SPORTS TOURISM
Wembley Stadium is a major sports attraction for both local and international visitors
Around 40 per cent of those attending football matches said that sport was a primary reason for visiting the UK, with the sport helping boost inbound numbers during quieter periods
The scale and power of global media
coverage, together with the considerable positive economic impact of mega sporting events, provides a seductive concoction that encourages countries and cities to scrabble to bid to host these global events. The raw data of benefits are impressive: 100,000 international visitors to the Caribbean specifically to watch the 2007 Cricket World Cup; 500,000 international tourists to Portugal,
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worth US$320m (£199m, €232m) for the UEFA Euro 2004 Championships; and the 2009 British and Irish Lions Tour of South Africa brought 37,000 unique tourists to the country who generated almost 9 per cent of the country’s annual GDP. Outside of these figures for mega
events, the statistics associated with sports tourism are equally impressive. For example: The Bureau of Tourism Research of Australia estimates that 6 per cent of all day trips and 5 per cent of all overnight trips made by Australians in their home country state sport as the primary motiva- tion. This is worth more than AUS$1,850m (US$1,910m,£1,187m, €1,386m) per annum. Forty per cent of all day trips made by Canadian citizens (according to Statistics Canada) are for sporting purposes. VisitBritain estimates that up to 20 per cent of all tourism trips in the UK by UK residents are made for some form of sport participation (from hunting and
SPORTS MANAGEMENT HANDBOOK 2012
shooting to golfing and sailing). While 50 per cent of all trips include some form of sports participation – predominantly walking, hiking, swimming and cycling.
SPORTS CAPITALS It's no wonder that international destina- tions are increasingly looking to develop their sports tourism. The heady mix of celebrity appeal, links to lifestyle, use of natural and man-made assets, media cover- age and the relatively high value of people who travel for sports purposes makes sports tourism a very attractive proposition. Consequently, across the globe from
Fort William/Lochaber (Scotland) and Rizhao (China) to the new sports hubs in Abu Dhabi and Doha (UAE), there is a new dynamic development in sports tourism. The opportunities are equally applicable and relevant to rural, as well as urban destinations. The competition to achieve regional, national or global
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