Sporting legacy
Playing the long game
PAUL COOK ASKS , ‘ HOW DO YOU SPOT WHERE THE HOTTEST MEETING DESTINATIONS WILL BE IN 10 YEARS ’ TIME ?’ AND SAYS IT ’ S BY PLAYING THE LONG GAME .
M ega events such as the Olympic Games , the Commonwealth Games , and the FIFA World Cup can transform host countries . Savvy MICE professionals should monitor them to predict future hotspots .
Mega sports events can have a mega economic impact on a host country , region , or city . How you assess the financial results , of course , depends on the timeframe being used , which can be anything from one year to 20 years-plus . A longer timeframe to analyse results allows for the dust to settle after the immediate influx of visitors in the year of or after the mega event .
While economic impact is typically measured short-term , legacy impacts encompass a broader range of issues , such as social , cultural , and environmental effects . And , while legacy is important to all event professionals , MICE professionals , in particular , have an important role in developing the mega event ’ s legacy . There is a direct relationship between sports events and the meetings and events space .
Showcase opportunity Tracy Halliwell MBE , director of tourism , conventions and major events at London & Partners , says : “ The 2012 Olympics gave us a fantastic opportunity to show off London in new and exciting ways . We saw significant growth in meetings and conferences . We welcomed business leaders from around the world , which allowed us to highlight London as
a top choice for business events . This led to successes like hosting the 2015 European Society of Cardiology , one of the world ’ s largest medical conferences .”
Halliwell points out that the excitement of the Olympics didn ’ t just boost tourism ; it made businesses want to hold their conferences there , too . “ This success is largely because we focused on creating a lasting impact from the beginning . We wanted everything we built for the Games to have a long-term purpose .”
Hosting the Olympic Games in 1992 certainly changed Barcelona ’ s fortunes . The legacy work resulted in an urban regeneration of the area and a
Above : London & Partners ’ Tracy Halliwell MBE destination that now has a strong MICE presence .
Tokyo experienced changing fortunes of a different kind , holding the Olympics in 2021 without in-person spectators because of the Covid-19 pandemic . However , Japan continues to build on the legacy created , promoting sport and offering its residents more opportunities for healthier and more active lifestyles .
If not doing so , MICE professionals would be wise to watch such sporting events closely . After all , state-of-the-art venues will be operational and will have been carefully considered for legacy use . No host destination wants to be left with a costly ‘ white elephant ’, a brush Athens has certainly been tarred with after the abandonment of several venues used for the Olympics in 2004 .
Host cities , however , now aspire to construct stadiums , tourism infrastructure , transportation systems , and other facilities , expecting these to benefit the city long after the mega event has ended . Logistical issues such as rail , road , and air transportation are fully tested during the mega event , and any hiccups ironed out .
In fact , Los Angeles , due to host the Olympics in 2028 , is already making a number of changes to its infrastructure , including air travel .
Infrastructure developments Venue and city infrastructure developments appeal to MICE planners who know that everything works seamlessly . But it ’ s not just the host destination that makes a difference ; it ’ s important to look at what other key service providers are doing .
In April 2024 , Qatar Airways was awarded the World ’ s Best MICE Airline 2023 at the World MICE Awards™ . The awards highlight Qatar Airways ’ efforts in facilitating the MICE industry in Qatar and beyond . Qatar Airways chief commercial officer Thierry Antinori said : “ We are
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