic disruption to rapid technological advancement, they have consistently adapted to shifting conditions.
The impact of COVID-19 alone reshaped education, social development, and early career experiences, often limiting in-person learning and mentorship opportunities that previous generations took for granted. At the same time, they have grown up alongside the rise of Artificial Intelligence, reinforcing the need for continuous learning and flexibility.
This constant exposure to change has created a generation that values adaptability, seeks stability where possible, and questions traditional paths that no longer feel guaranteed.
Closing the Experience and Empathy Gap
Younger professionals are entering the workforce with different experiences, not fewer ones. Recognizing this can help your audience feel more empathetic and connected to the evolving workforce.
As a result, some may not instinctively understand unspoken expectations, not because they lack effort, but because they lack exposure. When organizations interpret this as a performance issue instead of a development opportunity, it creates a disconnect.
At the same time, many younger workers are navigating the rising cost of living and financial pressures, often balancing multiple income streams. Their mindset has been shaped by economic un-
certainty and modern realities, not by a lack of ambition. Employers who recognize this position can build stronger, more engaged teams.
Redefining Productivity in Today’s Workplace
A common source of tension lies in how productivity is defined. Traditional workplace models often equate time spent at a desk with effort. Younger employees, however, tend to focus more on outcomes, prioritizing results over hours.
This difference can lead to misunderstandings. What may appear to be a distraction or inconsistency can be a more flexible, task-oriented approach to getting work done. Many younger workers operate in cycles of intense focus followed by short breaks, rather than maintaining a steady, linear pace throughout the day.
This approach is also influenced by the broader shift toward digital and hybrid work environments, which Gen Z experienced early. Their comfort with switching between tools, tasks, and communication channels reflects the realities of modern work, not a lack of discipline.
New Rules of Communication and Culture
Communication styles have shifted significantly. While some younger workers may be less com-
fortable with traditional office norms, they are often highly effective in digital environments, moving seamlessly between messaging platforms, video calls, and collaborative tools.
At the same time, growing up during periods of heightened social awareness has shaped their expectations of the workplace. Many place a strong emphasis on inclusion, transparency, and purpose, influenced by global conversations around social and cultural issues.
The Myth of the “Digital Native” Advantage
Another misconception is that younger workers are naturally experts in all things digital. While they are comfortable with technology, that familiarity doesn’t automatically translate into advanced technical skills.
Assuming they require little training can create unrealistic expectations. Without proper support and development, even highly capable employees can struggle when faced with complex sys-
tems or specialized tools. Like any workforce segment, they benefit from clear guidance, structured onboarding, and ongoing skill development.
Building a Workplace That Actually Works for Gen Z
Gen Z is entering workplaces shaped by long-standing assumptions that don’t always reflect reality. In truth, they are a generation defined by adaptability, having grown up through economic disruption, technological transformation, and global uncertainty.
Organizations that rely on stereotypes risk limiting their own growth by overlooking talent that doesn’t fit outdated expectations.
To unlock the potential of this generation, companies need to shift their approach by investing in training, setting clear expectations, and offering meaningful mentorship, thereby adapting the workplace to harness what this generation brings to the table.
Why CEO Storytelling Matters
Now More Than Ever management
Storytelling was once viewed as a secondary skill largely handled by marketing teams and brand strategists. Today, in a complex and highly transparent environment, the way leaders communicate shapes trust just as much as the strategies they execute.
High-profile missteps in executive communication have underscored how quickly messaging can damage credibility. Poorly judged remarks, insensitive responses to crises, and questions around authenticity can erode trust, emphasizing the need for leaders to understand the importance of genuine, trustworthy communication.
Not long ago, storytelling was considered helpful but not essential. That has changed. Organizations now operate in an environment where stakeholders expect more than strong performance. They want to understand a company’s values, ethics, treatment of employees, and commitment to sustainability.
Companies have evolved from simply delivering products or services to representing broader missions and values. Leaders should adopt specific storytelling frameworks, such as the hero’s journey or value-based narratives, to clearly articulate why these values matter and why others should care.
Communicating Across Audiences
For many CEOs, especially in regulated industries, storytelling is less about charisma and more about consistency. Leaders must communicate simultaneously with multiple audiences whose priorities often differ.
