What is Sport Tourism? Trends in Sport Tourism

What is Sport Tourism?
Trends in Sport Tourism
SETE
October 2014
Gillian Saunders
Grant Thornton: Head of Advisory Services
© 2014 Grant Thornton International Ltd. All rights reserved.
Definition of tourism
WTO
Overnight travel - away from home
• > 1 night
• < 1 year
WTTC
• Travel outside of one’s regular travel patterns
SA Tourism
“Regular patterns” - 40kms radius
For all travel motivations and purposes!
© 2014 Grant Thornton South Africa. All rights reserved.
Definition of Sport
"A human activity capable of achieving a result requiring
physical exertion and/or physical skill, which, by its nature
and organization, is competitive and is generally accepted as
being a sport.”
(Australian Sports Commission, ASC)
"An activity involving physical exertion and skill that is
governed by a set of rules or customs and often undertaken
competitively"
"An activity involving physical exertion and skill in which an
individual or team competes against another or others"
© 2014 Grant Thornton South Africa. All rights reserved.
Definition of Sport
A sport is ...
• a human activity involving physical skill and/or exertion
• governed by a set of rules or customs
• undertaken competitively and capable of achieving a result
Borderline activities:
• Fishing, dancing, cheerleading, golf, equestrian, motorsports
etc
• Pastime/sport/adventure?
"…….generally accepted as being a sport".
© 2014 Grant Thornton South Africa. All rights reserved.
Definition of Sport Tourism?
"sporting
experiences’ away from home and work"
"Modern sport tourism arises from the unique interaction of
activity, people and place"
"3- dimensional concept involving sport and tourism"
Accidental & Incidental
- Sporadic & Occasional
- Regular
–
Committed & Driven’
Professional Competitive - Amateur Competitive - Non-competitive - Social & Recreational
Leisure
Business
Day-trip
Overnight
Sport Tourism?
Travelling • To participate
• To spectate
• To work/assist/support
• To visit sports attractions
• For other purposes with incidental/secondary sports activity
•
Events - Mega Events, Signature/Hallmark Events,
Championships & Competitions etc - all sizes
• Sports training
I am
am tours
• Sports
not
• Sports Holidays
happy
• Other business and leisure travel
© 2014 Grant Thornton South Africa. All rights reserved.
Sport Tourism
Hard
Soft
Spectate or participate at a
competitive sporting event
Primarily active recreational
participation in sport
"Fun Runs"
Local/ National / International events
Marathons
Olympic Games
Soccer matches
Wimbledon
International cricket
Hiking / Walking
Skiing
Cycling Tours
Canoeing
Golf
Tourism Sport
Hard
Soft
Tourists who as a secondary
motivation spectate or actively
participate in sport
Visitors who engage in some minor
form of sport or leisure; their
participation is purely incidental
Centre Parcs
Sport Museums
Stadia Tours
Golf
Watersports
Cycling
Mini-golf, bowls. swimming. tennis
Watersports
Rowing / Punting
Pool / Snooker
Walking/hiking
Sports museums
A consumer classification of sport and tourism, adjusted, (Robinson & Gammon 1997)
Sport Tourism Events
Low participation ratio
Small
High
spectator ratio
High Participation Ratio
Low Spectator Ratio
Small
Local
Large
Area/
Provincial
National
Regional/
Continental
International
Sport Tourism
Sport is the World's Largest Social Phenomenon
Tourism is the Worlds Biggest Industry
Sport Tourism has the Potential to be Huge
© 2014 Grant Thornton South Africa. All rights reserved.
How big is sport tourism?
• ??????
• US$ 182 bn - US$ 600 bn
• 47 million room nights
• 12 million trips
© 2014 Grant Thornton South Africa. All rights reserved.
Some examples?
Summer Olympics London 2012
• 10 568 athletes from 204 countries
• 21 000 accredited media
• 2012 was the best year for London tourism
• Sept-Dec visitors up 8%
• Spending up by 9 % in August during the event
• GBP 925 million was spent during the event
• 20 million spectator journeys – 3 million on busiest day
Commonwealth Games:
• Glasgow 2014 - 100 000 spectators added a longer trip around Scotland
• India in 2010 - 9,2% in tourist arrivals in Oct 2010 vs Oct 2009
© 2014 Grant Thornton South Africa. All rights reserved.
How big is sport tourism?
• ??????
• US$ 182 bn - US$ 600 bn
• 47 million room nights
• 12 million trips
© 2014 Grant Thornton South Africa. All rights reserved.
Some South African examples?
Port Elizabeth IRB Rugby 7s
Number of Spectators 2013:
Day 1 – 26 209
Day 2 – 32 360
Attendance up by 63% from 2012
Origin
13% foreign (33% UK, 15% Kenya, 15% Zimbabwe)
42% PE residents
19% from the rest of the Eastern Cape
26% domestic visitors (51% from Western Cape)
Average trip spend per visitor/attendee
I am
am
Foreign – R8 500 in PE (4,9 nights)
not Domestic – R3 500 in PE
happy
Local residents – R344 per person per day
© 2014 Grant Thornton South Africa. All rights reserved.
Some South African examples?
