In this episode of Destination Discourse, we dive into a surprising new dataset that’s forcing destination marketers to rethink everything they thought they knew about sports tourism. Stuart and Adam are joined by John David, President and CEO of Sports ETA, to unpack the latest national research. Spoiler alert: youth tournaments might just be delivering a bigger impact than we all realzed.

John reveals the findings from Sports ETA’s newly released reports, comparing the economic power of participatory sports (think soccer tournaments, cheer competitions, and travel baseball) versus spectator sports (NFL games, college football, and spring training). What he shares caught all of us off guard.

They break down the room night data, traveler spending, and broader community benefits that show participatory sports aren’t just a nice-to-have. They’re an economic engine. Myrtle Beach is held up as a case study in how sports tourism can extend a seasonal destination to a nearly year-round one while building long-term loyalty and repeat visitation from traveling families.

The episode also dives into destination content strategy as the team reflects on a recent viral wave of “unhinged” National Park TikToks that used unexpected tactics to grab attention. Can destinations learn something from thirst traps? Maybe. Should they try it? Probably not. But the conversation leads to thoughtful discussion about how DMOs balance brand trust, stakeholder expectations, and the pursuit of relevance in the modern attention economy.

In this episode:

 • Why participatory sports tourism may be the most undervalued vertical in your destination strategy

 • How room night and spend data flips conventional wisdom on its head

 • What DMOs can learn from viral content without losing their brand voice

 • The long-game value of turning youth athletes into lifelong travelers

 • Why now is the time for rural and mid-size destinations to double down on sports

Whether you’re a veteran DMO leader or just starting to explore sports tourism, this conversation offers data-driven insights, a few laughs, and plenty to think about.

Resources and Links

Sports ETA Reports and Membership Info: https://www.sportseta.org

Contact John David: [email protected]

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