Tourism - Summer 2007 - issue 132 by Tourism Society

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TOURISM The Journal for the Tourism Industry

Quarter 2 Issue 132 Summer 2007

THE FUTURE OF SPORT AND TOURISM, INEXTRICABLY LINKED • THE IMPACT OF HOSTING INTERNATIONAL SPORTING EVENTS • THE CHALLENGES OF CLIMATE CHANGE ON SPORTS TOURISM • FROM STADIA HOTELS TO JOCKEY CLUB VENUES - MAXIMISING DOWN TIME

People in all the right places

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Contents 2012 - A winner

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Editorial

Tessa Jowell, Secretary of State for Culture, Media & Sport

The 2012 Olympics - a British Legacy

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Don Foster MP, Liberal Democrat Shadow Culture, Media and Sport Secretary

The greenest Games ever?

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Cllr. Darren Johnson, Green Party member of the London Assembly

Sydney 2000 Olympic Games Success - any lessons for London?

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Interview with Chris Brown, Managing Director of TTF Australia Ltd

Climate Change Challenges Sustainable Sports Tourism

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Bill Nolan, Media Consultant, CairnGorm Mountain Ltd

The Importance of Football to the UK Tourism Economy

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The RT HON Lord Pendry

The Importance of Football to Liverpool

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Mark Stewart MTS, Tourism Development Manager, Liverpool Culture Company

The Impact of Six Nations Rugby on Ireland

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Paul O’Toole, Chief Executive, Tourism Ireland

Tennis Britain

Roger Draper, Chief Executive of the Lawn Tennis Association

2012 not the only Sports Tourism Legacy for London

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Ken Kelling, Communications Director, Visit London

Economic Impact of Skandia Cowes Week on Tourism in the Isle of Wight

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Nigel Smith, Head of Tourism Services, The Isle of Wight Council

Cumbria Tourism races ahead with Motorsport tourism

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Tony Brunskill MCIPR, Managing Director, Four Square PR Ltd

Who would have imagined that the Tour de France one day would start so close to Trafalgar Square and after the bitter battle for the 2012 Olympic Games. How much of an impact does sport have on tourism and how will climate change affect sports tourism in the future across the globe? The Tourism Society Conference held in Aviemore is an example of how a traditionally winter sports orientated resort has targeted new market segments, while a new concept in Stadia hotels and a new brand of racing venues have developed from sporting roots. Articles from every sector represented by the Tourism Society give readers a myriad of opinions leading up to the Olympic games. We can learn from the past experience of hosts and observers of the Sydney Olympics, Ryder Cup and Cricket World Cup 2007. Annual events such as Cowes Week, the football season in Liverpool and country sports activities in Scotland have all contributed to increased visitor numbers. A set of book reviews have been collated on the topic for future reading. We would like to thank contributors and encourage members to share their opinions on Sports Tourism via the website. 2012 is a unique opportunity for the Tourism Industry, brought to it through Sport, are you ready to maximise the benefits?

Scotland’s Country Sports Tourism - BIG GAME or small fry?

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Alison Cryer FTS | Editor

Alistair Rutherford, CSTG Project Manager, The Scottish Country Sports Tourism Group

Down time - building race course venue brands for the future

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Jo Watts, Marketing Manager, Pegasus Venues

Post Cricket World Cup

Petra Roach,Vice-President Europe, Barbados Tourism Authority

The Future of Ski Tourism

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Dr. Petra Stolba, CEO, Austrian National Tourist Office

Sports Tourism in Dubai part of an ongoing ‘Arabian Tale’

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From the Chairman’s Desk

John D. Smith MA (Cantab) MTS, A Level Travel & Tourism Chief Examiner, Moderator & Trainer

Stadia Hotels - a new revenue stream for sports venues?

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David Curtis-Brignell FTS, Director of Marketing Europe, Middle East and Asia, Millennium and Copthorne Hotels plc

The impact of sport on the visitor economy

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Stuart Barrow MTS, Public Affairs Manager, VisitBritain

Five Ring Circus

Verité Reily Collins FTS, Travel Writer

What does Sport do for Tourism?

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Peter Cave MTS, Senior Lecturer in Tourism Management, University of Central Lancashire

UNWTO and FIFA join forces ahead of South Africa 2010

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Marcelo Risi, World Tourism Organization (UNWTO)

What’s in a Name? A Shift of Emphasis for the TSCG

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Chris Wikeley FTS, Chair, Tourism Consultants UK, The Tourism Society Consultants Group

Book Reviews

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Events Calendar

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Membership News

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30 33 34

In an edition dedicated to sport I suppose it’s appropriate that this is my last contribution as Chairman before handing over the baton to a successor who will be fresh and ready to take off from where I finish with a whole track of opportunity in front of them. It’s been a very challenging run - starting three years ago in Liverpool and ending, coincidentally, close to where the 2012 games will take place. On the way I have had a lot of great support from other Board members, the office staff and from many others- both Fellows and Members and people outside of the Society. I hope that in my time as Chairman I have made a positive difference; also that my successor has fewer administrative issues to deal with and will be able to lead the Tourism Society and keep ahead of the field.

David Curtis-Brignell FTS | Chairman of the Tourism Society

The Tourism Society

Trinity Court, 34 West Street, Sutton, Surrey SM1 1SH T: 020 8661 4636 F: 020 8661 4637 Email: journal@tourismsociety.org Web: www.tourismsociety.org Registered in England No.01366846. ISSN: 02613700

Tourism is the journal of the Tourism Society. The views expressed in Tourism are those of

Designed and produced by Sycamore. Contact Paul Wells MTS IT Centre, Science Park, Heslington, York YO10 5DG T: 01904 567670 Web: www.sycamore-uk.com E: paul@sycamore-uk.com

individual authors and not necessarily those of the Tourism Society. Whilst unsolicited material is welcomed, neither transparencies nor unpublished. articles can be returned. The Tourism Society cannot be held responsible for any services offered by advertisers in Tourism. All correspondence must be addressed to the Editor. Tourism is only available to members of the Tourism Society and on subscription, it is distributed quarterly to 1500 professionals working in national and regional tourist boards, local government, travel agencies, and tour operators, visitor attractions, accommodation and catering, entertainment, information services, guiding, consultancies and education and training.

The Tourism Society Journal

Website: www.tourismsociety.org

Quarter 2 ISSUE 132 Summer 2007

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2012 Olympics 2012 - A winner…

2012 Olympics The 2012 Olympics - a British Legacy

Market research conducted in December revealed public support for

While schools across Europe are

that, as well as regenerating some deprived areas in East London, and

London 2012 at its highest - 79 per cent - since London was awarded the

dedicating less time to PE,

encouraging tourism, the Games would help to promote sport

right to host the Olympic and Paralympic Games.

schools here have been

participation and inclusion for all in Britain.

increasing it. The Tourism in particular stands to be a big winner from hosting the Games, and that applies to every sector, from family-run bed-and-breakfasts to five-star hotels, in every part of the country. Later in the year we’ll be revealing the strategy to help tourism businesses up and down the country take their share of the 2012 spoils. The Games offer the opportunity to make major and material differences to the lives of some of the most disadvantaged people in this country. It is all too easy to forget that the Games are a chance to transform one of the most deprived areas in Europe. In east London unemployment is

investment behind our

That vision is being eroded as increasing amounts of money are diverted

ambition in the UK today

away from the bodies capable of providing that legacy, towards the

is unprecedented. Our

Games themselves. The funding of such an event was always going to be

success on the medal tables

a complicated task but the spiralling cost of these Olympics have made

is being funded by £600

the balancing act between holding the Games and benefiting from them

million going into high

all the more difficult. Research conducted by the Liberal Democrats

performance sport between now and

shows that through the Governments over-reliance on lottery funding

2012, dedicated to supporting over 1500 elite

these Games are set to hit grass roots sports to the tune of at least

athletes. The challenge we now face is getting people outside the school

£525 million. This figure includes:

sport and elite sports systems to pick up the ball and run with it.

nearly double the national average. And the area contains over one

• £340m taken from grassroots sports and given to Olympic sport

quarter of London’s vacant or derelict land. 2012 is already acting as a catalyst for social change in this part of London. Take employment. Up to 12,000 jobs will come from the legacy development of the Olympic Park. But the economic benefits stretch far beyond East London. Every region is currently working on plans to ensure that tourism, culture, local

The Government will produce an Action Plan this autumn, on which we

project of the scale and ambition of London 2012 costs money. The budget announced in March is based on a rigorous review of costs initiated in October 2005 to finalise our estimates and ensure that they are fully funded in each year. And the time we took to reach this final

£410m lottery raid to pay for building the Olympics sites

a long-lasting legacy from 2012, including our ambition for sport

• £69.6m to pay for the spiralling cost of the Games announced by

participation, and a timetable for action including annual milestones so we can all track progress. It will outline the way in which we will deliver

business and sport in their area get a boost from 2012. Of course, a

• £54.8m from Lottery sports bodies contributing towards the original

will report annually. The Plan will set out a clear set of aims for securing

The London 2012 Olympic and Paralympic Games promises to be a

Tessa Jowell on 15 March 2007 • £60.3m that sports bodies will lose from cannibalisation

these ambitions. The Plan will also mark a clear shift from winning city to

spectacular event, effectively focusing the attention of the world upon

delivering city, as we put plans into action and turn the magic of the

Great Britain. I remain confident that the London Games will be one of

(the predicted slump in the sales of normal lottery tickets as new

Games into hard and fast benefits for the UK.

the best ever, but as costs mount the question remains as to what type

Olympic lottery games are introduced).

of legacy it will leave behind. Will it be one of sporting victory, praise for

Tessa Jowell | Secretary of State for Culture, Media and Sport

budget has not had a detrimental impact on the programme - we are still

staging such an event, and an increase in tourism; or will people say that it was a fantastic Olympics but that the cost to grass roots sport, arts and heritage were too high a price to pay?

ahead of Sydney and Beijing in our financial planning. We are on course

The Big Lottery Fund, due to pay over £638 million of the £1,085 million to be transferred from the Lottery to the Olympics, currently funds over £200 million to grassroots sport each year. While current projects may not be affected the ability of the distributor to fund future projects will

to realise the financial gains of 2012. But there are also life-changing

There is no reason why the Olympics shouldn’t provide enormous

be limited. Analysis of Sport England’s participation targets suggest that

gains to be had from 2012.

concrete benefits, for business, tourism and sport, in all parts of the

up to 1,690,000 people across the UK will miss the opportunity to

country. Previous Games have shown national benefits. In Australia a

participate in sport as a result of the lottery raid.

In addition to the regeneration of east London and the chance to create a sense of national pride, hosting the Games gives us the chance to drive up the amount of sport and exercise the nation does. The importance of physical activity to the Government’s wider health agenda is paramount. That is not just about medals - it is about everyone taking part in sport more often.

campaign promoting Queensland attracted $40million in tourism revenue from the Games being held more than 1000 miles away in

The reduction in funding for sports and tourism agencies seriously

Sydney. That’s further than the distance between London and Madrid.

undermines the notion that these Olympics could provide a spring board

There’s no reason why York, Gloucester and Plymouth shouldn’t draw

for improving our future. VisitBritain, under pressure to increase its

Olympic tourists and athletes too. What we need to achieve this is the

overseas marketing budget but with no extra funding forthcoming, has

effective implementation of a national vision.

recently announced that a fifth of job positions are to be cut. Winning the right to host the 2012 Games was a great success. However, real

We have already seen great success in our school sports strategy. Today Many of us who watched the successful bid taking place out in Singapore

80 per cent of pupils are participating in at least two hours of high-

success comes with knowing how to make the most of ones victory.

thought we had found that national vision, a vision of London 2012

quality PE and school sport in a typical week.

inspiring future generations and invigorating grassroots sport across the world. One of the key points repeatedly made during the original bid was

Don Foster MP | Liberal Democrat Shadow Culture, Media and Sport Secretary

The Tourism Society Journal

Quarter 2 ISSUE 132 Summer 2007

Email: journal@tourismsociety.org

Website: www.tourismsociety.org

Quarter 2 ISSUE 132 Summer 2007

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2012 Olympics The greenest Games ever?