Messaging that resonates with regulators may emphasize risk management and compliance, while communication with investors may focus on growth and opportunity. Without a consistent and coherent narrative, aligning these perspectives becomes difficult.
Compounding this challenge is the breakdown of traditional communication boundaries. In a hyper-connected world, messages rarely stay within their intended audience. Internal communications can become public, employees may review investor materials, and regulatory discussions can attract media attention. As a result, leaders must assume that any message could reach a broad audience and ensure consistency across all channels.
Explaining Complexity
The increasing importance of storytelling is also tied to technological advancement. As products and services become more complex, particularly in sectors like financial services and advanced technology, the gap in understanding between organizations and the public continues to widen.
Clear, credible storytelling helps bridge that gap. Without it, confusion and misinformation can take hold. As technology becomes more difficult to understand, the surrounding narrative becomes more important, helping stakeholders grasp both purpose and impact.
Effective storytelling is not just about tone or visibility; it is also about education and inclusion. Leaders can measure storytelling success through stakeholder engagement metrics, feedback, and behavioral changes, ensuring communication efforts are impactful across diverse audiences.
Trust grows when information is accessible, trans-
parent, and designed to empower rather than overwhelm.
Prioritizing Credibility
While storytelling is increasingly important, positioning the CEO as the primary storyteller carries risks. Leaders may be tempted to prioritize narrative over substance.
Audiences are often skeptical and will evaluate whether organizations truly deliver on their promises. Over time, stakeholders measure words against actions, making authenticity the defining factor in effective communication. Leaders must avoid overpromising and clearly explain both priorities and limitations.
Memorability also plays a role. While stakeholders may not recall every detail from presentations or reports, they often remember the overarching narrative that gives those details meaning.
The definition of effective storytelling varies by context. Early-stage companies may benefit from bold, visionary narratives, while established organizations are expected to communicate stability, accountability, and long-term reliability.
Keeping It Human
Looking ahead, the importance of storytelling is likely to grow. The expansion of artificial intelligence and digital communication is accelerating the volume of information people must process, making clarity a critical advantage.
In an environment of information overload, clear and human-centered narratives stand out. Leaders who use storytelling to build trust—rather than simply promote ideas—will be better positioned to connect with their audiences.
At its core, storytelling remains a fundamental human need. It answers a simple but essential question: why something matters. As organizations become more complex and harder to understand fully, the role of storytelling in providing clarity will only become more important.
Surviving long days of travel has become routine for sports tourism professionals. Whether it is athletes chasing competition, event owners scouting destinations, or industry professionals moving between conferences, feeling prepared can boost confidence. The reality of spending hours in a pressurized cabin at 30,000 feet can quickly undermine performance, productivity, and overall well-being if not approached with intention. The difference between arriving depleted and arriving ready often comes down to preparation.
Hydration remains the most overlooked but critical factor. Airplane cabins operate with extremely low humidity, which accelerates dehydration, fatigue, and jet lag. Drinking water consistently throughout the flight, while limiting alcohol and caffeine, helps maintain energy levels and reduces the physical toll of travel.
Equally important is movement. Sitting for extended periods restricts circulation and increases stiffness, which can impact everything from athletic readiness to simple mobility upon arrival. Making a point to stand, stretch, and move every few hours, along with simple in-seat exercises and compression socks, can significantly improve circulation and reduce swelling.
Choosing the right comfort options is a strategic decision that influences travel readiness. Selecting a window seat can promote rest by providing a stable space for sleep, while an aisle seat offers easy access for movement. Wearing layered, breathable clothing and slip-on shoes allows adaptation to cabin temperature changes and facilitates movement, supporting overall comfort and preparedness upon arrival.
Beyond physical comfort, experienced travelers understand the value of a well-curated personal setup. Relying on airline amenities is rarely enough. A simple kit that includes noise-canceling headphones, a supportive neck pillow, and an effective eye mask can transform a disruptive environment into a manageable one. Small additions like moisturizer, a toothbrush, and facial wipes can also make a meaningful difference in how you feel upon arrival, particularly when heading straight into competition or meetings.
