Sports and Mega-events Tourism: Big Rewards but High Risks

Introduction

Scope

Key findings

Demand

Sports preferences around the world

Consumer types who travel for sport

Consumer expenditure on recreation and culture

New sources of sports fans

Lifestyle issues as impetus

Tourism activities and sports demand

Global Events

Future locations of major sporting events

Timeline of Olympics

Timeline of FIFA World Cup

Mega-events Strategy

Government and national tourism office involvement

Hotel supply with an emphasis on luxury

Social media becomes key to marketing strategies

Sponsorship is big business

Merchandising as a money-spinner

Mixed results for domestic expenditure from sports events

Unclear relationship between events and incoming receipts

Benchmarking success – economic, social, environmental

Sustainability – looking at London 2012

The Case For and Against

The case for: economic prosperity

Boost to tourism flows

Investment in transport infrastructure

Driver of hotel supply

Case study: South Africa 2010 FIFA World Cup

The case against: a poisoned chalice?

Controversy and costs

Price hikes and hotel oversupply

Winners and losers categories across major sporting events

Case study: Delhi Commonwealth Games 2010

Tourism Legacy

Airlines, airports and rail

Hotels balancing short term gain with sustainability

Travel retailers – flexibility is key

Opportunities thanks to sports growing popularity

Definitions

Definitions

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