2000 Sydney Olympics Sydney 2000 Olympic Games Success - any lessons for London?

London 2012 was billed as 'the greenest Olympics ever’ arguably one of

are planning to build massive park and ride lots on the edge of London,

the key selling points for attracting visitors to the Games. Carbon

to cater for tens of thousands of spectators arriving by car. EXTRACTS FROM AN INTERVIEW with Chris Brown (pictured above)

Sydney had a ‘Home Stay’ programme and they booked every boarding

The government wants all new homes to be zero carbon by 2016. The

Managing Director of TTF Australia Ltd (Tourism & Transport Forum

school, colleges, dormitory, house, B&B and every single bed there

Olympics Athletes Village would be an ideal opportunity to demonstrate

www.ttf.org.au). Chris was heavily involved in the Sydney 2000

was in Sydney.

how this can be achieved. Under current plans, however, it will be

Olympics bid and the tourism aspects of the Games (full interview

London is becoming an ideal destination for eco-tourism as the only

available online).

major city in world to have stopped the growth in traffic with rising

from all new developments in London.

emissions from athletes and spectators travel will be ‘offset’, a wind turbine will tower over the north end of the park, and new wildlife habitats will be created.

to achieve 60% cuts in CO within the next 18 years, rather than the national target of 43 years. However, the Royal Institute for British Architects called the Olympics sustainability strategy a ‘disappointing missed opportunity’, and Greenpeace awarded the Olympics a wooden spoon. While we need to maximise the number of spectators arriving by train instead of flying or driving an airline company will become an

official things, mainly at the stadia. Hotel function rooms were largely

The 2012 Olympics offers an opportunity to be a showcase to the world

aspect and Sydney did a fabulous job instaging the Olympic Games and

empty, except those that had done deals for hospitality, but the advice

of how London is taking climate change seriously. Until this ambition is

in particular setting new standards as the Games of the new Millennium.

for London is do not wait for last minute F&B business to come along as

matched with more progressive environmental policies, the ‘greenest

There are two Olympics, one inside the Olympic family and one outside.

it will not happen.

The PwC report after the Games said that the economic impact of the

A lot of hoteliers in Sydney filled the breakfast rooms, but restaurants

Games far exceeded $42m.

were empty all day and night, as people come and go, getting picked up

Olympics ever’ claim will sound distinctly like greenwash.

Cllr. Darren Johnson | Green Party member of the London Assembly

official sponsor of London 2012, which means that the Olympics will be used to promote the most damaging form of transport. And organisers

www.london.gov.uk

Qingdao/Madrid 22 May 2007 - The 2007 China (Qingdao)

standards to meet visitor expectations and to ensure the

International Forum on Tourism & Olympics, hosted by UNWTO and

continuing economic and lifestyle values for local communities.

the Chinese National Tourism Administration (CNTA), underscored the importance of large sporting events as an increasingly important part of today’s tourism supply and for their potential to foster sustainable development. The Chairman of CNTA, Shao Qiwei, opened this ‘pre Olympics’

in the morning and dropped off late at night. If a hotel is lucky they will The impact of the Sydney Olympics was initially without doubt the

• The importance of building both quality and sustainability

NEWS FLASH!

they really hurt with no F& B at the hotels, with sponsors all eating at 2000 Olympics: there is no question that they were successful in every

levels of cycling and bus use and a climate change action plan that aims 2

What we found in Sydney was that while their rooms were occupied

• The opportunities for securing infrastructure to provide lasting improvement to the tourism offer.

demonstration of the capacity of Sydney being able to physically stage

The locals were also staying at home not going out in their own locality,

an event of such magnitude and not only that, to do it well. That

watching television at home, not missing a second of it.

includes the people of Sydney in terms of being warm, welcoming and engaging right through from the volunteers to people in the pubs and bars and those that provided a whole range of services. And also that it was without doubt the best Games.

country’s tourism competitiveness, its visitor appeal and its entire

The statistics suggest that it was during and immediately after the

international image.

Games that visitor figures increased until the end of 2001, since then

Tourism Conference with a commitment that the 2008 Beijing Games

generally with climate impacts as a growing factor and the specific

would be fully linked to the progressive tourism strategies of China in

interest around travel to major sporting events.

which service and quality are key components.

numbers have declined or have not increased in New South Wales at the same rate as other States.

sports facilities. Sydney going from being facility starved with the last

During two days of intensive discussions, more than 300 delegates

Beijing Games will be another landmark in the growing interface

thing we built being the North Sydney Pool for the 1950 Empire Games!

from around the world listened to practical analysis of earlier

between sport and tourism, given the emergence of China as a major

So Sydney was absolutely starved of sporting facilities. Then we had this

Olympics including organizers of the Athens, Sydney and Barcelona

inbound and outbound destination. By 2020 China is forecast to be

binge in the construction of state of the art sporting facilities, creating

Games, as well as other recent mega sporting events. They shared

the top market for visitors, as well as a dynamo for sustained global

experiences and looked for key trends and opportunities to improve

tourism growth and the massive socio-economic development that it

the links between tourism and sport generally and for the Beijing 2008

creates’.

Ambassadors programme and that was important and worked well and

For further information please contact:

also Atlanta did that well, they had a Welcome South Centre in Atlanta,

Amongst the principle issues that emerged in relation to major

UNWTO Press and Communications Department

sporting events generally and the Olympics particularly were:

Tel: + 34 91 567 8193/94 Fax: + 34 91 567 8218

trips they would not eat in the hotel but would find a restaurant nearby, but in reality they would be at the stadia watching the events they

John Alwyn-Jones FTS | Chairman, Managing Director and Editor | TravelMole Australia, New Zealand and the South Pacific

There was a huge sports impact in the delivery of an amazing bank of

Geoffrey Lipman, UNWTO Assistant Secretary-General said that ‘the

games specifically.

Also generally, even if visitors had time and if they were not on sponsor’s

actually came to see!

• The intense global media and internet exposure that can affect a

• The increasing public interest in long term sustainability for tourism

do a breakfast trade and not much more and nothing in the bar.

incredible pride generated in Sydney by and of its people. It was also a

what is now one of the best served cities in the world. From a non tourism business perspective, Austrade ran the Business

where all the other Southern States got together and ran a sort of a trade fair before and during the Games.

The Tourism Society Journal

Quarter 2 ISSUE 132 Summer 2007

Email: journal@tourismsociety.org

Website: www.tourismsociety.org

Quarter 2 ISSUE 132 Summer 2007

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Sustainable Sports Tourism Climate Change Challenges Sustainable Sports Tourism

Football The Importance of Football to the UK Tourism Economy

Explained CairnGorm Mountain’s Chief Executive, Bob Kinnaird ‘Originally, it was very frustrating when we realised that no matter how good was our business planning, climatic swings were taking place that were out of our control and having an adverse impact on our business. However, we had to learn to live with that and, diversification was the way ahead, changing our focus over the years to become an all-season, all-weather visitor attraction. That will continue to be our objective though, when snow conditions permit, we will be working flat out to provide the best skiing possible for our customers. Climatic uncertainties make it very difficult today to run a viable operation based on such uncertain snow conditions.’ Today, as well as the more obvious attractions of the funicular and its One of the consequences of climate change on the scale currently being

associated activities in The Ptarmigan and at the Coire Cas Base Station,

experienced globally is that every tourism-based economic activity across

we also offer a mountain experience that includes guided walks and we

the planet is under threat. Forecasts of drought and uncomfortably high

have the country’s highest alpine mountain garden where visitors can see

summer temperatures could see the demise of the currently popular

and learn about the plants that grow naturally on these

Mediterranean destinations while those seeking the more exotic delights

special mountains.

of the Caribbean resorts could readily find that hurricanes and holidays Though among the first mountain resorts to recognise the need to

have little in common.

diversify CairnGorm is far from complacent about its current success.

In a Parliamentary career spanning well over 40 years in both the House

daily coverage of sport. It can deliver so much and it is a sensible

of Commons and the Lords sport and tourism have been twin passions. I

government indeed which recognises the multi-faceted part it can play in

have always felt strongly that both have a hugely important part to play

delivering its agenda, particularly in the fields of education, health and

in the UK economy. But it is only in relatively recent times that they

fitness, anti crime initiative and social inclusion projects.

The glaciers and snowfields of the Alps are already in serious decline and,

Already firmly established as an icon visitor attraction within the

at the end of season in which all major European winter sports areas

Cairngorms National Park, CairnGorm Mountain recently launched its

experienced major problems though lack of snow, it is hardly surprising

own vision of further diversification to become the UK’s National Centre

that Scotland’s own mountain-based visitor attractions, all at much lower

for the Mountain Environment (NCME). The concept includes a re-design

Sport and tourism are perfect partners each complimenting the other

altitudes than their Alpine counterparts, should be openly talking about

and reduction of the built footprint, as well as the creation of some

and in that I include the very important hospitality dimension. The

additional interpretive elements. CairnGorm Mountain could become a

symbiosis reaches its apogee in sports tourism which is now a very

socially inclusive and totally accessible educational visitor attraction

successful global business in its own right. When it comes to

unrivalled in a mountain environment anywhere in the world.

international appeal, attendant investment and media and political

the need to diversify their winter sports product if they are to survive. In that respect, CairnGorm Mountain, with its high-speed funicular and

The Vision for CairnGorm has been developed by company staff, in

awareness of the need to be sustainable within a sensitive mountain environment, the highly-popular winter sports resort of the 60s and 70s has successfully transformed itself into a 21st Century year-round visitor destination. To effect such a shift, CairnGorm has changed its

developing the sector. This is the case not only in the context of the World’s major events like the Olympics, World Cups and World Championships but also the host of annual events we are lucky enough to have making up the domestic sporting calendar. The sports tourism industry built around Wimbledon, Test matches, Henley, the London Marathon, Ascot and Cheltenham to name but a few is

World Cup Tournament.

extremely important.

Ltd., and looks towards securing a more sustainable future for Scotland’s

I have long argued that Government should do all in its power to

leading mountain visitor attraction that is less climatically sensitive.

promote sport and tourism and treat them as sides of the same coin

However, as Bob Kinnaird continues to stress, The Vision is still at the

making them a combined Ministerial portfolio. In national exchequer

Shadow Minister for Sport and remain so today. For the elite end of sport

concept stage with much consultation to be undertaken before it can

terms there is such disproportionate benefit to be gained from relatively

to reach the highest levels there must be flourishing grass roots and

become reality.

modest investment, after all both industries are amongst the fastest

increased participation. The essential part that sport can play in the

growing in the economy and also in employment terms. A glance at any

health and well being of the nation was a central premise of the Sports

national daily newspaper serves to underline the importance of sport in

and Tourism Manifestos ‘Breaking New Ground’ and ‘Labour’s Sporting

the lives of so many. No other single topic comes near to the demand for

Nation’ which I produced before the 1997 Election.

product from being heavily biased towards winter sports to one that now

mountain environment.

Tourism is the World’s biggest industry and of great and growing significance to the country. Sports tourism can play a big part in

association with Dave Key of local Kingussie-based Footprint Consulting

of a structured policy that combines exciting diversification alongside

offers an extensive range of recreational and leisure pursuits in a

potential is being realised.

interests there are no bigger events that the Olympic Games or football’s

an extensive range of visitor attractions for skiers and non-skiers in place, has tried to stay ahead of the game. Through the phased implementation

have been recognised for the vital industries that they are and their full

Bill Nolan | Media Consultant | CairnGorm Mountain Ltd

These convictions were guiding forces during my period of office as

The Tourism Society Journal

Quarter 2 ISSUE 132 Summer 2007

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Website: www.tourismsociety.org

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Football This is why I am so proud of all the Labour Government has achieved over the past ten years. Its commitment to sport is clear, a good example of this was the recent announcement that schools will offer a minimum of four hours sporting activity a week by 2010. If children do not take part in sport in their early years they are likely to do so at any time in their lives. Get them active and interested when young and many stay involved to their great benefit throughout their lives. Further evidence of the Government’s commitment is our hosting the Olympics in 2012 and later the World Cup. I know there are those who are concerned about the cost of staging the Games and recent increases in the budget. Let me make it clear where I stand. Now that there has been time to produce a comprehensive, detailed budget we must of course adhere to it but let us not for a moment forget the huge benefits the Games will bring. I have in mind not only the income side of the

There is huge interest in our Premier League matches and Stadia. It runs deeper there is interest too in all our football including the Football League and Conference. Many of our major towns and cities have their League club and it forms an important part of the local community. I would like to see local authorities and tourist agencies getting together with clubs to develop opportunities. Make no mistake football clubs can figure strongly in developing tourism and boosting the local economy.

