SEEN Saturday Series
Sports ETA is the essential resource for sports commissions, sports destinations, industry partners and more.
Since being established in 1992, our promise has been to deliver quality education, ample networking opportunities and exceptional event management and marketing know-how to our members - destinations, right holders, and industry partners - and to protect the integrity of the sports events and tourism industry.
As the non-profit 501(c)3 trade association for the sports events and tourism industry in the United States, Sports ETA is the most essential resource for sports commissions, sports destinations, sports event owners, and industry partners. We believe sports tourism and the events that our members own and host have the power to transform society for the better. Our passion is to help sports events and tourism professionals achieve previously unimaginable levels of performance. We do this by nurturing a diverse and inclusive community of smart, creative, and interesting people: our members.
SEEN Saturday Series
Inside the 2026 Sports ETA State of the Industry Report with Tourism Economics
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In this episode, we’re joined by Greg Pepitone, Associate Director at Tourism Economics, to unpack the findings from the groundbreaking 2026 State of the Industry Report presented by Northstar Meetings Group.
For the first time ever, the report combines participatory and spectator sports tourism into one comprehensive analysis, revealing the full scale and impact of the industry — a $274.5 billion economic engine supporting communities, destinations, venues, events, and businesses across the country.
Greg shares how organizations of all sizes — from small and mid-sized destinations to major markets and event organizers — can use industry data and economic impact insights to strengthen advocacy efforts, guide strategic planning, support funding conversations, attract events, and demonstrate value to stakeholders and community leaders.
We also discuss key trends shaping the future of sports tourism, the growing importance of data-driven decision making, and why global moments like the FIFA World Cup represent transformational opportunities for the travel and tourism industry.
Looking for quick takeaways and key stats? Download our one-sheeter HERE to explore the latest industry data and insights.