With 2010 full of important sporting events, the International Tourism Trade Fairs Association (ITTFA) looks at how sports tourism has grown from a niche market into a multi-billion dollar business
The year was kick-started with the Winter Olympics held in Whistler, Canada, and expected to attract 250,000 visitors with projected benefits and revenues to Vancouver and the province in the range of $10 billion. This will be followed by the FIFA World Cup in South Africa, the World Exhibition in Shanghai and the Commonwealth Games in India.
There are both economical and social benefits on a national and regional level from hosting sports events. Not only are there the direct benefits of the money spent to provide these events and that spent by those participating but there are the indirect benefits of increased employment in providing the services, new and improved infrastructure, accommodation, amenities and the growth and development that continues as a result of such events.
In hosting the 2012 Olympic Games, there will be an estimated increase in construction workers of 8.4 per cent in Greater London and a budget of £9.3 million ($14 million) will be spent on construction, transport and regeneration. South African Tourism Minister Marthinus van Schalkwyk advises that construction linked to the World Cup this year could contribute ZAR50 billion ($6.8 billion) to the economy, while tourism could generate a further ZAR15 billion, with 3.5 million fans expected to attend the tournament.
The United Nations World Tourism Organisation (UNWTO), of which ITTFA is an affiliate member, has been actively advocating to position sport and mega-events in national tourism development strategies in order to maximise their potential as a driver of growth and development. This was the main message of the inaugural Summit on Tourism, Sport and Mega-Events hosted by South Africa earlier this year. More than 450 delegates from 35 countries attended the event.
ITTFA members have seen a noticeable growth in the number and type of exhibitors at their events promoting a sports package. Once a sporting event or mega-event is booked, tourism bodies then need to encourage visitors to not only visit the event but to explore the area as a holiday destination. Many destinations have therefore become adept at offering packages to fit a variety of sporting options be that golf championships in Dubai or the Tour de France.
“At TTG Incontri we already had many exhibitors promoting sport tourism within their products, but the real difference today is made by tourist destinations promoting themselves through major sport events,” said Antonio Dell’Aquilano, exhibition and event manager TTG Italia.
“In 2009 we had a huge increase of exhibiting space by South African Tourism aimed to promote the 2010 Football World Cup, this will happen more and more in future years.
National tourist authorities and boards understand that sport events are currently the biggest vehicle of promotion for the whole territory and a wonderful occasion to present the destination and many different tourist products beyond the main reason for the trip.”