The Importance of Football to Liverpool’s Tourism Economy Both Liverpool clubs have taken a similar route in seeking to capitalise on their appeal by offering facilities for leisure and business visitors within their stadia through tours, club museums, club shops and conference and banqueting facilities. Tours of Anfield and Goodison Park have proven to be increasingly popular with visitors in recent years; attendances on the Anfield Stadium tour doubled in 2005 when the Champions League trophy was on display following Liverpool FC’s victory at the end of the 2004/05 season, and Goodison Park tours have increased by 33% in the first quarter of 2007 compared to the same period in 2006. The most visible aspect of the football clubs’ role in Liverpool’s tourism industry is in generating visits to attend matches. A 1999 study

financial equation but also the huge impact the Olympics will have in As Chairman of both the All

As European Capital of Culture in 2008 Liverpool is undergoing a culture-

suggested that 750,000 visitors came to the city for football-related

Party Parliamentary Sports

led renaissance and transformation repositioning it as a world-class city.

reasons. City hoteliers report increased occupancy levels whenever

Look in the parks up and down the country around the Wimbledon

Group and the All Party

Already Liverpool is synonymous with sport - in particular football -

Liverpool FC play at home with supporters travelling from across Europe

fortnight and you will see tennis being played on otherwise generally

Tourism Group I know

which sees thousands of visitors attracted to the city each year to

to attend matches. To support this influx of overseas visitors and as part

under used courts and look at the response to the London Marathon and

from the work of both

sporting attractions.

of Liverpool Culture Company’s innovative 08 Welcome programme,

the other great organised runs held in the country. Just imagine what

Groups and from my

impact the World’s biggest sporting event will have on our young people

perspective as

and the nation’s life style.

President of the

events including the world’s most famous steeplechase in the Grand

Football Foundation

National at Aintree, which attracted 50,000 staying visitors in 2006 who

And of course there can be no bigger boost to the capital’s regeneration

that sports and

contributed £5.6 million to the Liverpool economy. Also in 2006, the

and to tourism than hosting the Games. It will put the nation in the

tourism have a huge

Royal Liverpool Golf Club at Hoylake hosted The Open Championship

world’s shop window and mean a lasting legacy for tourism.

part to play in the

welcoming a gallery of 230,000 from around the world, a record on an

country’s future. I want to

English course.

getting our children involved in sport.

Having served as Shadow Minister for five years it was of course a huge disappointment to me not to be appointed to Tony Blair’s first

course, with the Olympics coming and

Chairman of the Football Trust and subsequently first Chairman then

later I hope the World Cup. We are entering the golden age for sport and

President of its successor body the Football Foundation. The Foundation

tourism.

is a successful partnership between the Government, the Sports Council,

Tournaments are regularly hosted in boxing, cycling, tennis and watersports and in 2008’s Capital of Culture celebrations sporting events and tournaments will complement the wide range of artistic activity

received an award from The Mersey Partnership sub-regional tourist board.

exclusive packaged hotel deal available through www.visitbritain.com at home games in the 2006/2007 season including a match ticket and one nights hotel accommodation at the historic Albert Dock. With the global appeal of Premiership football and both clubs planning new increased capacity stadia including hotel developments, Liverpool is

that it plays its full part in realising the bright future. That step is to

sport can play a part in tackling the social inclusion agenda.

combine the sports and tourism portfolios and elevate them in the

However it is football which has the biggest impact on Liverpool’s

structure of Government. I hope that in Gordon Brown’s first

tourism economy. As home to two of Europe's most famous football

Administration we will see the Secretary of State for Sport and Tourism

teams in Liverpool FC and Everton FC, Liverpool claims to be the most

take his or her place at the Cabinet table.

successful football city in England; counting at the time of writing

week out on the domestic front.

that Liverpool FC plays in attracting visitors to the city they recently

experiences generating visits to Liverpool and Merseyside.

grass roots projects in our schools and parks and for initiatives where

World Cup is so important. But football can also play its part week in and

given a crash-course in key Portuguese phrases. In recognising the role

partners in the Tourism Strategy to 2015 where Sport is one of the core There is one further step I would urge the Government to take to ensure

developing tourism which is one of the reasons why bidding to host the

what to see and do in the city, while staff in tourism businesses were

planned. This range of sporting events is acknowledged by local tourism

the Football Association and the Premier League providing grant aid to

Football has always been a great love of mine. It can play a big part in

2006 were welcomed by 08 Volunteers and given information about

Everton FC also attract visitors to Liverpool and have established an

see every bit of that potential fulfilled. We are well on

Administration in 1997. I was therefore delighted to be appointed as

supporters of Benfica attending a Champions League match at Anfield in As a proud sporting city Liverpool is home to a wide range of sporting

set to continue to benefit from football tourism. Sport is acknowledged as a key visitor experience generating benefits across the whole tourism industry with increased expenditure in hotels, attractions, restaurants, shops, bars and clubs where supporters are guaranteed a warm Liverpool welcome.

27 league titles, 12 FA cup wins and 9 European trophies among its

The RT HON Lord Pendry

trophy haul. This rich history and the widespread appeal of both clubs creates tourism opportunities in Liverpool.

Mark Stewart MTS | Tourism Development Manager | Liverpool Culture Company

The Tourism Society Journal

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Website: www.tourismsociety.org

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Six Nations Rugby The Impact of Six Nations Rugby on Ireland

Tennis Tennis’ contribution to the British economy

Britain and Mainland Europe are two of our core target markets and the

The Championships, Wimbledon will attract hundreds of thousands of

since the late 1980s, the growth in its contribution

Six Nations Rugby Tournament provides a valuable marketing platform

tennis fans to the grounds of the All England Club, including some16% or

outstrips growth across the economy as a whole.

for Tourism Ireland and Irish tourism enterprises each spring. Key sporting

60,000 to 70,000 from overseas. Many more will make a pilgrimage to

tournaments like this, are built into our marketing programme with

the famous grounds from across the country. While in London many of

profile international sports events would

activity timed around important ‘away’ fixtures. An added bonus of

these visitors, domestic and international, will take the opportunity to

help deliver significant overseas visitor

course, is the television exposure Ireland gets in the other five

take in other sites, and will contribute to the capital’s economy through

numbers, attract valuable global media

participating countries during the Six Nations and other such

spending in hotels and restaurants across the capital.

Ireland’s International Sports Tourism Initiative was introduced, with Government support, in January 2000, to attract to Ireland major international sporting events with tourism potential. High

coverage and would showcase the destination

Wimbledon is seen by an estimated 1.8 billion viewers around the world,

enthusiasts and to sports specialists alike. It is administered by the

While it is not possible to quantify the direct impact the Six Nations has

the images they see inspiring many to come and visit the UK in the

National Tourism Development Authority. The initiative has had

on overseas visitor numbers and the income generated (due to format of

future. However, beyond the famous Championships, tennis makes a

considerable success in bringing major sports events to Ireland and in

CSO statistics), feedback from our industry colleagues confirms that the

much wider contribution to the economy.

leveraging them to gain positive exposure for the island of Ireland.

home matches provide a welcome and substantial boost for the tourism and hospitality industries in Dublin and surrounding areas in the

Ireland has succeeded in winning and staging some of the most high

off-peak season.

Special Olympics and last year, the Ryder Cup which in my view brought

while the new Lansdowne Stadium is under construction, has given an

events, which also attract high levels of domestic tourism.

our reputation as a sports tourism destination to a new level on the

added impetus to the attraction of Irish Six Nations games, not only in

world stage. The event was hugely successful on the ground, attracting

terms of additional seat capacity, but also in providing a truly world class

40,000 spectators a day and injecting in excess of ?130m (ahead of

sports stadium.

to the destination. Television coverage of the Ryder Cup and Ireland was

our international sports personalities bring. Golfers like Padraig

beamed to over 500 million homes worldwide, with a potential audience

Harrington, soccer legends like Roy Keane, the Irish Rugby Team captain

of up to one billion viewers, while up to 2,000 journalists from across the

Brian O’Driscoll and their counterparts are fantastic ambassadors

world actually attended the event in Co Kildare, outside Dublin, to file

for Ireland.

copy or footage on golf and other aspects of Ireland.

Paul O’Toole | Chief Executive | Tourism Ireland

contribution to our nation. Government spending on sport overall remains below that of our competitors, despite the return it generates. If we are to achieve the vision for the future we outlined in the ‘Blueprint investment in sport at all levels is essential for sport to prosper.

Players, their coaches and fans arrive from around the world for the

for morale on the whole island of Ireland. Its lasting value is in its legacy

Yet elsewhere sport, including tennis, remains under-valued for its

country in the lead-up to the Championships, notably the tournaments

The temporary move to Croke Park, home of Gaelic or Irish football,

It would be remiss of me not to mention the value and attraction that

to get involved and succeed in the sport, just as millions of youngsters

for British Tennis,’ published last October, sustained or increased

prestigious list are the Tall Ships Race, Heineken Cup Final, Admirals Cup,

projections) into the local economy, while providing an important fillip

believe seeing Andy Murray and others win can help inspire more people

A series of leading international grass court events take place around the in Nottingham, Edgbaston, Eastbourne and the Artois at Queen’s Club.

profile international sporting events in the world. Included in a long

we’re delighted to see the profile of tennis growing. We

are inspired by the likes of Giggs and Rooney.

competitions.

to general holidaymakers, to casual sports

With the Murray brothers ascent up the world rankings,

The legacy outlined by Lord Coe in Singapore ahead of the IOC vote for London cannot be secured without sustained investment. In turn, this will help tennis meet the two key challenges we face: how to produce

While other events may attract less terrestrial coverage, the contribution

more winners and how to better support the whole of tennis from top

they make to local economies is clear. Indeed, year round Britain hosts a

to bottom.

number of international tennis tour events for the men’s and women’s

Roger Draper | Chief Executive of the Lawn Tennis Association

game, including for those in the early stages of their professional careers. In September (21st-23rd) this year, the Number 1 Court at Wimbledon will again spring to life as Britain takes on Croatia in the play-offs for the elite World Group of the Davis Cup, the international men’s competition. We hope tens of thousands will be there to support the GB team, just as

These events provide worldwide publicity opportunities which we could

fans swarmed to Birmingham to watch Britain defeat Holland 4-1 at Easter. The Dutch were then followed by a colourful orange army and we

not buy. They offer us opportunities to showcase the island of Ireland as

likewise expect many Croatians to make the trip to Wimbledon in the

the ideal location for activity-led holidays, they help extend the season

autumn, again showing sport’s power as a tourist attraction.

and spread the benefits of tourism beyond urban centres.

