Winning the Mega-Event Era: 6 Best Practices for Destinations

2 - Invest Prudently

Given the heightened scrutiny around public spending and lowered trust in institutions and government, destinations need a practical, prudent strategy for financing and managing their event investments. DMOs may choose to emulate models like Los Angeles's "No Build" approach for LA28 by avoiding overinvestment in sports facilities without a clear local need and long-term use case. Destinations should set realistic objectives, manage community expectations and actively mitigate congestion, crowding and the so-called "displacement effect" of major events. Destinations should also collaborate with local leadership to ensure events deliver lasting economic and civic value for residents long after the closing ceremonies.

3 - Build the Right Facilities

Conversely, investing in the right venue infrastructure can transform a destination's competitive position. 

For example, Kansas City secured four FIFA World Cup team training camps (more than any other U.S. destination) alongside its match-hosting duties, all supported by world-class performance and training facilities as well as a vibrant local soccer community.

Similarly, Oklahoma City has emerged as an international hub for paddle sports—including Olympic rowing, canoeing and kayaking ahead of the 2028 Games—through its visionary investment in the world-class Riversport OKC complex. By converting an abandoned, overgrown canal and river corridor into a remarkable sports and community facility, Riversport OKC sets the benchmark for sports-led urban revitalization and community alignment.

4 - Work with Others

Conducted with Arrivalist, our analysis of FIFA World Cup travel and spending patterns showed that up to 69% of U.S. FIFA World Cup fans ventured beyond the host city. Destinations can encourage and support this regional spread through collaborative initiatives—such as Washington State's network of nine fan zones across the state and cross-border marketing partnerships like the "Two Countries, One Journey" campaign with British Columbia in Canada.

5 - Center the Community

At their core, major sporting events must deliver tangible benefits to residents. Research conducted with Cimarron Global and Longwoods International (and sponsored by Miles Partnership) consistently shows that sporting events enjoy 85%+ resident support, catalyzing community engagement and destination pride. Sporting events offer a powerful way to build broader community buy-in, helping residents see tourism as a positive force overall. During our webinar, we heard from Martha Sheridan, President & CEO at Meet Boston; Adam Burke, President & CEO at Los Angeles Tourism & Convention Board; and Brent Bernasconi, Director of Digital Marketing at San Diego Tourism Authority. All three of them shared specific ways they engaged locals, as well as visitors, during the FIFA World Cup. 

A benchmark model for resident engagement is France's "Terre de Jeux" (Land of Sports) initiative surrounding the Paris Olympics. By mobilizing thousands of local communities and reaching over 24 million residents, the program successfully promoted the Olympic spirit, physical activity and connections with sports people and organizations across France and around the world, leaving a lasting legacy.

6 - Diversify Your Strategy

Finally, mega-events should form one tier of a broader, diversified sports tourism strategy. According to Future Partners’ “The State of the American Traveler” study, 29% of U.S. visitors travel to at least one sporting event annually, which means that sporting events are a core part of most destinations' visitor strategy. Destinations of all sizes can drive long-term sporting event success by aligning their specific sports and community assets with the sports that make sense for them—whether scholastic, collegiate, amateur, semi-pro or professional. A sporting event strategy will drive not only economic and business opportunities and, at its best, serve as a powerful example of community-centered tourism. 

Watch the recording or view the slide deck from our webinar, "Winning the Mega-Event Era," with destination leaders and experts from Boston, Los Angeles and San Diego on August 27, 2026