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									Impact of Sport on Tourism


          Anna Somorowska
 Polish Tourism Development Agency



        Roma, 15 October 2007
     PART– a national consulting company
    supporting the development of regional
                    tourism
   Joint Stock Company oriented
    at the development of the
    national tourist market
                                      Stakeholders of PART SA
   Established in 1994
   The most experienced
    institution offering consulting
    and training services
    concerning tourism
    development in Poland
                                              Polish Tourism Organisation

   Involved in establishing
                                              Chamber of Tourism
    partnership between the
    STATE, the TOURISM SECTOR                 Industrial Development Agency

    and the REGIONS
           Target groups of PART S.A.

   Local governments of all levels
   Tourism industry
   National and foreign investors
   NGOS
   International partners
               Areas of activity

             Strategies for tourism development
         Tourism products development programmes
                   Tourist Brand Creation
                        Feasibility studies
                        Business plans
       Finding sources of finance for investment projects
                       Specialist training
                          Publications
                          Study tours
                Applying for EU structural funds
                    Technology for tourism
                                                    ACTIVITY MAP
1. Pogórze – unveiling the secret
                                                                                                   33
2. „Forgotten paradise – a tourist semicircle”
3. „Iława –the island of adventure”        34. „Silva Reum”
                                                                                              13
4. Hospitable Hills of Małopolska          35. Międzyrzec Podlaski                                 61      40                                                     5
                                                                                     6                               24
5. Gołdap Region                           36. Dybowski Róg              18
                                                                                                                34        14                 24
                                           37. Olkusz                32                       60                                                                      49         47
6. Trzebiatów                                                                                      31
                                           38. „The four seasons”                        7                                                                  36
7. Połczyn Zdrój                                                                                                                     3            26
8. Czorsztyn tourist destination           39. „The Warsaw Royal Route”         30                                                                          27             42
                                                                                         38                                          43
9. Oświęcim (Auschwitz-Birkenau)           40. Pomerania Voivodeship                                                                                                             54
                                                                        41                                                28                                          56
10. Dębno                                  41 „Green Odra river route”
                                                                                                                                                                                16
11. Budziszyn                              42. Suwałki Lake District       23
12. Kalisz                                43. Tourist and Sports sailing harbour in Iława
                                                                                                                                                             22
13. Kołobrzeg                             44. Warsaw                                            57                                                                     52
                                                                                                                19                  45                 39
14. Malbork                               45. Sochaczew                                                                                                44                        35
                                          46. „Pearls of the Poprad Valley” 29                     12                          48
15. Opole                                                                                                                            21                     11
16. Podlaski Stork Route                  47. Via Baltica
17. Kleszczów                             48. Kutno
18. Międzyzdroje                          49. EGO                                                                                                                                63
                                          50. Kudowa Zdrój                                                                     17
19. Koło
                                                                                             51
20. Olsztyn                               51. Lower Silesia Voivodeship
                                          52. Nadbużańśkie Municipalities                                                                         59
21. The region of Łowicz
                                          53. Wieliczka                                               15                                                                    25
22. Wyszków                                                                                                           55
                                                                                             50
23. Myśliborskie Lake District            54. The Augustów Channel                                                                   58
                                                                                                                                9
24. „Zamełowski Młyn”                     55. Vistula Cycling Route                                                                           53
                                                                                                                                56
25. Janów Lubelski                        56. Tourism prod. dev. plan for scouting facilities                             37
                                                                                                                                         1    4        10
26. „Uroczysko Waszeta”                   57. Royal-Imperial Route in Poznań
                                                                                                                                         2    46
27. The Great Mazurian Lake District      58. Guido Mine                                                                                                               62
28. Nadnoteckie Districts                 59. Strategy for Świętokrzyskie Voivodeship                                                    8
29. Krosno Odrzańskie                     60. Narrow-Gauge Railway Route in Rewal District
30. West Pomerania Voivodeship            61. Pomeranian SPAs – Pomeranian Health Resorts
31. Tuchola                               62. Audit of hors riding centers
32. Świnoujście                           63. Międzyrzec Podlaski
33. Łeba
Projects undertaken in
Euroregions 1. Baltic Sea Voivodeship, Via Baltica, Łeba,
               Pomerania
                          Malbork, Tuchola
                    2.    Niemen River
                          EGO, Via Baltica, Suwałki Lake District,
                          Podlaski Stork Route
                    3.    Bug River
                          Nadbużańskie Municipalities
                    4.    Carpathian Mountains
                          Janów Lubelski, Pearls of the Poprad
                          Vallley
                    5.    Tatra Mountains
                          Czorsztyn Tourist Destination
                    6.    Beskid Mountains
                          Olkusz
                    7.    Śląsk Cieszyński (The area of Cieszyn)
                    8.    Silesia
                    9.    Pradziad
                    10.   Glacensis
                          Kudowa Zdrój
                    11.   Dobrava
                    12.   Nysa
                    13.   Sprewa-Nysa-Bóbr
                          Krosno Odrzańskie
                    14.   Viadrina
                    15.   Pomerania
                          West Pomerania Voivodeship, Green Odra
                          River Route, Myśliborskie Lake District,
                          „The Four Seasons”, Połczyn Zdrój,
     International Cooperation