Despite this, firm statistics about tennis’s contribution to the UK

In addition to our unspoilt landscape, thriving economy and dynamic

economy, including tourism, are currently few and far between. The

population, our reputation as a warm, welcoming, fun nation adds to the

publication of research into the economic impact of Wimbledon is

attraction for those considering travelling to Ireland. The good humour

imminent, and indications are that this is one of the biggest single events

and friendliness of Ireland fans who travel abroad to support soccer or

in the sporting calendar. Likewise, research commissioned by Sport

rugby teams in international competitions, has also been credited with

England and UK Sport from the Sport Industry Research Centre at

enhancing Ireland’s reputation and appeal as a holiday destination, right

Sheffield Hallam University suggests that spending across the whole

since the days of ‘Italia 90’.

sports sector in the UK now totals some £20 billion per annum. Sport is now a powerful economic driver across all regions and, tracking trends

The Tourism Society Journal

Quarter 2 ISSUE 132 Summer 2007

Email: journal@tourismsociety.org

Website: www.tourismsociety.org

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Tour de France 2012 not the only Sports Tourism Legacy for London The London 2012 Olympic and

media coverage and which, importantly, reflects London’s brand values of

Paralympic Games represent one

sustainability and diversity. Events for London is the city’s new strategic

of the greatest opportunities to

function tasked with attracting, developing and staging world-class major

raise the profile of London as a

sporting and cultural events in the capital. The team has been tasked by

world class, sustainable city on a

the Mayor of London to support the city’s sporting legacy beyond 2012

global stage. But even before winning the Games in July 2005, London

Yachting Economic Impact of Skandia Cowes Week on Tourism in the Isle of Wight

by building upon an already strong platform of events in the capital.

was already developing a holistic strategy towards bringing high profile Events for London is a partnership between the Mayor, the London

major events to the city.

Development Agency and Visit London. It acts as a central point of Under the leadership of Transport for London and the Mayor, London

leadership and expertise and is the first point of contact for organising

successfully bid to stage the world’s biggest annual sporting event - the

committees, international sports federations and national governing

Tour De France - which will start from London in July this year. Early

bodies. Its aim is to maximise the economic and social benefits for

estimates of the economic benefit the race were put at £56m, based on

London by developing, growing and bidding for world class sporting and

competitors, officials, media and spectators. The race can expect to be

cultural events.

Every August, Cowes is filled with the sounds of one of the world’s most occasion in the world yachting calendar, the week of sailing and racing

covered by 78 TV channels in 170 countries providing over 2,500 hours

explore areas and attractions outside of Cowes.

prestigious yachting events, Skandia Cowes Week, and as a major Money spent during Skandia Cowes Week is important for supporting

Events for London will work closely with the London Organising

makes a noticeable economic impact on the Isle of Wight Tourism

local jobs. In 2000 approximately 140 jobs were maintained in Cowes as

Committee of the 2012 Olympic and Paralympic Games and UK Sport

Industry. In 2001 Cowes Yachting published a survey looking at the

a result of the yachting event. Waiters, waitresses and bar staff are all

for the Grand Depart of the race is obviously significant and in many

and provide a central point of contact for all sporting bodies seeking to

economic impact of boats and yachting with specific references to

needed as well as extra staff in local shops and galleries to cope with the

ways both an invaluable and immeasurable way of promoting the city.

engage with the city. Providing a network of partners, strategic

Skandia Cowes Week 2000. This report stated that in 2000, 5,839

increase in visitors. However, there were also believed to be 415 jobs

The race will also provide a major boost to the promotion of cycling in

relationships and political support, Events for London aims to win, host

yachtsmen came to Cowes to compete during Skandia Cowes Week. The

across the Island supported by the increase in visitor spending during

the capital. The number of journeys taken by bike has increased by nearly

and develop the world’s best sporting and cultural events for the city.

survey also suggested that 42,110 visitors were in Cowes as a result of

Skandia Cowes Week, for example extra tourists would mean more

the yachting event, and 6,650 of these people were staying overnight.

seasonal work in other major Island attractions.

an American League Football (NFL) game at Wembley in October this

The Island’s hotel industry sees an obvious boost economically with

In 2006 a debate began over whether or not Skandia Cowes Week should

The Tour De France typifies the kind

year. The game between the New York Giants and the Miami Dolphins is

people needing accommodation during Skandia Cowes Week, and hotel

become Skandia Cowes Fortnight. National media coverage, which is

of major event that London is

expected to bring 10,000-15,000 travelling fans from America as well as

owners are not the only people to benefit financially. A report in The

estimated by the event organisers to have a value of up to £5 million,

increasingly looking to

many thousands of supporters from the rest of the UK and near Europe.

Guardian newspaper published on 24 June 2006 explained how demand

covered the debate. Articles in The Daily Telegraph and The Sunday Times

from crews during Skandia Cowes Week has resulted in local Cowes

from July 2006 both referred to a huge rise in visitor numbers and an

residents renting out their homes. A number of agencies have been set

increase in competitors from 5,839 in 2000 to an estimated 8,500

up specifically to deal with accommodation requests for private

in 2006.

of TV coverage. The resulting media exposure for London as the host city

80% since 2000 and the spectacle of the Tour is expected to drive this An early success for the Events for London function was the securing of

figure even higher.

bring to the capital. An event

At the same time as Events for London is growing, London’s sport event

that brings

‘product’ is also transforming with the emergence not only of the fully refurbished Wembley Stadium, but the opening of the 02 in June. Already

significant

a Games venue for 2012, the 02 will play host to NBA basketball and

economic benefit, global

homes with average asking prices at around £2,500 to £3,000 for a Despite the conclusion of the debate being that Skandia Cowes Week

4-bedroom house.

NHL American hockey later in the year, as well as hosting World Gymnastics in 2009. London will become one of the world’s leading major event cities, delivering economic benefit through increased tourism revenues and further promoting London on a worldwide stage.

Ken Kelling | Communications Director | Visit London

should remain just that, a week of yachting not a fortnight, it shows the During the 2000 Skandia Cowes Week, visitors spent approximately £1.52

event’s continuing economic impact on the Isle of Wight tourism

million in Cowes, and a further £608,700 elsewhere on the Island. It was

industry. Skandia Cowes Week plays a part in increasing Isle of Wight

also estimated that yachtsmen contributed over £3 million to the local

tourist numbers. People visit because they are interested in the sailing

economy during the same week. These figures show that Skandia Cowes

but then head to other parts of the Island, which results in a boost for

Week is not just a major tourist event in itself but is also an opportunity

Island tourism as a whole.

to showcase the Island tourism industry as a whole. The sailing event attracts people to cross the Solent but once on the Isle of Wight, spending patterns suggest that these visitors and yachtsmen begin to

Nigel Smith | Head of Tourism Services | The Isle of Wight Council The Tourism Society Journal

The Tourism Society Journal

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Email: journal@tourismsociety.org

Website: www.tourismsociety.org

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Motorsport Benefits of Motorsport to Cumbria Tourism Motorsport in all its forms makes a sizable contribution to Cumbria’s

UK which holds regular races and where current F1 star, David Coulthard

tourism industry both directly in terms of its contribution to the county’s

learned his early race craft and where Langwathby’s 19 year-old McLaren

income and in creating awareness of its unique beauty. Since the birth of

Autosport BRDC Young Driver of the Year started his glittering racing

the motorcar Cumbria has hosted motorsport events from the days when

career.

Country Sports Scotland’s Country Sports Tourism - BIG GAME or small fry?

manufacturers like Rolls Royce, Napier, Sunbeam, Riley and Austin tested Indoor karting at Maryport also makes a significant contribution to the

their cars’ endurance and reliability by driving them up our mountain

local economy as do the Holker and Keswick Motor Museums.

passes. This tradition is re-enacted annually by the Vintage Sports Car Club’s visit

On top of these attractions there are key non-speed events that tour Cumbria and are particularly attractive to owners of classic cars along

in November when cars up to 100 years old tackle places like the awesome Drumhouse Hill, Honister. There are also regular production and sporting car trials run throughout the year elsewhere in the county.

with car shows like the ones at Hutton-in-the-Forest and Dalemain House get where hundreds of exhibitors and thousands of visitors them

Country Sports Tourism - or Angling, Sporting Shooting and Deer Stalking

from all over the UK.

set against the backdrop of dramatic scenery; Scotland is renowned as

Hill climbing, a specialist sport based on the fastest to the top takes

the home of it the world over. With sport being offered or participated in

place at Barton near Kirkby Lonsdale and attracts large entries as well as

Supplementary economic/tourist benefits come from the several motorsport clubs throughout the county that run their own two and four

big crowds for their regular events.

wheel events, while single marquee clubs like Jaguar, MG and Aston Once a key part of the old RAC Rally that toured the whole of the UK,

Martin, Ford RS and Subaru all stage events and shows.

Cumbria still hosts national re-enactment events like the Roger Albert

formally in Scotland for over 250 years it has commanded the position of a leading destination globally. Ghillies, Gamekeepers and Professional Deer Stalkers walk the majestic mountains and study the wild rivers to provide unrivalled sporting experiences for paying clients. And the images

Clark Rally and Le Jog that use the many internationally famous Lake

All motorsport events also need marshals, often hundreds of them, many

one has in mind of the salmon angler, grouse shooter or deer stalker are

District stages which brings considerable revenue in terms of forest hire,

of whom come from well outside the county and who also have the

so iconic that they’ve woven themselves into the fabric of the nation.

hotel nights, food and fuel, not just for the competitors and service crews

needs of any tourist and thus supplement the economy.

but for the accompanying thousands of spectators.

Recent research found that Scotland’s country sports sector was

market, consumer appeal and quality of product on offer. The group hope to encourage the modernisation of the sector whilst at the same time retain those aspects that are special to Scotland and which are valued by sporting visitors. They are looking to develop products in line with consumer trends and freshen the image in order to attract new markets as well as investing in education, training and highlighting that in the country sports sector ‘tourism is everyone’s business’. With over 38 million hunting and angling participants in the US alone and a well established European market the times ahead are exciting for

Estimated to bring millions of pounds to Cumbria, motorsport also

contributing over £350m annually to the economy and equating to over

Two main rallies organised and run locally are the one-day Malcolm

provides hidden benefits to allied industries and companies like M-Sport,

8% of Scotland’s total annual tourism income of £4bn. The financial

Wilson Rally (March) and three-day Pirelli International (April) that

garages, performance specialists and the many clubs like Nunwick Cricket

contribution is only half of its importance though as it supports the

welcomes the cream of national rallying. Between them these two events

Club and the Lions who man the car parks and are given large

equivalent of over 12,000 full time jobs across rural Scotland and allows

Scotland’s strength is in the vast range of sport offered and the

alone bring about £1.5 million into the county.

contributions to their funds.

many remote communities to survive with the revenue that it brings in.

professional way in which the sport is safely offered and managed. It

Moreover, the M-Sport complex at Dovenby, Cockermouth provides key

Tony Brunskill MCIPR | Managing Director | Four Square PR Ltd

Although these figures are impressive the industry in Scotland has been

local employment and brings major investment into the county as it is the official Ford World Rally Championship car preparation company and this puts Cumbria onto a world stage. There are the dozens of motor club

hit hard by the explosion of global sporting opportunities over recent years. ‘New’ destinations are growing in popularity offering a bewildering variety of sporting experiences ranging from the traditional to the more exotic. Their attractiveness lies in the way they are promoted (often

rallies which attract revenue-earning entries and visitors from outside

Scotland as it builds on its undoubted strengths and seeks to develop new products and services for the modern market.

is perfect for modern trends where people want more variety in their sporting break. You can be up on a grouse moor or stalking a magnificent red stag one day and down having line stripped off your reel by an Atlantic salmon or large wild brown trout the next, not to mention the excitement of locating huge skate from a boat or sea bass from the rocks in our stunning coastal waters.

easily through the internet), the service levels that they provide and the

Cumbria by staging events. On four wheels there are clubs organising Grass Tracking, Autotest and

price at which they are offered, not to mention the often warmer

The variety of quality sport on offer in Scotland is superb, and the

weather conditions and size or abundance of quarry available.

heritage, tradition and ease of physical access are second to none. The

Autocross, some attracting national crews while the two-wheel

potential for sector growth is considerable through a modern approach A number of major sporting related associations in Scotland joined forces

enthusiasts are well catered for by modern and classic motocross competitions that appeal to youngsters as young as 8 as well as many

with the main tourism related public agencies Visit Scotland, Scottish

whilst still maintaining those traditions that are highly valued by visitors that make a country sports experience in Scotland truly unique.

Enterprise and Highlands and Islands Enterprise to create the Scottish

senior riders from around the UK.

