The tourism opportunities around EURO 2020

Agenda

UEFA: Who are we and what do we do?

Background of tournament

New format/hosting for 2020

Previous effects on tourism - examples

Tourism opportunities

Welcome to UEFA• Founded 15 June 1954 in Basel

• Member associations 54

• Number of clubs 235,000

• Number of players 23 millions

• Number of teams 1,003,143

• Number of referees 315,000

UEFA is an internationally respected

European football authority

UEFA leverages its properties through

partnerships (broadcasters, sponsors,

etc.) to re-invest back into football

UEFA runs 4 flagship European

football competitions

& invest in/support women’s,

grassroots and youth competitions

COMMERCIAL

PROMOTERSPORTING

PROTECTOR

FOOTBALL

ORGANISER /

FACILITATOR

UEFA’s key roles – The brand behind the brand

What is our focus?Club Competitions National Team

Competitions

Women Youth

History of UEFA European Championship

Memories

From EURO 2012 to EURO 2016

New competition format/hosting

UEFA EURO 2020

24 teams 13 cities 1 language

For most people, it will be a once

in lifetime opportunity to

experience the EURO near their

home.

A major advantage of the new

concept is to limit the

infrastructures constructed solely

for the tournaments, resulting in

a decrease of the relevant

environmental footprint.

The tournament itself will have a

significant instant impact on the

touristic industry.

ALB

AUT

AZE

BIH

BUL

CRO

CYP

CZE

DEN

ENG

EST

MKD

FRO FIN

FRA

GEO

GRE

ISL

LVA

LTU

MLT

MNE

NOR

POL

POR

SCO

SRB

SVK

SVN

SWE

SUI

WAL

HUN

GER

LIE

NIR

IRL

BEL

AND

ESP

RUS

BLR

UKR

TUR

ARM

LUX

KAZ

ROU

MDA

ITASMR

Budapest

Brussels

Copenhagen

London

Munich

Rome

AmsterdamDublin

Bucharest

Saint Petersburg

Glasgow

Bilbao

Baku

NED

UEFA EURO 2020: 13 host cities

Tony Fitzgerald, FAI president

“Attracting an event of this stature is a major boost for all of the

volunteers involved throughout Ireland in running football. I thank

UEFA for recognising the quality of our bid and look forward to

helping everyone involved in Irish football lay the groundwork for a

landmark year in our game.”

John Delaney, FAI chief executive

“In 2020 the FAI will be entering its 100th year and this one-off

opportunity to host part of the European finals at our home stadium

will provide a major boost for Irish football and the country as a

whole.”

The bid

UEFA EURO 2020 predictions

KNVB PREDICTIONS

Into Holland

• 366,000 Visitors

• Stay an average of 2 nights

• Spending an average of 270 Euros per day

Out of Holland

• 10,000 visitors per city

• Spending 8.2 million € abroad

"Research has been carried out into the tournament’s expected economic impact on the

Netherlands, followed by a second opinion. The overall assessment of both studies is that the

tournament will generate profits for the Netherlands ranging from 55 to 77 million euros.“

Bert van Oostveen, Director of the Royal Netherlands Football Association

Previous effects on tourism examples

The “Barcelona Effect”

• Olympic Games 1992

• 10 – 12 year period of growth

• Caused by updating the city’s tourist

infrastructure pre-Games/Games/post-

Games

• Tourism now accounts for 2,590 million

euro per year

UEFA EURO 2004 PORTUGAL

• No one body planning the promotion process

• Regional tourism boards

• Less Effective

• Lacking investment in infrastructure

• Did not make use of synergy

UEFA EURO 2008 AUSTRIA-SWITZERLAND

• 2 million visitors to host countries

• 84% enjoyed their stay

• 55% would visit again

• 80% used public transport within host cities

• 4.4 million additional public transport users

SWITZERLAND

• 6.5 million visitors

• 865,000 overnight stays

• 207 million direct turnover from visitors

• Enhanced awareness & image

• 22% increase in junior football participants

UEFA EURO 2012 POLAND URAINE

• 677,000 non residents to Poland in June 2012

• Increase in tourists over the coming years by 766,000 people from 3 million in 2011

• “Barcelona Effect” forecast 2008-2020

• Set to add £3.85 billion to Polish economy

• Rise in Poland’s National Brand ranking

UEFA EURO 2016 FRANCE

Rugby World Cup 2015

RWC 2015 will contribute up to £2.2 billion of

output to the economy and up to £982 million

to GDP

Tourism opportunities

Conclusion: Q & A