The iconic SEC25 sign, stretching across the hallway in bold blues and yellows, became a landmark throughout the event. It wasn’t just a directional banner—it was a statement. This was the 25th anniversary. A moment to pause and reflect on how far sport tourism had come. Attendees snapped selfies, posed for group shots, and often used it as a meeting point. It represented the gravity of the occasion—25 years of progress, partnership, and passion. For returning delegates, it marked milestones. For newcomers, it marked the start of their journey.