Country Sports Tourism Group. The group’s agenda was to help develop Rowrah is recognised as one of the most important karting tracks in the

the potential of country sports tourism in Scotland, from routes to

Alistair Rutherford | CSTG Project Manager | The Scottish Country Sports Tourism Group

The Tourism Society Journal

Quarter 2 ISSUE 132 Summer 2007

Email: journal@tourismsociety.org

Website: www.tourismsociety.org

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Horse Racing Down time - building race course venue brands for the future

Cricket World Cup Making Barbados the number one place to live, work, play and invest! Sports Tourism has reached a new era in Barbados following the island’s recent hosting of two major sports events - the World Golf Championships in 2006 and the incredible feat of hosting the Super

Target two aims to create future cricket legends of Barbados. The campaign, Cricketing Legends of Barbados, aspires to develop a new generation of cricketers on the island by placing them in contact with national cricketing icons who have represented the West Indies.

Eights and Finals of the 2007 ICC Cricket World Cup. The global exposure alone resulting from a television audience around the world will ensure

Instituting the first cricketing school of excellence to nurture and develop future talented generations of cricketers will also take place.

the island’s firm position on the international business and tourism map. The legacy from hosting these two major sporting events will be felt for

Target three promotes a sense of ownership of a cleaner, greener Barbados by putting communities at the centre of the island’s tourism

years to come.

products, with the aim of increasing tourist arrival numbers and

To understand the impact that the ICC Cricket World Cup will have on Barbados’ tourism economy, it is important to look at the Legacy Vision

subsequently developing new tourism markets which generate foreign direct investment. Plans to motivate citizens through creative programmes and incentives will be put in place.

developed during the island’s bid for the games. From the redevelopment Everyday multinational companies up and down the country spend hour

With a multimillion pound investment in many of its courses, the

after hour ensuring their company is fully understood by the consumer.

facilities can accommodate outdoor and indoor events of all sizes.

For leisure and tourism brands such as Wembley, the Tussauds Group and

Racecourses are one of the most flexible types of venues. They can host

TUI, they have successfully pushed their products into the household

of Kensington Oval to Traffic Management to the Environment, to Cricket, the Barbados Government recognised that in order for the

2,500 people. The Ideal Homes Show which took place in April at Aintree’s new exhibition facility and Truckfest taking place in the summer

At a time when building a brand is all, Jockey Club Racecourses is no exception. Historically, the Jockey Club has been best known for saving much-loved courses such as Cheltenham and Aintree from being sold and developed. Now the organisation, which owns 14 of the best racecourses in the UK, is setting their sights on developing the future. They have recognised that as racing only takes place 10 per cent of the year, there is an untapped opportunity to expand the brand across the

at Haydock Park are just two examples of the large exhibitions that

Establish a Quality of Life Index,

would be essential for all legacy aspects to be mined and leveraged in

which is relevant and responsive to

specific ways.

the concerns of the Barbadian community is believed to be necessary

Legacy Barbados was therefore developed to build on the short and long

to identify what people’s

term benefits to the island as a result of successfully hosting the ICC

needs are.

The courses have onsite catering facilities, parking, large amounts of

Cricket World Cup 2007; its vision, ‘to make Barbados the number one

Target five plans to create a passion in the population of sporting

space plus large teams of experienced event management staff who are

place to live, work, play and invest’.

excellence and active participation. Facility provision and sports

racecourses can cater for.

used to managing crowds of thousands.

development programmes will help to increase sport participation, The monumental project in delivering this vision is overseen by several

boost visitor arrivals and develop Barbados as the events capital of

teams formed by a Legacy sub-Committee to the board of World Cup

the Caribbean.

One racecourse which attracts a lot of interest from event organisers is

90 per cent of the year when there is no racing.

Aintree, the home of the Grand National in Liverpool. A stunning new Pegasus Venues is a new branch of the Jockey Club Racecourses which

grandstand, which cost an impressive £31 million, was opened in April

has been set up as a one-stop shop booking service for all

this year in time for the Liverpool ‘City of Culture 2008.’

14 racecourses. Pegasus, established in 2006, has been immensely Courses such as Kempton Park which is just 15 minutes away from

successful in bringing people into the courses at times when racing is

Barbados, representing a cross-section of the island. The Legacy Barbados Target six aims to engage the community in new sustainable, wealthteam identified six key target areas, which they felt needed important

self-reliance, and personal responsibility that will return innovative ideas

significantly enhanced development over the next ten to fifteen years.

for the prosperity of Barbados. The enormous impact of hosting the Cricket World Cup will be felt for

it perfect for the international traveller. In addition with an increase of

Target one aims to reposition Barbados from an import to an export

Pegasus is all about making life easier for people to host events at the

racing fixtures due to their new All Weather Track, an off site meeting or

business culture, significantly increasing the export of products, services

racecourses, a dedicated team of event specialists provide a central point

event can be complimented with afternoon or evening racing.

of contact; with just one call you can find out which of the racecourses integrated planning for multi-venue events on a national level.

creating ideas for Barbados. Fostering the idea to develop a culture of

investment and focus, and with this support have the potential to deliver Heathrow and 35 mins from Waterloo with a train station on site makes

not taking place.

might be available or most suitable for a particular event, including

for all people in Barbados. Plans to

country to realise the maximum returns relative to the expenditure, it

anything from small meetings for 12 people up to large conferences for

name category.

Target four aims to measure and continually improve the quality of life

Jo Watts | Marketing Manager | Pegasus Venues

years to come. Through our Legacy Vision in making Barbados the number one place to ‘live, work, play and invest’.

and culture to the rest of the world. Plans have been prepared to develop a unified national brand that will differentiate Barbados from competitors.

Petra Roach | Vice-President Europe | Barbados Tourism Authority

The Tourism Society Journal

Quarter 2 ISSUE 132 Summer 2007

Email: journal@tourismsociety.org

Website: www.tourismsociety.org

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Page 20

Winter Sports The Future of Ski Tourism

Dubai Perspective Sports Tourism in Dubai - part of an ongoing ‘Arabian Tale’

Austria is one of the world’s most popular winter holiday destinations

Should the climate become warmer, shifting the snow line to higher

and, in terms of tourism products, a very mature one. Although the

altitudes, skiing regions in lower lying areas will need to revise their

winter sports business is one of the key segments of Austria’s tourism

winter offering. Hiking, snow-shoeing, Nordic walking and other sport

industry, it accounts for less than half of all visitors. Consequently there

and leisure activities will play the leading role instead of skiing. Even

is widespread optimism about the ability of the Austrian winter tourism

today, skiing is not the sole reason for a winter holiday. Hiking is already

sector to deal with the challenges posed by global warming.

an activity of interest for 22% of winter visitors and wellbeing for 19%, while 75% state that shopping is one of their main activities during a

The winter sports market remains a growth sector: despite the season

winter holiday.

going on record as the warmest ever winter in the Alps in terms of

The continuing growth and development of Dubai as a major

Teaching Travel & Tourism gave me the perfect opportunity to combine

international tourist destination is certainly no fairy tale. As recently as

average temperatures, slopes were busy with a record number of British

business and pleasure and I have been fortunate enough to lead seven

In summer, a rise in temperatures could even be considered an

1989 only 39,000 UK residents visited the emirate. Few people in the

skiers flocking to the Austrian Alps in winter 06/07. Statistics up to the

student field study visits to the destination. The 2001 trip had a focus on

advantage. In general, we believe that the Alps will become Europe’s

1980s would have imagined that the Maktoum family would become

end of March 2007 show that nearly 430,000 British nationals visited

retreat during warmer summers. The quality of a holiday with fresh air,

such a dominate force in UK horseracing. Then again, few ‘Match of the

Austria between November 2006 and March 2007. This represents an

amazing landscapes and lush nature will gain in appeal.

Day’ viewers would have envisaged Arsenal playing at the Emirates

increase of 13.1% on the number of arrivals. British arrival figures have

stadium. Even fewer travel professionals would have said that there

been continuously rising; 30 years ago approximately 90,000 British

Concern for the environment, which is being heightened by the climate

tourists visited Austria. Apart from continued growth in the British and

change debate, is another factor. A holiday destination that is close to

Irish source markets, Austria is currently attracting above average growth

home and can be reached by environmentally friendly means of

from the Central and Eastern European countries.

transport will be able to increase its appeal in its core markets.

would be direct daily flights from Newcastle to Dubai. Yet all of these have happened and more.

Sports Tourism and the students’ final report can still be viewed on the Internet at www.gttp.org/docs/casestudies/2001/UK.pdf

Looking at the situation in 2007, it seems quite clear that there are valuable lessons to be learned from the developments currently

I have been visiting Dubai on regular basis since 1999 and recent economic trends have been particularly impressive. During 2000-2005,

taking place.

However, paramount to the country’s tourism strategy is to offer a wide

Climate change is a long-term process. Austria’s tourism entrepreneurs

the emirate’s real gross domestic product (GDP) grew at a combined

range of attractive, competitive and innovative products that attract

will have time to adjust their products to the new conditions. Holidays

annual growth rate (CAGR) 13.4 per cent. In 2005 the average GDP per

visitors throughout the year and to base the success of these on a truly

are a social phenomenon. Current trends show that holidaymakers are

capita reached $31,000. The emirate’s economy grew by 16 per cent in

international client base. These goals are also encompassed in the long-

moving away from pure consumerism and towards more formative

2005 and 2006, according to the Department of Economic Development,

term marketing strategy of the Austrian National Tourist Board.

holiday types. Product innovation and new ideas are likely to exert a

fuelled by the services sector, especially tourism. The services sector has

greater influence on tourism development than climatic factors.

been the key driver of economic growth with an annual growth rate of

richest horse race, ITF Junior Tennis Championships, Dubai Ladies Masters,

21 per cent since 2000, constituting $27.6 billion or 74 per cent of

UAE Desert Rally, Dubai Rugby Sevens and a range of powerboat, jet-ski,

Dubai’s GDP in 2005.

sailing and rowing events.

Climate changes will always affect tourism. Although, we can not yet predict how much average temperatures will rise, we are confident that the changes will bring not only disadvantages but also advantages.

Dr. Petra Stolba | CEO | Austrian National Tourist Office

In 2006, eleven key sporting events took place in Dubai: The Dubai International Horse Show, The first TOYO TIRES 24h of Dubai, Dubai Desert Classic PGA Golf Tournament, UAE Show Jumping, Dubai Marathon, Dubai Tennis Championships, Dubai World Cup - the world’s

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At first glance, this list appears very similar to those identified in the

However, even more impressive will be the developments associated with

2001 student investigation. However, the scale has been very much

Dubai Sports City, the world's first integrated sports city. It was formally

extended. For example, in terms of horse racing at Nad Al Sheba, the

launched in March 2004 as a cornerstone project of the Dubailand

internationalisation of racing has taken a giant leap forward with the

development. Dubai Sports City will span 50 million square feet and

success of the Dubai International Racing Carnival, the two-month event associated with massive prize money and generous incentives. It was

incorporate world-class sporting venues and sports academies (such as the Manchester United Soccer School). In particular, Dubai Sports City

designed to entice leading owners and trainers from around the world to Dubai for an unprecedented series of international competition, and it

will feature:

Stadia Hotels

has clearly succeeded. Furthermore, the logic is simple; the eyes of the horse racing world will focused on Dubai as the Carnival builds up to the

• 60,000 seat multipurpose outdoor stadium for rugby, soccer and track and field events

world's richest race meeting, the Dubai World Cup. The 2007 event attracted a crowd of just under 50,000 visitors.

• 25,000 capacity dedicated cricket stadium • 10,000 seat multi-purpose indoor arena for hard court

There has been a significant expansion of the Dubai infrastructure and the range of sports facilities is now much more extensive than it was in

games, ice hockey, concerts and other events • field hockey stadium for 5,000 spectators.

2001. Facilities now include:

Stadia Hotels - a new revenue stream for sports venues?