1.    IRELAND
      TRAINING PROGRAMMES
2.    BALTIC COUNTRIES/FINLAND
      VIA BALTICA
3.    THE NETHERLANDS
      INVESTMENT SESSIONS
4.    GERMANY
      INVESTMENT SESSIONS
5.    FRANCE
      ANCV – TRAVELLER’S CHEQUES
6.    AUSTRIA
      SAPARD
7.    UKRAINE
      TRAINING PROGRAMMES
8.    HUNGARY
      TRAVELLER’S CHEQUES, SPAS
9.    ITALY
      INTERREG
10.   SPAIN,
      NORTHERN PORTUGAL
      INORDE
    Projects financed by the European
                  Union

   European Social Fund - „Developing the hotel and tourism industry
    by training staff on the utilisation of modern technologies”

     • Total number of trainees – 1225


   European Social Fund – „Niepokonani” (Invincible)
     • Producing 78 short films; 53 films already produced; 26 films
       produced in 2007
     • Average audience ratings per film – 140 000 in 2006 and 450 000 in
       2007 (source: OBOP - Public Opinion Research Centre)
TRAINING - CHEF
TRAINING – Reservation systems:
    modern sales approach
TRAINING – how to get UE financing for tourism
              and innovation?
                         Training programmes and workshops in 2007
1.    II National Workshop for research workers                                        4
      training tourist staff: Koszalin, Lublin, Olsztyn,                                        4
      Opole, Zielona Góra
                                                                                                        5
2.    Special workshop as part of the tourist audit                                            16
                                                               8
      for the city of Toruń                                            1
3.    Strategic Workshop – Tourism development                                                                                     3
      programme for the city of Ełk                        8                                                          1
                                                                           8                                                                10
4.    Workshop concerning the tourism product „In
      the footsteps of Napoleon…” – Pułtusk, Łeba,
      Gdańsk                                                                                        2
5.    Thematic training for the representatives of
      self-governments, enterprises and health                                                                                 4
      resorts – Sopot, Wrocław, Kraków, Warszawa
6.    Workshops forming part of „The Royal-                                        6
      Imperial Route” strategy – Poznań                            1
                                                                                                                           5

7.    Workshops connected with Lubuskie
      Voivodeship’s strategy                                       7                                         9
8.    Workshops connected with the strategy of                                                                                          1
      West Pomerania Voivodeship: Szczecin,
      Połczyn, Kołobrzeg                                                       5
                                                                                               13
9.    Training programmes for the representatives                                                                                           12
      of the tourism sector - Łódź                                                                                        11 14
                                                                                           1
10.   Training: Tourism products creation and
      development for Podlaskie Voivodeship                                                             11
11.   Training programme connected with tourism                                                                      11
      products of Kraków, Kielce and Zabrze                                                                      5

12.   Training connected with the strategy of                                                                                          15
      Lubelskie Voivodeship
13.   Training programme connected with absorbing
      EU structural funds – ZOA - Olesno
14.   Training programme focused on „Increasing
      tourist attractiveness of health resorts…” –
      Busko Zdrój
15.   Polish-Ukranian Economic Forum: Krasiczyn
16.   Economic Forum in Gdynia
Projects supporting the tourism sector

   Tourism product development programmes for Local
           and Regional Tourism Organisations
           Training systems for the tourism industry
       Staff training system for the hotel industry and
                       catering businesses
       Hotel quality standards implementation system
                     Loan Guarantee Fund
                 Mutual Insurance Association
Projects supporting the tourism sector