Organizing your carry-on efficiently is essential for a smooth travel experience. Keeping travel documents, electronics, and essentials within easy reach streamlines airport procedures and reduces stress. A dedicated in-flight comfort kit allows quick settling in, while packing hygiene items in a liquids bag and bringing snacks and a refillable water bottle ensures convenience and comfort throughout the journey.
For sports tourism professionals and athletes alike, long days of travel are not just a logistical necessity; they are part of the performance equation. Preparation, organization, and small intentional choices can turn travel time into recovery time, ensuring that when the plane lands, you are not just present, but ready.
The New Playbook for Sports Tourism: Where Health, Performance, and Travel Converge
Why the future of sports tourism is being shaped not just by competition, but by recovery, wellness, and the pursuit of long-term performance
Sports tourism is undergoing a meaningful transformation. For decades, the industry has been anchored in competition, tournaments, championships, and large-scale events that draw athletes and spectators alike. Today, that foundation still matters, but it is no longer the full story. A new layer has emerged, one driven by health, performance, and longevity, offering promising opportunities for destinations to attract and engage active lifestyle visitors.
At the center of this shift is a simple but powerful idea: travel is no longer just about where you go to compete; it is increasingly about how you improve while you are there.
Today’s athlete is not only chasing a finish line. They are seeking measurable performance gains, faster recovery, and a more sustainable approach to staying active over time. This evolution is pushing sports tourism into closer alignment with the broader wellness economy, creating new opportunities for destinations willing to rethink their role and benefit from this growth.
One of the clearest changes is the rise in performance-driven travel. Athletes, from elite competitors to dedicated amateurs, are choosing des-
tinations specifically for their ability to enhance training outcomes. High-altitude environments, sport-specific facilities, and access to expert coaching are becoming primary motivators for travel. In this context, destinations are no longer just hosts of events; they are positioning themselves as training grounds where performance gains can be realized before competition even begins.
Equally significant is the growing emphasis on recovery. Once treated as a secondary consideration, recovery is now a central component of the travel experience. Athletes are extending their stays to incorporate structured recovery programs, including physiotherapy, mobility work, and contrast therapy. The integration of recovery into the travel experience is not only improving athlete outcomes but also increasing length of stay and overall visitor spend. Destinations that invest in recovery infrastructure are finding themselves with a competitive advantage that extends well beyond event day.
Mental performance is also becoming an essential part of the equation. The pressures of competition, travel, and modern life have heightened the importance of focus, resilience, and emotional
well-being. As a result, sports tourism is expanding to include programming that supports mental fitness, from mindfulness training to stress management. This shift opens the door for year-round engagement, allowing destinations to remain relevant even outside of peak competition periods.
At the same time, participation-based events continue to drive growth across the sector, but with an evolving profile. Marathons, trail runs, cycling events, open water swims, and obstacle races are attracting athletes who are motivated as much by the experience as by the competition itself. These participants often travel with friends and family, stay longer, and engage more deeply with the destination. The result is a broader, more diverse audience that blends sport, leisure, and wellness into a single trip.
Natural environments are playing an increasingly important role in this landscape. Mountains, waterways, and trail systems are no longer just scenic backdrops; they are essential assets that contribute directly to performance and well-being. Athletes are seeking destinations where they can train, compete, and recover in settings that support both physical and mental health. This convergence of sport and nature helps destinations redefine themselves as active wellness playgrounds rather than single-event venues.
Technology is further accelerating these changes. Today’s athletes expect a level of personalization once reserved for elite athletes. Wearable devices, performance testing, and data-driven coaching are becoming integrated into travel experiences, allowing individuals to track progress and see tangible results from their trips. This demand for measurable outcomes is elevating expectations and creating
new premium offerings within the sports tourism market.
Another important dynamic is the expansion of the definition of the athlete. The growth of master’s athletes and active aging populations is introducing a high-value demographic that prioritizes health, mobility, and longevity. These travelers are not only participating in events but also seeking programs that help them stay active over the long term. This shift reinforces the idea that sports tourism is not limited by age or ability but is instead centered on lifelong participation.
Sleep and recovery optimization are also gaining traction, particularly for multi-day events and international travel. Athletes are increasingly aware of the impact of rest on performance, leading to greater demand for accommodations and environments designed to support quality sleep. For destinations hosting major competitions, this represents another opportunity to enhance the athlete’s experience in meaningful ways.