• 13 basketball /volleyball/handball clubs

• 2 ice skating clubs

The project will also involve residential and commercial properties and all

• 17 beach/watersport clubs

• 5 karting clubs

related amenities such as hotels, entertainment outlets, schools, medical

Millennium & Copthorne’s first involvement with hotels at major

Plastic glasses may not be ‘4 star quality’ but it’s impractical to wash

• 3 cricket clubs

• 2 polo clubs

facilities and retail opportunities. The total project cost is estimated to be

sporting venues came in 2000 when the Millennium Madejski Hotel

600 glasses per hour and they comply with health and

• 1 flying club

• 1 rugby club

US$3 billion. The first element of Dubai Sports City to be completed will

Reading opened alongside the new Madejski Stadium, home to

safety legislation. F&B packages need to be simple, flexible and

• 8 football clubs

• 1 running club

be The Dunes golf course, which will be ready for play by the end of

premiership team Reading FC and London Irish rugby union club.

easy to manage.

• 10 golf clubs

• 16 squash clubs

• 1 hockey club

• 22 tennis clubs

In 2006 the company took over the management of two hotels at

• 4 horse riding clubs

• 1 netball club

Chelsea Football Club which have been undergoing extensive renovations

2007, with the entire development set for completion by 2010. Further projects are underway and, in tourism development terms, Dubai

to create a Millennium and a Copthorne branded property on site. has yet to reach saturation point. As the story unfolds we all see the substance underlying the Sheikh Mohammed quote - ‘in the quest for excellence there is no finish line’.

John D. Smith MA (Cantab) | MTS A Level Travel & Tourism Chief Examiner | Moderator & Trainer

Management contracts have recently been signed for hotels at Sheffield United and Milton Keynes ‘Dons’ football clubs for new hotels being built

2. Rooms overlooking pitches/courses: Well designed bedrooms can be for dual use - corporate hospitality on event days and guestrooms at other times. Fold-up beds must be high quality and able to be moved by one person. Bedroom furniture needs to be either easily removed or dual purpose.

as part of stadium developments. This is not limited to football and rugby - a Copthorne Hotel is planned for the Doncaster racecourse - other locations are currently in the pipeline with approaches from racecourses, football and cricket grounds.

3. Match day yield management: Football hotels are more difficult because fixture lists are only available in mid/late June, therefore managing allocations and pricing is a challenge.

What is the story behind this sudden entry into a niche area?

4. Dedicated parking: The hotel needs dedicated guest parking spaces.

It must be recognised that these hotels have to be managed in a different way to a non-

5. The hotel is at a venue:

stadium location. It is important that

Some customers will book rooms but not want anything to do with

management are not over-awed with the

the sport. This must be respected. For event days, guests must be

location - these venues have a limited number

advised when they book of the event - and these dates must be

of events a year, perhaps only 15 or 16 in the

flagged up on the website. A haven such as a lounge exclusively for

case of a race course, and there is no guarantee

these guests is essential.

that the rooms will be sold out as a result. Each location has to stand on its own with the local corporate market in

6. VIPs:

particular sustaining business to the hotel throughout the year and

There can be pressure from the owners, Directors and others to

especially Monday to Thursday. If this isn’t the case, then however

‘take over’ the hotel’s facilities at times. The ground rules need to be

prestigious the location, the hotel will not succeed.

established in advance - what and when this has to be paid for.

Key factors in the successful operation of the hotel during match days include:

Millennium & Copthorne’s experience and reputation is growing in managing Stadia Hotels and there will be a growing number of venues building hotels as the cost of maintaining large venues for a limited

1. The hotel has to be able to cope with event-day crowds: Hotel guests and event spectators have to be separated. Guests can’t

number of days activity a year leads to more owners looking at new revenue streams.

have free access to the stadium - equally do you want spectators in the hotel? Public areas need to be disproportionately large and uncarpeted. Furnishings have to be hard wearing and easy to maintain, walls painted and regularly given a fresh coat.

David Curtis-Brignell FTS | Director of Marketing Europe, Middle East and Asia, Millennium and Copthorne Hotels plc

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Sports Tourism The impact of sport on the visitor economy: The sports-related and sports-motivated tourism market As I recently walked through a park in Preston a shaven headed teenage

2012 Olympics Five Ring Circus

generated directly or indirectly by hosting the 2012 Games. Indeed, we

commented ‘this is yet another junket for politicians at

predict that 50-70% of the net economic benefit will accrue through

taxpayer’s expense’.

tourism over a seven to ten year period. Journalists are already bored by pronouncements from the Minister,

hoodie choked on a cigarette. Then he turned to the woman next to him

The distinction between event-related and event-motivated is evident in,

and said ‘Mum, can we go and have a look in the museum?’

journalists dub Tessa Who?, and even more disillusioned by the way big

for example, the Manchester 2002 Commonwealth Games. Inbound

business, having secured massive funds for training, are now calling on

visitor numbers to the city totalled 550,000 in 2001. In Commonwealth

Londoners to act as Volunteer staff. The Olympics organisers need a team

It was the excellent, socially-inclusive, National Football Museum, a great

Games year, 2002, the number increased to 590,000. In 2003, the year

example of sport reaching educational museum markets outside the

of trained, multi-lingual, paid, smart, uniformed VIP receptionists working

after the Games, it was a massive 740,000!

usual profile. Standing next to Preston North End’s football ground it attracted over 100,000 visitors last year (166% up on 2005), mainly ‘lads

In marketing semiotics terms, during the Games the link between the

and dads’ with an interest in international caps, the Jules Remy trophy or

sign and the tourism is relational - the tourism is undertaken because of

the 1966 World Cup winning football! And because it’s mainly lads and

the signified (Games). Post-event tourism exhibits a motivational link -

dads, outreach work is done to bring in other sections of the community

the tourism is undertaken, again, because of that which is signified (warm

- there are initiatives, for example, with local muslim schoolgirls. The

welcome, sights to see) but during the representation of the event sign

national game in its National Museum with a truly national focus.

as ambassadors for London and the Games. Every other host city had them (Queen Silvia of Sweden met her husband working as one), but at an Olympics press conference held on board a cruise liner moored in the Thames, we arrived to find no one knew what was going on. Finally, told whoever that was addressing us was delayed, I handed my coat to some scruffy attendant fluttering

itself. It is the product of wider understanding, or re-interpretation, of the

around, thinking she must be the cloakroom attendant. She wasn’t; she

Public Diplomacy Nation Brand code. Sports-related tourism is therefore

Football, is the world’s most popular sport and hosting the World Cup last year has transformed Germany’s image as a visitor destination to a world-wide audience. But there is an even bigger sports show in town:

a priori tourism, sports-motivated tourism a function of positive

was one of the reception staff, so badly briefed she couldn’t even tell us

semiotic indexicality.

which room the conference was to be held in. We had to go and find coffee, and she hung around being useless, when she should have been

the Olympics. And for London 2012 the Olympic Games and Paralympic Games will literally be in town. And not just in and around London, of course. Sailing, for example, will be in Weymouth and football (naturally) will be spread around the iconic venues of the country.

Simply put, positive images of Britain that dispel negative impressions of Britain = more visitors to Britain.

giving a Powerpoint presentation. Contrast this with what would have happened abroad. Met by Forgive me if I don’t join in the flag-waving for 2012, but having worked at two Olympics, I can’t become enthusiastic about this orgy of

There is a market to analyse that is influenced by sport: those that take

If we want the Olympics-effect to last, the positive image we hope to

part, for example, as opposed to those who come afterwards because

portray must also be the reality we deliver. It is why innovations such as

they liked what they saw while watching others take part on the

Birmingham Beach are important: a new, welcoming look for an historic

television. At VisitBritain we identify the distinction for 2012 as

civic space (who could forget the image of playing beach volleyball in the

Olympics-related tourism and Olympics-motivated tourism.

heart of the midlands?).

The related

Stuart Barrow MTS | Public Affairs Manager | VisitBritain

sponsorship dancing around overpaid athletes isolated from their host nation. Inside the Olympics Village, athletes will have an entourage giving computerised advice on when to sleep, what to eat, which agent negotiates the highest price for winners’ photos. Have you ever wondered

they will be within the normal peak tourism levels and will probably substitute other non-Olympic visitors who will deliberately stay

charming apology as to why the host was delayed, then ushered in and given a presentation (probably in a couple of languages) with all the facts. When the host arrived, we would have all we needed for our story and time to ask questions. Instead, we hung around for over an hour,

why you seldom see the Gold Medal in photos after the event - that

doing nothing. Most of the top journos had left long before the

costs extra - and for winners or losers, minders are ready to whisk

conference finally started.

athletes off to TV interviews paying the highest fee for ‘how did it feel?’

The first refers to the athletes, officials, sponsors and spectators who will come specifically because of the Games. There will be a lot of them but

impeccable reception staff, fully briefed, offering us coffee and a

Sorry - volunteers are not the way to go. If billions are to be spent on the

MPs are the latest to swim in the Olympics gravy train, jetting off on

Olympics, it has to be spent in a way that will offer good PR and a return

‘fact-finding missions’ to Beijing, Sydney, USA, etc but not Barcelona -

on repeat tourism. Looking at the way it’s going, I fear it is bye-bye

the city that capitalised on the Games to introduce a solid foundation

billions - and heaven knows what else - all in the name of ‘sport’.

for its tourism industry.

away in 2012.

We will have moments of euphoria when Team GB manages to scrape One begins to see politician’s spin surfacing: on a recent fact-finding

Gold Medals in sports you have never heard of, and whichever Minister is

mission to Athens, the Conservative spokesman gave an inkling of what

in charge will hail the event as a triumph. Do Nero and Gladiators come

The biggest potential for tourism growth lies in Olympics-motivated

to expect when quoted in the Telegraph: ‘we went to Athens to talk

to mind?

tourism, that is to say the additional business events in, or tourist visits

about the Parthenon marbles…’ Did he ask how much the taxpayers will

to, Britain as a result of heightened awareness of the destination

cough up for years after the event? Corin Taylor of the Taxpayers’ Alliance

The motivated

Verité Reily Collins FTS | Travel Writer

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Sports Tourism What does Sport do for Tourism? The benefits from widespread TV and media coverage around the world

Athens did not really require enhancement of its image and the

The recent Cricket World Cup was intended to be a celebration of

those countries. In the event England refused to play in Zimbabwe for

of major sporting events should undoubtedly help the ‘organic’ or

Athenians still have to bear a huge cost of paying for the Athens Games.

