Media Resources
The full 2026 State of the Industry Report and Executive Summary are available at https://bit.ly/SportsETASOTI26.

The full report is complimentary to Sports ETA members and available to media upon request. For interviews or additional information, please contact Jackie Reau.

Contact: Jackie Reau, Game Day
(513) 708-5822 | jreau@gamedaypr.com

Sports ETA Unveils 2026 State of the Industry Report, Defining a $274.5 Billion Sports Tourism Economy

Top States and National Impact Highlighted as Industry Enters Global Growth Era
 

LAS VEGAS (April 22, 2026) – Sports ETA, the trade association for the sports events and tourism industry, today released its 2026 State of the Industry Report, marking a defining moment for the sector with the first-ever unified analysis of both participatory and spectator sports tourism.

The report reveals that sports tourism has evolved into a $274.5 billion total economic impact industry, generating $111.2 billion in direct spending, supporting 1.6 million jobs, and producing $20.5 billion in state and local tax revenue nationwide. In total, 339 million sports travelers generated 124.3 million room nights, reinforcing the industry’s role as one of the most powerful and reliable drivers of economic development in the United States. “Sports tourism has firmly established itself as one of the most powerful economic engines in the United States,” said John David, President & CEO of Sports ETA.

“With $274.5 billion in total economic impact, millions of jobs supported, and hundreds of millions of travelers moving through communities each year, the scale and influence of this industry is undeniable. For the first time, this report captures that full impact in a unified way, bringing together both participatory and spectator sports to tell the complete story of how sports tourism drives visitation, fuels local economies, and creates lasting value for destinations.”

Two Engines Driving One Industry
The 2026 report underscores the complementary roles of both segments:

• Participatory Sports Tourism driven by primarily youth and amateur events, generated $60.1 billion in direct spending and $149.1 billion in total economic impact, driven by 227.6 million travelers, supporting more than 880,000 jobs and producing $11.3 billion in state and local taxes.
• Spectator Sports Tourism driven by fans traveling to attend sporting events, generated $51.1 billion in direct spending and $125.4 billion in total economic impact, driven by 111.4 million travelers, supporting more than 730,000 jobs and producing $9.2 billion in state and local taxes.

Together, these two engines create a balanced model that delivers both consistent, year-round demand and high-impact, event-driven economic spikes.

International Growth and Global Opportunity
The report also highlights the expanding global influence of sports tourism, with 3.6 million international travelers visiting the United States for sports in 2025, generating $6.3 billion in direct spending. Notably, international spectator sports tourism travelers increased 3.4% over 2024.

This growth comes as the United States prepares to host a historic lineup of global events, including the FIFA World Cup 2026, LA28 Olympic and Paralympic Games, and future Rugby and Winter Olympic events. These moments are expected to elevate the United States as a global hub for sports tourism and drive long-term international visitation.

“International sports tourism represents one of the most significant opportunities for the next decade,” added David. “Destinations that think globally and act strategically will be positioned to capture new visitors, new revenue, and new visibility on the world stage.”

Industry Benchmarking and Strategic Insights
In addition to economic impact, the 2026 report introduces expanded industry profiles, offering benchmarking data across destinations, venues, rights holders, and industry partners. These insights provide actionable intelligence to help organizations compete for events, secure funding, and maximize return on investment.

The report also identifies leading states in sports tourism performance, including Texas, Florida, California, Pennsylvania, Ohio, New York, Georgia, Illinois, and North Carolina, reflecting strong infrastructure, population scale, and the ability to host both participatory and spectator events.

A Defining Moment for the Industry
The 2026 State of the Industry Report positions sports tourism as:

• A unified economic system, not fragmented segments
• A global marketplace, not just a domestic driver
• A measurable and scalable industry, essential to economic development

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About Sports ETA:
As the only trade association for the sports events and tourism industry, Sports ETA is the most trusted resource for sports commissions, destination marketing organizations (DMOs), and sports event owners. Sports ETA is committed to the success of more than 800 member organizations and 2,400 sports event professionals. We promise to deliver quality education, ample networking opportunities, and exceptional event management and marketing know-how to our members to protect the integrity of the sports events and tourism industry. For more information, visit SportsETA.org.

About Northstar Meetings Group:
Northstar Meetings Group is the leading B-to-B information and marketing solutions company serving all segments of the sports, business meetings, events and incentives market. Its influential brands serve nearly 500,000 event professionals through integrated media, events, and data platforms, including SportsTravel and the TEAMS Conference. For more information, visit northstarmeetingsgroup.com.

About Tourism Economics:
Tourism Economics, an Oxford Economics company, provides data-driven insights into the travel industry, delivering economic impact studies, forecasting, and policy analysis to help organizations make informed decisions. For more information, visit tourismeconomics.com.