Underlying all these trends is a growing sense of community. Group training trips, club travel, and fitness-focused retreats are turning sports tourism into a shared experience. These social dimensions foster deeper connections between participants and destinations, encouraging repeat visitation and long-term loyalty. In many cases, the relationships built during these trips are just as important as the events themselves.
Taken together, these shifts point to a broader redefinition of sports tourism. Events remain important, but they are increasingly part of a larger ecosystem that includes preparation, recovery, and ongoing performance development. Destinations that recognize this are moving beyond a transactional model and toward a more holistic approach that integrates health at every stage of the travel journey.
The implications are significant. By embracing health-driven sports tourism, destinations can extend visitor stays, diversify their audienc-
es, and increase economic impact. More importantly, they can position themselves as essential partners in an athlete’s journey, rather than simply a place where competition happens.
The future of sports tourism will not be defined solely by who wins or loses, visitor spending, community engagement, or economic impact. It will be shaped by how well destinations help people perform, recover, and continue pursuing an active lifestyle long after the event is over. In this new playbook, success is measured not just in attendance, but in outcomes, and the destinations that deliver on those outcomes will lead the next era of growth.
marketing
Rebuilding Personalization on Trust, Not Tracking
With consumers demanding relevance while rejecting intrusive data practices, marketers are being forced to rethink how data is collected, used, and shared.
As privacy expectations continue to evolve in the United States, the decline of third-party cookies is no longer just a technical shift; it’s a fundamental change in how businesses engage with consumers. Laws like the California Consumer Privacy Act (CCPA) and its expansion through the California Privacy Rights Act (CPRA) are shaping marketing strategies by emphasizing transparency and consumer rights, signaling that surveillance-based marketing is becoming both a legal risk and a reputational liability.
At the same time, consumers still expect relevant, personalized experiences. This
tension is encouraging organizations to build trust by finding new ways to deliver value without overstepping privacy boundaries, giving rise to what is now widely known as privacy-first marketing.
From Compliance to Customer Control
Privacy-first marketing goes beyond simply complying with regulations. It requires a shift from passive data collection to active, consent-based engagement, utilizing tools like consent management platforms and transparent data dashboards to foster trust and ensure compliance.
In the United States, this means aligning with a growing patchwork of state-level privacy laws, including the California Consumer Privacy Act (CCPA), the Virginia Consumer Data Protection Act (VCDPA), and the Colorado Privacy Act (CPA). These laws emphasize transparency, consumer control, and the right to opt out of data collection and targeted advertising, helping privacy officers feel assured about compliance.
For marketers, the implications are clear:
• Be explicit about what data is collected and why
• Limit data collection to what is necessary
• Provide simple, user-friendly controls for consent and preferences
Organizations are increasingly expected to demonstrate accountability in how they use data, especially when automated decision-making or profiling is involved.
Letting Customers Lead Data Exchange
Zero-party data is emerging as a key solution to the personalization challenge.
Unlike traditional data collection methods, zero-party data is information that consumers intentionally and proactively share. This data may include preferences, interests, goals, or communication choices. Because it is provided directly by the user, it fosters a more transparent, trust-based relationship. This approach represents a shift in mindset. Instead
of tracking behavior behind the scenes, brands engage customers upfront, asking for input and delivering value in return.
In practice, this can take many forms:
• Interactive quizzes that guide purchasing decisions
• Preference centers that tailor content and communication
• Goal-setting tools within apps that encourage ongoing engagement
The key is to ensure that the value exchange is clear. Consumers are more willing to share information when they understand how it will improve their experience.
Why Context Is Replacing Behavioral Tracking
As behavioral tracking declines, contextual advertising is making a strong return.
Rather than targeting users based on past activity, contextual advertising places ads based on the content a user is currently viewing. Advances in artificial intelligence have significantly improved this approach, enabling more accurate alignment between content and messaging.
This shift offers several advantages:
• Reduced reliance on personal data
• Lower compliance risk under U.S. privacy laws
• More relevant and timely ad placements
For industries like travel, retail, and financial services, matching ads to real-time context can drive stronger engagement without relying on historical tracking data.
data for a free, personalized experience or pay for a more private, ad-free alternative.