Caribbean culture. However it will now be memorable for all the wrong

political reasons and New Zealand refused to play in Kenya on grounds

existing image of the destination and promotion of the destination by

reasons: a farcical finish in the dark, overlong spanning some 47 days, too

of safety, which resulted in a forfeiture of points by England and New

tourism stakeholders will further enhance the ‘induced’ image.

many one sided matches, empty stadiums and the death of the Pakistan

Zealand. This led to Zimbabwe and Kenya proceeding to the final stages

cricket coach. Far from being a showcase of the Caribbean as a tourist

of the tournament at the expense of England and South Africa, which

destination, over priced tickets were beyond the means of many local

took some of the interest out of the competition.

people and the restrictions on steel bands and other symbols of West Indian culture imposed by the International Cricket Council did little to

The extent to which tourism benefits from major sporting events has been the subject of much analysis and many debates. The London

indicate that the matches were taking place in the Caribbean at all. In

Olympic Games are predicted to bring a large boost to tourism, with an

some destinations the capacity of the stadium exceeded that of hotel

estimated 500,000 additional visitors in 2012, although there will

rooms and it was wishful thinking to think that the grounds would be

inevitably be some displacement of demand due to high costs of the

anything like full if the West Indies were not playing.

accommodation. There is considerable investment in public transport

African nations have a long history of staging the African Nations Cup soccer tournament but more recently they have made a number of bids,

There are likely to be greater benefits for tourism where the image of the destination and its potential are less well known as was the case with the Barcelona Games in 1992 with tourism spin offs including inner city regeneration, a new marina and an improved cruise terminal.

some which have been successful to host major international tournaments. Following the end of apartheid South Africa has taken the lead and was successful in staging the 1995 Rugby World Cup which provided a benefit to the conference market and tourism. South Africa’s bid for the Football World Cup in 2006 included a number of developmental objectives including the growth of tourism, which had levelled off after the success of the Rugby World Cup. The bid marked a further stage in attempting to raise the international profile of that country and led to eventual success for staging the Soccer World Cup in

The Atlanta Games in 1996 led to an increase in business tourism. China

2010. Whether this event is cost effective in a country with so many

are going to considerable lengths to ensure that its tourism potential is

development priorities is debatable, but more crucially will be whether it

At least the large group of travelling supporters from Australia, England

which will be a long term benefit to tourism and urban regeneration in a

and India and good weather provided a better showcase for South African

relatively deprived area of East London. London’s position as a leading

showcased at the Beijing Olympics, but that country still faces significant

will be able to attract sufficient support to fill all the venues. In tourism

tourism in the 2003 Cricket World Cup, but the tournament was also

international destination should be enhanced by the games and recent

challenges in terms of its environmental record, hotel accommodation

terms the organic image of South Africa remains negative with high

intended to bring economic benefits to Kenya and Zimbabwe as well,

surveys of business both within and outside the Capital give positive

and tourism infrastructure. There is a need to raise standards in the

levels of crime although the Rugby and Cricket World Cups were staged

with a number of the preliminary group matches being scheduled in

support for the games.

hospitality sector against a cultural background where the service

without incident.

industry is not always seen as a desirable vocation. Infrastructure improvements will be another benefit from the 2004 Games in Athens which will undoubtedly assist tourism. However it could be argued that

Peter Cave FTS | Senior Lecturer in Tourism Management | University of Central Lancashire

For London the challenge will be to live up to its reputation and deliver a memorable games experience. However there are also major risks for tourism, especially in the short term if something goes wrong. It is far easier to raise the profile of a destination which is less well known than one which is already well known but becomes unfavourable due to something happening which may be beyond its control.

The Tourism Society Journal

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Football UNWTO and FIFA join forces ahead of South Africa 2010

Consultants Group What’s in a Name? A Shift of Emphasis for the TSCG A few years ago an enterprise would change its logo and/or name

the TS Board for ratification).

without changing anything else - old wine in new bottles comes to mind! Hopefully the Tourism Society Consultants Group (TSCG) has done

The name change will be part of the process to present the Group in a

things a little differently! There has been a lot of work behind the scenes

better and more positive way and will, of course be backed up by the

to try and ensure that the Group delivers the expectations of its

substantive work that as been done behind the scenes.

membership and this is now ready to be highlighted by a change Some work on the web site has been done already (web links, email links

of name.

and random search) and now the next phase has been commissioned - to When the TSCG was set up it was seen as a network with other like-

improve its presentation and functionality. When the structure is in place

minded people and to help ‘further the interest and awareness of tourism consultancy’ - perhaps more ‘intranet’ than ‘internet’ in today’s language. Whilst there has not been a radical move from this position one of the

Big sporting events can promote tourism, which in turn can be

socio-economic, promotional and cultural benefits. It should also

streamlined into socio-economic development efforts. This close

contribute to strengthening the image of Africa’, UNWTO Secretary-

relationship lies behind the close relations between UNWTO and FIFA

General Francesco Frangialli said.

ahead of the South African World Cup 2010. The new portal ‘Windows for Africa’ which Microsoft is developing with The tourism impact of a major event should not be measured by the

UNWTO, will be used to promote and develop tourism support systems

number of visitors attending, but by the long term impact of this major

for the 2010 finals being held in South Africa.

sport event. The 2008 Olympic Games will benefit other Chinese regions beyond the host Beijing. UNWTO has already collaborated with the

The World Cup, through the assistance provided by UNWTO and with

province of Shandong - which will stage water sports - in preparing

travel and tourism as its main thrust, represents an opportunity to

tourism development plans. The 1992 Olympic hosts created Turisme de

promote Africa as a whole in international markets, reinforce the image

Barcelona to consolidate positive tourism trends and expand the city’s

of the continent as a safe and significant tourism destination by means

offer thanks to the increased accommodation, improved transport and

of promotional and publicity campaigns through the media, turn football

new services brought by the Games.

into a factor that contributes to the development of closer relations among peoples, for mutual understanding and respect among cultures,

The 2010 FIFA World Cup in Africa, under the slogan ‘Win in Africa with Africa’, will be committed to the Legacy for African football, and Football to help development. The heads of FIFA, UNWTO and the UNWTO ST-EP

with a view of establishing lasting peace in the world and maximize the immediate and long term social, economic, cultural, and other benefits generated by this event.

Foundation (Sustainable Tourism - Eliminating Poverty) are preparing a partnership to assist the African countries within the framework of the

As two of the driving forces behind modern society, tourism and sport

2010 edition of the FIFA World Cup. Particularly through its ST-EP

also represent positive aspects of globalization in that they share the

programme, UNWTO has put in place a framework for poverty

common objectives of creating closer understanding between cultures,

alleviation, linking its longstanding pursuit of sustainable tourism with

bringing peace between nations and the development of destinations.

the United Nations Millennium Development Goals and its own Global Code of Ethics. ‘The World Cup constitutes an opportunity that the countries of the region can seize in order to obtain the maximum

Marcelo Risi | World Tourism Organization (UNWTO)

we will be sending all members and prospective members a revised application form to enable the individual entries to be up dated and

findings of the survey was that members wished to see a shift by the

compliant with the new layout including the way our skills and

Group to become more proactive in promoting not only tourism

knowledge are presented.

consultancy but also individual consultant members. Coupled with this site upgrade there are plans in place to contact as

Roger Withers wrote an article in this Journal asking the question - should there be a name change to reflect this change of emphasis on the work of the Group? It was felt that a name change would be able to reflect the change of emphasis in a better way. The current name, whilst doing ‘exactly what it says on the tin’, to quote one response, did not present as well as it could to the outside world - our potential clients. There was a positive response to Roger’s article (thank you to all those who did respond) and all suggestions were discussed at a recent

many organisations, enterprises, businesses etc as possible by email and letter to tell them about the changes to the web site and the name change. There will also be additional promotion through business cards and web marketing. A request therefore - could you please let me or the TS office know of any contacts that we could use to spread the word? Some of you may be reticent to give names in case it increases competition but all clients may wish to use other skills than those already employed and they will welcome having this information.

CURRENT MEMBERS: Watch out for your up date forms.

committee meeting. To answer the need to be seen as more positive to

POTENTIAL MEMBERS:

our potential clients and yet be able to show who we are, the committee

What better time is there to join Tourism Consultants UK than now?

have come up with the following proposal.

JOIN TODAY - ONLY £30!

Tourism Consultants UK The Tourism Society Consultants Group Worldwide Experience and Skills This gives a strong identity to the Group and tells everyone ‘exactly what is in the tin’. (On a matter of procedure this name change has to go to

If you are a consultant in the TS then you should be in Tourism Consultants UK.

Chris Wikeley FTS | Chair | Tourism Consultants UK | TSCG

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Book Reviews Water-Based Tourism, Sport, Leisure, and Recreation Experiences Gayle Jennings Elsevier ISBN: 13: 978-0-7506-6181-2 260 pages

Sport Tourism Development

The Economics of Staging the Olympics

Thomas Hinch and James Higham Channel View Publications ISBN: 1-873150-62-8 254 pages

Holger Preuss Edward Elgar Publishing ISBN: 1-84542-722-X 332 pages

Hinch and Higham’s insightful and lively discussion clearly achieves its ‘overarching goal... to advance theoretical thinking on the subject of sport tourism development’ (p12). In particular, this publication highlights how sport provides a unique focus for the study of tourism by raising and addressing three fundamental questions, as well as presenting a critical examination and evaluation of the varied insights, issues and impacts of sport tourism from a spatial and temporal viewpoint.

Professor Preuss has written a much needed book comparing the economic effects of the Olympic Games from 1972 to 2004. The book will be easy to follow for those without an in depth knowledge of economics. The chapters include costs, revenue, growth, investment, jobs and the long term effects of the games on their host cities. Findings are illustrated with an impressive array of statistics and tables comparing the impact upon those cities which have hosted the games since Munich in 1972.

Organised into five logical parts, each of the eleven chapters are underpinned with appropriate synthesis of concepts and theory drawn selectively from a range of multi-disciplinary perspectives. Supporting end-of-chapter mini cases written by leading academics from the UK, North America and Australasia provide a valuable international illustration of the interrelationships between sport tourism theory and practice. Throughout the text a further nineteen ‘focus points’ also demonstrate the practical and contextual relevance of the salient discussion points with reference to an impressive variety of active and passive aspects of sport tourism around the globe.

There is a special chapter on the consequences the games have had on tourism in the host country. This chapter covers the impact on tourism before, during and after the games.

This reviewer found the chapter on ‘place, sport and culture’ rather limited and dated given the growing importance attached to the marketing of places through sport and the proliferation of research output in this area. Notwithstanding this, the authors’ claim that this book will challenge the thinking of students and practitioners of sport tourism is upheld.

This book should be essential reading for anyone connected to the London Games and for anyone involved in tourism, especially in London and the South East of England.

In concluding their work the authors prescribe six guiding management principles that should inform and influence the nature and pace of sustainable sport tourism development. Overall, the reader is carefully and skillfully taken on a theoretical journey through the development and growth of sport as a tourist attraction, and on this basis the book should prove to be an excellent resource.

Mike Dods MTS

Also covered is the effect of the games on those areas which might experience an actual drop in tourists. Those involved in tourism should find the other chapters of interest because of the economic effect of the games in many areas related to the tourism industry. The findings on the aftermath of the games on prices, image of the host country and urban regeneration are all of importance to tourism.

It will also be a very useful source of information and statistics for those studying how the Olympic Games affect tourism, sport or other aspects of leisure.

Programme Manager Leeds Park Lane College

Paul Williams MTS

This book sets out to bring some structure to a wide subject matter. This ranges from big game fishing, to surfing and sail training adventures. Included under most subjects are discussions on background, market profile, advantages and disadvantages, impacts and future directions. Particularly useful to academics and indeed to anyone interested in the activities, is the extensive reference sections. The contributors also encourage us to think about the product life cycles and motivation theories. In addition, changes over the years to participation in activities by gender and age shed some light on the changing patterns being experienced in tourism, sport, leisure and recreation. Most of the book including the case studies focuses on the developed world, particularly north America and Australasia (where the majority of contributors are based), with some exceptions. The Pacific Island nations in regards to big game fishing is one example. Practioners and those involved in the industries will find the tables covering advantages and disadvantages in the last chapter useful. For example, the wide range of stakeholders and the spatial conflicts of the various activities adds to this book’s main achievement of looking at these activities from a wider perspective.

Adventure Tourism Ralf Buckley CABI ISBN: 1-84593-122-X 515 pages Professor Buckley’s book gives an excellent overview of the expanding sector of adventure tourism. Many readers will no doubt be surprised by the extent and variety of activities involved, from traditional sports such as horse-riding and skiing to more recently invented ones such as zorbing and kite-boarding. The majority of the book is taken up with case study chapters which examine the operation of specific tours or activities in different parts of the world, and give an interesting insight into how these tours work in practice. Most of the case studies are contributed by the author, and while the depth of Ralf Buckley’s engagement with his subject is impressive, there is something of a ‘what I did on my holidays’ approach in these sections. This effect is balanced, however, by the more analytical introductory and concluding chapters. The early chapters provide a set of defining characteristics for adventure tourism, explain the trends in source markets which are generating increasing enthusiasm for the sector, and give a comprehensive review of literature on the impacts of adventure travel and the psychological motivations of participants. These introductory chapters also review some of the logistical and legal issues for operators involved in different aspects of adventure tourism. Similarly, the concluding chapters of the book (particularly the analysis by Carl Cater of the self-styled ‘adventure capital of the world’ in New Zealand) give insights into the spatial and policy factors leading to the growth and development of adventure tourism.

If there is any criticism of the book it is that in certain chapters, there is a lack of examples. In the chapter on one-day boating adventures, mention is made of ‘virtual reality’ experiences that can act as another form of competition, but no example or wider explanation is given. In addition, one or two sets of figures I found confusing.

