world tourism forum lucerne 2013_the impact of large events on tourism strategy
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The impac t of large events on tourism strategy
Roberto Daneo
Managing Direc tor of the Milano Bidd ing Com mittee for Expo 2015
http://wtflucerne.org/ -
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XX Winter Olympic Games Torino 2006
World Expo Milano 2015
World Expo Dubai 2020
Introduction
The impac t of large events on tourism strategy
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As local economies have adapted to changing global dynamics, the
hosting of international events has become more commonplace, and can
play a significant role in local development, acting as catalysts for job
creation, business growth, infrastructure improvement and communitydevelopment.
However, capturing local benefits from such events does not happen
automatically or by accident. The most successful host countries and cities
have a long term development plan that the event helps them toimplement, and a dedicated management effort aimed at securing the
benefits and the legacy for some time before the event is staged, and for
several years afterwards.
Put simp ly, when internationa l events are hosted well, they bec om e acatalyst for local deve lopment and g loba l reac h
The Organisa tion for Ec onomic Co -op era tion and Development (OECD)
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Large international events maywork as triggers for localdevelopment and bringtangible advantages to the hostcity and country. Amongst their
tangible benefits, mega-eventsare catalysts for economictransformations, help upgradeurban infrastructure, strengthenthe international image of the
city and as a consequencestrengthen also tourism.
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The strategic choice to bid for a large event
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XX Winter Olympic Games Torino 2006
World Expo Milano 2015
World Expo Dubai 2020
Introduction
The impac t of large events on tourism strategy
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There are positive experiences:
The Olympic bid of Torino 2006 is the result of a preciseobjective of the City Strategic Plan approved by all localauthorities :
1. Repositioning Torino on the world map and visibility of the otherside of the industrial city
2. Offsetting the industrial decline process started during the 80s bydeveloping new business opportunities linked to tourism andcultural heritage
3. Torino, like Barcelona, re-oriented its development (not only forbusiness but also for leisure) by focusing on the surroundingmountain system and on its cultural heritage Torino cityof the Alps
The strategic choice to bid for a large event
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Youth andgeneral publiceducatedthrough sport
900,000 ticket sales23,000 students were present at Olympic events
Olympic Truce messages strongly communicated
Great legacy Environmental/sustainability legacy (HECTOR)
Urban Regeneration (Olympic Village and SportingVenues)
Deep cooperation with the Host Cities
Sport at theforefront
Participation of best athletes
Excellent organization of sporting competition
Top class field of play + training venues
Excellentcoverage of theGames
Global audience of 3.1 billion (More countriesbroadcasting winter Games than ever before)
Quality of host broadcast allied to stunning Look of the
Games
Messages HOW? WHY?
Positive takeawa ys of Torino 2006 Games
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Torino 2006 Gam es ec onomic and
employment impac t a few numbers
Infrastructures
Event management
Comm unication and
promotion
Tourism a ttrac tion
1
2
3
4
Investments for venue construc tions
Investments for road and railways construc tions Investments for urba n rec lamation a nd restyling in
the c ity o f Torino
Management and m aintainance costs for the
newly built infrastructures
Event organisation and m anagement costs
Commercial partners investments
Communication and promotion investments of
local and national authorities
Tourist Projec tion & Average Inc reme nt Spend
per visitor
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Torino 2006 Games ec onom ic a nd employment
impac t a few numbers on domestic ec onomy
Value add ed inc rease: 17,6 billion
Job c rea tion : 57.000 Standard Labour Unit per year
Employment g rowth: + 0,2 %
GDP growth : +0,2 % per year
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12
2011 presences:
12'845'074
Positive takea ways of Torino 2006 Games were and are reflec ted in numbers
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
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XX Winter Olympic Games Torino 2006
World Expo Milano 2015
World Expo Dubai 2020
Introduction
The impac t of large events on tourism strategy
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EXPO Milano 2015
Huma nkind, Nature,
Tec hnology
HANNOVER
2000
Natures
Wisdom
AICHI
2005
Water & Sustainable
Development
ZARAGOZA
2008
Better c ity, better
life
SHANGHAI
2010
The Expo is a non-commercialUniversal Exposition (not a trade fair)organized by the nation which wins thecandidature, with other countriesparticipating through the diplomaticchannels of the hosting nation.
