United States tourism trends driven by sports and new travel connections

The United States is seeing significant shifts in tourism patterns driven by major sporting events and new international connections. According to John David, CEO of Sports ETA, the number of sports travelers in the U.S. reached a record 204.9 million in 2023. This trend is particularly evident with the NBA, as international tourists often build their entire travel itineraries, including flights and hotel bookings, around professional basketball schedules.

Looking toward 2027, Brand USA has highlighted several developments aimed at boosting demand. These include new culinary and wellness experiences in the West, such as the Fattoria Public Market in California and the Terra Madre Americas forum in Sacramento. Additionally, infrastructure improvements like a new direct flight between Barcelona and Charlotte by American Airlines, scheduled for May 2027, are expected to facilitate easier access for international travelers.