In the latest episode of the Skift Travel Podcast, the team discusses the benefits and drawbacks of hosting large sporting events, such as the Olympic Games, focusing on the Paris Olympics. Greg Klassen, Senior Director at Skift Advisory and former CEO of Destination Canada, joins Head of Research Seth Borko and Editor-in-Chief Sarah Kopit to share insights on leveraging the Olympics for tourism. They stress the importance of developing a long-term tourism strategy that spans before, during, and after the event to ensure sustained benefits for the host city.
One key point highlighted in the podcast is the significance of media and publicity in gaining worldwide exposure during major sporting events. For example, Vancouver successfully utilized media coverage to showcase the city’s beauty and attractions, resulting in increased global brand awareness and future visitation. The team emphasizes the need for destinations to provide engaging stories and high-quality content to capitalize on the attention generated by events like the Olympics.
Sustainability and legacy planning are crucial aspects of hosting large sporting events like the Olympics. Vancouver’s effective repurposing of Olympic facilities for community use and tourism post-games stands as a model for creating lasting value from event infrastructure. In contrast, some host cities struggle with neglected and underused Olympic venues, emphasizing the importance of long-term planning to ensure a positive legacy for the city and its residents.
Addressing environmental and social responsibilities is also key in enhancing a city’s reputation as a host for major sporting events. Vancouver’s proactive approach to addressing local challenges like homelessness and addiction helped shape a more balanced and authentic narrative about the city. Transparency in addressing these issues can contribute to a host city’s positive image and overall success in leveraging the event for long-term tourism growth.
Beyond the Olympics, the team discusses the broader impacts of sports tourism and advises destinations to consider their unique strengths and target audiences when planning to host major events. Understanding the specific appeal of various sports and aligning these events with broader destination marketing and development goals can help destinations maximize the benefits of hosting sporting events. The podcast concludes by urging cities to focus on strategic tourism planning that goes beyond the immediate influx of visitors during the event and ensures sustained tourism growth in the years to come.
In summary, the Skift Travel Podcast delves into the complexities of hosting large sporting events like the Olympics and highlights the importance of having a long-term tourism strategy in place to capitalize on the exposure generated by these events. Leveraging media coverage, repurposing infrastructure, addressing environmental and social responsibilities, and aligning sporting events with destination development goals are key components discussed in the podcast. By emphasizing the importance of strategic planning and transparent storytelling, the team provides valuable insights for host cities looking to maximize the tourism benefits of hosting major sporting events in the future.
