Aspects of Aspects of Olympic Games TourismOlympic Games Tourism

3rd Conference “Tourism & Development”Post-Olympic strategies for Greek Tourism

Prof. Dr. Holger PreussFaculty of Sport

Sport Economics and Sport ManagementJohannes Gutenberg-University Mainz

Some theses …Some theses …

Tourists returned home from Athens 2004 and tell stories about their experiences. That may motivate others to visit Athens and Greece.

Indirekt ImpactIndirekt Impact

The economic tourism effect is as huge as the economic impact through construction and operation of the Games.

Size ofSize ofTourismTourism

Tourism is the main long term economic legacy for Olympic Games hosts. A well planned strategy can increase tourism.

LegacyLegacy

Based on hotel capacity, accessibility and Based on hotel capacity, accessibility and availability of tickets the number of availability of tickets the number of

tourists is different from Games to Gamestourists is different from Games to Games

Out of city visitors Olympic family

Out of city visitors (total)*

Los Angeles 1984 400 000 – 608 760 28 460 770 000

Seoul 1988 less than 240 000 39 332 240 000

Barcelona 1992 250 000 – 422 666 55 000 450 000

Atlanta 1996 736 100 – 2 000 000 72 543 968 000

Sydney 2000 110 000 57 000 475 000

Athens 2004 150 000** 60 000 660 000

Beijing 2008 600 000*** 60 000 660 000

Notes: * Figures estimated on foregoing columns and on additional information. ** Only international visitors, Olympic Family estimated*** According the hotel capacity (Bidding Committee Beijing 2008, 2001). Olympic Family estimated.

0

10

20

30

40

50

1986 1987 1988 1989

%

Calgary Europe Edmonton Europe

Calgary USA Edmonton USA

Awareness of Calgary and

Edmonton

Awareness of the Games host cityAwareness of the Games host city

Source: data from Young & Rubicam

Image: Attributes of Australia seen Image: Attributes of Australia seen by Americans and Britishby Americans and British

0

15

30

45

60

75

90

UK 1999 UK 2002 USA 1999 USA 2002

Source: 2000 data from Young & Rubicam

Attributes of Australia seen by Attributes of Australia seen by GermansGermans

0

15

30

45

60

75

90

2000 2001 abou

t cus

tom

ers

Host city / OCOG

Tourists / businesses / institutions

Olympic Games

Active promotion

Environment

Image Image

Black box

Image conveyed by other persons

Media repre-sentatives

Ow

n o

pin

ion

by

dir

ect

vis

it

(4)

(3)(1)

(2)

Ways the image of a host city Ways the image of a host city affects the target groups affects the target groups

The Australian Tourist Commission’s The Australian Tourist Commission’s four-year strategic programme four-year strategic programme

included:included:• a visiting journalist programme• servicing 50 000 international media inquiries• providing a specialist internet for media, bringing

international broadcasters to Australia before the Games• working with international television to provide stories,

quality vision and sound resources of all parts of Australia

• cooperative arrangements and joint advertorials with Olympic sponsors

• providing media with interesting visuals of the torch relay• providing international magazines with stories • photography and offering a non-accredited media centre

in Sydney

Olympic Games

foreignforeignttouristsourists to to

AthensAthens

mmotivation to otivation to plan a trip to plan a trip to

AthensAthens

mmotivation to otivation to plan a trip to plan a trip to

Beijing, ...Beijing, ...

AAtmospheretmospherein Athensin Athens

Aim I

MediaMedia

complex system

returningreturning home home

complex system

autonomous autonomous eexpenditurexpenditure

Aim II

„economic legacyfor Athens“

340

380

420

460

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEZ

inte

rnati

nal vis

itors

(se

aso

n a

dju

sted

)

1999

2001

2002

2000

Olympic month

Sep, 11

in TausendLong term Olympic tourism in Australia Long term Olympic tourism in Australia

Consumers' inclination to holiday in Consumers' inclination to holiday in Australia sometime the next fiveAustralia sometime the next five

yearsyears

IND INA MAS THA CHN SIN

45% 56% 41% 43% 37% 27%

TPE HKG JPN KOR USA NZL GBR GER

26% 19% 24% 15% 24% 17% 13% 21%

But there also have been negative impacts e.g. in South Africa through the Aboriginal Issue.

