Strategies to Optimize Sports Tourism Opportunities for ...· Strategies to Optimize Sports Tourism

download Strategies to Optimize Sports Tourism Opportunities for ...· Strategies to Optimize Sports Tourism

of 15

  • date post

    28-Jun-2018
  • Category

    Documents

  • view

    220
  • download

    0

Embed Size (px)

Transcript of Strategies to Optimize Sports Tourism Opportunities for ...· Strategies to Optimize Sports Tourism

  • Strategies to Optimize Sports Tourism Opportunities for Sustainable Development in the Caribbean

    Lisa Delpy Neirotti, Ph.D. The George Washington University, Washington, DC

    Paulton Gordon, MTA University of Technology, Jamaica

  • AGENDA

    Definitions Facts & Figures Sport Tourism Objectives Success Factors Case Studies Recommendations

  • Defining Sport Tourism A 3-DIMENSIONAL CONCEPT INVOLVING SPORT AND TOURISM TRAVEL TO PLAY SPORT (Active: Competition/Recreation) TRAVEL TO WATCH SPORT (Passive: Amateur/Professional) TRAVEL TO SPORT ATTRACTIONS (Nostalgia)

  • When it comes to generating travel, there is no power greater than sports.

    Global Sport Tourism is estimated at $480 Billion ($6.4 bil

    Caribbean region) Sport Tourism growth 14% compared to overall tourism

    market of 2-3% (Repucom, 2015) In U.S. 73.5 million adults traveled 100 miles or more,

    round-trip, to attend an organized sporting event in the past five years

    $200 billion in travel spending generated in the last year The sports-related travel market generates 97.7 million

    room nights annually (Longwoods International)

  • Sports-Related Travel A Priority

    According to a study by Hilton Worldwides Embassy Suites Hotels: 93% of parents surveyed have delayed or skipped buying something

    for themselves to pay for their childs sports travel 92% are willing to forego a number of activities to facilitate their

    childrens sports travel, such as family vacations, social functions and family gatherings, or another childs event

    64% of survey respondents confirm that they have taken time off of work to accommodate their childs sports team travel schedule

    According to the 2016 U.S. Luxury Travel Report: Travelers in the top 5% of household income and net worth rank health

    and fitness activities as their #1 vacation pastime Participating in outdoor sports; being a spectator at a live sports event;

    participating in a once in a lifetime activity; and participating in an athletic competition all finished in the top seven vacation activities for luxury travelers

  • Why pursue sport tourism market?

    Economic Impact Increase # of visitors Increase length of stay & amount spend Generate tourism in slow periods

    Destination/Nation Branding Media Exposure Community benefit Infrastructure development Political diplomacy

  • Success Requires.

    Collaboration of key stakeholders (tourism, sport, corporations)

    Clear objectives (short & long term) how fit with regional development plans

    Strategies for opportunities and risks

    Fiscal responsibility (say no or push back on requests)

  • Case Study: ICC Cricket World Cup 2007

    $300 million on facilities in 8 islands

    Improvements to airports, roads, health facilities, and additional hotel rooms + educational legacy

    The start of sport tourism development in Caribbean Issues: lack of visitors (early fall out of India & Pakistan;

    high prices & restrictions discourage dispora; tickets sold but no shows)

    Proliferation of venues what are alternative uses

  • Case Study: Barbados

    Identified sport tourism in 2012 Strategy and Action Plan

    Grow local events

    Hosted Chelsea football club training clinics Adventure/Action sports - surfing

  • Case Study: Jamaica

    Reggae Marathon, Negril

    Intl spend on avg $280/day (37% on accommodations) Domestic spend on avg $131.50

    Racers Track & Field Club

  • Recommendations

    Caribbean well suited for high growth activities like adventure racing, triathlon, Mt. Biking, boardsailing, surfing and fishing.

    Consumers want experiences and to be active thus a unique sport event or activity is appealing.

    Focus on existing assets and build from there.

  • Leverage All Opportunities

    What annual events are held? Can these grow in number and prominence? What one-off events were/will be held? Can these be leveraged to host other events such as junior, master, or regional competitions? Disabled? Meetings? Camps? Training? How maximize opportunities around each event?

  • In Summary

    1. Know what sport events or participants you want to host and why

    2. Be sure you have the physical, economic and personnel resources

    3. Do not expect economic impact to happen be proactive

  • QUESTIONS? Lisa Delpy Neirotti, Ph.D. Professor of Sport & Event Management, Tourism Studies The George Washington University - School of Business Tel. 202-994-6623 delpy@gwu.edu (MBA, MTA, & On-line degrees and professional certificate programs available) Paulton Gordon University of Technology

    mailto:delpy@gwu.edu

    Strategies to Optimize Sports Tourism Opportunities for Sustainable Development in the CaribbeanAGENDADefining Sport TourismWhen it comes to generating travel, there is no power greater than sports. Sports-Related Travel A PriorityNmero de diapositiva 6Why pursue sport tourism market?Success Requires.Case Study: ICC Cricket World Cup 2007Case Study: BarbadosCase Study: JamaicaRecommendationsLeverage All OpportunitiesIn SummaryNmero de diapositiva 15