Tourism is the main long term economic legacy for Olympic Games hosts

Aspects of Olympic Games Tourism 3rd Conference “Tourism & Development” Post-Olympic strategies for Greek Tourism Prof. Dr. Holger Preuss Faculty of Sport Sport Economics and Sport Management Johannes Gutenberg-University Mainz Some theses … Indirekt Impact Tourists returned home from Athens 2004 and tell stories about their experiences. That may motivate others to visit Athens and Greece. Size of Tourism The economic tourism effect is as huge as the economic impact through construction and operation of the Games. Legacy Tourism is the main long term economic legacy for Olympic Games hosts. A well planned strategy can increase tourism. Based on hotel capacity, accessibility and availability of tickets the number of tourists is different from Games to Games Out of city visitors Olympic family 28 460 39 332 55 000 72 543 57 000 60 000 Out of city visitors (total)* 770 000 240 000 450 000 968 000 475 000 660 000 Los Angeles 1984 Seoul 1988 Barcelona 1992 Atlanta 1996 Sydney 2000 Athens 2004 400 000 – 608 760 less than 240 000 250 000 – 422 666 736 100 – 2 000 000 110 000 150 000** Beijing 2008 Notes: * ** *** 600 000*** 60 000 660 000 Figures estimated on foregoing columns and on additional information. Only international visitors, Olympic Family estimated According the hotel capacity (Bidding Committee Beijing 2008, 2001). Olympic Family estimated. 50 Awareness of the Games host city 40 30 % 20 Awareness of Calgary and Edmonton 10 0 1986 1987 Calgary Europe Calgary USA 1988 Edmonton Europe Edmonton USA 1989 Image: Attributes of Australia seen by Americans and British 90 75 60 45 30 15 0 t us Tr w y rth o F ly nd rie h ig H ity al u Q e s ue ti v er al a V om ov d n st u In oo C G s re a C n Fu R e bl ia el D t en r ff e i Source: data from Young & Rubicam UK 1999 UK 2002 USA 1999 USA 2002 Attributes of Australia seen by Germans 90 75 60 45 30 15 0 y dl in re F n Fu e e y nt lity lu tiv re rth a e o ua Va ov iff Q W d n D st In oo gh i u G H Tr C s re a R e bl ia el Source: 2000 data from Young & Rubicam 2000 2001 Ways the image of a host city affects the target groups (2) Tourists / businesses / institutions Image Image (4) Image conveyed by other persons Environment Media representatives Black box Active promotion Olympic Games Host city / OCOG Own opinion by direct visit (1) (3) The Australian Tourist Commission’s fouryear strategic programme included: • a visiting journalist programme • servicing 50 000 international media inquiries • providing a specialist internet for media, bringing international broadcasters to Australia before the Games • working with international television to provide stories, quality vision and sound resources of all parts of Australia • cooperative arrangements and joint advertorials with Olympic sponsors • providing media with interesting visuals of the torch relay • providing international magazines with stories • photography and offering a non-accredited media centre in Sydney Olympic Games Aim I Atmosphere in Athens foreign tourists to Athens Aim II autonomous expenditure Media complex system returning home complex system motivation to plan a trip to Athens motivation to plan a trip to Beijing, ... „economic legacy for Athens“ Long term Olympic tourism in Australia in Tausend internatinal visitors (season adjusted) 1999 2001 2002 2000 Olympic month 460 420 380 Sep, 11 340 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEZ Consumers' inclination to holiday in Australia sometime the next five years IND 45% INA 56% MAS 41% THA 43% CHN 37% SIN 27% TPE 26% HKG 19% JPN 24% KOR 15% USA 24% NZL 17% GBR 13% GER 21% But there also have been negative impacts e.g. in South Africa through the Aboriginal Issue. Attica? 1800 1500 nights in thousands Hotel nights 1200 900 600 300 0 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Games period 1990 1991 1992 1993 100 Attica? Occupancy rate (hotels) 80 60 % 40 Games period 20 0 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 1990 1991 1992 1993 Hotel development in the host city Munich 1972 LA 1984 Seoul 1988 Barcelo na 1992 Atlanta 1996 Sydney 2000 Athens 2004 Beijing 2008 Games-related increase in the number of hotel rooms (%) 12.2* 5.8 41.9 48 38 9.1* 12.5* N/A 62.5 Hotel occupancy rate during Olympic year N/A 75 72 65 68 N/A N/A N/A Relative change in occupancy rate during Olympic year com-pared to previous year (%) N/A -1 -2 -5 -3 N/A N/A N/A Change of congress participants in % 80 60 40 20 0 t-1 -20 t t+1 t+2 -40 Barcelona Atlanta Sydney Impact of Olympic Games on Athens and Greece 800 Million Euro (Frankfurt 2012) Development path Plateau no effect 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Follow up costs Impact of Olympics on tourism structure Structural Requirement OLYMPICS 2004 Structural requirement for tourism CITY Impact of Olympics on tourism structure Structural Requirement OLYMPICS 2004 Structural requirement for tourism CITY Impact of Olympics on tourism structure Structural Requirement Structural Requirement OLYMPICS 2004 CITY Impact of Olympics on tourism structure Field (B) Field (C) Structural Requirement Structural Olympic related Olympic city tourism related Requirement EVENT SPORT development structure Field (A) CITY non-Olympic related city tourism development Impact of Olympics on tourism structure Field (A) non-Olympic related city tourism development Field (B) Olympic related city tourism development Field (C) Olympic related structure Myth Fact Fact Myth is that you need the structure control and plan field (C) One-time push of accelerated development (B) Do not stop the development of (A) Potential “Tourism legacy” for Athens 2004 START global competition between tourist destinations and mega sport event destinations invisible positioning of destination development of infrastructure visible Greece (Athens) development of new products strengthening of destination „brand“ END increase of demand Thank You Athens 2004 - temporary stands