Your sports tourism strategy might be managing the wrong things, chasing the wrong events, and leaving the most durable value on the table. Five insights from the Sports ETA Symposium — and a free assessment to see exactly where your organization stands.

With international arrivals dropping and US tourist spending down $12.5 billion in early 2025, the stakes for sustainable tourism have never been higher. This analysis tracks the shift from aspirational frameworks to hard accountability, examining how legislative pressure and platform changes are forcing a transition from voluntary certification to structural expectation.

AI is moving fast, but strategy without ethics isn't strategy at all. This article explores what it means to be both pro-AI and deeply committed to human intelligence, and why the most effective AI strategies are values-driven, policy-aware, and grounded in lived expertise.

For many destinations, "off-peak" months often feel like a hurdle to be cleared. But what if your quietest season became your strongest strategic differentiator?

Artificial Intelligence (AI) is transforming the travel and tourism industry, from personalized trip planning to automated customer service and dynamic pricing. But as adoption accelerates, so do questions about transparency, fairness, and trust.

Constituent engagement, when done consistently, inclusively, and with clear intent, can be a powerful mechanism for navigating these challenges, building trust, and co-creating thriving tourism futures.

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In today’s tourism landscape, many organizations are reconsidering their approach to diversity, equity, and inclusion due to the politicization of these concepts. However, the business case for inclusivity remains strong, particularly in the tourism industry, where welcoming all travelers is essential.

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In a world where tourism often leaves a heavy footprint, regenerative travel offers a beacon of hope. By fostering partnerships between governments, businesses, and communities, we can create travel experiences that not only benefit travelers but also revitalize the places they visit.

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From our vantage point of working with hundreds of destination leaders, we see the unprecedented challenges you are facing, including the increasing pressures on destination organizations to respond to social, cultural and environmental challenges within your communities, all while facing funding and political uncertainties.

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Travel and tourism are at the front line for both the challenges and solutions of climate change.

We must take action. Now.

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As travel and tourism professionals we have been given an immense responsibility. We’ve been tasked with wisely using the resources we’ve been entrusted with.

Leading a complex and interdependent tourism economy at any scale is not for the faint of heart, even in the best of times. The disruptions of recent years have tested the fortitude of even the most experienced tourism industry leaders.

Though at times it can feel frustrating and may even cause some discomfort, the hard truth is that tourism leaders are rarely fully in control. Sure, there are degrees of control depending on the circumstances or matter at hand, but in today’s increasingly complex industry environment where greater and more nuanced collaboration and partnership is required, full control isn’t likely.

Though at times it can feel frustrating and may even cause some discomfort, the hard truth is that tourism leaders are rarely fully in control. Sure, there are degrees of control depending on the circumstances or matter at hand, but in today’s increasingly complex industry environment where greater and more nuanced collaboration and partnership is required, full control isn’t likely.