Each Expo has a universal theme andis held in an area which has beenmasterminded as a place of exchangeand encounter to promote a uniqueexperience for participants and visitors
who discover and experiment with thetheme. More than displaying majortechnological novelties the Expos roleis oriented towards interpreting thecollective challenges to which mankindis asked to respond.
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The Theme and its cha llenge
15
Is it p ossib le to grant g ood, hea lthy, susta inab le
food for everybody?
Expo 2015 wants to face a significa nt challenge o f our ag e
An opportunity for constructive
dialogue, international cooperation,new strategies to improve the quality oflife that will see Countries and worldcitizens as leading actors of a globalmovement
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Source: P revious documents on Expo; analysis on World Travel & Tourism Council data16
Expos generate significantbenefit on na tional tourism
industry
On average 5% moretourists arrive in the hosting
country during the Expo
year
On a Regional basis, Expocan generate up to 60-70%inc remental arrivals
Brisbane (88)
Vanc ouver (86)
+15%
+68%
Incremental tourism on a Regional basis
Expo impac ts on tourism - benc hmark
International arrivals in the hosting
Country in the year of Expo
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17
Expo Milano 2015 impac ts on tourism
During the 6 months of the Event 20 millionsvisitors from all over the world are expected
Expo Milano 2015, because of its internationalrelevance , represents a unique challenge andopportunity for the tourism industry
According to a study published by BocconiUniversity, 9,4 bln of inc remental va lue addedcould be obtained with a good managementof the tourist inflows during Expo Milano 2015(*)+ 1,2 billion as a pe rmanent legac y e ffec t
(*) The pubblication, carried out by the Centro di Ricerca CERTeT - Universit Boc coni, based also on empirical evidences of similar
events (e.g. 2006 Winter Olympics Games of Turin)
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XX Winter Olympic Games Torino 2006
World Expo Milano 2015
World Expo Dubai 2020
Introduction
The impac t of large events on tourism strategy
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Expo Dubai 2020: c andida te c ityStaging an Expo to remember
The them e:Connec ting m inds, c rea ting the
future Sustainability: Intelligent Sources of
Energy and Water Mobility: New Systems of Logistics and
Transportation Opportunity: New Paths to Economic
2021 will be the 50th anniversary of the UAE
The UAE is logistically well placed to host a WorldExpo: two Thirds of the worlds population now
lives within an eight-hour flight of Dubai
J ust under nine million visitors made the trip herelast year
Unrivalled connectivity, based on 59 millionpassengers in Dubai Airport, strong logistics andworld-class infrastructure are at the heart of thebid.
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Sources of Visitors Inc remental Expenditures
Visitors Projec tion & Average Increm ent Spend per
visitor
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47%HOTEL & RESTAURANTS
1. Accommodation
2. Food & Beverages
3. Telecom
29%TRANSPORTATION
1. Air Fare (Dubai
based carrier)
2. Local
Transportation
20%RETAIL
1. Retail such as
shopping, souvenirs
etc.
2. Expo tickets & other
recreation
4%GOVT
1. Visa
2. Airport landing
fee
VISITORS INCREMENTAL SPEND IN EUR BILLIONS
2013 2014 2015 2016 2017 2018 2019 2020 2021 TOTA
L
%
Visitors - - - - - - - 6.1 5.9 12.0 68%
Hotel &
Restaurants2.9 2.8 5.7
Transporta tion 1.7 1.7 3.4
Reta il and
Recreation1.2 1.2 2.4
Government 0.2 0.2 0.5
Sources of Visitors Inc remental Expenditures
Expend itures generated spec ifica lly d ue to Duba i
Exp o 2020
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The impac t of large event on tourism strategy
Roberto Daneo
Managing Direc tor of the Milano Bidd ing Com mittee for Expo 2015
http://wtflucerne.org/