            Polish Traveller’s Cheques System
        Tourism Development Strategy 2007-2013
    Records concerning tourism industry in NDP’s
                  operational plans
         Legal and economic advice for tourism
                      organisations
           Regional and linear projects
   Tourism development programme for the
    Lower Silesia Voivodeship
   Tourism development programme for the
    West Pomerania Voivodeship for the years
    2002-2006
   Tourism development strategy for the Lower
    Pomerania Voivodeship until 2015
   Socio-economic development strategy and
    the concept of brand tourism products in
    EGO functional area (Ełk, Gołdap and
    Olecko)
   Tourism product development strategy for
    Vistula Cycling Route
   Integrated tourism product development
    programme for the borderland region
    (Suwalsko-Augustowskie Lake District and
    Ziemia Sejneńska), preceded by a tourist
    audit
   Tourism Product Development Programme
    for the Borderland Region of Niemen
    Euroregion
   Tourism development strategy for
    Świętokrzyske Voivodeship
   Tourism Development Strategy for Ziemia
    Lubuska
   The Monuments of Technology Route
                           Extra-local projects
   Integrated system for an active
    tourism route: THE FOUR SEASONS –
    strategy and operational programme
    for the development of the tourism
    product and brand tourism
    infrastructure
   Strategy for the development of an
    integrated tourism product „The
    Poprad Valley”
   Tourism Product Development
    Programme: Podlaski Stork Route
   Tourism Product Development and
    Brand Creation Programme for
    Nadnoteckie municipalities
   Tourism Product Development
    Programme: Health Resorts
    Promotion
   Strategy and operational programme
    for the development of the tourism
    product and brand tourism
    infrastructure – GREEN ODRA RIVER
    ROUTE
   Tourism Product Development and
    Brand Creation Programme for
    Nadbużańskie municipalities
   Tourism Product Development
    Strategy for Puszcza Knyszyńska
                          Local projects
   Tourism Product Development
    and Brand Creation
    Programme for Malbork
   Tourism Product Development
    and Brand Creation
    Programme for the town of
    Świnoujście
   National Tourism Product
    Development Programme for
    the capital city of Warsaw:
    „The Royal Route”
   Tourism Product Development
    Strategy for the town and the
    municipality of Janów Lubelski
   Tourism Product Development
    and Brand Creation
    Programme for the town of
    Łeba
     Impact of Sport on Tourism

How tourism can benefit from sport?
/promotion, investments, employment/
                                                                     Sport Tourism - Overview



                  Sport Tourism – general trends
            • Visitors travel because of their passion to watch or play the sport
              (sport fans or active holiday makers)

            • Growing importance of sporting events

            • Fastest growing sector of the global travel and tourism industry

            • 10 percent of the total global tourism market (2003)




Source: Ross Biddiscombe, The Business of Sport Tourism, Eurosport
                                Why are big sporting events so desirable?



                  Impact of big sport events

  Quantitative effects                 Qualitative effects

                                              Image
 Economy


                  Tourism        Sportive
                                                          Identification
                                framework

Infrastructure
                                              Social &
                                              political


             Major impact on economy and image

  Key success factor: international media awareness
                                                                  Case study Football Euro 2008



                  Estimated impacts of the Euro 2008 on Austrian Tourism


                        Short term effects                        Long term effects
              - between 600.000 – 900.000                 - improved infrastructure (venues,
                  overnight stays                             transportation, accomodation)
              -   consumed products and services          -   image improvement,
                  worth 150 – 200 m €                         total advertising value 113 m €
              -   employment: between                         (Source: TNSSPORT)
                  3.000 – 4.000 new full time jobs        -   positive effects on travel
              -   center of public and media interest


                               Major impact on economy and image


                    More and more regions apply for hosting major sport events
Source: SportsEconAustria:Makroökonomische und sektorale Effekte der UEFA EURO 2008 in Österreich
        (Study for the chamber of commerce), Eurosport
                                      Case study: Sochi 2014


Sochi - host city of the Winter Olympic Games 2014
                                                       Case study: Sochi 2014




      The role of media in the Sochi bid campaign

Positioning as a tourist          international image campaign in different
destination also for winter       media, opinion leader in field of sports
sports


Create an image of modern         broadcasting deal
tourist destination (Gateway to   sponsoring of event on TV
the future)


Image transfer -
                                  Athletes as ambassadors of the countries:
Create a positive image and
                                  (i.e. Maria Sharapova, Russian Ice hockey
transfer the values of sport
                                  national team)
                                                             Summary



  Key learnings:

• Think about tomorrow today
  people, product, infrastructure, environment, promotion,
  platform of cooperation
• Sustainable tourism
• Growing importance of sport tourism
• Possibility to achieve a different positioning
• Deep impact of sport events
• Image transfer – Sport brings positive emotions and
  identification
• Use sport heroes as ambassadors
• Key success factor: international media awareness
         THANK YOU

Polish Tourism Development Agency

      ul. Stawki 2
      00-193 Warszawa
      tel. (22) 860 67 79, 860 67 80
      fax. (22) 860 67 82

      part@part.com.pl
      www.part.com.pl

								
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