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SPORTS TOURISM | FEATURE


THE COMPETITIVE EDGE


QATAR’S HISTORIC 2022 FIFA WORLD CUP BID WIN AND, WITH IT, THE BOOST TO MAJOR INFRASTRUCTURE PROJECTS ACROSS THE COUNTRY, HAS FIRMLY PLACED SPORTS TOURISM IN THE REGION UNDER THE SPOTLIGHT


T


here is no doubt that sports tourism is a growth sector globally


and now, in the Gulf, that trend continues, according to Hazem Galal, Partner at PricewaterhouseCoopers, Doha. Galal, who specialises in helping governments and organisations attract investment in relation to mega sporting events, said: “I estimate sports tourists represents about five percent of the total visitors to the region. This figure could easily double as a full sporting calendar develops.” For Galal, cities usually


employ one of two strategies to boost growth through sports tourism: host a mega- event to act as a catalyst for change; or stage a series of mid-sized events that collectively aid transformation. For Qatar, the potential


benefits, as a result of hosting 2022 FIFA World Cup, are huge.


A PricewaterhouseCoopers’ report delivered at the outset of Brazil’s winning 2014 FIFA World Cup bid, projected that the football event, combined with the Rio de Janeiro Olympics in 2016, could deliver an annual visitor increase of 8.6 percent from 2014 to 2020. This compares to an estimated organic growth of three percent without the mega events. Furthermore, it could derive


an estimated US$28 billion windfall if the full potential of the two events was maximised via a strategic plan encompassing investment, infrastructure and legacy issues. “For Brazil, 2016 FIFA World


Cup is a huge opportunity to attract visitors, but the opportunity for it to act as a catalyst for change hasn’t fully materialised. The advantages to a city from a mega-event are not a forgone conclusion, unless the city develops a clear


Artist's impression of the 2022 FIFA World Cup Stadium Emirates Dubai Rugby Sevens


the Year’ in the ATP World Tour Masters 500 category for the 10th


time in 11 years.


Of the win, Colm McLoughlin, Executive Vice Chairman of Dubai Duty Free, said: “We have always tried to ensure the players have a fantastic experience when they come to Dubai. Also, over the years we have greatly enhanced the facilities, including the opening of our own five-star property on site, Jumeirah Creekside Hotel, which has been very well received by the players.” Novak Djokovic, the 2013


strategy, which also fits into a long-term vision,” Galal said. For Qatar, there is no doubt


the World Cup has boosted infrastructure growth over the short term, but Galal believes the country would have invested in much of the infrastructure required, regardless. Other intangible advantages are already being felt, with Qatar now on the global map. He said: “In addition to any infrastructure and investment benefits, the World Cup has really helped the country in its branding and global positioning.” As the number of fans


travelling to attend major sporting events increases each year, the Gulf is proving itself as a hub for a variety of major international sporting events year-round.


Yas Marina Circuit Tourism authorities and


venues have been working hard to attract high-profile sporting events, drawing not just the athletes and spectators, but a wide range of economic benefits and follow-on tourism opportunities. In the process, the region has fast gained a reputation for hosting world-class events. Dubai, in particular, plays host


to top-flight sporting events. Dubai World Cup in March brings together a global elite from the horse-racing circuit and Emirates Rugby Sevens has become a major fixture. In February, the Dubai Duty


Free Tennis Championships, which welcomed five top 10 players in 2014, was voted by the Association of Tennis Players as ’Tournament of


The Dubai Duty Free Tennis Championships, which welcomed


five top 10 players in 2014, was voted by the Association of Tennis Players as Tournament of the Year for the 10th


time in 11 years Dubai Duty Free Tennis Championships


DECEMBER Emirates Dubai Rugby Sevens


Volvo Ocean Race 2014-2015 Abu Dhabi


JANUARY 2015


Qatar Masters European Golf Tour


Abu Dhabi HSBC Golf Championship


Omega Dubai Desert Classic tennis tournament


Hankook Dubai 24-hour motor race


Standard Chartered Dubai Marathon


MARCH 2015 Dubai World Cup


event champion, said: “It’s definitely one of the best- organised tournaments in the world. They make sure that all the players feel like they’re at home. Now, with the new hotel, it has become even more convenient for players to be close to the courts.” For hotels, such as Yas


Viceroy Abu Dhabi, located adjacent to Formula 1 Yas Marina Circuit, the business benefits of sporting events are undeniable. “Sport tourism is considered


one of the fastest growing segments of the tourism industry worldwide and in the GCC, particularly with all the infrastructure that is available in this region. International tourism receipts total about US$735 billion, with an approximate 10 percent as


sport-related tourism,” said Tricia Warwick, Regional Vice President, Sales and Marketing, Viceroy Hotel Group. According to Warwick, Yas Island and Yas Viceroy Abu Dhabi highlight the benefits that the trend towards sports can bring in enhancing the regional economy and infrastructure. “Hosting sports events makes Yas Viceroy Abu Dhabi a meeting point that brings both society and sport closer together,” she said. Warwick cites the publicity


from annual events as examples that help to raise the profile of hotels. Meanwhile, the impact of Formula 1 Etihad Airways Abu Dhabi Grand Prix can’t be forgotten. “Besides the benefits of


the F1 master event, our association makes the hotel a desired destination among F1 admirers, ”she added. Aside from the economic


impact of mega-sporting events, Galal said the feel-good factor from these occasions shouldn't be taken lightly. He added: “The return


on investment compared to the intangible benefits can’t be underestimated."


THE GULF HOSTS A VARIETY OF ANNUAL INTERNATIONAL EVENTS. A SELECTION SCHEDULED FOR THE REST OF 2014 AND EARLY 2015 INCLUDE:


AUGUST FINA World Swimming Cup


NOVEMBER


DP World Tour Championship 2014 (European Tour Golf)


2014 Formula 1 Etihad Airways Abu Dhabi Grand Prix


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