0

300

600

900

1200

1500

1800

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

nig

hts

in

th

ou

san

ds

1990 1991 1992 1993

Hotel nights

Gamesperiod

Attica?Attica?

0

20

40

60

80

100

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

%

1990 1991 1992 1993

Occupancy rate (hotels)

Gamesperiod

Attica?Attica?

Munich1972

LA 1984 Seoul 1988

Barcelona 1992

Atlanta1996

Sydney 2000

Athens 2004

Beijing 2008

Games-related increase in the number of hotel rooms (%)

12.2* 5.8 41.9 -48

38 9.1* 12.5* N/A 62.5

Hotel occupancy rate during Olympic year

N/A 75 72 65 68 N/A N/A N/A

Relative change in occupancy rate during Olympic year com pared to previous year (%)

N/A -1 -2 -5 -3 N/A N/A N/A

Hotel development in the host cityHotel development in the host city

-40

-20

0

20

40

60

80

t - 1 t t+1 t+2

Barcelona Atlanta Sydney

Change of congress participants in %Change of congress participants in %

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Impact of Olympic Games on Athens and GreeceImpact of Olympic Games on Athens and Greece

Development path

Plateau

no effect

Follow up costs

800 Million Euro(Frankfurt 2012)

StructurStructuralalrequirementrequirementfor tourismfor tourism

CITYCITY

StructurStructural Requiremental Requirement

OLYMPICS 2004OLYMPICS 2004

Impact of Olympics on tourism structureImpact of Olympics on tourism structure

StructurStructuralalrequirementrequirementfor tourismfor tourism

CITYCITY

StructurStructural Requiremental Requirement

OLYMPICS 2004OLYMPICS 2004

Impact of Olympics on tourism structureImpact of Olympics on tourism structure

StructurStructuralalRequirementRequirement

CITYCITY

StructurStructural Requiremental Requirement

OLYMPICS 2004OLYMPICS 2004

Impact of Olympics on tourism structureImpact of Olympics on tourism structure

StructurStructuralalRequirementRequirement

CITYCITY

StructurStructural Requiremental Requirement

SPORT EVENTSPORT EVENT

Field (A)Field (A)

non-Olympicnon-Olympicrelated city related city

tourismtourismdevelopmentdevelopment

Field (B)Field (B)Olympic related Olympic related

city tourismcity tourismdevelopmentdevelopment

Field (C)Field (C)Olympic Olympic relatedrelated

structure structure

Impact of Olympics on tourism structureImpact of Olympics on tourism structure

Field (A)Field (A)

non-Olympicnon-Olympicrelated cityrelated city

tourismtourism developmentdevelopment

Field (B)Field (B)Olympic related Olympic related

city tourismcity tourismdevelopmentdevelopment

Field (C)Field (C)Olympic Olympic relatedrelated

structure structure

Myth is that you need the structurecontrol and plan field (C)MythMyth

FactFactOne-time push of accelerateddevelopment (B)

FactFact Do not stop the development of (A)

Impact of Olympics on tourism structureImpact of Olympics on tourism structure

START

global competition between tourist destinationsand mega sport event destinations

GreeceGreece((AthensAthens))

END

increase of demand

visible

development of new products

development of infrastructure

invisible

strengthening of destination „brand“

positioning of destination

Potential “Tourism legacy” for Athens 2004Potential “Tourism legacy” for Athens 2004

Thank YouThank You

Athens 2004 - temporary standsAthens 2004 - temporary stands