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Aspects of Olympic Games Tourism

Aspects of Olympic Games Tourism. 3rd Conference “Tourism & Development” Post-Olympic strategies for Greek Tourism Prof. Dr. Holger Preuss Faculty of Sport Sport Economics and Sport Management Johannes Gutenberg-University Mainz.

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Aspects of Olympic Games Tourism

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  1. Aspects of • Olympic Games Tourism 3rd Conference “Tourism & Development” Post-Olympic strategies for Greek Tourism Prof. Dr. Holger Preuss Faculty of Sport Sport Economics and Sport Management Johannes Gutenberg-University Mainz

  2. Tourists returned home from Athens 2004 and tell stories about their experiences. That may motivate others to visit Athens and Greece. Indirekt Impact The economic tourism effect is as huge as the economic impact through construction and operation of the Games. Tourism is the main long term economic legacy for Olympic Games hosts. A well planned strategy can increase tourism. Size of Tourism Legacy Some theses …

  3. Based on hotel capacity, accessibility and availability of tickets the number of tourists is different from Games to Games Notes: * Figures estimated on foregoing columns and on additional information. ** Only international visitors, Olympic Family estimated *** According the hotel capacity (Bidding Committee Beijing 2008, 2001). Olympic Family estimated.

  4. Awareness of the Games host city Awareness of Calgary and Edmonton

  5. Image: Attributes of Australia seen by Americans and British • Source: data from Young & Rubicam

  6. Attributes of Australia seen by Germans about customers • Source: 2000 data from Young & Rubicam

  7. Ways the image of a host city affects the target groups

  8. a visiting journalist programme servicing 50 000 international media inquiries providing a specialist internet for media, bringing international broadcasters to Australia before the Games working with international television to provide stories, quality vision and sound resources of all parts of Australia cooperative arrangements and joint advertorials with Olympic sponsors providing media with interesting visuals of the torch relay providing international magazines with stories photography and offering a non-accredited media centre in Sydney The Australian Tourist Commission’s four-year strategic programme included:

  9. Aim II Aim I foreign tourists to Athens autonomous expenditure Atmosphere in Athens returning home Media complex system complex system „economic legacy for Athens“ motivation to plan a trip to Athens motivation to plan a trip to Beijing, ... Olympic Games

  10. 1999 Olympic month 2001 460 2002 2000 420 internatinal visitors (season adjusted) 380 Sep, 11 340 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEZ Long term Olympic tourism in Australia in Tausend

  11. TPE IND HKG INA MAS JPN KOR THA USA CHN NZL SIN GBR GER 26% 45% 56% 19% 41% 24% 43% 15% 24% 37% 27% 17% 13% 21% Consumers' inclination to holiday in Australia sometime the next fiveyears But there also have been negative impacts e.g. in South Africa through the Aboriginal Issue.

  12. Hotel nights Attica? Games period

  13. Occupancy rate (hotels) Attica? Games period

  14. Hotel development in the host city

  15. Change of congress participants in %

  16. Impact of Olympic Games on Athens and Greece 800 Million Euro (Frankfurt 2012) Development path Plateau no effect Follow up costs

  17. Structural requirement for tourism CITY Structural Requirement OLYMPICS 2004 Impact of Olympics on tourism structure

  18. Structural requirement for tourism CITY Structural Requirement OLYMPICS 2004 Impact of Olympics on tourism structure

  19. Structural Requirement CITY Structural Requirement OLYMPICS 2004 Impact of Olympics on tourism structure

  20. Structural Requirement CITY Field (B) Olympic related city tourism development Field (C) Olympic related structure Field (A) non-Olympic related city tourism development Structural Requirement SPORT EVENT Impact of Olympics on tourism structure

  21. Field (B) Olympic related city tourism development Field (C) Olympic related structure Field (A) non-Olympic related city tourism development Myth is that you need the structure control and plan field (C) Myth One-time push of accelerated development (B) Fact Fact Do not stop the development of (A) Impact of Olympics on tourism structure

  22. development of infrastructure positioning of destination invisible visible development of new products strengthening of destination „brand“ END increase of demand Potential “Tourism legacy” for Athens 2004 START global competition between tourist destinations and mega sport event destinations Greece (Athens)

  23. Thank You

  24. Athens 2004 - temporary stands

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