The International Skating Union (ISU) took centre stage at the prestigious Sports Events & Tourism Association (ETA) Symposium in Las Vegas (USA), as ISU Director General Colin Smith joined other global industry leaders to explore the growing opportunities and evolving demands of hosting international sports events.

Speaking on the panel “Global Gateway: Unlocking the Potential of International Sports Tourism,” the Director General shared the ISU’s vision for growth, innovation, and global expansion - underscoring how ice-skating sports are evolving to meet the demands of a rapidly changing global sports landscape.

In front of an audience of sports destinations, event organizers and industry partners, this ETA panel explored both the opportunities and complexities of hosting international competitions. From cultural awareness and strategic partnerships to operational and commercial considerations, the discussion offered valuable insights into what it takes to succeed on the global stage - driving growth, diversifying audiences, and creating long-term impact.

Joining a group of distinguished guests speakers including Ian Adamson (Chair of the UIPM Obstacle Commission & President of World Obstacle), Mick Hogan (Consultant, World Rugby & USA Rugby), and Ugo Valensi (Chief Executive Officer, Volleyball World), with Jon Tibbs (Chairman, JTA) moderating, Colin Smith highlighted the ISU’s bold transformation under Vision 2030 - a roadmap designed to modernize the sport and unlock new global opportunities.

ISU Director General Colin Smith © ISU

“We have worked very hard over the past two years to rejuvenate and transform how we are delivering our sport,” said Colin Smith. “The Olympic Winter Games Milano Cortina 2026 have been a key part of that journey, providing a powerful global stage for skating. Our ambition is clear: to deliver world-class events that resonate globally while embracing a strong local flavour.”

This transformation spans the ISU’s entire ecosystem - from event presentation and broadcast production to fan engagement, digital expansion and commercial strategy. Another key recent milestone in this evolution is the launch of an integrated tender process combining media and commercial rights into a single, unified proposition (read here) - an important step in expanding skating’s global reach and visibility.

As part of the ISU’s ambitions, the federation is also redefining a new approach to event hosting, with increasing emphasis on immersive experience for athletes and fans, modern venues and strong local partnerships. “A host city today is more than a venue - it’s a destination, a home away from home for fans,” Smith emphasized. “The more a city invests in the experience - not just financially, but in terms of enthusiasm, media space, and fan-focused initiatives - the greater the return.”

Smith also stressed the importance of strong, trust-based partnerships between international federations and host destinations: “It’s about partnership, but above all, it’s about hosting. Our athletes want to feel that their presence matters - that they are truly welcomed by the city or region.”

With over 50 top-tier events annually across Figure Skating, Speed Skating, Short Track and Synchronized Skating, the ISU continues to work closely with destinations worldwide to create impactful experiences that resonate beyond the competition itself - driving tourism, fan engagement, and long-term legacy. Through its participation at the Sports ETA Symposium, the ISU reaffirmed its commitment to strengthening global partnerships and positioning skating at the forefront of innovation in international sport.