Overall, this book is most likely to be welcomed by undergraduates pursuing research into adventure tourism, by lecturers who need case study material, and by policy-makers who wish to understand more about whether - and how - to encourage the development of similar activities.

Shane Cormie MTS

Dr. Janet Cochrane MTS

Membership Development Officer

Senior Research Fellow - International Centre for Responsible Tourism

RSPB

Sport Tourism: Interrelationships, Impacts and Issues Brent W Ritchie and Daryl Adair Channel View Publications ISBN: 1-87315-066-0 302 pages This book is more like a Wigan Athletic than a Manchester United... occasional glimpses of quality but far too inconsistent to really capture the hearts and minds of the supporter. This collection of essays lacks any overall structure and integration... it lacks a clear game plan which is rather surprising given the quality of the ‘managerial and coaching staff’ (The Editors). Of the 15 Chapters (apologies the analogy should have been with Rugby Union not soccer!) only six can be regarded as ‘stepping up to the plate’ offering real insight and fresh thinking. The works of Hudson on Winter Sports, Palmer on Golf Tourism, Chalip on Event Leverage, Gammon on Sport as a Pilgrimage, Adair on Olympic Museum and Barker on Crime and Sports Events are worthy of first team selection. The rest under perform and should not have made the field of play. They do little to advance our understanding of sports tourism, are over-reliant on references and examples from the 1990s and fail to place their topic into a wider context. This is all disappointing to report because Channel View do a good job in leading our thinking about Aspects of Tourism and I am a huge admirer of the work of Ritchie and Adair. Unfortunately team selection and tactics have let them down on this occasion. The book will probably be useful for those aspiring to get involved in sports tourism but will do little to inspire those already involved in this particularly dynamic sector of the leisure industry.

Professor Terry Stevens FTS Managing Director Stevens & Associates

Leeds Metropolitan University

Senior Lecturer Staffordshire University

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Email: journal@tourismsociety.org

Website: www.tourismsociety.org

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Farm Stay UK Ltd

2007 Events Calendar

CHIEF EXECUTIVE Outstanding career opportunity for an ambitious and dynamic, market driven

JUNE 2007

professional with a good working knowledge of the tourism industry. Excellent sound understanding of e-commerce and database management.

6th TS WALES NETWORKING SUMMER 2007 JAZZ AT BRAZZ

As the market leader in its field, Farm Stay UK is a unique, quality driven

BRAZZ Cardiff, Cardiff Bay

people skills are vital as is a proven track record in marketing coupled with a

cooperative of over 1,150 farm tourism accommodation providers located across the UK. Member of both the BHA and EuroGites.

If interested, please submit CV and supporting statement of intent

The job is based at the National Agricultural Centre, Stoneleigh, Warwickshire, commencing January/February 2008 on the retirement of the current Chief

(max 600 words) to:

Executive, Nigel Embry, who would be pleased to discuss the The Chairman

post with any potential applicants.

Farm Stay UK Ltd A job description and further information about Farm Stay is available from the Office Manager, Lynda Gregory, on 02476 696909. Visits to the Farm Stay websites www.famstayuk.co.uk and www.farmstayuk/interactiveguide are strongly recommended.

National Agricultural Centre Stoneleigh Park Warwickshire CV8 2LG

11th TS CUMBRIA SPORT & EVENT TOURISM

29th TS WALES SUMMER LUNCH AND SENIOR AWARD Fourcroft Hotel, North Beach, Tenby Join the Tourism Society Wales Network’s summer lunch, followed by the Tourism Society Wales’ Senior Award for contribution to Wales's tourism industry.

JULY 2007

A fascinating insight into how sport and events can benefit a

4th TS WALES NETWORKING SUMMER 2007 JAZZ AT BRAZZ

destination’s tourism industry with a special focus on motor sports

BRAZZ Cardiff, Cardiff Bay

The Castle Green Hotel, Kendal

contribution to Cumbrian Tourism over the last 100 years.

OCTOBER 2007 19th TOURISM SOCIETY AGM & 30TH ANNIVERSARY CELEBRATION LUNCH

18th TOURISM SOCIETY ANNUAL DINNER

The O2 Arena, London

Join the Tourism Society for our prestigious Annual Dinner, returning

AGMs are not normally the most exciting occasions in an

to the exclusive surroundings of the House of Commons. This

organisation’s calendar but this being the 30th birthday of the

premier networking event will begin with a champagne reception on

Tourism Society we felt it was a good excuse to create a very

the Terrace followed by a sumptuous three-course meal

special event! We are very privileged to be one of the first (if not the

House of Commons, London

including wine.

first) events to visit the new O2 Arena where the AGM will be held prior to a very special preview guided tour of the exciting new

FUTURE EVENTS

facilities which do not open to the general public until July. We then board the Bateaux London Cruiser ‘Symphony’ for a 30th birthday party - a reception and 3 course lunch during which you will hear from a range of surprise speakers who will be looking ahead to the next 30 years; we’ll also re-visit some of the highlights and personalities of the Society’s first 30 years on screen. I do hope that you will join us for what promises to be an enjoyable and

Future event topics: • Transport & Tourism • Climate Change • World Heritage Site Status: Is it worth it? • Accommodation Standards • Annual Media Masterclass • The Female Role in Travel & Tourism

educational event.

• Training Workshops: Networking

20th TS YORKSHIRE WINE TASTING EVENING AND SOCIAL EVENT Bedern Hall, York

25th HOW CAN LONDON BEST BOOST BRITAIN’S TOURISM? VisitLondon Offices, London As the principal gateway for tourism to other parts of Britain, London has a far bigger role to play. London is also the key partner for VisitBritain, Visit Scotland and Visit Wales in their overseas marketing efforts. Following regional devolution in England, London's performance as a driver of tourism is more important than ever. How can we ensure that the regions share in the cake rather than just waiting for crumbs from the table?

Tourism Society Conference Dinner 2007 - L-R: Sue Crossman FTS, Kerry Godfrey, Robin Lingard FTS, Richard Spencer, Flo Powell MTS and Sharon McCord.

The Tourism Society Journal

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Email: journal@tourismsociety.org

Website: www.tourismsociety.org

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Upgrade to Fellow

Keith Wilkes FTS Bournemouth University

Congratulations to: Lionel Becherel FTS International Tourism Consultancy

Membership News

Fiona Wilton FTS Travel Training Services

Malcolm Bell FTS South West Tourism

Welcome New Members

Catherine Bowie FTS Paul Buchanan FTS Hall Aitken Robert Cleverdon FTS Robert Cleverdon Associates

Welcome to our 2nd redesigned journal of 2007. As you can see, we have had a number of new members since the last issue, most notably our new Gold Corporate Members from Travel GBI. Travel GBI joins Superbreak and Artavia Advertising as corporate members of the Society and I would like to thank all of them for showing their support in our 30th Anniversary year. Congratulations to the number of members who have been successfully upgraded to Fellowship status, the Society’s most senior membership grade. This further proves the high calibre of membership the Society boasts.

Nancy Cockerell FTS The Travel Business Partnership (TBP) Chris Cross FTS CVC Associates Alison Cryer FTS Representation Plus UK Sally Empson FTS Training Professional Guides Ltd Alan Fyall FTS Bournemouth University Michael Gardner FTS Aries Associates

Flo Powell, MTS Executive Director, The Tourism Society.

Danny Homan FTS Historic Royal Palaces Kevin Kaley FTS Tourism UK Ltd Anna Leask FTS Napier University

Praise for the last issue:

‘I have just received my copy of the Tourism Society Journal and I wanted to record my appreciation of an excellent publication that is radically improved on previous editions - the focus on one major theme adds real value and depth to the publication and I found it exceptionally informative - well done - I look forward to the next edition with anticipation.’ Malcolm Bell MTS, South West Tourism.

Helene von Magius Mogelhoj FTS Sea Space Nigel Morgan FTS University of Wales Institute Cardiff Peter Nizette FTS TM & PD Associates Martin Peters FTS Leicester Shire Promotions Ltd Ian Stephens FTS Cumbria Tourism John Tribe FTS University of Surrey

‘I thought your spring journal focussing on cultural heritage was the best journal yet. Timely and relevant to current tourism trends and informative on a wide range of cultural and heritage matters.’ Rita Williams MTS,

Jim Trotman FTS Lancaster City Council

Tourism CoVE

Wolf Vierich FTS The Vitalia Group

Marco Truffelli FTS visitscotland.com

Catherine Anderson MTS East of England Tourism T: 01284 727 470 E: canderson@eet.org.uk Stephen Bill MTS Northern Ireland Tourist Board T: 028 90 441 648 E: s.bill@nitb.com W: www.nitb.com Helen Farrell MTS University of Lincoln T: 01522 837 052 E: hfarrell@lincoln.ac.uk

Nia Hale MTS Carmarthenshire Tourist Association T: 015 5866 7000 E: nia@visitcarmarthenshire.co.uk W: www.visitcarmarthenshire.co.uk

Nick Love FTS Trawlers on the Quay

‘The magazine looks and reads better than ever before’ Ray Jones MTS, Superbreak

Dr Constantia Anastasiadou MTS Napier University, Edinburgh T: 0131 455 4635 E: c.anastasiadou@napier.ac.uk W: www.napier.ac.uk

Brian Ford MTS Historic Scotland T: 01667 460 233 E: brian.ford@scotland.gsi.gov.uk

Bob Gibson FTS

Thank you to all our supporters, I look forward to seeing you all at a future Society event.

Stanley Owen Wilson FTS Independent Consultant

David Jackson MTS Castlerigg Hall Caravan & Camping Park T: 01768 774 499 E: info@castlerigg.co.uk W: www.castlerigg.co.uk Alycea Lamb-Horth MTS IDWales E: alycea@idwales.com W: www.idwales.com Jennifer Medcalf MTS Tall Poppies Scotland Ltd T: 0131 449 7377 E: jen@tallpoppies-scotland.co.uk W: www.tallpoppies-scotland.co.uk Tomas Nilsson MTS UHI Millennium Institute T: 017 3887 7371 E: tomas.nilsson@perth.uhi.ac.uk W: www.interpretation.uhi.ac.uk Joanna Owen MTS World Hotel Link, Cambodia T: +855 (0) 92 631 591 E: jo@whlcambodia.com W: www.angkorhotels.org

Quarter 2 ISSUE 132 Summer 2007

Dominic Sawyer MTS Dot Tourism T: 01424 457 844 E: mailto:dominic@dottourism.com W: www.dottourism.com Karen Schwartz MTS Tourism and Travel Research Institute University of Nottingham T: 011 5846 8178 E: Karen.schwartz@nottingham.ac.uk Ian Thomas MTS One North East T: 0191 229 6843 E: ian.thomas@onenortheast.co.uk Candida Whitmill MTS Whitstone House Limited T: 01409 271 171 E: candida@mc2business.co.uk Brian Wisdom MTS People 1st T: 0870 060 2550 E: brian.wisdom@people1st.co.uk

Gold Corporate Members Bob MacBeth-Seath MTS Travel GBI/Travel Britain Gary Kaye MTS Travel GBI/Travel Britain Richard Cawthorne MTS Travel GBI/TravelBritain

Students Alisha Ali Queen Margaret University Lysiane Den Breejen University of Exeter Fiona Deaton University of the West of England Panos Georgiou University of Surrey Hélène Grousset-Rees University of Wales Institute, Cardiff Jennifer Parry Sheffield Hallam University Remedios Smith University of Sunderland Emma Vaughan-Lee University of Westminste

NOTICE TO ALL MEMBERS: Please remember to inform the Society of any changes to your details so that our database is kept up-to-date.

The Tourism Society Journal

Dr Annette Pritchard MTS University of Wales Institute, Cardiff T: 029 2041 6487 E: apritchard@uwic.ac.uk W: www.uwic.ac.uk

Email: journal@tourismsociety.org

Website: www.tourismsociety.org

Quarter 2 ISSUE 132 Summer 2007