In the U.S., this approach must be handled carefully to align with consumer protection expectations and avoid practices that could be seen as coercive or misleading. Regulators are paying closer attention to how consent is obtained and whether users are given meaningful choices.
More effective strategies are beginning to emerge, including:
• Tiered experiences based on user preferences
• Contextual advertising as a default low-data option
• Clear opt-outs for users who want minimal tracking
The goal is to move beyond passive consent mechanisms and toward more intentional, user-driven engagement.
Building the Future of Personalization
Moving away from third-party cookies does not mean abandoning personalization. It means rebuilding it on a stronger foundation of trust, transparency, and user control.
Organizations that succeed in this new environment will:
• Focus on collecting only essential data
• Clearly communicate how data benefits the user
• Design experiences that encourage voluntary engagement
As privacy expectations continue to rise in the United States, businesses that prioritize transparency and accountability will be better positioned to build lasting customer relationships, while still delivering the personalized experiences consumers expect.
Rethinking the Value Exchange
Some companies are experimenting with models that give users a choice: share
The Data Advantage: How Integrated Sports Event Technology Is Redefining Value for Destinations
For decades, the industry measured the value of a sporting event in relatively simple terms such as attendance, hotel room nights, and estimated economic impact. While useful, these metrics were often directional at best, built on surveys, assumptions, and post-event analysis that lacked precision and consistency.
Today, that model is rapidly becoming obsolete.
The rise of integrated sports tourism technology, spanning event registration, ticketing, merchandise sales, financial tracking, insurance, waivers, roster management, and comprehensive data capture, has fundamentally changed how value is defined, measured, and communicated. What was once a fragmented, manual process has evolved into a connected digital ecosystem that delivers real-time, verifiable insights into an event’s true impact. This shift is not incremental. It is transformational.
From Estimation to Precision
Historically, event owners and destinations relied on proxy data to tell their story. Hotel block usage, economic multipliers, and anecdotal feedback formed the backbone of post-event reporting. While these methods provided a general sense of impact, they often lacked credibility with stakeholders who increasingly demand transparency and accountability.
Integrated event technology has replaced estimation with precision.
Every transaction, from registration fees and ticket purchases to merchandise sales and ancillary spending, can now be tracked at the individual level. Event waivers and insurance documentation are digitized, timestamped, and tied directly to verified participants. Team rosters provide accurate counts of athletes, coaches, and support per-
sonnel, while financial systems reconcile revenue streams in real time across multiple categories.
The result is a fundamental shift from “we believe” to “we know.” Destinations and rights holders can now present defensible, data-backed reports that quantify not only attendance, but total economic engagement directly tied to the event.
The Rise of the Unified Event Ecosystem
At the center of this transformation is the convergence of previously siloed systems into a unified platform.
Event registration platforms no longer operate independently from ticketing systems, and merchandise sales are now linked to participant profiles. Waivers, insurance coverage, and roster data are integrated into a single digital workflow. At the same time, financial tracking systems consolidate all revenue streams, from entry fees to on-site purchases, into centralized dashboards.
This interconnected ecosystem creates a single source of truth.
For event owners, this means greater operational efficiency and a significant reduction in administrative burden. For destinations, it provides access to comprehensive datasets that reveal the full scope of visitor activity. More importantly, it enables a holistic understanding of the entire event lifecycle, from initial registration through post-event engagement.
Data as a Strategic Asset
The most significant shift is not simply technological, but strategic.
Data collected through these systems is no longer a byproduct of operations. It has become a core asset that drives decision-making, funding strategies, and long-term planning. Event owners can now analyze the geographic origin of participants and spectators, understand length of stay and travel patterns, evaluate spending behavior across categories, and identify repeat attendance and loyalty trends.
Destinations can use this same data to justify investment in facilities and infrastructure, attract future events with proven performance metrics, align marketing strategies with actual visitor behavior, and demonstrate return on investment to stakeholders and taxpayers with greater confidence.
This level of insight was simply not possible in the past.
Redefining Economic Impact
Traditional economic impact models often relied on broad assumptions and standardized multipliers. While these approaches still have relevance, they are increasingly being supplemented, and in some cases replaced, by actual transactional data.
