World Tourism Forum Lucerne 2013_The Impact of Large Events on Tourism Strategy

7/28/2019 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



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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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Introduction



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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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Introduction



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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

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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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Introduction



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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

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World Tourism Forum Lucerne 2013_The Impact of Large Events on Tourism Strategy

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