Episode Details

Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place.

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.