Integrated technology allows stakeholders to move beyond estimates and toward verified impact. Instead of projected spending, they can report actual dollars spent. Instead of assumed attendance, they can present verified visitor counts. Instead of survey-based approximations, they can analyze real travel behavior captured by digital systems.
This shift enhances credibility with municipal leaders, tourism boards, sponsors, and investors. It also fundamentally changes the conversation. There is still work to be done across the industry. With technology providers, but rather than defending the value of an event, stakeholders can now demonstrate it with clarity, precision, and confidence.
Enhancing Risk Management and Compliance
Beyond revenue generation and economic impact, integrated systems have significantly improved risk management and compliance.
Digital waivers ensure legal accessibility and proper documentation, while integrated insurance tracking verifies that participants and organizers are appropriately covered. Real-time roster management enhances safety protocols and strengthens emergency response capabilities by ensuring accurate participant records are always available.
These tools not only reduce liability but also elevate the professionalism of events, which is criti-
cal when destinations compete to host large-scale sporting competitions.
Unlocking New Revenue Opportunities
The integration of ticketing, merchandise, and financial systems has also unlocked new and more sophisticated revenue opportunities.
Event owners can now bundle registration with merchandise and premium experiences, creating higher-value offerings for participants and spectators. They can implement dynamic pricing strategies and targeted promotions, while also tracking purchasing behavior to optimize inventory and product offerings. Revenue opportunities are no longer confined to the moment of registration or ticket purchase, but extend before, during, and after the event.
As a result, the event evolves from a single transaction into a continuous revenue ecosystem that
drives both direct and indirect economic activity.
Strengthening the Case for Sports Tourism
For destinations, the implications of this transformation are profound.
In an increasingly competitive landscape, the ability to attract and retain sporting events depends on demonstrating measurable value. Integrated technology provides the evidence needed to compete effectively. Destinations can now present verified visitor data, detailed spending profiles, year-overyear performance trends, and clear audience demographics.
This transforms the sales narrative from aspirational to empirical, allowing destinations to make stronger, data-driven cases to event rights holders. It also strengthens partnerships between destinations and event owners by aligning both parties on shared data, insights, and outcomes.
The Future: Predictive and Proactive
As these systems continue to evolve, the next phase is already taking shape.
Predictive analytics will enable stakeholders to forecast attendance, revenue, and economic impact before an event even takes place. Real-time dashboards will allow for immediate adjustments to operations, pricing, and marketing strategies while events are underway. Integration with broader travel ecosystems will further connect sporting events to transportation, lodging, and local experiences, creating a fully seamless journey for participants and spectators.
The industry is moving from reactive reporting to proactive optimization.
The integration of event registration, ticketing, merchandise, financial tracking, insurance, waivers, roster management, and data collection has funda-
mentally reshaped the sports tourism landscape.
What was once a fragmented, assumption-driven process has become a cohesive, data-rich ecosystem capable of delivering precise and actionable insights. For event owners, this evolution brings greater control, efficiency, and revenue potential. For destinations, it clearly demonstrates the economic and social value of hosting athletic events.
In a world where accountability and measurable outcomes are increasingly demanded, integrated sports tourism technology does more than support events. It proves their worth.
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 volume driven sports are losing participant base.
In many destinations across the United States, the sports tourism industry is operating at peak capacity, with tournament calendars packed, facilities booked months and years in advance, and destinations continuing to invest heavily to attract events that promise a reliable economic return. On the surface, the system appears to be thriving, but underneath that momentum lies a growing structural problem: the industry has been optimized for volume, more teams, more events, more travel, while steadily losing the participants it depends on to survive. This is no longer a theoretical concern, but a measurable shift that is beginning to challenge the long-term sustainability of sports tourism.
Over the past decade, youth and amateur sports have evolved into a volume-driven ecosystem in which tournament operators seek to maximize team counts, destinations prioritize high-capacity weekends, and facilities are designed to host dozens, sometimes hundreds, of teams at once. This model works economically because it scales, as more teams generate more revenue through entry fees, hotel stays, concessions, and local spending. National governing bodies and event rights holders have largely aligned around this growth strategy. However, scaling volume has come with an unintended consequence: increasing the financial and logistical burden placed on each individual participant.
