The tourism opportunities around EURO 2020
Agenda
UEFA: Who are we and what do we do?
Background of tournament New format/hosting for 2020 Previous effects on tourism - examples Tourism opportunities
Welcome to UEFA •
Founded
15 June 1954 in Basel
•
Member associations
54
•
Number of clubs
235,000
•
Number of players
23 millions
•
Number of teams
1,003,143
•
Number of referees
315,000
UEFA’s key roles – The brand behind the brand
SPORTING PROTECTOR
FOOTBALL ORGANISER / FACILITATOR
COMMERCIAL PROMOTER
UEFA is an internationally respected
UEFA runs 4 flagship European
UEFA leverages its properties through
European football authority
football competitions & invest in/support women’s, grassroots and youth competitions
partnerships (broadcasters, sponsors, etc.) to re-invest back into football
What is our focus? Club Competitions
National Team Competitions
Women
Youth
History of UEFA European Championship
Memories
From EURO 2012 to EURO 2016
New competition format/hosting
UEFA EURO 2020
24 teams
For most people, it will be a once in lifetime opportunity to experience the EURO near their home.
13 cities
A major advantage of the new concept is to limit the infrastructures constructed solely for the tournaments, resulting in a decrease of the relevant environmental footprint.
1 language
The tournament itself will have a significant instant impact on the touristic industry.
UEFA EURO 2020: 13 host cities
ISL FIN
FRO NOR
Saint Petersburg
SWE
SCO NIR
IRL
DEN
Glasgow
Dublin WAL
EST LVA
Copenhagen
London
NED GER BEL Brussels
LUX FRA
BilbaoAND
LTU BLR
Amsterdam
ENG
RUS
POL CZE
Munich AUT
SUI LIE
UKR
SVK
Budapest
HUN
SVN CRO SMR
ITA
Rome ESP
KAZ
MDA
ROU
BIH
SRB MNE
Bucharest
BUL
GEO
MKD ALB
ARM
GRE
POR
TUR
MLT CYP
AZE Baku
Tony Fitzgerald, FAI president “Attracting an event of this stature is a major boost for all of the volunteers involved throughout Ireland in running football. I thank UEFA for recognising the quality of our bid and look forward to helping everyone involved in Irish football lay the groundwork for a landmark year in our game.” John Delaney, FAI chief executive “In 2020 the FAI will be entering its 100th year and this one-off opportunity to host part of the European finals at our home stadium will provide a major boost for Irish football and the country as a whole.”
The bid
UEFA EURO 2020 predictions
KNVB PREDICTIONS Into Holland • 366,000 Visitors • Stay an average of 2 nights • Spending an average of 270 Euros per day Out of Holland • 10,000 visitors per city • Spending 8.2 million € abroad
"Research has been carried out into the tournament’s expected economic impact on the Netherlands, followed by a second opinion. The overall assessment of both studies is that the tournament will generate profits for the Netherlands ranging from 55 to 77 million euros.“ Bert van Oostveen, Director of the Royal Netherlands Football Association
Previous effects on tourism examples
The “Barcelona Effect” • Olympic Games 1992
• 10 – 12 year period of growth
• Caused by updating the city’s tourist infrastructure pre-Games/Games/postGames
• Tourism now accounts for 2,590 million euro per year
UEFA EURO 2004 PORTUGAL •
No one body planning the promotion process
•
Regional tourism boards
•
Less Effective
•
Lacking investment in infrastructure
•
Did not make use of synergy
UEFA EURO 2008 AUSTRIA-SWITZERLAND •
2 million visitors to host countries
•
84% enjoyed their stay
•
55% would visit again
•
80% used public transport within host cities
•
4.4 million additional public transport users
SWITZERLAND • 6.5 million visitors
• 865,000 overnight stays
• 207 million direct turnover from visitors
• Enhanced awareness & image
• 22% increase in junior football participants
UEFA EURO 2012 POLAND URAINE • 677,000 non residents to Poland in June 2012
• Increase in tourists over the coming years by 766,000 people from 3 million in 2011
• “Barcelona Effect” forecast 2008-2020
• Set to add £3.85 billion to Polish economy
• Rise in Poland’s National Brand ranking
UEFA EURO 2016 FRANCE
Rugby World Cup 2015 RWC 2015 will contribute up to £2.2 billion of output to the economy and up to £982 million to GDP
Tourism opportunities
Conclusion: Q & A