Sports Industry Trends for 2022

SPORTS TOURISM TRENDS FOR 2022 “The New World”

We have a secret … sports saved the tourism industry’s bacon in 2020 and 2021.

Yes, COVID-19 knocked us all for a loop, but one great thing came from it. Most tourism leaders across the country finally realized the value sports brings to the collective table. We say most because, ironically, there are still some destinations that are talking about when leisure travel and the meetings industry will bounce back. The answer may be “never” but some are still holding out hope that the tourism industry will be back to normal in the near future. We think that is very unlikely. Sports tourism will continue to drive the bus for our industry in 2022 and likely the years that follow.

Here are the top 10 trends we are closely following as we move into 2022.

1Downsizing – Nearly every CVB, sports commission, or event organization we work with cut their staff in 2020 and 2021. A good number of folks figured out they could run with a leaner ship and are going to see if that is sustainable as things ramp back up.

2Alignment – The pandemic forced tourism driven organizations to fight for declining resources, which means they had to be able to effectively message their mission and impact and how that aligns with the community they represent. This forced alignment should bear fruit in the future as communication lines are more open now than in years past.

3Vulnerability – Many of the CEOs we have spoken to recently talked about the limited control they had over their funding sources. The goal is to diversify revenue streams as much as possible so your organization is not vulnerable if one financial channel shuts down.

4Accountability – Given that resources are more limited today, the microscope is now on every transaction that is made. Every dollar has to have a good result and people are paying a lot more attention to how money is spent. Transparent organizations have a process for why decisions are made and document every move.

5Choices – Today, our industry has an unprecedented number of resources available to leverage in an effort to drive our organizations forward. The key is choosing the right tools and people to engage with that will drive the highest and most efficient return on investment.

6Focus – The pandemic has changed the way we all do business, including the approach on what events we look to partner on, whether you are an event owner or a destination. It’s more important today to “right size” the events you seek to host or produce to generate maximum impact. This can include how we market the event and even if we limit capacity to create scarcity in the marketplace.

7Development Mentality – Destinations have been forced to become more proactive than reactive. We work with many CVBs and sports commissions to help build a culture of “development.” These organizations are now leading efforts to develop new venues, develop new events, develop staff and board, and to develop relationships. Build your pathway or leave it to others to potentially choose your fate for you.

8Remote Control – Working remotely is not just a trend that industry was forced to adopt due to the pandemic. It is here to stay. If anything is the “new normal,” this is it. Given that the generations entering the workforce today largely prefer flexibility, remote work teams were likely going to take over the business world anyway. COVID-19 just sped up the process.

9Silent Sports – Several outdoor sports have seen massive spikes in participation the past two years. Golf, canoe/kayak, and fishing (among others) all offer opportunities for those destinations that seek them. These “silent sports” have become a cornerstone for business development with many CVBs across the country.

10DMO vs. CVB – We have seen more CVBs transition to a destination marketing organization (or DMO) mission. The difference is that DMOs are responsible for branding and marketing their destination beyond tourism. DMOs have a lot of verticals to contemplate and manage. Yes, tourism is one, but just one of many things a DMO blends into a community-wide strategy to put their destinations in the best light. By transitioning to a DMO, tourism suddenly has a more important and integrated seat at the larger table in these destinations.

While the past two years have been a rollercoaster, a lot of good has and will come from what we have all been through. Those that accept the challenges of the past and build from them rather than focus on them have a bright future ahead. Good luck to all in 2022.

ABOUT THE AUTHOR

Jon Schmieder is the Founder of the Huddle Up Group LLC, a sports industry consulting company led by award winning executives. Schmieder has 25 years of experience in leading sports tourism and events organizations through strategic growth and increased community collaboration. We can be reached at Jon@HuddleUpGroup.com or www.HuddleUpGroup.com. © Huddle Up Group, 2021