While event volume has increased, participation has not kept pace and, in many sports, has declined. This creates a fundamental imbalance in which growth is no longer driven by more athletes entering the system but by the same families spending more money, traveling more often, and committing to longer, more demanding seasons. In effect, the industry is asking fewer participants to carry a greater share of the load.
This dynamic is most visible in the structure of modern competition, where teams are expected to travel frequently to remain competitive, attend sanctioned events for rankings or exposure, and commit to year-round play. What was once seasonal participation has become a continuous cycle, and for many families, that expectation is increasingly unsustainable.
At the center of this system are national governing bodies, which oversee sanctioning, membership, and competitive standards across their respective sports. These organizations play a critical role in legitimizing events, maintaining national rankings, and structuring pathways for athlete development, but their frameworks also contribute to the volume-driven model in important ways.
Sanctioned events often require teams and athletes to maintain active memberships, and while these fees may appear modest on their own, they accumulate when layered across multiple athletes, teams, and seasons. Families frequently pay annual national governing body membership fees in addition to club dues, tournament entry fees, and travel costs, creating a stacked financial commitment that grows quickly over time.
In addition, national governing bodies often tie rankings, qualifications, or advancement to participation in specific events, which creates a strong incentive, and in some cases an implicit requirement, for teams to travel more frequently in order to remain competitive within the system. Insurance requirements, waivers, and compliance standards, which are commonly administered through these governing structures, add further administrative and financial layers that ultimately are borne by the participant. While none of these elements are inherently problematic and, in many cases, essential for maintaining safe and credible competition, they collectively contribute to a cost structure that is increasingly difficult for families to absorb, especially when combined with a volume-driven event economy.
To fully understand the pressure on participation, it is important to consider how these costs accumulate in practice. Currently, a typical athlete is not simply paying a single fee but instead navigating a layered system that includes national governing body membership costs, club or team dues, tournament entry fees often passed down by organizers, travel expenses, and the ongoing costs of equipment and training. Each of these expenses can be justified in isolation, but together they create a significant barrier to entry and, just as importantly, a common point of exit. For families with multiple children in sports or those living outside major tournament hubs, the financial strain compounds quickly, leading to a quiet but steady attrition of athletes who step away not because of a lack of interest or ability, but because the system has simply become too expensive and too demanding.
The core issue is not that the industry is growing, but rather how that growth is being achieved. A volume-driven model prioritizes maximizing participation within each event rather than expanding participation across the broader population. It rewards scale, density, and frequency, often at the expense of accessibility. This creates a feedback loop in which rising costs push some families out, and operators respond by increasing prices, expanding event offerings, or adding new layers of competition to maintain revenue. That response, in turn, places even greater pressure on the remaining participants, narrowing the base further over time.
For destinations and event organizers, the immediate impact of this trend may not be obvious, as tournaments continue to fill, hotels remain booked, and economic impact numbers stay strong. However, the underlying trajectory is more concerning, as a system dependent on high-frequency participation from a shrinking pool is inherently fragile. If participation continues to decline, the industry may see reduced team formation at the local level, increased competition among events for fewer participants, a growing reliance on elite teams, and decreased geographic diversity in participation.
For national governing bodies, this trend raises equally important strategic concerns. Membership models rely on a broad base of participants, and as that base contracts, revenue becomes increasingly dependent on higher fees or deeper engagement from a smaller group of athletes, both of which have practical limits. This dynamic places additional pressure on governing bodies to balance their roles as regulators, promoters of the sport, and stewards of long-term participation.
The tension between volume and participation is quickly becoming one of the defining issues in sports tourism in 2026. Industry leaders are beginning to confront difficult questions about how to rebalance the system, including whether competitive structures can be redesigned to reduce mandatory travel, whether membership models can evolve to lower barriers to entry, and how to maintain event quality without requiring constant participation. There is also a growing need for national governing bodies and destinations to align not just on short-term economic impact but also on sustaining long-term participation.
These are complex challenges without simple solutions, and the current model has undeniably driven significant growth across the industry. Yet its long-term sustainability is no longer guaranteed. A system built on volume can only thrive if there are enough participants to sustain it, and in 2026, the warning signs are becoming increasingly difficult to ignore. The engine of sports tourism is still running strong, but the pool of participants fueling it is gradually shrinking, raising a critical question about what comes next.
