The Sports Events & Tourism Association (Sports ETA), the leading trade association for the US sports tourism industry, is driving this change by connecting its member cities directly with the International Federations (IFs) in Lausanne, Switzerland, the Olympic Capital.

Laying the Foundations for a Purposeful Legacy

Sports ETA’s will lead a delegation to Lausanne, from December 3-5, 2025, which marks a historic step in its international engagement strategy. The goal is to move beyond simply winning bids and to establish a strong, sustainable legacy. Janis Burke, Chief of International Sport & Strategy for Sports ETA, highlighted that this unprecedented era of US hosting, with the World Cup, World Cup rugby, and the Winter and Summer Olympic Games on the horizon, presents a unique opportunity.

“Our schedule is jam-packed—we start at 8am and don’t finish until 10pm,” said Janis Burke, Sports ETA’s Chief of International Sport & Strategy, talking to Global Sustainable Sport. “I wanted to make the most of the trip because for some of these cities, it’s their first time really coming to Switzerland and engaging internationally.”

The delegation, comprising representatives from 16 major US host destinations including Baltimore, Boston, Cleveland, Las Vegas, Miami, Phoenix, Salt Lake City, Washington, D.C., will attend a reception at the Olympic Museum and participate in one-on-one meetings, often in a high-speed ‘speed dating’ style.

For the host cities, the trip provides crucial exposure and direct access to IFs.  As Burke commented, the trip signals a new proactive approach:

“I want to come to them [the IFs] and say, we really are interested. Look, we brought a delegation of 16, and that’s just the beginning.”

Connecting the Dots: Economic, Social, and Environmental Impact

The conversation with the IFs is increasingly focused on how to sustain the momentum created by hosting major events. Burke explained that US cities, with their strong community ties, elected officials, and safety teams, are uniquely positioned to help IFs “connect the dots” and help them grow their sports in the lucrative US market.

Historically, US sports tourism has been dominated by economic impact metrics based largely on hotel room nights. But with sustainability increasingly shaping decision-making globally, there is growing pressure to evolve.

Burke acknowledged this gap and the need for change, particularly when discussing cities like Las Vegas, which want to be known as an entertainment and sports destination.

The conversation with IFs is also shifting. Burke explained that US destination partners, with strong local networks, political backing and community engagement, can help international sports bodies develop long-term legacy and growth strategies in the US market.  Burke added: “It’s really important that there’s a balanced view of economic, environmental and social impact… sport has not been good at measuring the broader outcomes.”

A New Era of Measurement and Education

To solidify this shift towards purposeful and sustainable hosting, Sports ETA is incorporating a new international component into its flagship annual event. The Symposium International 2026, taking place from April 20-23 in Las Vegas, will, for the first time, invite International Federations to meet with US host destinations.

This educational platform will be vital in helping US cities, some of whom feel intimidated bidding against whole countries, to understand the complex global landscape. Sports ETA is looking to develop an “international 101” certification process and white papers.

The conversation also brought up the innovative work being done by Global Sustainable Sport, which is set to launch its Global Sustainable Sports Impact Project in 2026. This new index will use AI to conduct a global assessment of sports organisations and events based on publicly available data, providing a view of their external impact across the 7 Sustainable Pillars of Sport.

The impact of sport can extend far beyond stadiums. Reflecting on hosting the World Table Tennis Championships in Houston, Burke shared how unexpectedly powerful local engagement proved to be:

“I had no idea it ignited our Chinese American community. We sold 30,000 tickets… we underestimate how we can connect with different parts of our community.”

A Defining Moment for US Sports Tourism

The Lausanne visit shows a shift away from transactional bidding towards collaboration, sustainability and long-term legacy, aligning the US with global expectations.

Summarising the trip Sports ETA President & CEO John David said: “Leading the first-ever Sports ETA international delegation is a historic step for our organization and 16 of our premier U.S. host destinations. This visit to Lausanne underlines the unprecedented opportunity ahead as the U.S. preparesto host some of the biggest sporting events over the next decade. We look forward to seeingour members strengthen relations with the global sports community and create long-lasting partnerships that will define this new era of sports tourism.”

By working closely with global partners and adopting broader impact frameworks, Sports ETA and its member cities are positioning the United States to lead responsibly in the next decade of major international events.