Five Minutes With … John David, STS

John David, STS | President & CEO, Sports Events & Tourism Association

A nationally recognized leader in sports tourism, John David serves as President & CEO of the Sports Events & Tourism Association (Sports ETA), the only trade association dedicated exclusively to the sports events and tourism industry.

Since taking the helm in 2023, David has led Sports ETA through record growth in membership, engagement, partnerships, and industry influence while helping elevate sports tourism as a key destination and economic development strategy. Today, the industry generates more than $111 billion in direct spending and $274 billion in total economic impact annually across the United States. 

Prior to Sports ETA, David spent 25 years with USA BMX, helping transform the organization into the world’s largest BMX sanctioning body while playing a leadership role in the sport’s Olympic growth in the U.S.

Why do you think sports tourism is growing in popularity?

Sports tourism sits at the intersection of passion and experience. People don’t just attend sporting events, they build trips around them. Whether it’s youth sports families traveling together, alumni groups attending championships, fans following their favorite teams, or friends planning a weekend around a major event, sports naturally create community and shared experiences.

What’s driving the growth is that travelers today increasingly value experiences over things. Sports provide emotional connection, built-in energy, and memorable moments that often become traditions. The scale of the industry reflects that shift. Sports also create consistent travel demand that supports hotels, restaurants, attractions, transportation providers, and local businesses year-round. That reliability is why more destinations are investing in sports as a long-term tourism strategy.

What excites you most about the future of sports tourism?

Sports tourism is no longer viewed as simply heads in beds; it’s becoming a true destination strategy. Communities are recognizing that sports drive economic impact, community development, quality of life, tourism awareness, and even long-term visitation. Our latest research shows sports tourism supports more than 1.6 million jobs nationwide and generates over $20 billion in state and local tax revenues annually. That’s real impact for communities of every size.

We’re also entering an incredible era with the continued rise of women’s sports, the growth of experiential travel, and a decade of global sporting events in the U.S. including the FIFA World Cup, Olympic Games, and other international championships.

How can group travel planners best harness this sector?

The biggest opportunity is to think beyond the game itself. The most successful sports-related travel experiences combine competition or fandom with authentic destination experiences. Build itineraries around local culture, food, entertainment, attractions, and unique community experiences that complement the sporting event. Sports may be the reason someone books the trip, but the overall experience is what creates lasting memories and repeat visitation.

Anything else?

Sports tourism is ultimately about connection. It brings people together across generations and backgrounds in a way few other industries can. At its best, it creates memories that last far longer than the final score. And every community can participate. Not every destination can host the Super Bowl, but every destination can have its version of a Super Bowl—an event that fills hotels, energizes local businesses, creates community pride, and leaves a lasting impact. That’s the beauty of this industry.

Edited by Sarah Suydam, Managing Editor for Groups Today.

This article originally appeared in the Sept/Oct’26 issue of Groups Today.

Photo courtesy of Sports Events & Tourism Association.