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HOSTING MAJOR SPORTING EVENTS
This session, organised by the Sport Industry Group and sponsored by Eurosport, aimed to discuss the unique relationship that major sporting events share with the tourism market, a relationship that can have a massive impact on local and national economies alike.
“The sports tourism industry can be undervalued but we believe the return in investment can be high… and bidding for the Olympic games means the prizes are bigger,” says Iain Edmondson, Head of Major Events, London & Partners.
The 2012 London Olympic and Paralympic Games saw two thirds of industry bosses declaring there has been an increase in demand following the event, and this is despite commentators initially fearing visitors would stay away. Tourism went up in the first six months of this year, and senior executives have noted the trend with 52% increasing their capacity for London and 42% increasing their capacity for the UK. Working closely with the international media and national tourist boards pre, during and post sporting events is vital. From one-off events such as the Olympics to annual races such as cycling, cricket and sailing, can make a massive impact on local and national economies. This is a
unique partnership for the travel industry – as participants and spectators travel the world for a sport they love. As Sally Edwards from the Dubai Calendar Tourism Development Agency is aware: “Dubai is now very focused on tourism, sporting events are key to what we do.” Elsewhere, the England Cricket team is set to play the West Indies in 2014 in Antigua and Barbados. Antiguan hotels have already reported an increase in ‘regular’ guests for the tour period, while others will be organising cricket lessons, quizzes and staff vs guest matches for the duration of the tour.
“This is a sporting event which we plan to use to our advantage as we continue to further our work in targeting
HOSTING MAJOR SPORTING EVENTS Sponsored by
cricket fans and sports enthusiasts and their families in general,” says Cherie Osborne, the Antigua and Barbuda Tourism Authority Marketing Manager. Giving an insight into the benefits and challenges of hosting major events and how they drive tourism – the what, when, where and why – this session rounded off with discussion on how the travel market can capitalize on this booming trend in 2014 and beyond.
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