Port Elizabeth IRB Rugby 7's
2012
Amount
(R’ Million)
R 83,38
2013
Amount
(R’ Million)
R 117,55
R 71,11
R 100,26
R 154,49
R 217,81
R 9,86
R 13,90
Total direct impact on City economy
Multiplier impact (indirect and induced)
Total added to City GDP (direct,
indirect and induced)
Estimated contribution to Taxes
I am am
not
happy
© 2014 Grant Thornton South Africa. All rights reserved.
Some South African examples?
Tshwane Open Golf 2014
Total of 581 spectators
• 76% day visitors
• 24% overnight visitors
• 13% foreign
• 87% South African (87,5% from Gauteng)
691 players & VIPS
• 48% day visitors
• 52% overnight visitors
• 31% foreign
• 69% South African (66% from Gauteng)
Tshwane GDP contribution:
• Total visitor and indirect spend R7,8m
I am
am
• Total direct spend R38,4m
not
• Total direct pact on GDP R54,5m
happy
© 2014 Grant Thornton South Africa. All rights reserved.
Trends in sport tourism?
• Late BC and early AD – gladiators, Olympics
• Medieval – jousting, archery
• Pre 1850 – hunting, rowing, fishing, shooting, horse
racing, boxing, mountaineering
• Mid 1800s – sports tour – football, cricket, rugby
• Early 1900s - yachting, golf, swimming, tennis, bowls,
skiing, motorsports, and birth of the "mega event"
• Late 1900s – all major participative sports, new sports
eg windsurfing, and mass spectator travel
I am
am - new sports -paragliding, sand yachts, kite
• Now
not surfing, micro lighting, snow boarding, skateboarding
etc
happy
© 2014 Grant Thornton South Africa. All rights reserved.
Anecdote on Early Sports Tours
The first ever South African soccer side to tour the UK and
France in 1899, though not a representative one, was
composed of sixteen black players while the first English FA
amateur representative side ever to tour outside of Europe
went to South Africa in 1910.
© 2014 Grant Thornton South Africa. All rights reserved.
Future trends in sport tourism?
• Ongoing growth of sport participation as a travel motivation
• Growth of the sports visitor attraction – sports pilgrimage
• Growth of travel for new sports, extreme sports and sport
hybrids
• Integrated management of sports, tourism and destinations
• Tourism authorities
• Sports bodies
• Tourism Industry – airlines, hotels, DMCs
• Municipalities
• Growing emerging market role
• Space sport?
• Virtual sports?
© 2014 Grant Thornton South Africa. All rights reserved.
Sport tourism attractions
Olympic Museum
Lausanne, Switzerland
Sport tourism attractions
Wimbledon Museum
The state of the art museum
features exhibits and artefacts
never seen before, as well as audio
guides in eight different languages
McEnroe's Ghost
In a recreation of the 1980s
Gentlemen's Dressing Room, a
ghost-like image of John McEnroe
appears and takes you through a
tour of the normally off-limits area
Sport tourism attractions
Assen Circuit - "The Cathedral" of motorcycling
• a hotel with conference facilities
• a retail business building
• a motor café with adjacent bowling centre
• a fun factory / game hall
• a flight simulator
• a go-cart centre
• a motorcycle experience
centre, including a
motorcycle museum
• a fitness aqua wellness
and spa centre
Sport tourism attractions
Rugby Museum
The Springbok Experience
is a world-class, modern
interactive museum telling
South Africa’s story through
the eyes of its most
powerful sport.
• 60 audio visual displays
• games for adults and children
• flagship Springbok shop
Emerging Markets
As generators:
• Chinese ski market – no. of skiers grew from10 000
in 1996 to 5 million in 2010 and expected to reach
10 million by 2015 (98 million outbound – 2nd wave)
• China different sports – badminton, table tennis
• Brazil outbound soccer tourism to Europe – visit
stadia and watch league matches (7,5m outbound
tourists 66 % outside S America)
As event hosts:
• Brazil - FIFA world Cup and Olympics
• Russia - Sochi Winter Olympics
• China – Beijing Olympics
• India – 2010 Commonweath Games and IPL
• SA FIFA World Cup
Effective Management of Sport Tourism
and Sports Events
•
•
Long term event strategies
Define and set objectives
• national pride
• international relations
• legacy facilities
• economic impact
• change, re-enforce, improve brand/ profile
• sports development
• health and fitness
• extend season – calendar spread
• tourism marketing
• Integrated management
•
Monitoring and Evaluation
© 2014 Grant Thornton International Ltd. All rights reserved.
Sport or Sports Tourism?
“Sports implies a collection of separate activities such as
golf, soccer, hockey, volleyball, softball, and gymnastics items in a series that can be counted. Sport, however, is
a collective noun that includes all activities that meet the
criteria, not just a few that may be placed on a list”
(Parks et al, 1990:6).
• Therefore Sports Tourism focuses upon competitive
sporting travel, whereas the term Sport Tourism is a
far broader concept which embraces sport as being
both recreational as well as competitive; both
institutionalised and transitory.
(Gammon and Robinson 1999)
UNWTO Tourism Projections
Africa reaches 134 m arrivals
Africa share grows from 3% to 7%
Growth at 5,3 % pa
2013 – 2020 – 6,1%
2020 – 2030 – 4,7%
© 2014 Grant Thornton South Africa. All rights reserved .
UNWTO Tourism Projections
© 2014 Grant Thornton South Africa. All rights reserved .
UNWTO Tourism Projections
© 2014 Grant Thornton South Africa. All rights reserved .